Carrying out SEO tasks is no easy feat. But neither is decoding the SEO analytics that come along with them. Thanks to tools like Google Analytics, Hubspot and Moz it’s never been easier to extract data to determine your SEO success. However, sometimes there can be more data than you bargain for. So, how can you cut through the unnecessary numbers and get to the heart of your SEO analytics?
Our best piece of advice when it comes to SEO analytics is to start small. Don’t try and analyse every single piece of data. Just analyse what matters to you. To do this, think about what you want to achieve with your online marketing strategies. Is it to find new customers? Is it to outrank competitors for a specific keyword? Or is it to rank for a new keyword? Of course, it doesn’t just have to be one of these things. Your goal could be anything you want. Once you’ve established what matters most to your business, you can begin to analyse your data in accordance with this. For example, if your goal was to find new customers you probably want to look at how many new users have been coming to your website. You also want to look into where these new customers came from and how they found you. Look deep into the numbers and take note of any peaks and dips. You may find that there are no peaks and dips. This is okay too. After all, what we want to do when we look at SEO analytics is to get a clear picture of what our current state of play is.
Now that you’ve had a good look at your data and extracted the numbers that are most meaningful to your business we now need to understand them. In order to understand data we need to make connections between it and our digital marketing efforts. For instance, let’s try to understand peaks and dips in the new user data from before. If there is a steep increase in new users coming to your website – note down the timeframe for this. Then take this time frame and look into your sources. Where were these new users coming from within that time frame? So you now know where they came from, but we need to know why. Match the source up to your digital marketing activities. Did you post a new blog article that day? Perhaps one of your TikToks was widely shared? Or maybe your website started ranking within the top three search results for a keyword? These are the kinds of questions you need to ask yourself so that you can trace data back to its origins.
We finally understand our SEO analytics, what they mean and how they came to be. But what do we do with them now? We test them. If you’ve noticed certain digital marketing efforts are responsible for favourable statistics then try to replicate them. By identifying successful marketing efforts and repeating them we can hope for a similar result soon. Unfortunately though, sometimes this doesn’t always work out. The beautiful thing about digital marketing is that it is a mix of science and art. Although the numbers may tell one story this month, next month it could be completely different. This could be for a few reasons. Maybe there was an algorithm update. Maybe your audience is getting tired of the same tricks. Or maybe the timing isn’t right anymore.
When replicating your previously successful efforts doesn’t work we need to try something new. Don’t just rely on the same strategies every month. Try out new ones. If you’re not sure or are having trouble with coming up with ideas for a new strategy to try out, head over to some digital marketing blogs. Some of our favourites are Hubspot and Neil Patel.