Continuing our example of calculating SOV, we learn (after doing some quick research online) that you can solve this problem without any special skills by using an SEO tool like Ahrefs. To illustrate, one of the methods consists of three steps:
Set keywords you want to track and paste them into Ahrefs’ Rank Tracker
Set competitors’ domains you want to match against
Go to the Competitors report and see your data automatically calculated and visualized in the “Visibility” tab
Visibility report showing key data. Below is a line graph of the key data on Ahrefs and its competitors
The Visibility report shows what percentage of all clicks for the tracked keywords land on the target websites.
4. Draw conclusions
Rank Tracker’s Visibility report allows you to analyze the present by making comparisons to your competitors, and it even lets you report on the past SOV. You can do even more if you try to find the reasons behind those numbers and come up with some solutions for future improvements. This is even if you’re generally outperforming your competitors at the moment.
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Right below the Visibility report, you can see a report of keyword positions in comparison to your competitors’. And if you sort the results by one of your competitors, you will see keywords for which they perform better than you.
List of keywords, as well as corresponding rankings of Ahrefs, Moz, etc. Sorted results show keyword rankings where Moz outperforms Ahrefs
That knowledge is a great starting point for pinpointing underperforming content and then using SEO tactics to improve rankings. Examples:
Getting more backlinks
Optimizing page speed
Boosting pages with internal links
Basically, in our four-step process, we went from an idea on what to measure to finding exact areas of improvement in our marketing efforts. And that’s the heart of marketing analytics.
Three marketing analytics tools we use at Ahrefs
Data is at the core of Ahrefs’ marketing activities. And as with most SaaS companies, our martech stack consists of many different tools. Here are some that we use for marketing analytics.