How to power your SEO and digital marketing strategy with data

With your technical, content, and delivery strategies in place, you should be well on your way to digital marketing success.

At this point, you should have optimized your website for a solid on-page experience, created lots of entity-focused content, and gained inbound links providing you with rankings and traffic.

Now you will need to provide your team with the right data to help you continue to develop and shape your digital marketing strategy.

Setting up your dashboards

Fortunately, a host of tools can help you organize the data you need to keep your traffic growing.

Here are some data points you can look at:

  • Global KPIs: Are your site sessions, impressions, clicks, and conversions up or down?
  • Ranking of keywords: How many keywords rank in the top 1-3, 4-10, 11-20 or top 100 of Google? Which keywords are gaining or losing ground? What is the estimated cost of traffic for these keywords? Which keywords see the most volume and conversions?
  • Pages trending up/down: Which pages have a high volume of traffic? Which pages are losing traffic? These pages can be optimized and extended to add more optimized content and internal links.
  • Striking distance keywords: Which keywords are in the top 20? Once you identify them, consider adding internal and external links to these pages and perform on-page SEO to push these keywords higher in the SERPs.
  • Content optimizations: What content can you add to pages trending up or down? Type in the page’s target keyword and use questions from Google’s People Also Ask box to enhance your content.
  • Audience demographics: Google Analytics includes a plethora of audience reports, including age, gender, interests, geo-targeting, devices and more. Use this data to build your persona profiles and target keywords for each persona and purchase stage.
  • Award: This reflects the buyer’s journey. Understanding where consumers come from, what pages they visit, and where they go after leaving your site can help you improve user experience.

Optimization experiments

It is important to review your data and develop action plans based on your findings.

Some ways to use your data:

  • To optimise articles tend to drop by doing better on-page SEO or adding more semantically related content.
  • Create internal and external links to pages and/or keywords that are trending up or down.
  • Write more content for a specific target person and purchase stage.
  • Focus your efforts on the channels and partnerships that drive traffic and referrals.

Every time you update a page, create new content, or add links, you should create an annotation to determine if the changes made have resulted in positive growth.

If you continue to produce content and build links without verifying your analytics and data, you risk wasting valuable time and resources.


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Conversion Rate Optimization (CRO)

Now that you have all that wonderful traffic, how do you improve your conversion rate and turn more visitors into customers?

The ideal is to do A/B tests and optimize the conversion rate.

You will need to set up software that will offer users two variations of your site. You can then track to see which cohort had the best conversions.

Various tools will help you conduct this research:

Be sure to continuously test and update your landing pages and articles. If users have a good experience on your site, it will have a positive impact on your SEO.

Just when you feel like you’ve mastered your strategy, Google releases an algorithm update that creates a shake-up in your traffic and rankings.

Monitoring trends will help you stay compliant and adhere to Google’s best practice guidelines.

Some trends to watch:

  • Focus on voice and question-based queries. As smart devices advance, such as watches, glasses, and wearables, interactions with the search engine can increasingly be done via voice. You should always use questions as keywords and optimize for voice search.
  • Prioritize quality over quantity. Based on crawl prioritization. Produce fewer pieces of content, but make sure those pieces provide the best possible user experience. Promote your articles to build links as often as you publish them so that the speed of your link growth is in line with your content publication ratio.
  • Optimize for entities, not keywords. As Google’s understanding of natural language processing improves and its machine learning algorithms become increasingly sophisticated, they can understand pages for meaning, not just keywords. Gone are the days of optimizing pages for a single query. Instead, we see an emphasis on building pages around topics and including variations of the topic.
  • Focus on user engagement signals, especially speed. Google introduced Core Web Vitals to break down the elements of site load speed, from “how fast a page loads” to “how fast do users see the first thing on the page”? How fast is the page interactive? How fast is the page fully functional?
  • Prioritization of indexing and crawling. The number of indexed pages is growing exponentially and Google is moving away from indexing everything, to indexing quality content. They prioritize crawls to trusted and authoritative pages.
  • Link building. Following their overall move towards authority, it will become increasingly important to receive mentions from the media and trusted sources. If your friends are all saying you’re the best chef, everyone knows that might be biased. However, if people who don’t know you say you’re the best leader, that carries more weight and value. Focus especially on getting authoritative links that your competitors don’t already have.

Tracking your site’s metrics, KPIs, and search trends will help you revamp and continually update your SEO strategy.

This is the only way to stay relevant and up to date.

Be sure to create dashboards that allow you to check the performance of your campaigns and react quickly to changes in your site’s performance.


The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


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About the Author

Marcela De Vivo is an industry veteran with over 20 years of digital marketing experience. Marcela travels the world talking about SEO, data-driven marketing strategies, and workflow automation and optimization. Marcela owns a digital marketing agency called Griffin based in California.