Welcome to Big Metrics

Big Metrics is the new kid on the block - Read what it can do.

Posted by Craig 👋 on April 04 2019

Big Metrics is a new SEO tool designed to give you better insight into your SEO. We unlock the capabilities of Google Search Console and make it more actionable.

With Big Metrics, I want to help SEOs get the most out of their organic campaigns and build a tool around actionable workflows.

So what can Big Metrics do?

Archived data

We all know Google Search Console only provides us with 16 months of data - while a generous amount, we all love our data so why let it go to waste?

Big Metrics archives all your Search Console data on a monthly basis so you don’t have to worry about losing it.

From speaking to others there seem to be 3 different camps when it comes to this data:

  1. Those who download it - the problem here is it’s time-consuming, limited to the interface download limits (only 1,000 data points) and not very accessible.

  2. Those who store it in a database - a better option but this comes with an expense, expertise to keep it running and resource to actually do something with the data to make it actionable.

  3. Those who just lose the data :(

With Big Metrics you can plug in your sites and let us do the heavy lifting.

Most reports either show all the data you have or allow you to jump back through them, as pictured below.

Why is that useful?

Many of us have worked on the same website for years and years so it just makes sense to want to see historic data, and while 16-months is pretty good, it’s really not that much data, particularly when it’s on a sliding scale, as it is - you lose data every day.

Because we download the data without the limit restrictions you’re used to from the Search Console interface we can also store more data about each individual URL over time; more query data!

You might have pages which drove lots of query impressions once upon a time but not anymore, wouldn’t it be nice to be able to see this data, figure out what went wrong and fix it? Of course, it would.

SERP Distribution

One of my favourites is the SERP distribution report, which shows you a breakdown of your ranking positions through the SERPs; First Place Rankings, 1-10, 11-20, 21-30, 31-40, 41-50 and 50+ placements.

The SERP Distribution data is displayed in a number of formats including a stacked bar chart (pictured below), individual line charts as well as in table format for your own manipulation, as needed.

In the table format, you can even select any of these segments for a given landing page to see the keywords which belong to that segment!

Finally, because we get all your query data, you get a better understanding of your visibility than static rank checkers or intelligence tools.

Why is that useful?

We often see increases or decreases in our campaigns but it’s not always clear where these changes have come from. With the SERP Distribution report, you can see if you’ve gained more visibility in one area or another.

For example: If you’ve gained visibility in positions 11-20, those are probably some easy wins for you to target. If you’ve lost visibility in that segment but gained in 1-10 positions, then you’ve likely improved those ‘quick wins’ and pushed them onto the first page of the SERPs… and so on.

Being able to jump into a segment on a landing page and see the queries is also useful for both reporting and filling gaps in your content; building better relevance and targeting - thus driving more query data to rinse and repeat.

Monthly Statistics

By default most charts are displayed on a month by month format; most of us report in this manner so it just makes sense and it makes understanding your data and impacts much clearer.

Search Console doesn’t provide the data in this format which makes it a pain to visualise. We’ve fixed this issue...

Keyword Cannibalization

The Keyword Cannibalisation report is potentially the best on the market right now, not only does it truly work at scale - checking thousands of queries - it updates monthly and stores the data every month for you.

Oh, and it’s done for you; no requesting reports with long wait times while it’s generating.

The Keyword Cannibalisation report comes in 3 different views:

Condensed View

This is the default view which shows you which keywords are affected and has metrics aggregated by keyword:

Expanded View

This view shows you the same but without the aggregation and displays each individual landing page:

Charted View

The charted view shows you the individual query and it’s ranking positions:

Why is that useful?

Keyword cannibalisation is one of the more advanced topics when it comes to SEO, in my experience, there isn’t a one-size-fits-all approach but it can have a strong impact on your site's performance.

Usually, you’d have to be stuck in spreadsheets wrangling data with VLOOKUPS and working with just a small set of static keywords - Big Metrics solves the problem, it lets you view issues with ease and identify individual opportunities or broad-sweeping architectural problems.

On-page Analysis

The on-page analysis feature is simple. Click a button and we instantly check all the queries for the selected page against common on-page elements.

Why is that useful?

The On-page Analysis feature can check thousands on queries in a matter of seconds and allows you to plug holes in your on-page targeting very quickly.

For example, with Big Metrics you can run the analysis, filter brand queries and checks whether your top referring keywords are in your H1 heading, page title and meta description and optimise accordingly.

The following elements are checked and reported on:

  1. Page Title

  2. Meta Description

  3. H1 Heading

  4. H2 Heading

  5. Image File Names

  6. Image ALT Attributes

  7. Paragraph <p> tags

  8. The entire document

Query Comparisons

The Query Comparison report is where Big Metrics starts to show off a bit. You can take any landing page and compare queries from different months or even years to see which queries are ‘New’ and which were ‘Lost’.

For example: Say you had a drop on a particular page when reviewing month on month. You can simply run a comparison report and it will show you which keywords are newly ranking keywords and which were lost, comparing month on month, respectively.

Why is that useful?

It’s often the case where we suffer a blow but don’t know where it’s come from - with the Query Comparison feature you can drill down and see exactly what has caused an increase or decrease when it comes to Won or Lost keywords.

With this information you have the insight to make better decisions; either repeating more of what you’ve been doing on other pages or abort your current strategies for new approaches.

Change Testing

Possibly the most used feature of them all is the Change Testing feature. You can make a change to your site to affect a single page, query or group of pages and track the performance to compare before the change and after:

The following metrics are tracked for you:

  1. Impressions

  2. Clicks

  3. Average CTR

  4. Average Position

  5. Number of Keywords

  6. Number of Landing Pages

  7. Number of First Place Rankings

  8. Number of Rankings within the Top 10

  9. Number of Rankings outside the Top 10

Why is that useful?

Often when we make changes we are only concerned with the end goal of Revenue or Sessions but there is a lot more going on which is important to measure, for example:

Say you make some changes and there is no obvious impact against the number of Users or Sessions driven to the page - You might have had a large number of referral keywords come into play which are now sat outside the top 10 of the SERPs (not really having much impact). A little more on-page or linkage could make all the difference.

This makes things really good for reporting, as well as for your own insights.

One of the top use-cases at the moment is CTR testing. Personally, I like the set and forget mentality it allows; you can make a change, set a test and ‘forget’ about it all whilst easily keep track within the dashboard.

The best thing, it’s updated and available as it happens - if you set a test running, the data is gathered and you can see the results even if the test duration hasn’t finished. This means you can see if a change is having a negative effect and revert as needed. No waiting around!

Content Grouping

Content Groupings allows you to group URLs together based on simple match or REGEX, so you can track sections of your site.

Once you create a Content Grouping it’s updated automatically and you get all the usual charts and data points (including the SERP distribution reports) as well as in raw table formats.

Why is that useful?

Let’s face it, the best analysts segment heavily. As you’ve hopefully seen by now, Big Metrics is all about insights and understanding your site better and more granular.

Being able to segment your site (particularly with REGEX) allows you to deep-dive into segments of your site for performance opportunities and reporting.


So that’s it for now. There are other nuggets in there to play with and there is more on the way and planned for the future.

You can sign up now for a free 14-day trial… there is no credit card required.