How SEO Sherpa Turned Better Data into Better SEO Decisions
Headquarters
Dubai, United Arab Emirates
Founded
2012
Company Size
80+
Industry
SEO Agency
SEO Sherpa
SEO Sherpa is an award-winning, global Search Everywhere Optimization agency that helps businesses rank higher on Google and other search engines to attract and convert customers. Combining technical SEO, content marketing, and digital PR, they serve clients from fast-growth startups to brands like Amazon and Citibank.
The Challenge: Organized Keyword Position Tracking at Scale
As SEO Sherpa’s client portfolio grew, so did the complexity of its work. With thousands of keywords to manage across regions and industries, the agency faced a serious challenge: how to track rankings quickly and reliably, so they could deliver consistent reporting that both internal teams and clients could trust.
"With dozens of clients across markets and regions, we needed a solution that could track specific keywords grouped by client while providing reliable ranking data."
Beyond tracking, SEO Sherpa required a platform where any team member could access reliable ranking data for any client at any time. Without large-scale tracking and a centralized platform, the agency would spend too much time sifting through data and creating client reports, taking time away from optimizing clients’ search performance.
The Solution: Keyword Position Tracking and Reporting
Five years ago, SEO Sherpa adopted AccuRanker as the primary source for tracking the specific keywords the agency has strategically selected for each campaign. These are the key ways the team employs AccuRanker:
1. Discovering ranking improvements
SEO Sherpa sought a way to monitor and report ranking progress in a client-friendly format, creating greater transparency for clients. Using the rank history graph, account managers now monitor keyword position changes and pull data for client reports. They use the insights to report on month-over-month or week-over-week ranking improvements.
This makes it easier to explain progress, even to clients with minimal SEO knowledge. By clearly showing how keywords move and improve, SEO Sherpa can demonstrate the tangible value of the keyword selection strategy and build trust through transparent reporting that all clients can understand.
2. Segmenting ranking performance with tags
Tracking thousands of keywords requires a structured approach to bring order to the chaos. SEO Sherpa established a clear structure for its keyword data using tags. For each client, the agency tags primary keywords (core transactional or service terms) separately from LSI keywords (semantic and contextual intent keywords).
This structure allows analysts to quickly segment ranking performance reports, slicing through complex data in seconds. For instance, they analyze how primary conversion-focused keywords perform versus their supporting clusters, filter trend graphs, and export data by theme or funnel stage. This way, they move faster from analysis to action, without getting lost in unstructured data.
3. Delivering location-based insights
Working with clients globally, SEO Sherpa needed accurate, daily local keyword tracking to differentiate performance across campaigns and markets like the UAE, UK, KSA, and the US. To understand clients’ local SEO performance, SEO Sherpa monitors localization and language differences, including non-English keywords, regional SERPs, and international domains.
Tracking one domain across different language versions or regional top-level domains provides the team with the specificity they need without losing sight of the bigger picture. This way, the agency can tailor strategies to local search behavior while maintaining an overview of each client’s broader performance.
4. Reducing manual reporting with integrations
SEO Sherpa needed to deliver consistent reporting that both internal teams and clients could trust. To do this, SEO Sherpa plugs AccuRanker data directly into Whatagraph and Looker Studio, automatically feeding live ranking KPIs into client dashboards and combining them with traffic and conversion metrics from other sources.
This setup reduces repetitive manual work, keeps reporting consistent, and brings every KPI into one place, giving clients a full picture they can trust. As a result, SEO Sherpa frees up more time for interpreting the data, forming insights, and creating tailored strategies for clients.
Together, these capabilities give SEO Sherpa a reliable way to track, analyze, and report on keyword performance at scale, thereby solving the challenge of organized, trustworthy rank tracking across its complex client portfolio.
The Result: Better Data Focus and Better SEO Decisions
With a more structured approach to keyword tracking, SEO Sherpa also got a better data focus. The agency now has more organized ranking data and a streamlined reporting workflow, ensuring that every client report tells the right story and that every decision is grounded in reliable data.
To get even better performance data, the agency set out to strip away the noise and focus solely on keywords that were truly worth tracking. This led to a full audit of keyword relevance across the entire portfolio.
With over 35,000 tracked keywords across clients, the agency knew not all keywords were pulling their weight. Using AccuRanker’s bulk analysis capabilities, they assessed metrics such as average rank, ranking distribution, and CTR simultaneously across all client domains.
They identified which clients were gaining momentum and which needed more attention. This top-level visibility streamlined their prioritization, enabling them to pinpoint where to allocate more effort without having to generate manual reports.
Through this analysis, they identified that 10–15% of their keywords were either low-relevance, had shifts in search intent alignment, or showed consistent search volume fluctuations with no clear path to improvement. By cutting the noise and focusing on high-impact keywords, they trimmed the portfolio to around 27,000 focused, strategic terms.
Using position tracking data, SEO Sherpa identified which of the remaining keyword clusters were showing positive momentum. For clients with improving ranks in specific topic areas, they decided to focus on content optimization and link building for those keyword groups.
"This created a virtuous cycle: better data focus led to better strategic decisions, which led to more concentrated efforts on high-potential keywords."
To make this process sustainable, SEO Sherpa developed an internal tracker to guide optimal keyword allocation for each client based on their goals, market conditions, and account characteristics. They pull comprehensive tracking data and analyze position trends, ranking velocity, and performance patterns to streamline each keyword set.
This focus on quality over quantity means more transparent reporting and better results for clients. Instead of overloading dashboards with irrelevant keywords, SEO Sherpa now delivers insights that directly tie to growth, visibility, and long-term SEO success. Every metric matters, and every decision is backed by data that matters.
For one client, this tracker enabled SEO Sherpa to cut the tracked keywords from 1,400+ to 900, allowing the agency to provide more accurate insights into the client’s actual performance. The tracker ensures that clients receive the proper tracking depth; enough keywords to capture comprehensive performance data, but not so many that they lose focus on what matters.
A Powerful Partnership
AccuRanker is a trusted partner in SEO Sherpa’s growth, bringing structure to its large-scale keyword tracking. By supporting the teams with reliable data and streamlined workflows, SEO Sherpa consistently delivers better results at scale and meets client expectations every day.
"When you manage dozens of clients and need to pull ranking data quickly for reports, client calls, or strategic decisions, AccuRanker consistently delivers accurate, organized data without the lag or complexity you get with other platforms. For agencies, the ability to segment by client, region, and language while maintaining fast performance is invaluable; it is the difference between spending 10 minutes preparing for a client meeting versus spending an hour hunting down data across multiple tools."
