This report shows the most recent changes in a competitor’s keyword portfolio. It can be broken down into four reports: New, Lost, Improved, or Declined keywords. Each report will have a bar graph display showing the trend and a table with details on the keywords gained or lost.
In the graph you can click on any of the red or blue bars and it will turn to orange. Once it does this, it will repopulate the table below to show the keywords won or lost in that specific time period.
This is an easy way to spot your competitor’s current weak spots or recent campaigns. If they’re losing positions, maybe their content is outdated and represents an opportunity for you to take some of this traffic away from them.
You can infer what their recent SEO efforts have focused on (if they have any) by the newest keywords they’ve gained positions for.
The “New” report shows keywords that are now ranking within the top 100 organic results for a domain based on the chosen time period. So if the report is set to one month, it will show the new keywords that the domain is ranking for that it had no rankings for one month ago. If the report is set to 6 months, it will show the keywords that the domain is ranking for that it did not rank for 6 months ago.
The "Improved" report will show keywords that the domain is still ranking within the top 100 positions for, but has moved up in ranking since their previous position within the top 100 results. New and Improved keywords both represent positive SEO.
The “Lost” report will show keywords that the domain was previously ranking within the top 100 positions but is now no longer, and the “Declined” report shows results that have decreased in ranking yet still remain in the top 100. These two reports represent poor SEO performance.
In the “Lost” report, you will see the URL’s previous rank for that keyword in parentheses under the Positions column.
If you are analyzing your website or a client’s site, you’ll immediately know which landing pages require your attention by the ones that are losing the most positions for their keywords. You’ll also be able to see the traffic % that the keyword used to contribute to the site that now is gone.
In the New, Improved, and Declined reports, you can see the URL’s current rank in the Positions column.
In the Improved and Declined reports, the previous rank will be listed in parentheses and Position Difference will be shown in its own column. This way, it’s easy to see just how drastic of a change in position the ranking page went through.
For more specific analysis, use advanced filters. There are currently eleven metrics you can use to filter this data with including by keyword, position difference, or CPC.
See in the image below an example of a filter for position difference greater than 10 in the Improved report. This would be a great report to show a client how you’ve helped improve their website’s ranks.
Alternatively, using a position difference greater than 10 filter on the Declined report would be a good starting point to assess a website’s current weak spots.