While it can be deeply satisfying to see a large number of keywords ranking for your own domain, it is also important to know for how many of these keywords you are actually within the Top-10 results on Google, the first page of search results.
About 99% of searchers stay within the first search result page on Google and do not click through to the second or even third and more pages.
The keyword overview page can give you a good idea of whether a domain has a SEO strategy or not, by simply looking at the percentage of keywords they have within the top-10.
When you evaluate a domain in the SISTRIX Toolbox, you can click on the Keywords > Overview page in the left navigation and you will be greeted with a quick top-down view of that domains amount of ranking keywords within the Top-100 on Google.
The pure # of keywords in the first box gives you a good idea of the size of the domain. Much more important is the keyword profile which will break the initial number down into Top-100 results and Top-10 results, which are the ones you should be interested in. The average position shows you how close the entire keyword set is to the first page.
We will get into the “why should I use this data and what can it tell me” for both the keyword profile and URLs in just a little bit, when we take a look at the corresponding graphs.
The next box shows the number of ranking URLs both for the Top-100 and Top-10, complete with the average character length for the URLs.
With the wordcount you can see if the domain is ranking more for the long-tail or the short head.
The amount of ranking URLs
Below the overview boxes you will see the chart for the ranking URLs, in our example for the domain nhs.uk.
We can evaluate both the amount of URLs ranking within the top-100 (including the top-10) as well as just the top-10 rankings. Since we will likely only see noticeable traffic within the top-10, the blue line is the most interesting to consider. As we are looking at the URLs we do not necessarily need to see a steady increase in the overall number of ranking URLs, rather, we would like to have the difference between the two lines decrease, as more and more URLs that are in the index, manage to travel into the top-10
The above example is also a nice example that “just add more pages” is not a useful SEO strategy anymore. We can see that, between mid-2012 and early-2013, there was a huge influx of URLs that Google was showing in the top-100, the top-10 line during the same time does not show a spike, just a slow upwards trend that it had during that time.
The amount of ranking keywords
The next chart, the amount of ranking keywords, again shows both the amount of top-100 (including the top-10) as well as just the top-10 keywords, over time.
It is the same as with URLs, it is more important that the amount of top-10 keywords goes up, than if the amount of top-100 keywords is going up.
Generally, most domains without a dedicated SEO strategy will often rank for a wide range of keywords within the top-100 but only about 10% to 20% of their keywords will be in the top-10.
Domains with a SEO strategy – or a very good content-keyword-fit – will see values of 50%+.