Digital marketing is fast gaining momentum. As such, SEO is gaining tremendous importance. Today, all the previous questionable SEO practices gradually got substituted with quality content, and ultimately, there has been a shift in the focus. Today, more emphasis is on understanding the way your target audiences are thinking and interacting with search engines.
It is crucial to collect valuable data. However, it is far more critical to know precisely what you will be doing with the data and information. It is meaningless to have easy access to SEO data if you are not aware of the effective ways of analyzing the data and converting it into impactful SEO stratagems & actionable insights.
According to Search Engine Land, when utilized properly, you could be successful in doing several things with Google Analytics in combination with Data Studio. You could pull data, convert it into valuable SEO insights, and then utilize those insights for acquiring, serving, and retaining new and potential customers. An actionable insight seems to be a finding after effectively analyzing all your available SEO data. It recommends taking concrete action.
Focus on Monitoring the Right Metrics
No data could be converted into actionable insights unless you focus on monitoring the perfect SEO metrics. Some of the critical SEO metrics are:
- User sessions
- Pages per session
- Organic traffic
- Keyword ranking
- Impressions
- Conversion rate
- Click-through rate
- Bounce rate
- Average time for each session
You must monitor all the SEO metrics otherwise your SEO data will fail to show you the complete picture. In that case, it will become challenging to generate actionable insights. For instance, suppose your focus is solely on impressions. The data may divulge that your impressions are going up, and it automatically implies that more users can see your site’s link in the search results.
However, considering only impressions as a metric cannot tell the whole story. It fails to inform you about the exact number of users clicking on your website link when it is visible on their search results. Moreover, you will be unaware that your campaign is failing to drive users back to your site unless you assess other valuable SEO metrics like click-through rate or traffic. You may seek assistance from a reputed digital marketing company such as Trusted Search Marketing for perfect SEO solutions.
Stick to Using Clear Visuals
How you see your data should be making a massive difference in your capability of interpreting it. For instance, it is difficult to go about analyzing and interpreting data in spreadsheets. It is easy and seamless to interpret data demonstrated in an attractive and colorful table or chart with striking headings. Devote time to converting raw data into charts, graphs, and tables before you consider analyzing it.
Adding Context to Data Always Pays
The most critical step in converting SEO data into valuable, actionable insights is incorporating context into the data or infusing the data with meaningfulness. Things to do for adding the relevant context to SEO data are:
Connecting the Dots: No need to see just a single metric independently, evaluate them together! Suppose you are getting several impressions that imply all is well. However, when you assess the click-through rate, you find that it is low. Users are not bothering to opt for your link as they are not clicking on it on search results. You may think about what could have gone wrong. For instance, was there a Google update that impacted your website? You may focus on figuring out what was happening to infuse context to your SEO data. Ask relevant questions and look for the answers to connect the dots and understand and see the whole picture.
Creating Hypotheses Is the Key
Start seeing the complete picture when you incorporate context into your data. Next, you may create hypotheses. They can be potential solutions to all the issues identified in the available SEO data. A hypothesis has three main components:
- observation
- execution
- outcome
Let us explore an example.
Observation: Your impressions are rising steadily, but your CTR seems to be dipping. It shows that numerous people are getting to see your website’s link, but they are not interested enough to click on it.
Execution: You take a positive step by updating your site’s Meta description and page title to incorporate more details and attract more people.
Outcome: More users will be clicking on your link on search resulting in a boost in overall traffic to your site and CTR.
Testing Hypotheses Is a Good Idea
The best way of figuring out if your hypothesis seems to be right is by going ahead and testing it. Carry on with your proposed plan of action. In this case, updating your site’s Meta description and page title for adding more details to attract more people is your plan of action. Keep track of your site’s data. Start comparing the same SEO metrics before the experiment and after it. You will see the way they have changed. If your site’s overall traffic and CTR increased, it implies that your hypothesis was correct.
Conclusion
Focus on using the right tools. You could start collecting and analyzing data with the right tools! Measuring the metrics is a steady ongoing process. A business can succeed when it focuses on evaluating its campaign performance consistently. You may keep refining them depending on new facts and data.
