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Cluster – At Risk

Cluster At Risk
Using Saved Views to determine if a cluster is at risk.

In this article, we use a Saved View to help find topic clusters with pages that are performing well, not because of their topical coverage, but due to off-page factors. We’re looking to answer the question, “Which cluster do I have that is most at risk?”

For this we need to create a Saved View in the Topics Inventory.

Use these data points

  1. Topic
  2. Value/Mo
  3. Organic Traffic Est.
  4. Avg. Page Authority
  5. Topic Authority
  6. Top Ranking URL

Value/Mo – The value of a topic is based on our organic traffic estimate times the value-per-visit. 

MarketMuse uses cost-per-click as the default measure of value-per-visit. You can configure this based on how you measure ROI from organic traffic.

The organic traffic estimate is based on the search volume of a term, taking into account your current position in the search engine results plus any SERP features. For example, a term may have a monthly search volume of 1,000. But if there are many SERP features taking clicks away from organic results and you’re in the 10th position, the estimate of organic traffic will be a small fraction of the 1,000 visits.

Organic Traffic Estimate is an estimate of the amount of traffic this page currently receives. MarketMuse estimates the traffic for each topic for which a page ranks, taking into account its position in the search results and any SERP features as they impact click-through rates. The results are then summed to create the traffic estimate for the page.

Read All SERP Click-through Rates Are Not The Same.

Avg. Page Authority is the average Page Authority of all the pages ranking for a specific topic. Page Authority combines measurements of traffic and ranking and is calculated relative to other pages on your domain. Pages with high Page Authority are those that get a great deal of traffic and rank for many topics.

Topic Authority is the difference between Difficulty and Personalized Difficulty and effectively indicates your competitive advantage.

Top Ranking URL is the URL of the page that ranks highest on your domain for that topic.

Sort by

  • Value/Mo descending (highest to lowest)

Using this view

Enter the focus topic of your cluster in the search bar near the top of the screen. This will restrict the list to only those topics that contain the search term, effectively showing your cluster of topics that include the phrase.

Scan the Avg. Page Authority and Topic Authority metrics for cases where high Avg. Page Authority is not accompanied by high Topic Authority. In situations of High Avg. Page Authority and low Topic Authority, your performance has less to do with complete coverage of the topic and more to do with off-page factors. The risk is that a competitor could come along and create a similar cluster with more comprehensive coverage of that topic.

Customizing this view

In certain cases you may want to limit the list by applying a filter to Value/Mo is greater than ‘X’ to eliminate topics that contribute little, if any, monetary value.

Updated on August 4, 2022

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