Using MarketMuse Page Inventory Metrics (Cheat Sheet)

Like the Topic Inventory, MarketMuse Page Inventory offers templates to help you quickly take stock of all the data points you can pull from your content. Any template can be customized to your specific workflow and you can always create on from scratch.

Once again, all the metrics are grouped based on their functionality, so you can get a better idea of what they do and how to use them. If you need individual metric definitions, you’ll find them in the platform and the Knowledge Base. There’s some overlap among the metrics in Page and Topic Inventory with a few ones that are unique to page analysis.

One thing to note. Page Inventory offers metrics for individual pages and aggregated metrics for topics. That’s because one page can rank for multiple topics.

Value

This data helps you recognize the value generated from a page and how much $$$ you’re leaving on the table.

• Share of Site Value
• Value Delta
• Value/Mo

These data points are for anyone with an interest in establishing a monetary valuation of their content.

Value/Mo is a monthly dollar figure based on estimated traffic (which takes into account SERP position and SERP features) for the page across all ranking topics multiplied by the value per visit. The value per visit can be defined in the settings although I prefer to use the default, cost-per-click (CPC). Google Ads is an efficient market and the pricing matches closely with high-purchase-intent terms. In other words, if I was going to pay for this traffic, Value/Mo is how much it would cost.

Potential

These metrics help to understand what can be realized by making some modest updates to your content.

• Potential Traffic
• Potential Traffic Gain
• Potential Value

Metrics dealing with potential work well in concert with the value metrics and are ideal for anyone looking to justify their content plan.

As stated in the previous section, these metrics are based on a realistic assessment of your potential to increase in rank according to your current position. The change in rank affects traffic which in turn affects value. MarketMuse uses a sophisticated calculation for estimating traffic using variable click through rates based on position and SERP features.

Difficulty & Authority

Metrics in this section provide insight into the authority of a page and the topics it covers. This inventory operates at the page level which is why we can show the Page Authority. However one page can rank for many topics, each with their own Competitive Advantage, Difficulty, Personalized Difficulty, and Topic Authority attributes. It’s for this reason that these specific metrics are averaged.

• Avg. Difficulty
• Avg. Competitive Advantage
• Avg. Personalized Difficulty
• Page Authority

Ranking

Indicates page performance based across all topics associated with the page.

• Rank Range

The only rank-based metric is Rank Range which is determined by the range of the ranking topics for that page. Again, in Page Inventory we’re examining one page which can rank for many topics, each with their own rank. It’s for this reason that we provide Rank Range.

Traffic & Volume

Data related to search volume and seasonality, plus estimated volume and changes.

• Organic Traffic Est.
• Organic Traffic Delta
• Share of Site Traffic
• Traffic Change
• Topic Volume

All of the traffic and volume metrics are calculated at the page level. Topic Volume is calculated as the sum volume of all the topics associated with the page. This can be very helpful for understanding the traffic potential of pages, even those targeting low-volume search terms.

Content

This data relates to different aspects of the content on your site and their topical coverage.

• Related Topics
• Top Valued Topic
• URL

Editors and anyone concerned with identifying poor content can make use of these content-related data points.

Internal links refers to the number of links pointing from this page to others on the same domain. It’s helpful for avoiding the creation of orphan pages and ensuring the buyer journey is not interrupted by sending visitors to a page with no outbound links. External links refers to links from your page pointing to external sources.

Top Valued Topic is the topic, among all that a page ranks for, which has the highest Value/Mo (which is itself a Topic Inventory metric). Typically you’ll want your page to align with this high value topic.

Interactions

This data is created based on your input and interactions with the platform. Use this data to determine if you have or haven’t taken action on topic(s) of interest.

• Assignees
• Content Briefs
• Due Dates
• Plans
• Published On

These data points can assist those who are responsible for managing content projects as well as those creating the plans.

For example, if you’re researching topics around new content, including any of these in a view shows whether it’s currently a work in progress or not. Alternatively, you may want to search for content update candidates based on the existence of a date published.

Note that “Due Dates” counts how many due dates exist for the topic and displays that integer. The reason for this is that there can be multiple pages that cover the same topic, each with their own date. The same applies to the “Published On” column.

Takeaway

MarketMuse Page Inventory metrics insight into your site’s content that you can’t anywhere else. Use this to your advantage in constructing content plans that leverage the strength of your existing content. These types of content plans are the ones most likely to succeed.