The basis of SEO is the constant analysis of data and the effectiveness of activities as well as their optimization. This trend is confirmed by the popularity of data-driven SEO, i.e. data-driven SEO. And although many SEO specialists with extensive experience are able to rely on their knowledge, they still use data and analytical tools. What is data driven SEO and in what areas is it applicable?
Data-driven SEO – what is it?
Data-driven SEO stands for data-driven positioning, i.e. positioning in which decisions and actions are made on the basis of hard data from analytical tools, and not intuition or the SEO experience itself. It is worth remembering that Google also uses hard data to rank organic results, so it is worth planning on this basis.
Data-driven SEO – what areas of positioning does it cover?
The data-driven approach can and should be used in many elements of the positioning strategy. Apply data-driven SEO to:
– keyword research,
– monitoring user behavior,
– visibility monitoring,
– content preparation,
– local SEO,
– traffic monitoring,
– link building,
– competition analysis.
Data-driven SEO in keyword research
The selection of keywords in SEO is one of the basic elements that affects the effectiveness of the campaign. To select them, it is worth using data-driven SEO and data including:
– estimated monthly number of searches,
– seasonality, i.e. fluctuations in the popularity of keywords throughout the year.
When choosing keywords for positioning, it is worth considering not only the most popular ones. In the case of new and developed sites, wide positioning focused on long tail phrases, with fewer searches, but with greater conversion potential, will work. Once you get high for long tail keywords, you can plan your actions for phrases with higher estimated searches. Find SEO phrases in tools such as Google Keyword Planner, Senuto, Semstorm, and more.
Conclusion: Data-driven SEO allows you to choose phrases that are profitable and will actually increase visibility, traffic and – in the long run – sales. It is also worth combining the data-driven approach with keyword research and visibility monitoring. Then check what positions you rank for popular and profitable keywords. If your positions are low you should turn up your strategy.
Data-driven SEO and user behavior monitoring
You can also use data-driven SEO and data from analytical tools to monitor the behavior of users on the Internet and on your website. These are:
– CTR in organic Google results,
– conversion and bounce rates,
– time spent on the site,
– depth of browsing the website and the website as a whole,
– the number of pages visited during one session.
You can find all this hard data in Google Analytics or in Google Search Console. They give you an insight into the behavior of users and can be a starting point for any changes in your positioning strategy.
How to monitor visibility thanks to the data-driven approach?
The data-driven approach in positioning is most reflected in visibility monitoring. It is impossible to monitor positions other than by:
– checking the position of the URL at a specific point in time,
– identification of an upward or downward trend.
If your rankings are rising, you know your SEO strategy is working properly. If it’s declining, data-driven SEO lets you know that you need to make changes to your strategy. It is impossible to check visibility other than through hard data from the Senuto tool. The intuition and experience of an SEO specialist do not matter in this case, because it may happen that the positions should theoretically increase, but certain factors, e.g. the actions of the competition, make them stand still.
Data driven approach in local SEO
The data-driven approach can also be used in local positioning. The analytical data will allow you to check the visibility on the local market, as well as verify the effectiveness of actions in the Google My Business listing. Regularly check:
– the number of views and clicks on your posts in the GMF business card,
– the number of reviews in the Google My Business listing,
– CTR for local queries and local subpage URLs.
Data driven and SEO and website traffic
Traffic on the website is one of the most important determinants of the effectiveness of SEO activities. To check it, you should not rely on feelings, but verify hard data such as Google Analytics traffic. Concrete numbers telling about the number of users on the site at a given time give a clear message – marketing activities are working or not. It’s a good idea to verify both the number of new and returning users, as well as checking their statistics. Thanks to the data-driven approach, you will check whether you are reaching your target group and determine how you can improve your strategy to better meet the expectations of a specific group of users.
CTR in the data-driven SEO approach
CTR is one of those elements of search engine performance that cannot be measured except by using hard data. It determines what percentage of users clicked on the link in relation to all page views in the search results. You will find CTR data in Google Search Console both in relation to queries entered by users and to individual URLs. Thanks to the data-driven approach, you can filter the data and find those pages that have a lot of views but few clicks. To improve your statistics, you can change the title and description content, which are visible in organic search results and can affect your click statistics.
Data-driven SEO in link building
The number and quality of links is one of the main determinants of a website’s quality in SEO. To check your link growth, use the data-driven SEO approach and check the data in SEO tools. First, verify in Majestic or Ahrefs what the current link profile of your website is – how many links lead to your site, where the links come from and whether their increase is natural. Check the Domain Rating and Ahrefs Rank indicators for your domain, which determine the strength of your link profile against the competition.
It’s also worth analyzing your competitors’ link profile – how many external links do competing sites have? Are they nofollow or dofollow links? What are the anchor content? Where are the links coming from? This data can inspire you to expand your link profile and improve your positioning strategy.
Data Driven SEO in content marketing
The data-driven approach is worth using in creating content. This is facilitated by SEO tools such as Surfer, which include a special content editor. It suggests how to create content that meets the requirements of search engine robots. After typing the phrase, the key tool suggests the following content items:
– keywords with the number of their occurrences in the content,
– suggested content length,
– number of headings H2, H3 etc., number of paragraphs,
– number of internal links,
– number of photos.
On this basis, thanks to data-driven SEO, you can create a text that will be well-optimized for the positioning of the store or website. However, it is worth supplementing the data with experience, as the tools are not perfect.
Data-driven competition analysis
Data-driven SEO can also be used for competitor analysis. The examination should cover:
– content on competitors’ websites (their number, length, type, phrase content, etc.),
– link profile,
– keywords for which a given website is positioned,
– visibility (number of phrases in top3, top10, top50),
– website traffic.
When analyzing traffic on competitors’ websites, you need to be aware that SEO tools are not perfect and do not have access to real data, therefore they estimate traffic based on keyword popularity and website visibility. Usually, traffic data is underestimated, but it can still provide information about SEO potential in a given industry and market.
SEO tools – the basis of data-driven SEO
The basis of data-driven SEO are analytical tools for positioning specialists. Among them are:
– Google Analytics to monitor traffic and recipients on your own website,
– Google Search Console for content effectiveness analysis, basic link monitoring and technical errors,
– Ahrefs and Majestic SEO for inbound link monitoring and link building strategy planning,
– Senuto to monitor visibility, search for key phrases, competition analysis,
– Surfer for content analysis, link analysis and planning and content creation,
– Semstorm for keyword searches, content creation and traffic monitoring, visibility and competition.
Each of these tools presents a lot of data useful for data-driven SEO – they enable effective planning of activities and prevent you from acting blindly.
Data-driven SEO is not an option, but a necessity in the modern world, where competition on the market in every industry is high, and companies are fighting for position. Only on the basis of hard data you can plan an effective and efficient positioning strategy and draw accurate conclusions.