<p>Google has made secure search the universal default, meaning site analytics no longer provide user search query data to correlate keywords with site visits, revenue, and conversions. As a result, marketers need to shift to a content-centric approach and manage page performance. While taking a content-centric approach is the path forward, we realize many brands have invested heavily in a keyword-centric strategy. As a transition to content-centric marketing, brands can leverage Estimated Keyword Reporting, a “triangulation" method, whereby a brand can take into account a keyword's search volume, rank, and the click through rate (CTR) to estimate how much <a href="http://www.brightedge.com/glossary/increase-organic-traffic" target="_blank">organic traffic</a> a keyword is driving.</p>
<p>What powers Estimated Keyword Reporting is accurate click curves, which requires insight into keyword data that is no longer available in site analytics. Fortunately, BrightEdge foresaw the market shift and months before the change to 100% secure search, performed analysis across our 8,400 brand clients and web traffic for more than 5 billion web pages, to look at how mobile, tablet, and desktop traffic drives conversions. This comprehensive research was based on exact match keywords with no change in rank or ranked page over the course of one month. This research translated into BrightEdge Customizable Click Curves providing a baseline CTR between desktop, mobile, and tablet. </p>
<address><strong>The change to 100% secure search means it will never again be possible to create an accurate click curve and accurate estimated keyword reporting. These unique capabilities are core to the BrightEdge platform today.</strong></address>
<p><strong>So what is a customizable click curve? </strong>A click curve allows brands to apply a custom formula or custom calculation to their business that estimates the actual search traffic based on search volume and keyword ranking.</p>
<p><img alt="" height="76" src="/sites/default/files/ctr%20calculation.png" width="196" /></p>
<p><img alt="" height="301" src="/sites/default/files/click%20curve%20big.png" width="679" /></p>
<h2>Mobile & Tablet Click Curve Analysis</h2>
<p>US smartphone adoption grew by 30% in 2012 and continues to increase, yet most brands are left estimating traffic and forecasting with outmoded inaccurate desktop-only click curves. With BrightEdge’s proprietary smartphone, tablet, and desktop customizable click curves, brands benefit from understanding how CTR varies across devices. BrightEdge mobile research finds that the top 3 SERP results capture 62% of clicks as compared to 44% on desktop devices.</p>
<h2>Customizable Click Curves Power Estimated Keyword Reports</h2>
<p>Search marketers that currently manage content performance with a keyword-centric strategy require continuity in their business metrics including traffic, conversions, and revenue as these metrics are necessary to understand the overall health of a program, identify high value keywords that drive revenue, and to justify future investments. BrightEdge has leveraged our best in class rank data, along with our best in class customizable click curves to create Estimated Keyword Reporting.</p>
<p><strong>Estimated Keyword Reporting -</strong> includes estimated traffic and estimated revenue reports, enabling brands to:</p>
<ul>
<li><strong>Measure traffic and revenue -</strong> understand what efforts drive revenue and focus on these opportunities, measure traffic at the keyword or keyword group level</li>
<li><strong>Comprehensive dashboard reporting -</strong> align your team with in-depth reports which illustrate the state of your program</li>
</ul>
<p><img alt="" height="560" src="/sites/default/files/estimated%20traffic%20report.png" width="692" /></p>
<p> </p>
<h2>Customizable Click Curves Extend Across BrightEdge S3</h2>
<ul>
<li><strong>Share of Voice –</strong> BrightEdge’s patented Share of Voice allows brands to gain a true understanding of how content performs across all device types vs your competition. Within Share of Voice users can select desktop, tablet, smartphone, or your own custom click curves for an accurate view of Share of Voice across devices.</li>
<li><strong>Dashboard Reporting</strong> <strong>–</strong> BrightEdge customizable dashboard charts provides instant visibility into an organization’s overall content health and detailed analysis of initiatives with scheduled email delivery. Leverage customizable click curves across our flexible dashboard charts.</li>
</ul>