Rank tracking
Choose a useful keyword set
Select searches tied to important services, locations, and pages. Start with a manageable list and document the location, device, and cost of any tracking tool.
The starting point
Before you begin.
A useful tracking list helps answer a business question. Start with services, locations, and pages that matter, then add informational searches where they support a real content decision.
The process
How to put it into practice.
- Start with searches that correspond to important services and audience needs.
- Assign a relevant page and record the intended location and device for each search.
- Review the list periodically and remove terms that no longer support a decision.
For each term, note the intended page, intent, location, device, and reason for tracking it. Group related terms so one page is not reported as dozens of unrelated wins. Review costs and remove terms that no longer help the team make decisions.
A practical example
What this could look like.
A flight school might track training searches separately from sightseeing queries because they serve different goals.
Review the work.
Keep the evidence behind your decision: the pages you checked, the date range, the data source, and any assumptions. If you make a change, record what changed and check it again using the same method where possible.
Search visibility can move for many reasons, so compare relevant periods and avoid attributing an inquiry or ranking change to one action without supporting evidence.
What to keep in mind.
Large keyword lists cost more to maintain and do not necessarily improve decision-making.
Common questions
Frequently asked questions.
How many keywords should I track?
There is no fixed number. Start with a list you can review and afford, then expand it only when additional terms answer a useful question.
Should branded searches be included?
They can be useful, but report them separately from non-branded searches so the two types of demand are not confused.
What to do next.
Choose one relevant page or question, document what you find, and agree on the next action before expanding the work. Review the result using the data available to your business.
For the fundamentals, read what SEO is and how it works. If you need hands-on help, explore my SEO services.