Research - Conductor Documentation

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Research from Conductor on Vimeo

Conductor’s Research feature is your source for research data across the search performance spectrum. You can view content ideas and insights about sites and pages, competitive research, and more—all from just one prompt.

Content Ideation

Use Research to connect with your customers. Enter a topic idea you’re interested in to reveal performance data and related search terms that your audience is searching for. Then, review the data to learn what phrases and language your audience most often uses to search for and talk about your topic. You can also research an individual page to generate topic ideas and to find the phrases your audience most often uses to find that page when they search.

Site Research

Use Research to investigate domains, subdomains, subfolders, and individual pages. Enter one of these to reveal a host of search performance data about the relevant page or pages. This data is great for understanding your competition’s content, as well as your own. Data in Research uses search data from all over the globe. Review which search engines are available in this article.

Overview: Exploring Topics

Research (Topic Reports) from Conductor on Vimeo

You can review relevant data about a topic and see related topic suggestions based on a phrase you enter into Research. After reviewing the data, you can fine-tune your content strategy to address your audience with more precision and relevance.

Generate Topic Reports

1. Select the search context for the topic you want to explore.

2. Generate a topic report:

   • Enter a topic—or multiple topics—for which you want to see a topic report and click Explore. You can enter up to 50 topics at once: enter them manually, separated by commas, paste a comma-separated list, or paste cells from a spreadsheet.

   • Click View Report in the History table to see suggestions for a previously explored topic or topics.

Review the Overview Tab

Research (Topic Overview) from Conductor on Vimeo

Note that the Overview tab is not available if you explore multiple topics at once. Learn more about who your audiences are and what they care about with social data integrated with Conductor Intelligence’s other research data in Research’s Topic reports. With the data in the Overview tab, you can see social mentions, engagement, interests, and occupations for the keywords and topics you research, powered by Talkwalker, the market leader in social intelligence. Conductor gathers the last 30 days of data from Talkwalker each time you visit the report. For the topic you explore, you can see:

• Monthly Search Interest. This data refers to the topic’s level of search interest or popularity over the most recent twelve months. Search interest does not reflect actual search volumes. Instead, the trend line displays data on a scale of 0–100, where 100 is the highest point of interest over the time range. A value of 50 means the keyword has half as much interest, while a value of zero means there is no data. The search interest trend displays the most recent twelve months of data collected from Google Search trends. The Monthly Search Interest widget also highlights areas of seasonality.

• Daily Social Mentions. This data refers to the total number of times during a day that people include a given keyword in a social media post.

• Top Keywords:

  • Determined by search volume:

  • Determined by social mentions:

  • Note that you can select any keyword in these tables to track, copy to your clipboard, or get content guidance using the three-dot menu:

• People Also Ask data:

• Next steps, like getting Content Guidance, adding to an Action, or tracking the keyword:

• Interest by:

  • Interests

  • Occupations

• Regional Interest (United States only)

This widget shows geographic search interest data for the United States. Search interest does not reflect actual search volumes. Instead, it indicates a value on a scale of 0–100, where 100 is the highest point of interest over the time range. A value of 50 means the keyword has half as much interest, while a value of zero means there is no data.

• Sentiment

Conductor’s data partner Talkwalker derives Sentiment metrics from news and content websites, blogs, forums, and Twitter. Talkwalker can provide 90% accuracy for Sentiment analysis through interpreting irony and sarcasm across 24 languages.

Review the Related Keywords Tab

Research (Topic Related Keywords) from Conductor on Vimeo

• The Keyword column shows you the list of keywords related to the topic or topics you explored. The first rows reflect the topic or topics you explored. You can use the data here to compare it to the topics suggested by Conductor.
• The Result Types column indicates the different types of content that appear for the keyword. Note that this column will not indicate whether the keyword yields an Events result type.
• The Monthly Search Interest Trend and Search Volume columns let you identify the demand for keywords related to this topic based on the monthly search volume in Google.
• The Search Intent column classifies what intent users have when they search for this query. Learn more about Search Intent in the Conductor Platform.
• The Est. Cost Per Click column indicates the average bid on the keyword in paid strategy. You can use this column to identify keywords to optimize for organic search so your paid team can save on their spend for that keyword.
• The Mentions and Engagement columns include social intelligence data provided through Conductor’s integration with Talkwalker. By default, Conductor shows data for 20 keywords from this integration, but you can click Request to see this data for any keyword in the table.

Next Steps: Data and Keywords

Click the arrow next to a keyword in the list to see the top-five ranked pages:

• If you already track (or have tracked) the keyword in Conductor, the pages shown include information on keyword group membership and preferred URL. You can also jump to the Keyword Details report for the keyword.
• If any of your organization’s content appears as one of those top-five ranked pages, you can click the link to jump to the Page Details report for that page.

Overview: Exploring Sites

Research (Site Reports) from Conductor on Vimeo

You can explore on-demand global search data about a domain, subdomain, subfolder, or individual page using Research. Just enter a domain, subdomain, subfolder, or page (even your own!) to see organic search performance and competitive comparison. Then review data about the keywords for which the domain, subdomain, subfolder, or page ranks and the pages ranking on results pages.

Generate Site Reports

Select the search context for the domain, subdomain, subfolder, or page you want to explore.

Then, enter a domain, subdomain, subfolder, or page:

• To explore a new site, enter it in the box at the top of the screen and click Explore.

Review the At a Glance tab for your entered site

If you are not already on the At a Glance tab, click it at the top of the report.

Then, select a date range up to 13 months in addition to the current month for which to see historical data. Note that when you explore a page in a Baidu context, data will always appear from the most recent, complete month. You cannot select a date range. Review the following data in the summary bar:

1. Total values for number of ranked keywords and Modeled Traffic.
2. Distribution of the site’s top performing keywords across Conductor’s visibility zones (and movement since the last data publication)
3. The top traffic-driving keywords for the site.
4. The pages (if applicable) for which the site ranks in the top traffic-driving keywords.

• View performance over time by reviewing the domain’s trend chart. You can choose to see:

  • A specific metric:
    • The Modeled Traffic associated with the site, trended month-to-month
    • The total number of Ranked Keywords, trended month-to-month (if applicable)
    • The Visibility Distribution for this site’s keywords, trended month-to-month (if applicable)

• A line graph, bar chart, or competitive gap bar chart. You might do this to help show the inflection points in the data. Just select from the icons shown on the widget.

  • Data for a specific given month. Hover over the month’s bar in the chart:

• View ownership of different universal result types over time in the Number of Owned Result Types trend graph at the bottom of the report. Note that image results are not available in this widget because our data provider Semrush does not support domain-level reporting for image results.

Review the Keywords tab for your entered site

Click the Keywords tab.

Then, select a date range up to 13 months in addition to the current month for which to see historical data. Note that when you explore a page in a Baidu context, data will always appear from the most recent, complete month. You cannot select a date range.

These are the keywords that your site explored ranks for. Note that Conductor’s data partner Semrush refreshes this keyword data as frequently as daily, but no less frequently than monthly. As a result there may be discrepancies in the total number of keywords listed here compared to the total number reported on the At a Glance tab. Each result in the Ranking Keywords table includes the top-five ranking results, rank change data from the previous time period, and ranking results from the explored domain, subdomain, or subfolder. You can also review which Next Steps are available, such as getting content guidance for the keyword, exploring the keyword, or tracking it.

Review the Pages tabs for your entered domain, subdomain, or subfolder

Click the Pages tab.

If you are exploring a domain, subdomain, or subfolder, you can review information about the ranking pages that appear in Research’s index. You can select a date range up to 13 months in addition to the current month for which to see historical data. Note that when you explore a page in a Baidu context, data will always appear from the most recent, complete month. You cannot select a date range. For each page listed in the table, you can click the arrow to see the keyword or keywords for which the page ranks. Included for each keyword are:

• The modeled traffic for the page and the change in modeled traffic since the previous time period.
• The corresponding rank and change in rank since the previous time period.
• Search volume during the most recent time period.

Compare data across sites in the At a Glance and Keywords Tabs

You can see a comparison between any two sites. Compare sites to perform actions like:

• Investigating your competition.
• Comparing your performance at a glance.
• Reviewing keywords to identify content for optimization.

Filter to Focus on the Most Relevant Suggestions

To focus on the most relevant and useful data across Research reports to better address your specific goals, you can choose to filter the results in the report’s tables.

Filter Your Results

Select from a menu of pre-set filters. You can:

• Click one of the favorite filters in the Your Favorite Saved Filters menu.
• Select a filter from the Saved Filters menu
• Create your own filter, which you can save to use again. You can use the menus in the Filters section to fine-tune which results appear in the table. The available filters depend on the kind of report you are viewing and whether you are on the Keywords or Pages tab in Site reports:
  • The Keywords Containing menu lets you include or exclude specific words from the results.
  • The Keyword Ranks menu lets you filter for keywords based on their ranks across the most recent two time periods.
  • The Highest Rank menu lets you filter for keywords based on their ranks during the most recent time period.
  • The Result Types menu lets you filter for keywords that generate specific universal result types.
  • The Number of Keywords menu lets you filter for pages that have as few or as many keywords for which it ranks.
  • The Tracking menu lets you include or exclude keywords you already track with Conductor.

Save and Manage Filters

Want to save a filter that you create? After choosing your filter parameters:

1. Click Save Filter. This button appears after you have applied one or more filters to your results.
2. The Create a Saved Filter form appears.
3. Enter a name for the filter.
4. Choose whether the filter is Personal (it will appear only for you) or Shared (it will appear for all users in your account).
5. Choose to add the filter to your Favorites, which appear as quick filters at the top of the section.
6. Click Save.

Take Action on Results in Research

To facilitate how you deliver information to others in your organization, you can copy keywords in the table to your clipboard. To do this: Select the keywords you want to copy in the table and click Copy to Clipboard.