Detailed Guide: How To Use The Traffic Analyzer?
Scalenut's new tool, the Traffic Analyzer, shines as an innovation in the fast-paced online world. It navigates the complex web of site interactions and provides deep insights into user behavior.
Let’s begin.
Note: You are required to connect your Google Search Console with the Scalenut Account to access Traffic Analyzer feature.
To integrate Google Search Console, read the <add integration article link> for a seamless experience.
How to use the Traffic Analyzer?
STEP 1
Log in to your Scalenut account and find the ‘Traffic Analyzer’ feature on the left navigation panel of the Scalenut Dashboard.
STEP 2
The data available on your Dashboard are as follows -
- Traffic refers to the number of clicks received from Google Search engine.
- Impressions refer to the number of times a web page is displayed to users.
- Average Position is a website's weighted average ranking in search engine results pages (SERPs) for all pages and queries.
- CTR measures the number of clicks received in comparison to the number of people who viewed it.
Click ‘See all Insights’ to get a detailed overview of your website traffic.
STEP 3
On the redirected screen, you will find the following data right on the top.
- Domain name - Top Right.
- Country - Top Right. (You can filter and view data for the country as per your preference. Max 5 countries can be tracked)
- Last Data refresh time and next refresh time.
- An option to switch from Insights to Inventory.
- An overview of Traffic, Impressions, Average Position, CTR data.
STEP 4
The default screen is the ‘Insights’ screen. Right below the overview, you’ll find the Top Gainers and the Top Losers data.
- Top Gainers - Pages that made the biggest leaps last month.
- Top Losers - Top underperforming pages month-to-month.
STEP 5
You'll find ‘Keywords' beside 'Top Gainers' and 'Top Losers.' Click on the downward arrow to filter it as 'Pages' instead of 'Keywords. Then, select your preference.
STEP 6
If you wish to stick to ‘Keywords’, do not alter this filter. If not, change it to ‘Pages’ by clicking on the downward arrow and selecting your preference.
STEP 7
Now, let’s consider the data as per ‘Keywords.’ You’ll find the Change and the Traffic data beside each keyword.
Please note: For Top Gainers, change will indicate the positive movement, whereas, for the Top Losers, it’ll be the negative movement.
STEP 8
Next, switch to ‘CTR.’ Here, you can track the keywords, change in movement, and the CTR (the number of clicks received compared to the number of people who viewed it).
STEP 9
Then, switch to the ‘Impressions’ tab. Impressions refer to the number of times a web page is displayed to users. Here, you can track the keywords, changes in movement, and impressions. You can tally it for both Top Gainers and Top Losers side by side.
STEP 10
Finally, switch to the ‘Rank’ tab. Here, you can track the keywords, changes in movement, and the rank for them.
STEP 11
Scroll down, and you’ll find the ‘Top Keywords’ - the keywords that drive the highest traffic to the website. If you see data in red beside the current rank of the keyword, it shows a drop in its rank. Similarly, a shift marked in green indicates a positive movement in the rank of the particular keyword. The impressions and traffic of the keyword are also available here.
STEP 12
Next, you’ll find the ‘Top Pages’ - pages that drive the highest traffic to the website. If you see data in red beside the current rank of the page, it shows a drop in its rank. Similarly, a shift marked in green indicates a positive movement in the rank of the particular page. The impressions and traffic of the page are also available here.
STEP 13
Scroll further down the page to find the data for ‘New Pages’ and ‘Lost Pages.’
New Pages are web pages previously absent from search engine rankings but have now gained visibility. In contrast, Lost Pages are web pages that received impressions in the last to last month but have had no engagement within the past month.
You can also view them in ascending or descending order of impressions by clicking the filter.
STEP 14
Next, you'll be able to monitor the ‘Device Distribution’. It shows the visual representation of the source distribution from different devices, like desktops, tablets, and smartphones.
STEP 15
Next, comes the Position Distribution. It shows when a keyword appears in different search engine result pages, such as top 3, 4-10, and beyond. You can also view the change in movement of the keywords and the total keyword number.
STEP 16
You can further sort the position distribution of these keywords by clicking on the downward arrow. The default view considers all keywords, but you can filter them as branded and non-branded.
STEP 17
CTR measures the number of clicks received in comparison to the number of people who viewed it.
STEP 18
You can further sort the CTR of these keywords by clicking on the downward arrow. The default view considers all, but you can filter them as branded and non-branded.
STEP 19
Next, switch to the ‘Inventory’ Tab.
In this section, you’ll come across the following data -.
- Keyword Count: Total number of keywords in past 28 days V/S change in total number of keywords in previous 28 days.
- Traffic: Compare the website impressions in the last 28 days to the traffic change from the previous month.
- Traffic Share: The measure of a page's traffic percentage within overall website visits.
- Current Rank:The present rank of the page.
- Rank Trend:The page’s overall ranking movement over 8 weeks.
- Total Volume:Total search volumes for the top 10 keywords.
- Average KD: Indicates a keyword's weighted average keyword difficulty in ranking well in search engine results.
STEP 20
You can view the data for All Pages (default view) or choose among Top Gainers, Losers, and New Pages. All you need to do is click the down arrow and choose your preference.
STEP 21
Similarly, you can do the same with the ‘Display Columns.’ Click the down arrow, select the data you want to see, and customize your experience. You cannot deselect the Page URL; the rest is at your convenience.
Note: Deselecting removes the data for that from your screen.
STEP 22
To expand the data for each page URL, click the down arrow. It’ll show you the top 10 ranking keywords for that page and Avg. Rank, Rank Trend,Traffic, Impressions, CTR, Volume and KD for the specific ranking keyword.
STEP 23
Let’s say we want to expand it for the first page url in the list. https://www.test.com/fitness/dolphin-sparkling-splendid -The extended layout will look like this.
STEP 24
You can further sort each of the data for the top 10 ranking keywords such as their Avg Rank, Rank Trend,Traffic, Impressions, CTR, Volume and KD by clicking on the filter arrow beside them.
STEP 25
Let’s say you want to optimize the ranking keyword ‘butterfly’ - click ‘Optimize.’ It’ll create a report for you. You can then take it up in the Content Optimizer tool.
STEP 26
Close the expanded view to go to the main Inventory screen. Then, switch between Traffic, Traffic Share, Impressions, Current Rank, Rank Trend, Total Volume, and average KD to view their respective data. In this case, we are looking at the ‘Traffic’ data. Click on your desired term to view results for it. You can also expand, like in the case of the Keyword Count.
STEP 27
Scroll down to the bottom of the page to find the number of pages shown. The default is 25; however, it is customizable as per choice. Just click the down arrow and select your desired number of rows.
STEP 28
You can choose from as low as 5 rows to as high as 50 rows to track your website's performance.
And Voila! We have covered all the functionalities of the Traffic Analyzer.
But that’s not all - Check out our next article for the decoding of the best use of this tool.