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How to automatically track search engine rankings across multiple markets
It’s one thing to track your global search rankings and another to track search rankings in every country you operate.
The thought alone can seem stressful, but it really isn’t. You have access to various tools and techniques to automate search engine monitoring for every region you operate in.
I’ve created this guide to explore these tools and how you can apply them for effective search engine optimization.
Tools for tracking search engine rankings automatically
1. Semrush
Semrush is a go-to tool for SEO specialists. With a monthly or annual subscription, you’ll have access to advanced tracking, both for your website and that of competitors, along with many other SEO features.
From your Semrush dashboard, you can track search rankings in every location and compare them against your competitors’ rankings. Results can be filtered by both country and city, or you can choose an exact location on the world map.
After analyzing your website, Semrush will suggest the top keywords to track in different locations. You can also choose custom keywords and track each one on your intuitive dashboard. If your rankings are low for a specific keyword, Semrush provides suggestions to boost them.
You can create custom alerts for any location, and Semrush will send an email or a push notification if the condition is met. For example, a sports retailer can set an alert if they enter a top 10 position for the “Sports apparel” keyword.
They can receive alerts about new popular keywords or when a competitor surpasses them for a specific keyword.
Semrush goes further than tracking search rankings– it provides everything you need to optimize your ranking. You can run a deep scan of your site, and Semrush will analyze which areas need improvement.
You could receive suggestions to add more internal links, get more backlinks, add title tags and meta descriptions, insert alternative text for images, and more. Think of Semrush as your SEO companion, helping you enhance search rankings.
2. Ahrefs
Ahrefs provides similar features to Semrush. In the SEO software niche, Ahrefs has the leading market share of 15%, while Semrush trails it with a 7% market share.
With Ahrefs, you can keep close tabs on your search rankings in any country, city, or custom region of your choice. You can monitor the top keywords you rank for and where your rivals also rank for the same keywords.
If the ranking is below expectations, Ahrefs has you covered– it’ll provide suggestions to raise your rankings for any keyword.
Keeping tabs on competitors becomes easy when you choose Ahrefs. Enter any website, and Ahrefs will pull up its top-ranked keywords and other crucial SEO metrics.
On the same dashboard, you can compare results from multiple competitors and also with your site. Ahrefs reports have a lot of filtering options, so you won’t get confused looking at enormous data sets– simply choose any metric from the top of your dashboard, and Ahrefs will display only that metric for the sites being compared.
I like Ahrefs particularly for its effective backlink and pay-per-click (PPC) campaign tracking. Businesses use it to monitor which sites their competitors have amassed backlinks from, then find similar sites to get their own backlinks.
Ahrefs can also show your competitors’ PPC ads, including their targeted keywords and ad budget.
I also like that Ahrefs heavily incorporates artificial intelligence (AI). Its AI system can run a deep website scan and identify SEO gaps that need to be closed, from page speed to meta descriptions, mobile optimization, internal & external linking, and your core content.
You can use Ahrefs to generate AI content for your website– advisably, edit this content to make it sound more human and conversational before publishing it.
3. Google Search Console (GSC)
Google Search Console (GSC) is free to use, unlike Ahrefs and Semrush, which require a paid subscription. It provides key details about your Google rankings, with metrics broken down by country, city, and region.
However, GSC is designed for internal rank tracking, not in-depth competitive analysis. You can view some competitive stats, but they aren’t as in-depth as you’ll find on Ahrefs and Semrush.
As the name implies, Google Search Console is run by the same company behind the world’s number one search engine, so expect accurate search ranking insights.
The drawback is that GSC tracks only Google rankings, but not Bing and other smaller search engines.
Why track search rankings in every location?
Customer behavior varies by location, so what works in one region doesn’t necessarily work in another.
Search results from the same query can vary across regions; for example, someone searching for “football gear” in the U.K. will see results about soccer boots and Premier League jerseys, but someone in the U.S. will see results for NFL jerseys and gear.
If a sports retailer operates in both the U.S. and the U.K. and fails to implement local SEO, the results for “football gear” will confuse one of those audiences.
Search performance also varies by location. You could rank high in one region yet very low in another– without paying close attention, you’ll assume that your rank is equally high in all regions.
It doesn’t even have to be multiple countries; rankings can vary widely across cities in the same country.
Search tracking isn’t limited to your website. You can also track competitors’ search rankings across each region, perfect for those close competitors that battle with your business in each market.
You’ll know which regions they outrank you and create strategies to close this gap. Similarly, you’ll know which regions you outrank rivals and strategize how to maintain this lead.
Localized search tracking is an essential competitive strategy. You need it to grow your business, catch up with competitors, and maintain your existing lead over rivals.
Tips for effective local SEO tracking
1. Keyword research
You should rigorously track your search rankings for top keywords in your niche. For example, in the sports retail industry, track your rankings for the most searched keywords like “Soccer gear,” “Football gear,” “Baseball apparel,” “Basketball jerseys,” and “Cricket gear.”
Track keyword rankings for each customer region, then repeat for your competitors. If you observe lower rankings for specific regions, it’s a call to refine your SEO efforts and monitor for better results.
2. Website analytics
You can’t rely on analytics from your SEO tool alone. Check your website’s internal analytics tool, like Google Analytics and Mixpanel, to get in-depth insights about customer behavior.
These website monitoring tools directly integrate into your website, enabling you to track every visitor’s location, time spent, device type, operating system, and other key metrics.
You can even integrate your internal analytics tool with your SEO platform, enabling it to fetch better search engine-related insights.
I recommend Google Analytics because it’s free to use. Other tools with similar features require a monthly or annual subscription, but Google Analytics provides in-depth analytics without a dime.
All crucial site metrics will be presented in an intuitive dashboard that's easy to navigate. From tracking active users to new users, average engagement time, visitor location, and referral source, Google Analytics lets you monitor these key metrics without stress.
3. Optimize your Google Business Profile
If you run a brick-and-mortar business with outlets in multiple countries, you should create a Google Business Profile for each outlet. This profile lists each outlet’s name, address, phone number, opening hours, and customer reviews.
If someone needs to contact your outlet to make inquiries, they can find your contact information right on Google. If they need directions, they’ll click the address and Google Maps will direct them. If customers leave positive reviews on your profile, these reviews will be displayed to anyone searching for your business.
Google Business Profile doesn’t just list your business information. It provides detailed insights about who clicked your address, website, or contact information.
You’ll know exactly how many customers found you through Google and receive regular tips to optimize your profile for higher foot traffic.
4. Amass backlinks in various regions
Backlinks signal your website’s authority to search engines. When you have customers in multiple locations, seek backlinks from blogs and websites with audiences concentrated in each location.
For example, a sports retailer can get backlinks from a sneakerhead blog targeted at Australian residents, a fashion blog for a U.S.-based audience, and a news site for Canadians.
These backlinks signal the retailer’s relevance in each location, making Google more likely to suggest their website in search results.
