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Using MarketMuse Page Inventory Metrics (Cheat Sheet)

8 min read

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.

A list of Page Inventory metrics used in MarketMuse.
Click to zoom.

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. Click on any line in Page inventory to see its details including the topics for which it ranks and links pointing from the pages to other internal pages and external sites too.

MarketMuse page detail showing individual mage metrics: Word Count, Page Type, Traffic, Search Intent, In-Content External Links, In-Content Internal Links, and Authority.
Click to zoom.
MarketMuse value metric are value per month, share of site value in percent, unrealized dollar value and value delta or change in value.
MarketMuse Page Inventory Value metrics.

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
  • Unrealized Value

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.

Unrealized Value is the dollar difference between where you are right now and the potential if you update the page. Our calculation of potential is quite realistic in its assessment and is based on your current position. For example, if you’re on the middle of the second page of the SERP, we anticipate your content update may push you to the top of page 2 or maybe the bottom of page 1, but not in the top 3 results.

MarketMuse potential metrics are potential rank range, potential traffic, potential traffic gain, and potential value in dollars.
MarketMuse Page Inventory Potential metrics.

Potential

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

  • Potential Rank Range
  • 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.

MarketMuse Page Inventory Difficulty and Authority metrics are average difficulty, average topic authority, page authority, average competitive advantage, and average personalized difficulty.
MarketMuse Page Inventory Difficulty & Authority metrics.

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
MarketMuse Ranking metrics are rank range.
MarketMuse Page Inventory Ranking metrics.

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.

MarketMuse Page Inventory Traffic & Volume metrics are organic traffic delta, organic traffic estimate, topic volume, share of site traffic, traffic change.
MarketMuse Page Inventory Traffic & Volume metrics.

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.

MarketMuse Page Inventory SERP metric is search intent.
MarketMuse Page Inventory SERP metrics.

SERP

SERP data to help you craft better content.

  • Search Intent

Each page can rank for multiple topics, and each topic can satisfy a different intent. So, the most prominent intent is shown from those page/topic intent combinations. When looking at a page specifically, we display our analysis of the intent based on the copy and organization of the page.

MarketMuse Topic Inventory content metrics are related topics, top valued topic, average content score, URL, page type, page title, external links, internal links, word count.
MarketMuse Page Inventory Content metrics.

Content

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

  • Avg. Content Score
  • External Links
  • Internal Links
  • Page Title
  • Page Type
  • Related Topics
  • Top Valued Topic
  • Word Count
  • URL

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

For example, you may want to use word count to identify pages that are most likely to need an update. Because Content Score is based on the topic, and one page can rank for many topics, Content Score is presented as an average.

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.

MarketMuse Page Inventory Interactions metrics are briefs, due dates, assignees, plans, published on.
MarketMuse Page Inventory Interactions metrics.

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.

What you should do now

When you’re ready… here are 3 ways we can help you publish better content, faster:

  1. Book time with MarketMuse Schedule a live demo with one of our strategists to see how MarketMuse can help your team reach their content goals.
  2. If you’d like to learn how to create better content faster, visit our blog. It’s full of resources to help scale content.
  3. If you know another marketer who’d enjoy reading this page, share it with them via email, LinkedIn, Twitter, or Facebook.
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