In this article, we use one Saved View to find topics that have experienced changes in value. Using filters, we can restrict the list to showing either topics that have seen an increase in value or those that have seen a decrease. First, we’ll need to set up a view in the Topics Inventory.
Use these data points
- Topic
- Top Rank
- Value/Mo.
- Value Δ
- Potential Value ($)
- Share of Site Value
- Topic Volume
- Top Ranking URL
Top Rank – MarketMuse looks at all pages that rank for the topic and displays the highest one. “NR” is displayed if there are no ranking pages.
Value/Mo – The value of a topic is based on our organic traffic estimate times the value-per-visit.
MarketMuse uses cost-per-click as the default measure of value-per-visit. You can configure this based on how you measure ROI from organic traffic.
The organic traffic estimate is based on the search volume of a term, taking into account your current position in the search engine results plus any SERP features. For example, a term may have a monthly search volume of 1,000. But if there are many SERP features taking clicks away from organic results and you’re in the 10th position, the estimate of organic traffic will be a small fraction of the 1,000 visits.
Value Δ – Delta is represented by a triangle. The number, color, and arrow indicate the direction and amount of change from one period to the next. Typically this is monthly, depending on your plan.
Potential Value ($) is a theoretical value calculated using the Topic Volume (monthly searches) times the value-per-visit (CPC default).
Share of Site Value is the value of the page divided by the value of the site and expressed as a percentage.
Topic Volume is the monthly search volume for the term.
Top Ranking URL is the URL of the page that ranks highest on your domain for that topic.
Using this view
This view can be used in two different ways depending on how the filter is applied to Value Δ.
Topics with increased value
- Apply a filter to Value Δ (greater than 0) and sort by Value Δ descending (high to low).
- Consider applying a filter to Value/Mo to restrict the list to only the most valuable pages.
- Potential Value, Share of Site Value, and Topic Volume provide an indicator of how important these pages are and also can be filtered to further reduce the size of the list.
Topics with decreased value
- Apply a filter to Value Δ (less than 0) and sort by Value Δ ascending (low to high) so that topics with the biggest traffic drop appear at the top.
- Consider applying a filter to Value/Mo to restrict the list to only the most valuable pages.
- Potential Value, Share of Site Value, and Topic Volume provide an indicator of how important these pages are and also can be filtered to further reduce the size of the list.