Introducing Phrase Potential Calculator

 
 

Phrase potential calculator is a tool which analyses CTR, rankings and traffic volume data and helps discover phrases of high value. The calculator uses data from Google Webmaster Tools and/or Google Keyword Tool.

What you see here is keyword output from a report generated through traffic data sourced via Google Webmaster Tools CSV file and manually added goal conversion value and conversion rate.

Phrase Potential Calculator

We have a rule at Dejan SEO; when something takes more than one hour to do and you do it often, we write a script for it.

Notice the first term from the list. “Electronic music” has local search volume of 50,000, and with #4 rank in Google it receives 1600 clicks. This is already a fair bit of information and we know the CTR value from SERPs so we’re able to model and create scenarios (e.g. Clicks in #1, #2, #3 or one position up). We are able to calculate CTR averages for this domain through its own values or average out if the data is insufficient to work with.

At the bottom of the report our calculator gives a summary of total traffic and for each new ranking scenario as well as totals in projected revenue. Graphs add visual candy to the report making it suitable for meetings, management briefs and decision-making visualisation.

Potential Calculator Results

There are two methods of calculation: Phrase Specific and Average Based. The difference between the two is that one uses CTR averages throughout the site (or uses across the board averages) while phrases specific calculation observes each individual phrase and projects based on performance track of that phrase. This is particularly useful when you have a lot of branded terms which tend to outperform generic phrases and can skew the CTR in favour of a first result (or first three in many cases).

Branded Terms

“Average Based” calculation allows you to modify CTR values manually while “Phrase Specific” calculation retrieves CTRs for each phrase individually:

Phrase Specific

To add goal conversion value and rates click on the traffic value button in the financial potential calculation section:

Traffic Value

In a nutshell this tool helps you decide which search terms are worth targeting and how much more money you could make if certain phrases were to perform better in search results. The potential calculator becomes very helpful once you start dealing with large quantities of data. The tool is still in beta and we’re collecting feedback from users at the moment.

Try it and let us know what you think: http://www.phraseresearch.com

Dan Petrovic is a well-known Australian SEO and a managing director of Dejan SEO. He has published numerous research articles in the field of search engine optimisation and online marketing. Dan's work is highly regarded by the world-wide SEO community and featured on some of the most reputable websites in the industry.

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4 Responses to “Introducing Phrase Potential Calculator”

  1. Wow this is awesome…..yikes. very high powered stuff here

     
    • Jason Diller
  2. Hi Dan, this is actually very helpful. We are looking to improve our rank checking tools, and your tips here will really help.

    Will be giving your tool a tryout and getting a real understanding of how it works.

    Thanks, Peter Mead

     
    • Peter Mead
  3. Surprised this hasn’t been discovered yet, will check it out now. Great work!

     
    • Joseph Robison
  4. I tried it out a few times with the raw WMT export file but got an error:

    Possible errors:

    - Analysis under this code does not exist.
    - Damaged or incorrect .csv file.
    - If you use Adwords .csv file, there is possibility that our rank checker can’t find rank for any keyword in .csv file.

    Hopefully you can help out!

     
    • Joseph Robison

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