Data-Driven SEO

Written by Nikki Kettell

The SEO industry’s next great hope lies in adopting data science into its core. After all, algo’s have been their bread and butter for 22 years.

For those that think SEO can be hard to quantify, a clear data-driven approach is the only way to maximise on performance. An increase in traffic and sales is great, but when it comes to long term goals and strategic planning you need data to keep your SEO profitable.

Why is data-driven so important for SEO?

Using clear, accurate data is important for SEO because it can take so much longer to see results compared to other marketing channels. You can make a simple change to your website today and see an instant result but usually, it can take weeks or even months to see the real impact and gauge how successful your long term SEO strategy is.

Your data should also be at the core of your strategic planning. We can help you analyse your customer review freetext by using natural language processing. If your customers are saying anything about you, your brand or your products, this is vital information that could feed into various digital marketing channels. This data is especially important for SEO when it comes to things like optimising the right keywords, creating a content strategy and ensuring you’re providing the best user experience possible.

If you’ve got access to accurate time-series data, you can use it to make sure you’re making the right investment or adjusting site architecture at just the right time to capitalise on search demand.

What data should I be looking at for my SEO?

It’s not practical to try and measure everything if you want it to get demonstrable evidence of SEO efforts. It will hugely depend on who you are and what you/re looking to achieve, some of the most common data to drive SEO strategy can include:

Keyword search volume Keyword trend data Ranking data
Click volumes Impression volumes Click through rate
User profiles Bounce rate Average time on site
Conversion rate Attribution data Multi channel funnel data
Crawl data Server log files Device split

That might sound like a lot of data and the truth is a good SEO strategy should be driven by all this data and more, but it’s honestly not as daunting as it sounds.

What will a data-driven SEO approach help me achieve?

Data can help you make important decisions about your SEO ROI breakdown; should you be concentrating on the big head or the long tail? A few keywords that are sending you lots of traffic but not converting or lots of keywords that aren’t sending as much traffic but are more likely to convert?

It’s a common assumption that SEO is just about getting traffic to your website but at Vuzo, we know it’s equally important to not only make sure it’s converting but that conversion rate is being constantly optimised.

With data science we can look at elements of your website like web forms and freetext boxes as these can often be the final hurdle to get that all-important conversion. If you’re finding your traffic is leaving your page without completing a webform or going through to convert, we can help you work out why. We can analyse previous enquiries, look at the most common part of the page triggering that drop off and help you build this insight into future web forms.

When everything’s analysed effectively you can remove so much of the uncertainty that surrounds SEO and make sure it’s working in tandem with your whole marketing strategy.


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