How to Use SEO Data to Make Better Marketing Strategies
How many of you have heard that Search Engine Optimization (SEO) is important tool in digital marketing? And how it helps to make better marketing strategies? As a marketers, we should know that SEO is important for marketing to increase the number and quality of visitors to a business website. SEO helps by improve its ranking on Search Engine Results Pages (SERPs). Research also shows that, 67.6% of all the clicks go to the first five organic search results on Google.
So as for traffic, SEO is a must. (Traffic refers to the visitors who turns up to the website by clicking search results leading to that particular website.) But have any one of you ever thought of using SEO practice for making marketing strategies or creating networking opportunities?
SEO is not only used to create traffic in websites but can also be used for brand awareness, increasing visibility of the website, providing an excellent user experience with useful and high quality contents, and many more. So let’s talk about different types of SEO Data to get more ideas on how can we use SEO to make better marketing strategies:
Types of SEO Data
Organic Traffic refers to the visitors who turns up to the website by clicking search results after using search engines such as Google, Bing. Organic Traffic is also the traffic that comes to the website through unpaid searches. It plays an important role in success of any business as it shows the real or organic reach of your website, also tells about the quality of the content in your website and indicates whether your website is able to provide the answers of the search queries audiences are looking for.
Organic Impression can be described as the digital content that appears on the screen of the audiences without being promoted. It measures the number of people that have viewed your content and count of how many times your content was displayed to audiences.
Organic Rankings is the website's position in the search engine results page without any paid promotion. How many of you have observed the Google ranks ads appear at the top of SERPs, and other rankings below? The rankings below those ads are the actual organic rankings, which are based on how well your contents answer the search queries.
Keyword monthly Search Volume
Keyword monthly search volume refers to the number of searches of a keyword that was performed over a month through search engine. It shows how much people are interested in a particular keywords. We can measure Monthly Search Volume (MSV) by region and also globally. Let’s take an example, a keyword have 130 MSV in the Nepal and 1300 MSV Worldwide.
Number of Backlinks
A backlink is the hyperlink created when one website links to another site. The number of backlinks to your website are a signal to search engines that others verify for your content. It helps to increase the chances of website ranking highly on Google.
Number of Referring Domains
Referring domains are websites from which a backlinks is pointing to a page or links. Also, referring domain also refers to a domain that backlinks are coming from.
For example, if a web page has a backlink from the Wired, then it has one referring domain. If it has a link from the Wired and Fortune, then it has two referring domains. If it has two backlinks from the Wired, then it still has one referring domain which means referring domain can go up by the number of websites, but not with the number of times a website was back linked.
Page Speed(in milliseconds)
Page Speed is referred to the amount of time that it takes for a webpage to load. It can be determined by several factors, including a site's server, page file size, and image compression. Slow speed can make a visitor to leave a site. So it affect rankings indirectly, by increasing the bounce rate and reducing dwell time.
How SEO Data Can Help the Business
Since, we have already discussed about the types of SEO Data that can be used in different ways, let’s discuss about how different components of SEO can leave a good impact on business and marketing strategies.
Use search volume to guide product naming & branding
Search volume refers to the total number of searches that was performed for a keyword through search engines, within certain period of month. If you test the search volume of words related to your product, you might be able to create a name that reflects the types of words and phrases the viewers, or audience uses to describe the service.
For instance, if you are initiating wedding apparel store, extending your product site around the word "wedding attire" won't attain as big audience as "bridal outfit," because it's more likely that more search volume is going to the later phrase.
You should name our product using word or phrase that has the most search volume. Using search volume to guide product naming ensures that the name you have given to the product is exactly what the public is referring to. This will help to attract the large audience to your product and create the result that you are hoping for.
2. Organizing your keyword strategy by interest level
Search queries differ according to the stage an audience or the customer is in. So, let’s start with an example of a catering to the buyer's journey using SEO, If the search query "what is inbound marketing" is most likely to be used by someone who is beginner in the journey, and still learning about the concept of it. Alternatively, the query "inbound marketing software" indicates that person is already looking for a tool to solve their problem, and that they’re already in later-stage of their purchase decision.
So, if we organize keywords by buyer's journey stages, we are able to create a strategy that provides the best experience to the audience. We can also study the traffic from these keywords to know how well our business is effecting in the different buyer's journey stages.
3. Use collected data to create a strategy that caters to the customer.
While analyzing the traffic data from the website, how many of you have thought of the ways to refine the customer experience? SEO data can also be used to evaluate how specific areas of your overall content strategy can be refined.
For instance, if you've noticed that there is high traffic numbers on a content offer page; an eBook or a webinar, but you aren't noticing as many changes to the offer itself, that could be an indicator that your consideration-stage buyers aren't finding your content as useful, which means that your website or content needs to be refined for better experience to the customer
Organize your content by topic, such as the buyer's journey stage or content type, and study the traffic of pages related to those topics. This will help you to think of an idea of how you can extend or improve your content so it produce better experience at any stage of the buyer's journey.
4. Use organic rankings to find and understand competition.
You can analyze organic ranking to see how well your product or content is performing as compared to your competitors. Not every business depends on a search engine to receive customers, but even if you don’t, analyze how your competitors rank for search terms related to your industry can tell you what they’re doing is working. Have you ever see the search results of your product? Where does your business fall on the SERP as compared to others? Do you see any website ranking over you?
Then start thinking about how can you make the website's content valuable to customers, and how can you improve your content to delivers messages in a way that resonates with them.
Take a note of how competitors’ websites are different than yours; are the webpages quick to load? Do their website use a keyword that you don’t even make it for? Is the traffic rate high as compare to yours?
These are small technical changes that have a large impact on SEO. Such as loading time (page speed) and keywords are two SEO factors that come up with overall customer experience and SERP rank. By evaluating what high-ranking competitors are doing and what they’re offering a type of information that you're not helps to improvise your business website.
5. Use backlink data to identify networking opportunities.
There might be a specific topic you could write an expert blog post about and determine keywords about that topic. Blogs, Content writings helps the websites to rank higher on SERPs. If the keyword you select go with the objective of your target audience but the content would engage with some of your other website content, don't throw away the idea.
Rather search for the similar websites in the industry and ask about a guest post or guest contributor space. In this way, your work will still be viewed by the right audience, and you can drive traffic to your website.
You can use SEO metrics like backlinks to estimate which sites are already praising you in their own content, and then know which domains are back linking to them. This way you can pursuit for partners with whom you might want to guest post or even run a co-marketing campaign.
Keyword research tools like Ahrefs, SEMrush, Serpstat, Conductor, Moz, and more helps you to find backlink data on all of the pages on your website, making this process easy.
Sharing a guest post also starts a relationship with another business in the industry. This connection can also lead to future collaborations, and helps to build backlinks to your website from the sites you're contributing to. Don’t forget backlinks are a critical ranking factor in the eyes of Google.
Similarly, if you learn there's a topic you think would be great for the blog but don't have the resources/time to compose it, you can extend to an industry professional to contribute. This way, your website will rank highly on the SERP, and you still build an industry relationship, and it gives your business more reliability. (Also, it's a good idea cross-promotion idea to adjust into your social media content strategy).
SEO can't solve every job function, but it can lead to more informed marketing strategies. When you use data, like search volume, page speed, keywords; you can start to create content that's more objectify for the customer. Additionally, you can serve to the customer experience at every level, and make sure your campaigns stay significant.
Afterwards if you find yourself cling with branding, content ideas, or understanding your customer, and to create a better experience for the customers, think about how SEO can help with your challenge.