Effective SEO requires access to multiple data sources. This talk will look at various different tools and applications you can use to ensure you have all the research required to set about an impactful organic search strategy. Key Takeaways: How to utilise data sources. What areas you can optimise of your digital stack. Correct steps in organic optimisation.

1. KEYNOTE
Nick Kruger
SEO Director for Ogilvy Digital
Ogilvy SA
SEO Data-driven Decision &
Big Data; Content Marketing
& Customer Engagement
CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023
DIGIMARCONAFRICA.COM | #DigiMarConAfrica

2. OCT / 2023
OCT / 2023
SEOandthedatasource
thatdriveit
DigiMarcon SA
2023

3. OCT / 2023
OCT / 2023
FINAL THOUGHTS / 23
THE ORGANIC DATA WE GATHER / 10
WHY ORGANIC MATTERS / 03
THE NEED FOR DATA / 07
ADDITIONAL DATA SOURCES / 18
/CONTENTS

4. OCT / 2023
WHYORGANIC
MATTERS

5. OCT / 2023
OCT / 2023
2
1
3
4
5
6
7
8
9
10
RATING
CTR
2.6%
2.9%
3.3%
4.1%
5.1%
7.4%
8.1%
11.4%
17.1%
34.2%
0% 10% 20% 30%
AVERAGE CTR
CTR ORGANIC RANKING
GoogleCTR
Organic
Of all traffic
entering
websites, 73%
comes from
organic search
results
*BrightEdge
WHYORGANICMATTERS

6. OCT / 2023
SEARCHINTENT
It’s not only about getting rankings but rankings for
keywords that match your actual intent.
For example, if you are an online seller and are mostly
optimized for informational keywords, you might want
to look at migrating your website to be more
optimized for transactional intent keywords.
INFORMATIONAL
Based around gaining further knowledge
NAVIGATIONAL
Pointing out specific pages
COMMERCIAL
Leaning towards market research
TRANSACTIONAL
Intention is to perform an action/convert
Hint: URLs are an excellent indicator of a page’s
intent! Posts that contain target keywords or similar
terms in the url have a 45% higher CTR compared to
those that don’t.
*Backlinko

7. OCT / 2023
The focus of SEO is to optimise your website for technical, on-page and off-
page elements with the aim of growing your performance.
WEBSEOAREAS
1
URL structure
Meta tags
Content Compliance
Internal Linking
Alt Text
Image & Object
Compression
ON-PAGE
ELEMENTS
2
Indexation
Mobile Optimization
Device Rendering
Security
XML sitemap
Page Experience
TECHNICAL
ELEMENTS
3
Referring Domains
Link Rating
Anchor Text Profile
Analytics
OFF-PAGE
ELEMENTS
4
Local Keywords
Directory Listing
Location-specific Pages
Google My Business
Google Maps
LOCAL
ELEMENTS

8. OCT / 2023
THENEED
FORDATA

9. OCT / 2023
OCT / 2023
DEFINITELY NOT PERSONAL
DETAILS OF CONSUMERS
Insights that allow us to make the correct marketing
decisions.
As with all forms of marketing, research is required.
Data in the organic space is research gathered to
help us make calculated decisions.
Google is 90% of the search engine market. Make
sure your research aligns with best practices
according to them.
*statcounter
WHATISDATAINSEO?

10. OCT / 2023
OCT / 2023
Understanding the path or process a consumer will
follow until they get what they want from your
business is key to defining the role of search.
JOURNEY
INFORMED
We leverage the power of keyword and audience planning
tools to make we are present when audiences are seeking
information or to take a specific action
INTENT
DRIVEN
Know where you are starting from. How do you
measure success if you don’t know your
reference in place? Evaluating competitors via
competitor analysis is helpful in this area.
PERFORMANCE
ENABLED
The data you pull surrounding content might paint a
different picture to the technical data found.
Important to understand on page and technical
data, and how they assist each other.
TECHNICAL +
CONTENT
DATAREQUIREMENTS
APPROACHTOORGANICSEARCH

11. OCT / 2023
THEDATAWEGATHER

12. OCT / 2023
The technical landscape of your website determines what
pages can be crawled and indexed.
The example right indicates a website where 136 pages
are being redirected. If keyword research had first been
conducted, time and money potentially wasted.
Important Starting Point:
+ Crawlability
+ Indexability
+ Duplicates
+ Errors
+ Technical health
Data Sources:
+ Screaming Frog / SiteBulb
TECHNICAL
THESTARTINGPOINT

13. OCT / 2023
OPTIMISATION
WHATPLATFORMARE
YOUOPTIMISING?
After your technical analysis, it’s about which digital
platform you’re looking to optimize. Search is not limited
to just traditional web traffic search engines.
Owned platforms?
+ Website
+ App
Account visibility?
+ Video
+ Location
User-experience?
+ CVR Optimisation

14. OCT / 2023
WEBSITE
ONPAGEORGANIC
VISIBILITYOPTIMISATION
Discover what keywords you want and need to optimise
your website’s content. Do competitor analysis to see
where competitors are stronger.
SEO tools
+ SEMrush
+ AHrefs
+ BrightEdge
See how users are interacting with your website, plus
what content is driving performance.
Analytics
+ Ga4
+ Adobe Analytics
How do search engines see your website? What do they
recommend you improve?
Webmaster tools
+ Google search console
+ Bing webmaster tools
THE TOP ORGANIC SEARCH RESULT
GETS ON AVG. 19x MORE CLICKS
THAN THE TOP PAID SEARCH
RESULT!

15. OCT / 2023
APP
ONPAGEORGANIC
VISIBILITYOPTIMISATION
Apps also require app store optimisation for app search
visibility.
What are people searching? What visibility do
competitors have?
+ Keywords
+ Images
+ Description
+ Essential Details
+ User Experience
App tools
+ App Annie
App analytics
+ App store connect
+ Play console

16. OCT / 2023
VIDEO
VIDEOORGANIC
VISIBILITYOPTIMISATION
YouTube channels provide you with a chance to better
engage with users, plus the subscription aspect allows for
CRM.
YouTube is also a search engine, and as with Google
search, there are guidelines for outranking content
creators so users find your videos first.
+ Tags
+ Title and descriptions
+ Use of keywords
+ Imagery
+ Transcripts
+ YouTube cards
Data Sources / Analytics
+ YouTube Analytics
Data Sources / Tools
+ vidIQ / TubeBuddy
89% OF YOUTUBE VIEWERS BELIEVE
CREATORS PROVIDE THE BEST
INFORMATION ON BRANDS AND
PRODUCTS.
*Google

17. OCT / 2023
LOCATION
LOCATIONLISTING
VISIBILITYOPTIMISATION
Even though we’re in the digital age, most users need to
visit physical locations on a daily basis.
Digital location listings offer the chance to connect better
with users, as well as offer an extra data source for
improved decision-making.
+ Local SEO keywords
+ Comments response
+ Correct addresses
+ Front of- and in-store imagery
+ Promotions and updates
Data Sources / Analytics
+ Google My Business
Data Sources / Tools
+ Location Bank / Social Places
98% OF PEOPLE READ ONLINE
REVIEWS OF LOCAL BUSINESSES.
*BrightLocal

18. OCT / 2023
TESTING
A/BTESTING
Why not create your own data? Getting users into
a website is one thing, but improving the CVR is
another.
A/B testing allows you to test 2 versions of the
same page against each other to see which one
improves conversions.
Data Sources / Analytics
+ Google Optimize
Data Sources / Tools
+ Hotjar

19. OCT / 2023
ADDITIONALDATA
SOURCES

20. OCT / 2023
GOOGLETRENDS
SHAREOFSEARCH
Google trends helps you see how much
popularity your brand has compared to your
closest competitors.
Helpful for:
+ Content ideas
+ Performance reporting
+ Monitoring competitors
+ Geographical popularity
+ Popular related Keywords

21. OCT / 2023
ARTIFICIAL
INTELLEGENCE
SEOINTHEAGEOFAI
84% OF BLOGGERS SAY AI HAS
IMPACTED THEIR SEO STRATEGY
IN 2023.
*HubSpot
Ai is playing a huge impact in the organic search
space. Content can now be generated in minutes,
as opposed to going the more time-consuming and
expensive route.
However, search engines are not fans of ai
content, and are updating algorithms to eliminate
‘unhelpful content’.
Helpful for:
+ Content generation
+ Market research
+ Keyword analysis
+ Generation of technical code
+ Time saving aspect

22. OCT / 2023
INTERNALSITE
SEARCH
ENGAGEMENTINSIGHTS
Use the searches entered into your internal site
search to know what users most want out of your
website.
You might have users looking for a product of a
specific type that can be unlocked by analyzing
your internal site search results.
ALMOST
70% OF
CONSUMER
S HEAD TO
SITE SEARCH
WHEN
LANDING
ON AN
ONLINE
RETAILER’S

23. OCT / 2023
ECOMMERCE
OPTIMISATION
AMAZONSEO
OGILVY is in the process of optimizing product
listings to help them rank higher in product
searches on Amazon.com.
This also includes assisting with creating structured
templates and playbooks on best practices to assist
and educate clients.
KEYWORDS, IMAGERY, DESCRIPTIONS, REVIEWS all
play a crucial role, as with almost all organic search
sources.
BACKEND
KEYWORDS
KEYWORDS
KEY
FEATURES
PRODUCT
DESCRIPTION
PRODUCTS
IMAGES
PRODUCTS
TITLES
PRODUCT
PRICING

24. OCT / 2023
FINAL
THOUGHTS

25. OCT / 2023
OCT / 2023
ROI /
COSTEFFECTIVENESS
Organic search, along with referral traffic, is the largest and most effective
source of marketing ROI for brands.
*SEMRush
With SEO, expect long-term results that might take longer to achieve, but
come at less cost and higher revenue.

26. THANK
YOU
THANKYOU
26
THANK
YOU
THANKYOU
26
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and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be
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