Visibility Index and website positioning Instruments (Research) – website positioning Information and Engines

Search Foresight recently published a very interesting study on how different SEO tools calculate their visibility index. A good reason to remember the necessary step backwards that we have to take in relation to these tools that obviously remain necessary in our daily activities …

Mathieu Chapon, from SEO Search Foresight, published last week a very interesting study on the SEO visibility index offered by certain tools (Sistrix, Semrush and Ranxplorer) and how they are calculated.

This study, based on an analysis of 10,000 queries, seeks to compare “actual” traffic, measured based on data available on the website or through the Search Console, and these visibility indicators, based primarily on traffic estimates and CTRs at Google. SERPs.

We invite you to read this very interesting article to learn more about how these different indices are calculated. It is clear that there are quite big differences depending on the tool, especially since SERPs have now become top “Christmas trees” and CTR can change greatly depending on the presence or absence of prominent clips, commercials, PAA or other display due to e.g. on labels structured data and rich results. Then it is not so easy to calculate, when you know that this type of display changes constantly and sometimes contextually …

Tools are necessary, so is the human brain!

And this is exactly what we wanted to go for, and Mathieu’s article illustrates this well: if the tools are there to provide us with data (“data” as we say today), nothing is more important than the human brain to analyze it.

10 or 15 years ago there were far fewer SEO tools than there are now, and every web or SEO agency has developed its own in-house. The difference in choosing an agency often lies in the quality of the tools it has developed internally. But today there are hundreds of SEO tools, for almost all needs. The problem is primarily in the choice: identify the right tool for the expressed need. One tool does not do everything (that would be a big mistake). Therefore, it is necessary to have a powerful toolbox that will satisfy all daily SEO needs. And it will be different for each SEO in accordance with its profile, the actions it wants to perform, etc.

But when a tool does its job and provides data, it is up to the human to analyze it. Personally, I am very annoyed that the tool tells me what to think or do! I want to keep my free will in the decisions that need to be made, and for that I have to rely on reliable data. That is the role of tools. Then the synapses are taken over: experience, analysis, everything is calculated in order to draw conclusions from the presented figures.

Always ask how the data is calculated

Another thing is also very important, and underlined by Mathieu’s article: never take raw data as cash, but always ask how they are collected and calculated. This is a typical example of the visibility index of Sistrix, Semrush, and Ranxplorer: regardless, they are good KPIs, good scales, and scales, but they can’t be compared because they aren’t calculated the same way. The analysis will therefore have to take these differences into account. We could say exactly the same thing for indicators based on Majestic, Ahrefs or Moz links: not only are they not calculated in the same way, but they also do not count as Google does for its PageRank and obviously, Google does not take into account CF / TF and others YES!

Another example: Yoast’s color chips, which will send you pseudo-definite opinions, and red for content that could potentially be very well positioned on engines. I have already said what I think in this video. And we could multiply these examples as desired.

In short, it seems to me that it is necessary to always have the necessary distance from SEO tools. Yes, they are absolutely necessary todayit is obvious. Yes, you always have to ask yourself how they calculate their data. I No, you shouldn’t ask them to think for you! Under these three conditions, they will be your basic SEO followers on a daily basis! 🙂

Note: [mode pub on]Mathieu Chapon, the author of the study cited at the beginning of this article, offers excellent Formaseo level 2 SEO training: e-commerce and SEO from the Abondance network. [mode pub off] 🙂

Average CTR in Google SERPs for Search Foresight client pages. Source: Search Foresight

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