| 1 |
<?php |
| 2 |
/** |
| 3 |
* SEO Scoring Engine Class |
| 4 |
* |
| 5 |
* Calculates SEO health scores and performance ratings based on Google API data. |
| 6 |
* Provides quantified SEO assessment for overall site health, page performance, |
| 7 |
* and keyword opportunities with industry benchmarks. |
| 8 |
* |
| 9 |
* @package ThinkRank |
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* @subpackage SEO |
| 11 |
* @since 1.0.0 |
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*/ |
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|
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declare(strict_types=1); |
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|
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namespace ThinkRank\SEO; |
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|
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// Prevent direct access |
| 19 |
if (!defined('ABSPATH')) { |
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exit; |
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} |
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|
| 23 |
/** |
| 24 |
* SEO Scoring Engine Class |
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* |
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* Single Responsibility: Calculate SEO performance scores and ratings |
| 27 |
* Following ThinkRank scoring patterns from existing SEO_Score_Calculator |
| 28 |
* |
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* @since 1.0.0 |
| 30 |
*/ |
| 31 |
class SEO_Scoring_Engine { |
| 32 |
|
| 33 |
/** |
| 34 |
* Maximum SEO health score |
| 35 |
* |
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* @var int |
| 37 |
*/ |
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private const MAX_HEALTH_SCORE = 100; |
| 39 |
|
| 40 |
/** |
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* Score weight distribution for SEO health calculation |
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* |
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* @var array |
| 44 |
*/ |
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private const HEALTH_SCORE_WEIGHTS = [ |
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'traffic_growth' => 25, |
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'keyword_performance' => 25, |
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'content_engagement' => 25, |
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'technical_performance' => 25 |
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]; |
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|
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/** |
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* Industry benchmark CTR values by position, as percentages (0-100). |
| 54 |
* |
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* Anything compared against these has to be in the same units: Search |
| 56 |
* Console reports `ctr` as a fraction, so a caller sourcing it there |
| 57 |
* multiplies by 100 before handing it to score_page_performance(). |
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* |
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* @var array |
| 60 |
*/ |
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private const CTR_BENCHMARKS = [ |
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1 => 31.7, |
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2 => 24.7, |
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3 => 18.7, |
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4 => 13.7, |
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5 => 9.5, |
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6 => 6.8, |
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7 => 4.8, |
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8 => 3.5, |
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9 => 2.5, |
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10 => 2.2 |
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]; |
| 73 |
|
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/** |
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* Calculate overall SEO health score |
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* |
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* @param array $analytics_data Google Analytics data |
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* @param array $search_data Search Console data |
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* @return array SEO health score analysis |
| 80 |
*/ |
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public function calculate_seo_health_score(array $analytics_data, array $search_data): array { |
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$scores = [ |
| 83 |
'traffic_growth' => $this->score_traffic_growth($analytics_data), |
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'keyword_performance' => $this->score_keyword_performance($search_data), |
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'content_engagement' => $this->score_content_engagement($analytics_data), |
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'technical_performance' => $this->score_technical_performance($analytics_data) |
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]; |
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|
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$overall_score = $this->calculate_weighted_score($scores, self::HEALTH_SCORE_WEIGHTS); |
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$grade = $this->determine_grade($overall_score); |
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|
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return [ |
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'overall_score' => $overall_score, |
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'grade' => $grade, |
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'component_scores' => $scores, |
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'interpretation' => $this->generate_score_interpretation($overall_score, $grade), |
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'recommendations' => $this->generate_score_recommendations($scores), |
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'last_calculated' => current_time('mysql') |
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]; |
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} |
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|
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/** |
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* Score individual page performance |
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* |
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* Each of the four dimensions is worth 25 and returns null when the data it |
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* scores is absent, so `overall_score` is the mean of what was actually |
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* measured, `measured` says how many that was, and `unmeasured` names the |
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* rest. Below two measured dimensions there is no `grade` at all: one |
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* dimension scaled to 100 would read as a perfect page. |
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* |
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* @param array $page_data Page performance data. Recognised keys: |
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* `pageviews`, `sessions`, `position`, |
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* `impressions`, `ctr`, `index_verdict`, `path`. |
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* `ctr` is a PERCENTAGE (0-100), matching |
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* CTR_BENCHMARKS — Search Console returns a |
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* fraction, so multiply by 100 before passing it. |
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* @param array $benchmarks Industry benchmarks. |
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* @return array Page performance score: overall_score, grade, measured, |
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* component_scores, unmeasured, page_path, recommendations. |
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*/ |
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public function score_page_performance(array $page_data, array $benchmarks): array { |
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// A component returns null when the data it scores is absent. Averaging |
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// a placeholder in its place is what makes a dashboard lie: two of these |
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// four used to return a flat constant whatever they were handed, so a |
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// page with no analytics and no Search Console connection still scored |
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// 35 of a possible 100 for dimensions nobody had measured. Absent is |
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// reported as absent, and the overall score is the mean of what was |
| 128 |
// actually measured. |
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$scores = array_filter( |
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[ |
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'traffic_contribution' => $this->score_traffic_contribution($page_data), |
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'search_visibility' => $this->score_search_visibility($page_data), |
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'engagement_quality' => $this->score_engagement_quality($page_data), |
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'technical_health' => $this->score_technical_health($page_data) |
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], |
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static function ($score) { |
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return null !== $score; |
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} |
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); |
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|
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$measured = count($scores); |
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|
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// Each component is worth 25 of the 100, so the mean of the measured |
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// ones scales back to the same 0-100 range no matter how many there are. |
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$overall_score = $measured > 0 ? (array_sum($scores) / $measured) * 4 : 0.0; |
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|
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// A single measured dimension scaled to 100 reads as a perfect page, |
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// which is the same lie the flat constants told in a different shape. |
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// Below half the dimensions there is no headline number, only the |
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// per-dimension detail — and the caller is told how many were measured |
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// so it can say so. |
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$grade = $measured >= 2 ? $this->determine_grade($overall_score) : ''; |
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|
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return [ |
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'overall_score' => round($overall_score, 1), |
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'grade' => $grade, |
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'measured' => $measured, |
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'component_scores' => $scores, |
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// What could not be measured, so a caller can say so rather than |
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// showing a dimension as passing. |
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'unmeasured' => array_values(array_diff( |
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['traffic_contribution', 'search_visibility', 'engagement_quality', 'technical_health'], |
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array_keys($scores) |
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)), |
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'page_path' => $page_data['path'] ?? '', |
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'recommendations' => $this->generate_page_recommendations($scores, $page_data) |
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]; |
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} |
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|
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/** |
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* Score keyword opportunities |
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* |
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* @param array $keyword_data Keyword performance data |
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* @return array Keyword opportunity scores |
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*/ |
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public function score_keyword_opportunities(array $keyword_data): array { |
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$opportunities = []; |
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$rows = $keyword_data['rows'] ?? []; |
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|
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foreach ($rows as $row) { |
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$keyword = $row['keys'][0] ?? ''; |
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$clicks = $row['clicks'] ?? 0; |
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$impressions = $row['impressions'] ?? 0; |
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$position = $row['position'] ?? 0; |
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$ctr = $impressions > 0 ? ($clicks / $impressions) * 100 : 0; |
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|
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$opportunity_score = $this->calculate_keyword_opportunity_score($clicks, $impressions, $position, $ctr); |
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|
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if ($opportunity_score > 0) { |
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$opportunities[] = [ |
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'keyword' => $keyword, |
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'opportunity_score' => $opportunity_score, |
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'current_position' => round($position, 1), |
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'current_ctr' => round($ctr, 2), |
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'expected_ctr' => $this->get_expected_ctr($position), |
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'clicks' => $clicks, |
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'impressions' => $impressions, |
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'potential_impact' => $this->calculate_potential_impact($impressions, $position, $ctr) |
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]; |
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} |
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} |
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|
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// Sort by opportunity score descending |
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usort($opportunities, function($a, $b) { |
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return $b['opportunity_score'] <=> $a['opportunity_score']; |
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}); |
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|
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return [ |
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'opportunities' => array_slice($opportunities, 0, 20), |
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'total_opportunities' => count($opportunities), |
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'high_impact_count' => count(array_filter($opportunities, function($opp) { |
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return $opp['opportunity_score'] >= 70; |
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})) |
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]; |
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} |
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|
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/** |
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* Generate priority matrix for opportunities |
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* |
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* @param array $scores Various performance scores |
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* @return array Priority matrix |
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*/ |
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public function generate_priority_matrix(array $scores): array { |
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$matrix = [ |
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'high_impact_low_effort' => [], |
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'high_impact_high_effort' => [], |
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'low_impact_low_effort' => [], |
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'low_impact_high_effort' => [] |
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]; |
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|
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foreach ($scores as $item) { |
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$impact = $this->determine_impact_level($item); |
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$effort = $this->determine_effort_level($item); |
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|
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$category = $impact . '_impact_' . $effort . '_effort'; |
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if (isset($matrix[$category])) { |
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$matrix[$category][] = $item; |
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} |
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} |
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|
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return $matrix; |
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} |
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|
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/** |
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* Get industry benchmarks for comparison |
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* |
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* @param string $industry Industry type |
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* @return array Industry benchmarks |
| 249 |
*/ |
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public function get_industry_benchmarks(string $industry = 'general'): array { |
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// Default benchmarks - could be expanded with industry-specific data |
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return [ |
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'average_ctr' => 2.5, |
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'average_position' => 15.0, |
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'bounce_rate_threshold' => 70.0, |
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'session_duration_threshold' => 120, // seconds |
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'pages_per_session_threshold' => 2.0, |
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'core_web_vitals' => [ |
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'lcp_threshold' => 2.5, // seconds |
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'inp_threshold' => 200, // milliseconds |
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'cls_threshold' => 0.1 |
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] |
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]; |
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} |
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|
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/** |
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* Score traffic growth component |
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* |
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* @param array $analytics_data Analytics data |
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* @return float Traffic growth score |
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*/ |
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private function score_traffic_growth(array $analytics_data): float { |
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$traffic = $analytics_data['traffic'] ?? []; |
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$organic_traffic = $analytics_data['organic_traffic'] ?? []; |
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|
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$sessions = $traffic['sessions'] ?? 0; |
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$organic_sessions = $organic_traffic['organic_traffic']['sessions'] ?? 0; |
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|
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// Score based on organic traffic percentage and absolute numbers |
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$organic_percentage = $sessions > 0 ? ($organic_sessions / $sessions) * 100 : 0; |
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|
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if ($organic_percentage >= 60) { |
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return 25.0; // Excellent organic traffic share |
| 284 |
} elseif ($organic_percentage >= 40) { |
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return 20.0; // Good organic traffic share |
| 286 |
} elseif ($organic_percentage >= 20) { |
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return 15.0; // Fair organic traffic share |
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} else { |
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return 10.0; // Poor organic traffic share |
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} |
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} |
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|
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/** |
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* Score keyword performance component |
| 295 |
* |
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* @param array $search_data Search Console data |
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* @return float Keyword performance score |
| 298 |
*/ |
| 299 |
private function score_keyword_performance(array $search_data): float { |
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$search_performance = $search_data['search_performance'] ?? []; |
| 301 |
$rows = $search_performance['rows'] ?? []; |
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|
| 303 |
if (empty($rows)) { |
| 304 |
return 0.0; |
| 305 |
} |
| 306 |
|
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$total_clicks = 0; |
| 308 |
$total_impressions = 0; |
| 309 |
$position_sum = 0; |
| 310 |
$keyword_count = 0; |
| 311 |
|
| 312 |
foreach ($rows as $row) { |
| 313 |
$total_clicks += $row['clicks'] ?? 0; |
| 314 |
$total_impressions += $row['impressions'] ?? 0; |
| 315 |
$position_sum += $row['position'] ?? 0; |
| 316 |
$keyword_count++; |
| 317 |
} |
| 318 |
|
| 319 |
$average_position = $keyword_count > 0 ? $position_sum / $keyword_count : 0; |
| 320 |
$overall_ctr = $total_impressions > 0 ? ($total_clicks / $total_impressions) * 100 : 0; |
| 321 |
|
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// Score based on average position and CTR |
| 323 |
$position_score = $this->score_average_position($average_position); |
| 324 |
$ctr_score = $this->score_ctr_performance($overall_ctr); |
| 325 |
|
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return ($position_score + $ctr_score) / 2; |
| 327 |
} |
| 328 |
|
| 329 |
/** |
| 330 |
* Score content engagement component |
| 331 |
* |
| 332 |
* @param array $analytics_data Analytics data |
| 333 |
* @return float Content engagement score |
| 334 |
*/ |
| 335 |
private function score_content_engagement(array $analytics_data): float { |
| 336 |
$traffic = $analytics_data['traffic'] ?? []; |
| 337 |
|
| 338 |
$bounce_rate = $traffic['bounce_rate'] ?? 0; |
| 339 |
$avg_session_duration = $traffic['avg_session_duration'] ?? 0; |
| 340 |
|
| 341 |
// Score based on engagement metrics (lower bounce rate and higher session duration is better) |
| 342 |
$bounce_score = $this->score_bounce_rate($bounce_rate); |
| 343 |
$duration_score = $this->score_session_duration($avg_session_duration); |
| 344 |
|
| 345 |
return ($bounce_score + $duration_score) / 2; |
| 346 |
} |
| 347 |
|
| 348 |
/** |
| 349 |
* Score technical performance component |
| 350 |
* |
| 351 |
* @param array $analytics_data Analytics data |
| 352 |
* @return float Technical performance score |
| 353 |
*/ |
| 354 |
private function score_technical_performance(array $analytics_data): float { |
| 355 |
$core_web_vitals = $analytics_data['core_web_vitals'] ?? []; |
| 356 |
|
| 357 |
if (empty($core_web_vitals)) { |
| 358 |
return 15.0; // Default score when no Core Web Vitals data available |
| 359 |
} |
| 360 |
|
| 361 |
// Score based on Core Web Vitals metrics |
| 362 |
// Both sides of this merge are needed: extract_vital_value() unwraps the |
| 363 |
// structured vital payload, and the metric is INP rather than the |
| 364 |
// retired FID. |
| 365 |
$lcp_score = $this->score_lcp($this->extract_vital_value($core_web_vitals['lcp'] ?? 0)); |
| 366 |
$inp_score = $this->score_inp($this->extract_vital_value($core_web_vitals['inp'] ?? 0)); |
| 367 |
$cls_score = $this->score_cls($this->extract_vital_value($core_web_vitals['cls'] ?? 0)); |
| 368 |
|
| 369 |
return ($lcp_score + $inp_score + $cls_score) / 3; |
| 370 |
} |
| 371 |
|
| 372 |
/** |
| 373 |
* Extract the numeric value from a Core Web Vital entry |
| 374 |
* |
| 375 |
* The PageSpeed client represents each vital as a structured array |
| 376 |
* (['value' => 14.7652, 'unit' => 's', 'score' => 30, ...]); older or |
| 377 |
* cached payloads may carry a bare scalar. Accept both. |
| 378 |
* |
| 379 |
* @param mixed $vital Structured vital array or scalar value |
| 380 |
* @return float Numeric metric value |
| 381 |
*/ |
| 382 |
private function extract_vital_value($vital): float { |
| 383 |
if (is_array($vital)) { |
| 384 |
$vital = $vital['value'] ?? 0; |
| 385 |
} |
| 386 |
|
| 387 |
return is_numeric($vital) ? (float) $vital : 0.0; |
| 388 |
} |
| 389 |
|
| 390 |
/** |
| 391 |
* Calculate weighted score from component scores |
| 392 |
* |
| 393 |
* @param array $scores Component scores |
| 394 |
* @param array $weights Score weights |
| 395 |
* @return float Weighted overall score |
| 396 |
*/ |
| 397 |
private function calculate_weighted_score(array $scores, array $weights): float { |
| 398 |
$total_score = 0; |
| 399 |
$total_weight = 0; |
| 400 |
|
| 401 |
foreach ($scores as $component => $score) { |
| 402 |
$weight = $weights[$component] ?? 0; |
| 403 |
$total_score += $score * ($weight / 100); |
| 404 |
$total_weight += $weight; |
| 405 |
} |
| 406 |
|
| 407 |
return $total_weight > 0 ? ($total_score / $total_weight) * 100 : 0; |
| 408 |
} |
| 409 |
|
| 410 |
/** |
| 411 |
* Determine grade from score |
| 412 |
* |
| 413 |
* @param float $score Numeric score |
| 414 |
* @return string Letter grade |
| 415 |
*/ |
| 416 |
private function determine_grade(float $score): string { |
| 417 |
if ($score >= 90) { |
| 418 |
return 'A+'; |
| 419 |
} elseif ($score >= 80) { |
| 420 |
return 'A'; |
| 421 |
} elseif ($score >= 70) { |
| 422 |
return 'B'; |
| 423 |
} elseif ($score >= 60) { |
| 424 |
return 'C'; |
| 425 |
} elseif ($score >= 50) { |
| 426 |
return 'D'; |
| 427 |
} else { |
| 428 |
return 'F'; |
| 429 |
} |
| 430 |
} |
| 431 |
|
| 432 |
/** |
| 433 |
* Generate score interpretation |
| 434 |
* |
| 435 |
* @param float $score Overall score |
| 436 |
* @param string $grade Letter grade |
| 437 |
* @return string Score interpretation |
| 438 |
*/ |
| 439 |
private function generate_score_interpretation(float $score, string $grade): string { |
| 440 |
switch ($grade) { |
| 441 |
case 'A+': |
| 442 |
return 'Excellent SEO performance with strong metrics across all areas.'; |
| 443 |
case 'A': |
| 444 |
return 'Very good SEO performance with minor areas for improvement.'; |
| 445 |
case 'B': |
| 446 |
return 'Good SEO performance with some optimization opportunities.'; |
| 447 |
case 'C': |
| 448 |
return 'Fair SEO performance with several areas needing attention.'; |
| 449 |
case 'D': |
| 450 |
return 'Poor SEO performance requiring significant improvements.'; |
| 451 |
case 'F': |
| 452 |
return 'Critical SEO issues requiring immediate attention.'; |
| 453 |
default: |
| 454 |
return sprintf('SEO performance score: %.1f/100', $score); |
| 455 |
} |
| 456 |
} |
| 457 |
|
| 458 |
/** |
| 459 |
* Generate score-based recommendations |
| 460 |
* |
| 461 |
* @param array $scores Component scores |
| 462 |
* @return array Recommendations |
| 463 |
*/ |
| 464 |
private function generate_score_recommendations(array $scores): array { |
| 465 |
$recommendations = []; |
| 466 |
|
| 467 |
foreach ($scores as $component => $score) { |
| 468 |
if ($score < 15) { |
| 469 |
$recommendations[] = $this->get_component_recommendation($component, 'critical'); |
| 470 |
} elseif ($score < 20) { |
| 471 |
$recommendations[] = $this->get_component_recommendation($component, 'high'); |
| 472 |
} elseif ($score < 22) { |
| 473 |
$recommendations[] = $this->get_component_recommendation($component, 'medium'); |
| 474 |
} |
| 475 |
} |
| 476 |
|
| 477 |
return $recommendations; |
| 478 |
} |
| 479 |
|
| 480 |
/** |
| 481 |
* Get component-specific recommendation |
| 482 |
* |
| 483 |
* @param string $component Component name |
| 484 |
* @param string $priority Priority level |
| 485 |
* @return array Recommendation |
| 486 |
*/ |
| 487 |
private function get_component_recommendation(string $component, string $priority): array { |
| 488 |
$recommendations = [ |
| 489 |
'traffic_growth' => [ |
| 490 |
'critical' => 'Focus on organic traffic growth through content optimization and keyword targeting.', |
| 491 |
'high' => 'Improve organic traffic share by optimizing existing content and building quality backlinks.', |
| 492 |
'medium' => 'Continue growing organic traffic through consistent content creation and SEO optimization.' |
| 493 |
], |
| 494 |
'keyword_performance' => [ |
| 495 |
'critical' => 'Urgent keyword optimization needed - focus on improving rankings for target keywords.', |
| 496 |
'high' => 'Optimize keyword targeting and improve content relevance for better rankings.', |
| 497 |
'medium' => 'Fine-tune keyword strategy and monitor ranking improvements.' |
| 498 |
], |
| 499 |
'content_engagement' => [ |
| 500 |
'critical' => 'Critical engagement issues - review content quality and user experience immediately.', |
| 501 |
'high' => 'Improve content engagement through better formatting, internal linking, and user experience.', |
| 502 |
'medium' => 'Enhance content engagement with multimedia elements and improved readability.' |
| 503 |
], |
| 504 |
'technical_performance' => [ |
| 505 |
'critical' => 'Critical technical issues affecting SEO - address Core Web Vitals and site speed immediately.', |
| 506 |
'high' => 'Improve technical SEO by optimizing page speed and Core Web Vitals.', |
| 507 |
'medium' => 'Fine-tune technical performance for better user experience and SEO.' |
| 508 |
] |
| 509 |
]; |
| 510 |
|
| 511 |
return [ |
| 512 |
'component' => $component, |
| 513 |
'priority' => $priority, |
| 514 |
'recommendation' => $recommendations[$component][$priority] ?? 'Optimize this component for better SEO performance.' |
| 515 |
]; |
| 516 |
} |
| 517 |
|
| 518 |
/** |
| 519 |
* Calculate keyword opportunity score |
| 520 |
* |
| 521 |
* @param int $clicks Current clicks |
| 522 |
* @param int $impressions Current impressions |
| 523 |
* @param float $position Current position |
| 524 |
* @param float $ctr Current CTR |
| 525 |
* @return float Opportunity score (0-100) |
| 526 |
*/ |
| 527 |
private function calculate_keyword_opportunity_score(int $clicks, int $impressions, float $position, float $ctr): float { |
| 528 |
// No opportunity if no impressions |
| 529 |
if ($impressions < 10) { |
| 530 |
return 0; |
| 531 |
} |
| 532 |
|
| 533 |
$expected_ctr = $this->get_expected_ctr($position); |
| 534 |
$ctr_gap = max(0, $expected_ctr - $ctr); |
| 535 |
|
| 536 |
// Higher score for keywords with: |
| 537 |
// 1. High impressions (more potential) |
| 538 |
// 2. Position 4-10 (page 1 potential) |
| 539 |
// 3. CTR below expected (optimization opportunity) |
| 540 |
|
| 541 |
$impression_score = min(40, $impressions / 100); // Max 40 points for impressions |
| 542 |
$position_score = $position <= 10 ? (11 - $position) * 3 : 0; // Max 30 points for position |
| 543 |
$ctr_opportunity_score = min(30, $ctr_gap * 10); // Max 30 points for CTR gap |
| 544 |
|
| 545 |
return min(100, $impression_score + $position_score + $ctr_opportunity_score); |
| 546 |
} |
| 547 |
|
| 548 |
/** |
| 549 |
* Get expected CTR for position |
| 550 |
* |
| 551 |
* @param float $position Search position |
| 552 |
* @return float Expected CTR percentage |
| 553 |
*/ |
| 554 |
private function get_expected_ctr(float $position): float { |
| 555 |
$pos = (int) round($position); |
| 556 |
|
| 557 |
if ($pos <= 10) { |
| 558 |
return self::CTR_BENCHMARKS[$pos] ?? 1.0; |
| 559 |
} elseif ($pos <= 20) { |
| 560 |
return 1.0; |
| 561 |
} else { |
| 562 |
return 0.5; |
| 563 |
} |
| 564 |
} |
| 565 |
|
| 566 |
/** |
| 567 |
* Calculate potential impact of optimization |
| 568 |
* |
| 569 |
* @param int $impressions Current impressions |
| 570 |
* @param float $position Current position |
| 571 |
* @param float $current_ctr Current CTR |
| 572 |
* @return array Potential impact analysis |
| 573 |
*/ |
| 574 |
private function calculate_potential_impact(int $impressions, float $position, float $current_ctr): array { |
| 575 |
$expected_ctr = $this->get_expected_ctr($position); |
| 576 |
$potential_additional_clicks = $impressions * (($expected_ctr - $current_ctr) / 100); |
| 577 |
|
| 578 |
return [ |
| 579 |
'additional_clicks_potential' => max(0, round($potential_additional_clicks)), |
| 580 |
'ctr_improvement_potential' => max(0, round($expected_ctr - $current_ctr, 2)), |
| 581 |
'impact_level' => $potential_additional_clicks > 50 ? 'high' : ($potential_additional_clicks > 10 ? 'medium' : 'low') |
| 582 |
]; |
| 583 |
} |
| 584 |
|
| 585 |
/** |
| 586 |
* Score average position performance |
| 587 |
* |
| 588 |
* @param float $average_position Average search position |
| 589 |
* @return float Position score |
| 590 |
*/ |
| 591 |
private function score_average_position(float $average_position): float { |
| 592 |
if ($average_position <= 3) { |
| 593 |
return 12.5; // Excellent - top 3 positions |
| 594 |
} elseif ($average_position <= 10) { |
| 595 |
return 10.0; // Good - page 1 |
| 596 |
} elseif ($average_position <= 20) { |
| 597 |
return 7.5; // Fair - page 2 |
| 598 |
} else { |
| 599 |
return 5.0; // Poor - beyond page 2 |
| 600 |
} |
| 601 |
} |
| 602 |
|
| 603 |
/** |
| 604 |
* Score CTR performance |
| 605 |
* |
| 606 |
* @param float $ctr Click-through rate percentage |
| 607 |
* @return float CTR score |
| 608 |
*/ |
| 609 |
private function score_ctr_performance(float $ctr): float { |
| 610 |
if ($ctr >= 5.0) { |
| 611 |
return 12.5; // Excellent CTR |
| 612 |
} elseif ($ctr >= 3.0) { |
| 613 |
return 10.0; // Good CTR |
| 614 |
} elseif ($ctr >= 1.5) { |
| 615 |
return 7.5; // Fair CTR |
| 616 |
} else { |
| 617 |
return 5.0; // Poor CTR |
| 618 |
} |
| 619 |
} |
| 620 |
|
| 621 |
/** |
| 622 |
* Score bounce rate performance |
| 623 |
* |
| 624 |
* @param float $bounce_rate Bounce rate percentage |
| 625 |
* @return float Bounce rate score |
| 626 |
*/ |
| 627 |
private function score_bounce_rate(float $bounce_rate): float { |
| 628 |
if ($bounce_rate <= 40) { |
| 629 |
return 12.5; // Excellent engagement |
| 630 |
} elseif ($bounce_rate <= 55) { |
| 631 |
return 10.0; // Good engagement |
| 632 |
} elseif ($bounce_rate <= 70) { |
| 633 |
return 7.5; // Fair engagement |
| 634 |
} else { |
| 635 |
return 5.0; // Poor engagement |
| 636 |
} |
| 637 |
} |
| 638 |
|
| 639 |
/** |
| 640 |
* Score session duration performance |
| 641 |
* |
| 642 |
* @param float $duration Average session duration in seconds |
| 643 |
* @return float Duration score |
| 644 |
*/ |
| 645 |
private function score_session_duration(float $duration): float { |
| 646 |
if ($duration >= 180) { // 3+ minutes |
| 647 |
return 12.5; // Excellent engagement |
| 648 |
} elseif ($duration >= 120) { // 2+ minutes |
| 649 |
return 10.0; // Good engagement |
| 650 |
} elseif ($duration >= 60) { // 1+ minute |
| 651 |
return 7.5; // Fair engagement |
| 652 |
} else { |
| 653 |
return 5.0; // Poor engagement |
| 654 |
} |
| 655 |
} |
| 656 |
|
| 657 |
/** |
| 658 |
* Score Largest Contentful Paint (LCP) |
| 659 |
* |
| 660 |
* @param float $lcp LCP value in seconds |
| 661 |
* @return float LCP score |
| 662 |
*/ |
| 663 |
private function score_lcp(float $lcp): float { |
| 664 |
if ($lcp <= 2.5) { |
| 665 |
return 8.33; // Good |
| 666 |
} elseif ($lcp <= 4.0) { |
| 667 |
return 6.0; // Needs improvement |
| 668 |
} else { |
| 669 |
return 3.0; // Poor |
| 670 |
} |
| 671 |
} |
| 672 |
|
| 673 |
/** |
| 674 |
* Score Interaction to Next Paint (INP) |
| 675 |
* |
| 676 |
* INP replaced FID as a Core Web Vital in March 2024; its thresholds are |
| 677 |
* 200ms (good) and 500ms (needs improvement). |
| 678 |
* |
| 679 |
* @param float $inp INP value in milliseconds |
| 680 |
* @return float INP score |
| 681 |
*/ |
| 682 |
private function score_inp(float $inp): float { |
| 683 |
if ($inp <= 200) { |
| 684 |
return 8.33; // Good |
| 685 |
} elseif ($inp <= 500) { |
| 686 |
return 6.0; // Needs improvement |
| 687 |
} else { |
| 688 |
return 3.0; // Poor |
| 689 |
} |
| 690 |
} |
| 691 |
|
| 692 |
/** |
| 693 |
* Score Cumulative Layout Shift (CLS) |
| 694 |
* |
| 695 |
* @param float $cls CLS value |
| 696 |
* @return float CLS score |
| 697 |
*/ |
| 698 |
private function score_cls(float $cls): float { |
| 699 |
if ($cls <= 0.1) { |
| 700 |
return 8.33; // Good |
| 701 |
} elseif ($cls <= 0.25) { |
| 702 |
return 6.0; // Needs improvement |
| 703 |
} else { |
| 704 |
return 3.0; // Poor |
| 705 |
} |
| 706 |
} |
| 707 |
|
| 708 |
/** |
| 709 |
* Score traffic contribution for a page |
| 710 |
* |
| 711 |
* @param array $page_data Page data. Reads `pageviews`. |
| 712 |
* @return float|null Traffic contribution score out of 25, or null when |
| 713 |
* there is no analytics data to score. |
| 714 |
*/ |
| 715 |
private function score_traffic_contribution(array $page_data): ?float { |
| 716 |
// Not the same question as "zero pageviews": a page with no analytics |
| 717 |
// connected has no traffic data, and scoring it 10 would present the |
| 718 |
// absence as a measurement. |
| 719 |
if (!isset($page_data['pageviews'])) { |
| 720 |
return null; |
| 721 |
} |
| 722 |
|
| 723 |
$pageviews = (int) $page_data['pageviews']; |
| 724 |
|
| 725 |
if ($pageviews >= 1000) { |
| 726 |
return 25.0; // High traffic page |
| 727 |
} elseif ($pageviews >= 500) { |
| 728 |
return 20.0; // Medium-high traffic |
| 729 |
} elseif ($pageviews >= 100) { |
| 730 |
return 15.0; // Medium traffic |
| 731 |
} else { |
| 732 |
return 10.0; // Low traffic |
| 733 |
} |
| 734 |
} |
| 735 |
|
| 736 |
/** |
| 737 |
* Score search visibility for a page |
| 738 |
* |
| 739 |
* @param array $page_data Page data. Reads `position`, `impressions` and |
| 740 |
* `ctr` — `ctr` as a PERCENTAGE (0-100), because it |
| 741 |
* is compared against CTR_BENCHMARKS, which are |
| 742 |
* percentages. Search Console's API returns a |
| 743 |
* fraction, so a caller reading it must multiply by |
| 744 |
* 100 first: passing 0.30 for a healthy 30% CTR |
| 745 |
* would penalise the page silently. |
| 746 |
* @return float|null Search visibility score out of 25, or null when the |
| 747 |
* page has no Search Console position to score. |
| 748 |
*/ |
| 749 |
private function score_search_visibility(array $page_data): ?float { |
| 750 |
// Search Console's average position for this page. Absent when the |
| 751 |
// property is not connected, or when the page has never appeared in |
| 752 |
// results — in which case there is nothing to score. |
| 753 |
$position = isset($page_data['position']) ? (float) $page_data['position'] : 0.0; |
| 754 |
if ($position <= 0) { |
| 755 |
return null; |
| 756 |
} |
| 757 |
|
| 758 |
// Position bands rather than a linear scale: the difference between 1 |
| 759 |
// and 3 matters far more than the difference between 40 and 42. |
| 760 |
if ($position <= 3) { |
| 761 |
$score = 25.0; |
| 762 |
} elseif ($position <= 10) { |
| 763 |
$score = 20.0; |
| 764 |
} elseif ($position <= 20) { |
| 765 |
$score = 15.0; |
| 766 |
} elseif ($position <= 50) { |
| 767 |
$score = 10.0; |
| 768 |
} else { |
| 769 |
$score = 5.0; |
| 770 |
} |
| 771 |
|
| 772 |
// A page ranking well that nobody clicks is a title/description problem, |
| 773 |
// and the score should show it. Only applied where there are enough |
| 774 |
// impressions for the rate to mean anything. |
| 775 |
$impressions = isset($page_data['impressions']) ? (int) $page_data['impressions'] : 0; |
| 776 |
$ctr = isset($page_data['ctr']) ? (float) $page_data['ctr'] : null; |
| 777 |
|
| 778 |
if ($impressions >= 100 && null !== $ctr) { |
| 779 |
$expected = $this->get_expected_ctr($position); |
| 780 |
if ($expected > 0 && $ctr < ($expected / 2)) { |
| 781 |
$score = max(5.0, $score - 5.0); |
| 782 |
} |
| 783 |
} |
| 784 |
|
| 785 |
return $score; |
| 786 |
} |
| 787 |
|
| 788 |
/** |
| 789 |
* Score engagement quality for a page |
| 790 |
* |
| 791 |
* @param array $page_data Page data. Reads `sessions` and `pageviews`. |
| 792 |
* @return float|null Engagement quality score out of 25, or null when |
| 793 |
* there is no session data to score. |
| 794 |
*/ |
| 795 |
private function score_engagement_quality(array $page_data): ?float { |
| 796 |
if (!isset($page_data['sessions']) || !isset($page_data['pageviews'])) { |
| 797 |
return null; |
| 798 |
} |
| 799 |
|
| 800 |
$sessions = (int) $page_data['sessions']; |
| 801 |
$pageviews = (int) $page_data['pageviews']; |
| 802 |
|
| 803 |
if ($sessions <= 0) { |
| 804 |
// No sessions is no engagement signal, not poor engagement. |
| 805 |
return null; |
| 806 |
} |
| 807 |
|
| 808 |
$pages_per_session = $pageviews / $sessions; |
| 809 |
|
| 810 |
if ($pages_per_session >= 3.0) { |
| 811 |
return 25.0; // Excellent engagement |
| 812 |
} elseif ($pages_per_session >= 2.0) { |
| 813 |
return 20.0; // Good engagement |
| 814 |
} elseif ($pages_per_session >= 1.5) { |
| 815 |
return 15.0; // Fair engagement |
| 816 |
} else { |
| 817 |
return 10.0; // Poor engagement |
| 818 |
} |
| 819 |
} |
| 820 |
|
| 821 |
/** |
| 822 |
* Score technical health for a page |
| 823 |
* |
| 824 |
* @param array $page_data Page data. Reads `index_verdict`. |
| 825 |
* @return float|null Technical health score out of 25, or null when Search |
| 826 |
* Console has no index verdict for the URL. |
| 827 |
*/ |
| 828 |
private function score_technical_health(array $page_data): ?float { |
| 829 |
// Search Console's index verdict for the URL, which is the technical |
| 830 |
// signal ThinkRank can actually source per page. Core Web Vitals would |
| 831 |
// be the other half and has no per-URL source here, so it is absent |
| 832 |
// rather than assumed. |
| 833 |
$verdict = isset($page_data['index_verdict']) |
| 834 |
? strtoupper((string) $page_data['index_verdict']) |
| 835 |
: ''; |
| 836 |
|
| 837 |
switch ($verdict) { |
| 838 |
case 'PASS': |
| 839 |
return 25.0; |
| 840 |
case 'PARTIAL': |
| 841 |
return 15.0; |
| 842 |
case 'FAIL': |
| 843 |
return 0.0; |
| 844 |
case 'EXCLUDED': |
| 845 |
return 5.0; |
| 846 |
default: |
| 847 |
return null; |
| 848 |
} |
| 849 |
} |
| 850 |
|
| 851 |
/** |
| 852 |
* Generate page-specific recommendations |
| 853 |
* |
| 854 |
* @param array $scores Component scores |
| 855 |
* @param array $page_data Page data |
| 856 |
* @return array Page recommendations |
| 857 |
*/ |
| 858 |
private function generate_page_recommendations(array $scores, array $page_data): array { |
| 859 |
$recommendations = []; |
| 860 |
|
| 861 |
// isset(), not a bare index: an unmeasured component is absent from the |
| 862 |
// map now, and advising someone to fix a dimension nobody measured is |
| 863 |
// exactly the fabrication the null returns exist to prevent. |
| 864 |
if (isset($scores['traffic_contribution']) && $scores['traffic_contribution'] < 15) { |
| 865 |
$recommendations[] = 'Improve content quality and SEO optimization to increase traffic'; |
| 866 |
} |
| 867 |
|
| 868 |
if (isset($scores['search_visibility']) && $scores['search_visibility'] < 15) { |
| 869 |
$recommendations[] = 'This page ranks outside the first two pages — revisit its target query, title and depth'; |
| 870 |
} |
| 871 |
|
| 872 |
if (isset($scores['engagement_quality']) && $scores['engagement_quality'] < 15) { |
| 873 |
$recommendations[] = 'Enhance content engagement with better formatting and internal links'; |
| 874 |
} |
| 875 |
|
| 876 |
if (isset($scores['technical_health']) && $scores['technical_health'] < 15) { |
| 877 |
$recommendations[] = 'Search Console cannot fully index this URL — check its index status'; |
| 878 |
} |
| 879 |
|
| 880 |
return $recommendations; |
| 881 |
} |
| 882 |
|
| 883 |
/** |
| 884 |
* Determine impact level for priority matrix |
| 885 |
* |
| 886 |
* @param array $item Item to evaluate |
| 887 |
* @return string Impact level (high/low) |
| 888 |
*/ |
| 889 |
private function determine_impact_level(array $item): string { |
| 890 |
$score = $item['opportunity_score'] ?? 0; |
| 891 |
return $score >= 50 ? 'high' : 'low'; |
| 892 |
} |
| 893 |
|
| 894 |
/** |
| 895 |
* Determine effort level for priority matrix |
| 896 |
* |
| 897 |
* @param array $item Item to evaluate |
| 898 |
* @return string Effort level (high/low) |
| 899 |
*/ |
| 900 |
private function determine_effort_level(array $item): string { |
| 901 |
$position = $item['current_position'] ?? 100; |
| 902 |
// Assume lower positions require more effort to improve |
| 903 |
return $position <= 20 ? 'low' : 'high'; |
| 904 |
} |
| 905 |
} |
| 906 |
|
