How can I use the Web Opinion Index (WOI) as a KPI?

The WOI of a keyword on its own doesn’t mean a lot – however, when you compare different keywords to one another, you can see which perform better online. We also advise to set up benchmark keywords (these can represent competitors or the whole sector) so you can compare your own brand’s performance to them when checking WOI scores.

Expert tip: When working with the WOI, it’s important to use filters, such as source types, for example, to show you where exactly the issue may be, or where the keyword is performing well. A great example for this is to have a separate WOI for News and Social Media on the same graphs, as social media mentions are often more polarized than traditional media mentions.