Unlocking Business Growth with Data Analytics: A Beginner’s Guide to SEO Strategies

An effective SEO strategy can help boost your organic search traffic, increase brand awareness and generate cost-effective leads (and that’s just a few of the benefits of data analytics and SEO!) However, it can be tricky to know where to start.

So, let’s chat about data analytics and how you can utilise it for SEO.

 

What is data analytics and why is it important in SEO?

Data analytics is the process of collecting and analysing your data in order to gain a better understanding of your website’s organic performance. You can use tools such as Google Analytics and Google Search Console to collect data. Utilising advanced analytics techniques will help you gain that competitive edge and help your business stand out.

Types of data analytics

Descriptive Analytics

Descriptive analytics involves looking at past data in order to analyse what has happened over a certain period of time. This type of analytics can provide useful insights into past marketing performance and provide context to help you understand what is happening currently.

Diagnostic Analytics

Diagnostic analytics helps you determine why something happened. For example, if your sales have decreased over the past month, diagnostic analysis can determine why by looking at your marketing efforts.

Predictive Analytics

Predictive analytics uses past data to make predictions about what might happen in the future. This type of analytics usually involves large volumes of data and a machine learning algorithm that can use that data to make predictions.

Prescriptive Analytics

Prescriptive analytics suggests a course of action to improve your business’ performance. This type of analytics utilises the information collected from descriptive, diagnostic, and predictive to answer the question ‘What do we do next?’

 

What is SEO?

SEO (Search Engine Optimisation) is the process of growing a website’s organic search traffic. SEO strategies are aimed at helping a website rank higher in search engine results. Ranking higher in search results means you’re likely to get more traffic as most people click on one of the first few search results.

Since the number of searches each month is usually consistent, search traffic is generally consistent too. SEO is a cost-effective way to direct more traffic to your website and draw attention to your business.

 

How is data analytics used in SEO?

Keyword research

Keyword research is one of the most important SEO metrics. It involves finding and analysing search terms that people enter into search engines. Keyword research is conducted for a specific purpose such as for SEO.

It helps to identify queries to target, their popularity, their ranking difficulty, and more. By engaging in competitor research, you’ll be able to identify high ROI keywords and high search volume keywords that your competitors might not be taking advantage of.

Elements of Keyword Research

Keyword research consists of three main elements:

Relevance

Google ranks for relevance, which means that your content will only rank for a keyword if it meets the searcher’s needs. This is where the concept of search intent comes in. Organic search rankings are heavily influenced by user behaviour data. As a result, user behaviour analysis is key to understanding your customers and improving your search engine rankings.

Competition

Keyword competition refers to the level of competition among websites to rank higher in search engine results for a specific keyword. A keyword’s competition is determined by factors such as the number of websites targeting the keyword, their authority, relevance, and optimisation. Higher competition makes it more challenging to achieve top rankings.

Search Volume

Volume refers to the average number of times a keyword is searched each month. Since it refers to the number of searches, not the number of people who searched, it includes people who might’ve searched for a keyword multiple times in a month.

Keyword tools often show search volumes for a selected country whilst some have an option to display the global search volume which is the sum of search volumes across all countries.


Measuring the Effectiveness of SEO with Data Analytics

Data analytics plays an important role in measuring the effects of SEO (Search Engine Optimisation) by providing insights and quantifying the impact of various SEO strategies and optimisations. Here’s how data analytics can be used to measure the effects of SEO:

Organic Traffic Analysis

With data analytics tools such as Google Analytics, you can track and analyse the amount of organic traffic their website receives from search engines. By monitoring organic traffic over time, you can identify trends, patterns, and changes in website traffic that can be attributed to SEO efforts.

Conversion Tracking and Optimisation

Data analytics allows you to measure conversions, such as form submissions, sales, or other desired actions, originating from organic search traffic. Setting up conversion tracking offers many benefits including improving your ROI and campaign efforts.
Once you have a good idea of your conversions, you can begin the process of Conversion Rate Optimisation (CRO).
Landing pages are an integral part of CRO as it is the place where a website visitor becomes a lead or an existing lead can engage more deeply with your brand. To optimise your landing page, you can run A/B testing to find what content your target audience responds to the best.

On-Page Metrics

Analytics tools provide insights into on-page metrics, such as bounce rate, time on page, and page views per visit. By analysing these metrics for organic search traffic, you can assess the quality of the traffic coming from SEO efforts and identify areas for improvement in terms of user experience and content optimisation.
Another point to consider is Google page speed. Since Google prioritises speed when ranking search results, a faster page may help you rank higher. It will also reduce the risk of customers becoming frustrated with slow speeds and switching to a competitor instead.

Backlink Analysis

Data analytics is also useful for measuring the impact of backlinks acquired through SEO strategies. Using tools like Ahrefs can offer insights into the number and quality of backlinks, referring domains, and anchor text distribution. By tracking backlink metrics and monitoring changes over time, you can evaluate the effectiveness of your link-building efforts.

 

Leveraging data analytics for ongoing optimisation

After you’ve collected and analysed your data, data visualisation helps present your findings clearly and concisely. There are many ways you can visualise your data, including reports, charts, and dashboards. Then it’s time for the fun part – leveraging your findings to implement and monitor your actions. Tracking and measuring the impact of your actions is key, and you can do this by using feedback loops, control charts, or performance reviews.

 

Need a hand achieving business growth with data analytics? Contact us for a free consultation to discuss your specific SEO needs

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