Data is everywhere, always, and is now worth arguably as much as oil is. The digital world is a mirroring of our real one, so naturally, the information found in it is endless, and so is the use we can gain from that said information.
Digital marketing has many faces that are not always shown to the public media, such as all its different forms that affect consumers subconsciously. One version of digital marketing is search engine optimization or SEO for short. This marketing strategy involves lots of data being needed for it to function the way it was intended.
The way data is generally used for SEO marketing strategies is by taking into account the efficacy of older strategies and basing the new one on previously proven information. The reason this is a novelty is that so far, the strategies used for SEO marketing have been assumption-based, leading to certain discrepancies between estimates and outcomes.
The main goal is to boost organic traffic for companies, thus explaining the recently outdated assumption-based strategy.
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The science behind boosting SEO performance
SEO performance becoming more efficient can be done in many different ways, such as with an SEO consultant or with modern tools created to help the strategy flow smoothly. The tools and technologies allow for data-driven decisions to be brought on the side of companies for them to increase their performance and make it more fool-proof.
This is also where the saying “number don’t lie” comes in since the validity of the results becomes underlined by the datasets given.
What data-driven strategies are there?
1. User behavior metrics and their optimization
User behavior metrics are data that represent how users interact with a certain website, and these metrics are usually taken into account by search engines no matter how much they may deny it. These metrics include location, repeated visits, time spent on the site, clickthrough rates, and so on. These allow for companies to determine areas that need improvement.
Positive outcomes in these metrics also allow search engines to optimize their search database and allow for your company website to pop up sooner. Take a job search platform such as Lensa as an example, they’ve optimized their website to provide job seekers with information-rich company pages to jumpstart their careers.
2. Optimizing UX
User experience comes down to two main things: utility and usability. These two concepts are what create the website itself.
Content is important at the bare minimum for utility, meaning that content is what creates the conscious experience for users to perceive. If you don’t have content that is interesting, enticing, or helpful, you aren’t likely to succeed with an SEO strategy.
As for usability, it is the key factor in making the user experience as best as possible because no matter how good the content is, the delivery is what matters most to users. Users need to be able to navigate through your website easily to find the information they are looking for.
By gathering data on the standards users have for websites, you’re able to instill adequate measures to make your website well-organized, sleek, and quick to upload. An example of data backing up a fact is that paying attention to mobile optimization is a factor many users find important in terms of convenience.
The utility of the website also comes down to intuitive website design which can be adapted to what your specific users need. The reason web design needs to align with this data-driven approach is to lend your users the search experience they are expecting. With smooth navigation on the user side, it will allow for positive user experiences overall.
3. Analyze your competitors
Another way to boost SEO performance is to be better than your competitors. Data is freely available everywhere on everything, so being able to use the past data found on a competitive company can lend you valuable information on how to surpass that company whilst also letting users transition to your websites.
You must first know which companies you are in competition with, then analyze their page and backlinks to finally create an analysis and work off of it.
One data-driven approach to boosting SEO performance is through backlinks. Backlinks are links to other websites that give validity to yours thanks to their authority, meaning your company would show up sooner through search engines than other competitors. The key is to use links from websites that have a high chance of being potentially successful.
The goal is for organic growth, so observing competitors’ backlinks can be a solid way of finding relevant links to your industry.
Data extraction isn’t just an optional task for SEO optimization anymore. With all the perks it provides companies trying to better users’ search results, it is an essential part of making your website accessible and for your company to thrive in the online atmosphere.