Empower your SEO and Digital Marketing Strategy with Data


You should be well on your way to success in digital marketing once your content and outreach strategy is in place.

At this point, your website should have been optimized for a positive user experience, a ton of entity-driven content developed, and inbound links generating rankings and traffic.

To help you continue developing and adapting your digital marketing strategy, you’ll now need to arm your team with the appropriate data.

Establishing Your Dashboards

Thankfully, a wide range of solutions can assist in organizing the data you need to maintain your traffic growth.

Observe the Following Data Points:

  • Overall KPIs: Are sessions, impressions, clicks, and conversions on your site growing upward or downward?
  • Ranking of keywords: How many terms appear in Google’s top 1-3, 4-10, 11-20, or top 100 results? What search terms are growing or losing popularity? How much does traffic to these keywords typically cost? What search terms generate the most significant traffic and conversions?
  • Up/down page trends: Which pages receive a lot of traffic? What websites are losing visitors? These pages can be enlarged and optimized to add more optimized information and internal links.
  • What terms are in the top 20 for close range?
  • Once you’ve found them, think about enhancing those pages with internal and external links and performing on-page SEO to help those keywords increase in the SERPs.
  • Content improvements: What content can you add to pages with rising or falling traffic? Use Google’s People Also Ask box queries to enrich your content while typing the page’s target keyword.
  • Audience demographics: A wide range of audience reports, including age, gender, interests, geographic targeting, devices, and more, are included in Google Analytics. Build your persona profiles using this information, then use the target keywords for each persona and buying stage.
  • Attribution: This illustrates the buying process. You can enhance the user experience by learning where customers come from, what pages they visit, and where they go after leaving your site.


Experiments in Optimization

Analyzing your facts and creating workable plans based on your conclusions is crucial.

Uses for your data include:

  • Improve articles that are heading downward by improving on-page SEO or by including more semantically related information.
  • Link to pages and/or keywords trending upwards or downwards by creating internal and external links.
  • More content should be written for a particular target persona and buying stage.
  • Concentrate your attention on the partnerships and channels that are generating traffic and recommendations.

Annotations should be made each time you edit a page, add new information, or add links so that you can assess whether the changes had a good impact on the site’s growth.

You risk wasting time and money if you keep creating content and constructing links without reviewing your analytics and data.


About Author

Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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