By Kelly Myers
The fifth and final post to my Measuring Your Marketing blog series will discuss the AWR report you receive monthly along with your Google Analytics.
AWR stands for Advanced Web Ranking. AWR is also the exact name of the third party platform Integrity Marketing Solutions uses to run these reports for you. Your AWR report should help you gauge where you and your firm stand in terms of keyword and local search among search engines, mainly Google and Bing.
Inside the Dropbox folder provided to you monthly by IMS, you will find a list of previous AWR reports and a fresh report for the current month. Think of this report as a snapshot of your web rankings and how search engines view your website. The information provided shows your rankings on the day the report was run, which can be found at the top of your PDF. The results from that day are then compared to the previous month’s report. The comparison can be deciphered by the key of icons shown at the bottom of your report.
Again, keep in mind that the AWR report is an overview of how you are ranking for keywords on search engines. Search engines, especially Google, are constantly changing their algorithms on how they perceive search results. In addition, personalized search results will be presented to each searcher based on where and when the search is conducted. This allows for multiple variations of any combination of keywords. These reasons will cause your rankings to change frequently and vary greatly. IMS provides these reports to give you an idea of where you stand by comparing your rankings and visualize your progress over time.
I see many clients focus too much on the rankings report rather than looking at their marketing performance holistically. Along with rankings, IMS tracks website visits, which pages are most popular, conversions and much more. You’ll definitely want to take your rankings into consideration, but don’t put too much weight on any one single factor in your marketing.
So, when viewing your AWR report, consider the terms you are ranking well for. Are these keywords high quality terms? Have these keywords been progressing positively? If not, we may need to consider redirecting your optimization. A redirection is also important if you have changed or updated your firm’s services. Please reach out to IMS through a support ticket if you have questions or concerns regarding your AWR reports.