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Get Started with Search Tracker and Competitive Intelligence
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Introduction
Introduction
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Step 1
Enable Search Tracker
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Step 2
Select Search Tracker Frequency
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Step 3
Select Search Tracker Keywords
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Step 4
Select Query Templates
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Step 5
Select Alternative Names and Websites
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Step 6
Select Tracking Sites
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Step 7
Select Competitor Names and Websites
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Step 8
Understand Search Tracker Metrics
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Step 9
Understand Search Tracker Screens
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Search Tracker FAQs
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Step 9: Understand Search Tracker Screens

Search Tracker Overview

The Search Tracker Overview screen provides a high level view of all the locations and competitors you have enabled in Search Tracker.

There are four sections to this screen:

  • Overview of Share of Intelligent Search - Share of Intelligent Search broken out by Match Type
  • Local Competitors - Comparison of Local Pack Matches by keyword and competitor
  • Your Share of Intelligent Search by Keyword - Share of Intelligent Search over time, by keyword
  • Competitor’s Share of Intelligent Search - Share of Intelligent Search by keyword and competitor

The first section in the Search Tracker Overview screen shows your overall share of Intelligent Search across all your locations and keywords you have selected.

This Share of Intelligent Search is broken down by Match Type, which indicates how your location was found in the search results, and whether that match was on a field managed by Yext. These include:

  • Listings: Matches with a URL managed by Listings
  • Local Pack and Knowledge Card: When your business listing is returned in Local Packs or Knowledge Card
  • Location Pages: Matches with a URL of your Location Pages
  • Corporate Website: Matches with your corporate website domain

This breakdown helps you understand what percentage of the search results you control through Yext products (Listings, Local Pack and Knowledge Card, and Location Pages), and which are generic matches on URL.

Local Competitors

local competitors

While the competitors you set in the platform may be well known competitors across all your locations, there may be competitors at a local level that you might not even be aware of, but which have a significant Share of Search compared to an individual location.

This is where Search Tracker’s automatic local competitor detection feature comes into play. In addition to the competitors you specify in the platform, Search Tracker will also identify other common brands that appear in search for each of your locations, and will display them and their Share of Search in this Local Competitors section.

Your Share of Intelligent Search by Keyword

local competitors

This section breaks down your locations’ Share of Search by search keyword, so you can see how you are performing for specific search topics. The searches summarized for each keyword still vary by Query Template (e.g., “Estate Planning” may also include “Estate Planning near me”, “Estate Planning in Seattle”, etc.), but overall represent the same topic.

Finally, for competitors you defined in the platform, you will see their Share of Search (compared to yours) by Keyword in this last section of the Search Tracker Overview screen. This is the best place to go for a quick, at-a-glance view of how you are performing relative to your competitors overall.

All Searches

The All Searches screen shows all of the past searches placed by Search Tracker, including the:

  • Search Date
  • Search Query
  • Location
  • Search Engine
  • Share of Intelligent Search
  • Change from Previous Run

This screen is filterable using the left sidebar. Filter options include:

  • Keyword: Filter to search queries containing the selected keyword.
  • Platform: Filter to searches placed on specific search engines.
  • Date: Filter to the date of the Search Tracker run.
  • Change from Previous: Filter to search queries that observed a meaningful change in Share of Search (e.g., filter to “> -5%” to observe search queries where your Share of Search significantly dropped from the past run).
  • Query Template: Filter to search queries by the Query Template that was applied. Use in conjunction with Keyword to filter to specific search queries.

For each search, you can additionally click View Search Report to open a detailed report of the search and the results returned.

Search Report

Finally, for each search, clicking View Search Report opens a detailed breakdown of the search including:

  • Inputs: Details about the search that was run, including what / where / when it was run, and what location was looked for in the search results.

    • Search Date
    • Keyword
    • Search Query
    • Search Engine
    • Entity

  • SERP Characteristics: High-level features about the search results returned, such as the number of results, or whether or not a Local Pack or Knowledge Card was returned.

    • Total First Page Results (#)
    • Local Pack (Yes / No)
    • Local Pack Number of Results (#)
    • Knowledge Card (Yes / No)

  • Key Metrics: Summary of key metrics captured by Search Tracker, including Share of Search, and metrics about matches with the location.

    • Share of Search
      • Share of Intelligent Search
      • Local Pack Share of Search Organic Share of Search
    • Matches
      • Total Matches
      • Total Organic Matches
      • Total Local Pack Matches
    • Match Position
      • First Overall Match Position
      • Organic Match Position
      • First Local Pack Match Position

  • SERP Breakdown: A full, detailed list of results returned in the SERP.

    • Search Result Type
    • Position
    • Result
    • URL
    • Match Type
    • Brand
    • Share of Intelligent Search

search report

Additionally, you can click View SERP to view the actual results page returned from the search engine.

search result screenshot

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