Dennis Yuscavitch
Hitwise endeavors to provide leading enterprise-level products that allow our clients to make smart and timely decisions. Our products are designed to ensure clients can move quickly from analysis to action.
In support of those efforts Hitwise recently launched three search-related products that bolster our online Search Intelligence product suite: Search Engine Results Page Positions or ‘SERP Positions’ (“SERPs”), Search Term Sequencing and Website Search Share. Here we’ll focus on SERPs and offer some examples of this new and exciting product. In addition, our research blog recently posted an interesting case study highlighting SERPs data.
SERPs combines our well known paid and organic search click reports alongside the SERP rank of a corresponding webpage. For instance, online tax providers would be interested to learn that www.turbotax.com is ranked first on Google for important tax-related terms like “free tax calculator” and “free tax preparation”. By analyzing your competitors’ website, you can quickly view how well optimized they are for search terms based on search clicks and the corresponding SERP rank.

Ranking competitors’ website based on terms driving traffic to their site offers important competitive detail for your own strategy. In addition to this insight, SERPs will report websites receiving traffic from a search term, and provide the SERP rank for the corresponding website. This results in near real-time insight into how websites rank for a search term and what that means to them in terms of traffic. In this example we see that www.carnival.com is well optimized in Google, Bing and Yahoo Search for the term ‘cruises’, as it places first and second, respectively, for Google and Bing/Yahoo.

The combination of these data points in one report enables direct correlation between a site’s rank and resulting traffic, and provides insight into consumer search click behavior, competitor SEO strategies, your SEO opportunities and the impact of SEM initiatives on natural traffic. Furthermore, the value and uniqueness of SERPs is extended by leveraging the entire Hitwise dataset, meaning SERP results are provided for several hundred thousand of the most popular search terms on a weekly basis, with no restrictions on how many terms or sites you can analyze.
SERPs is currently available across three markets (United States, United Kingdom and Australia). We trust you’ll find the actionable and timely results that you’ve come to expect from Hitwise. Please contact your account manager for more information.
Hitwise Product Team