Top labels report

Introduction

The Site Topic Top Labels report shows the top labels, or named clusters of keywords. Labels are grouped by label group and ranked by metrics like the competitive traffic, impressions or search volume of the all the keywords that share that label. If you'd like to watch along with the video first then check out the help article about generating a report by uploading keywords. If you'd like to follow along with a similar report, this Zalando site topic report shows the top labels for the top 50,000 Zalando unbranded transactional keywords.

Top label group dropdown

The top label groups are shown in a drop down above the main table. The numbers shown next to a label group could be the estimated traffic a competitor gets, the total impressions or the total search volume, for all the keywords that share any label in that label group.

For instance, in the video you might see that the label group type has 29,039 in traffic. The type label gruop has labels like clothing, shoes, accessories or jewellery. Zalando UK got 29,039 transactional unbranded traffic in which the searcher looked for something to do with that broad category type (across the top 10,000 keywords with the most traffic).

Hierarchical label groups

type - category - sub_category is one of the two hierarchical sets of label groups. The other is brand - product_line - model. If you're interested, you can see more about the hierarchical label groups.

Top labels datatable

Once you've chosen a label group, the table underneath shows you the top labels for the label group, ranked by metrics like competitive traffic, monthly search volume or impressions (for Google Search Console reports). Those metrics come from the keywords which share that label. Ah, you can see that over here we have the traffic, ah, that, ah, Zalando who gets four. The Nike brand, ah, and the total search volume, ah, per month, ah, that they're, ah, competing for across, ah, a lot of these keywords.

Implicit and explicit demand keywords

Some of these keywords are, in dark blue, which means they're explicitly mentioning the label. For instance, nike air max bliss uses the name of the brand, the label nike in the keyword. Other keywords are shown in light blue, which means the searcher is looking for a Nike product, even though they don't explicitly mention the label in the keyword. For instance, red air jordan 1 high is a search for an Air Jordan product, a product line of Nike. It doesn't need to mention the label to signal that the user expects to see Nike results. If that's a little puzzling, you can read more about implicit needs in keywords.

Pagination

You can view the next 10 top labels, by clicking on the pagination buttons at the bottom of the table. Alternatively, you can choose to view 25, 50 or 100 labels, and their associative data, on each page.

Search

If you'd like to zoom into one of the labels in the label group, you can type a search term into the search bar. There is no need to do anything else. The table will update to show all the labels that mention that term and all the labels whose keywords mention that term. Your search term can be a part of a word, a word or a phrase. If you scroll down to the bottom of the table, you'll see something like "Showing 1 to 10 of 45 Entries (Filtered from 276 Total Entries)". This means that only 45 labels matched your search out of a total 276 possible labels.

Export as a CSV

If you'd prefer your tried and trusted spreadsheet instead of the Site Topic table, or if you'd like to use all those labels for something else -- it's easy. Just click on the Export CSV button and it will export as comma-separated values file with all the labels in this label group. Depeneding on the report you're looking at, it will also show the keywords as semi-colon-separated values to make for simpler import into Excel or Google Sheets.

Context

By default you're going to see the leaderboard of labels for a label group for all the keywords from which you created the report. But you can dive into get more detail around a specific area using the context. If you click on the 'plus' sign + beside each label, it will add that to the context. Now your dropdown and the table will show the top label groups and labels for that context.

For instance, if you'd like to understand the demand around the Nike brand better, you can click on the + next to the nike label in the brand label group (try along as you read this in this Zalando site topic report).

Now when you choose the product_line label group from the dropdown, you will not see the top product_line labels for all the keywords, but just for Nike keywords. Here the top 1 by total search volume is the air max product_line but there are 94 other entries. Occasionally, you may see near duplicates, like dunk and dunks. Site Topic tries to clean these up, but it's not always perfect.

You can continue to add more labels to the context to dive deeper. For instance, you could look at the top models for brand: nike and product_line: air max keywords:

If you look at the top label groups for a certain context, you can see how users typically search and think in this context. For instance, for Nike Air Max, searching by model and colour are most important.

As you go deeper into a context there are less matching keywords. As a result there are less matching label groups and labels too. If you want to increase the granularity of labels at these deeper levels you can add in more keywords, specifically for this context. For instance, you could look up all the keywords which match nike air max or just air max (since nike is often implicit) and label these.

Sharing reports

By defaults, reports are private to you. If you want to share them with colleagues or customers, you can click on the toggle "Public Access". That will give you a publicly sharable URL. (It's not easy to guess, because at the end of the URL is a long string of numbers and letters). Others looking at the report will be able to view it without logging in. If they want to make their own reports, they'll need to sign up. If you want to toggle the public access off again, click on the toggle and it will be private again.

Changing the columns in the table

Normally the table will show the traffic a competitor is getting or the total search volume (both are these are for uploaded keywords) or total impressions (in the case of reports generated from Google Search Console keywords). You can edit these in the Columns Config. There you can set which columns to show, what names to give them and whether to rank the increasing or decreasing by default. The first column shown will the metric used for ranking top label groups too.

Features you'd like? Bugs? Like a chat?

You can add new features or bugs over on the Site Topic ideas board or just see what others have asked for. If you'd like to chat about how you're using the report or you have questions, you can reach out at hello@similar.ai.