This document provides an overview of data-driven SEO and outlines a three step process:
1) Investigation - Gather data on target demographics, buyer personas, keywords, competitors through tools like analytics and link profiles.
2) Interpretation - Analyze the data, identify areas for improvement, and create reports to develop strategies.
3) Implementation - Execute the strategies, measure results, and adapt strategies based on new data to continually improve performance.
The process emphasizes thorough research, testing, and adapting to new information to develop long-term, science-based SEO strategies.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
Turning Customers into Brand Ambassadors Ambassador
Brand Ambassadors are customers who have taken it to the next level. They advocate for your brand among their networks, referring new, high-quality customers to you. But how does the transition from customers to brand ambassadors happen?
In “Turning Customers into Brand Ambassadors,” you’ll get a comprehensive description of what it takes to start and maintain a successful referral program. You shouldn’t be intimidated by referral programs—become an expert and start seeing your customers become brand ambassadors today.
B2B Lead Gen and Brand Building - B2B Product Marketing SeriesMichael Fertman
Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.
"High Impact, High ROI, Low Cost Framework"
How To Reduce Ad Waste in Google® Analytics and Google Ads With Dynamic Retar...Angela Hawker
Ad waste is a problem that’s been plaguing the digital marketing world since the beginning of time. Every day B2B marketers spend thousands of dollars to show ads to the wrong companies, only to see lackluster ad campaigns with high costs and low conversion rates.
This presentation will show you how to optimize your Google retargeting ads with the right keywords so you can stop paying for low intent keyword campaigns. In addition, we’ll show you how to make your retargeting ads dynamic to win more ad placements for the accounts that really matter and stop bidding on ad placements of out-of-market buyers.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/kickfire-for-google?pmc=LI-SS
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
Brands that lead in customer experience also lead in improving incremental ROI. ISITE Design breaks down tactics and components for aligning and optimizing customer experiences.
Best Content Writing and digital marketing Services-iContent Apeksha Shah
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
The importance of SEO in Internet MarketingConversacja
Basic SEO training course prepared for Stjerneskibet coworking space (Odense, Denmark).
Schedule:
SEO BASICS
Specific knowledge points include:
Learning how Google works
What search engines are looking for
Building a monthly SEO action plan
KEYPHRASE RESEARCH
Specific knowledge points include:
Understanding the importance of keyphrase research
Learning the keyphrase research tools
How to develop a per-page keyphrase strategy
CONTENT DEVELOPMENT TRAINING
Specific knowledge points include:
Specific SEO writing best practices
Important places to include your main keywords
How to edit existing text for keyphrases
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
iContent, is an online-medium where we build, create and nurture your idea in a genre of preffered brands!
We are a team of passionate and experienced content writers, search marketers, graphic designers, web developers, and advertising experts who have had their expertise in the field of Digital Marketing for quite some time.
Best Ecommerce Digital Marketing Practices for SMBs and Start-Ups - SingaporeMelissa Wilfley
I presented this deck at the Singapore SPRING DBS Ecommerce Summit for small businesses and start-ups. Topics include digital marketing best practices and case studies for three key areas:
1. Get people to your online store
2. Get them to buy
3. Get them to come back
How to plan your ideal Digital Marketing strategy?raghbatdm
There Are A Few Key Tricks To Executing The Perfect Digital Marketing Strategy in 2019. Checkout Our Latest Blog & Find Out How Can You Plan Your Ideal Digital Marketing Strategy For 2019
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
This white paper explains how to calculate the expected return on
an investment made in site search. It shows how to build a robust
calculation from existing site performance metrics to help make
an informed data-driven decision about the value that search can
add to your online organisation.
Optimize Your Non-Branded Search Campaigns in Six StepsBalihoo, Inc.
Non-branded search marketing, by comparison, can be tough. It’s more expensive and typically has lower conversion rates. So why do it at all? Well, because your competitors are. And, unless you’re a brand like Pepsi or McDonald’s, there’s a portion of your ideal audience who is preparing to buy, but doesn’t know your brand—those are the consumers you want to reach.
Turning Customers into Brand Ambassadors Ambassador
Brand Ambassadors are customers who have taken it to the next level. They advocate for your brand among their networks, referring new, high-quality customers to you. But how does the transition from customers to brand ambassadors happen?
In “Turning Customers into Brand Ambassadors,” you’ll get a comprehensive description of what it takes to start and maintain a successful referral program. You shouldn’t be intimidated by referral programs—become an expert and start seeing your customers become brand ambassadors today.
B2B Lead Gen and Brand Building - B2B Product Marketing SeriesMichael Fertman
Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.
"High Impact, High ROI, Low Cost Framework"
How To Reduce Ad Waste in Google® Analytics and Google Ads With Dynamic Retar...Angela Hawker
Ad waste is a problem that’s been plaguing the digital marketing world since the beginning of time. Every day B2B marketers spend thousands of dollars to show ads to the wrong companies, only to see lackluster ad campaigns with high costs and low conversion rates.
This presentation will show you how to optimize your Google retargeting ads with the right keywords so you can stop paying for low intent keyword campaigns. In addition, we’ll show you how to make your retargeting ads dynamic to win more ad placements for the accounts that really matter and stop bidding on ad placements of out-of-market buyers.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/kickfire-for-google?pmc=LI-SS
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
Brands that lead in customer experience also lead in improving incremental ROI. ISITE Design breaks down tactics and components for aligning and optimizing customer experiences.
Best Content Writing and digital marketing Services-iContent Apeksha Shah
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
The importance of SEO in Internet MarketingConversacja
Basic SEO training course prepared for Stjerneskibet coworking space (Odense, Denmark).
Schedule:
SEO BASICS
Specific knowledge points include:
Learning how Google works
What search engines are looking for
Building a monthly SEO action plan
KEYPHRASE RESEARCH
Specific knowledge points include:
Understanding the importance of keyphrase research
Learning the keyphrase research tools
How to develop a per-page keyphrase strategy
CONTENT DEVELOPMENT TRAINING
Specific knowledge points include:
Specific SEO writing best practices
Important places to include your main keywords
How to edit existing text for keyphrases
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
iContent, is an online-medium where we build, create and nurture your idea in a genre of preffered brands!
We are a team of passionate and experienced content writers, search marketers, graphic designers, web developers, and advertising experts who have had their expertise in the field of Digital Marketing for quite some time.
Best Ecommerce Digital Marketing Practices for SMBs and Start-Ups - SingaporeMelissa Wilfley
I presented this deck at the Singapore SPRING DBS Ecommerce Summit for small businesses and start-ups. Topics include digital marketing best practices and case studies for three key areas:
1. Get people to your online store
2. Get them to buy
3. Get them to come back
How to plan your ideal Digital Marketing strategy?raghbatdm
There Are A Few Key Tricks To Executing The Perfect Digital Marketing Strategy in 2019. Checkout Our Latest Blog & Find Out How Can You Plan Your Ideal Digital Marketing Strategy For 2019
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
This white paper explains how to calculate the expected return on
an investment made in site search. It shows how to build a robust
calculation from existing site performance metrics to help make
an informed data-driven decision about the value that search can
add to your online organisation.
Optimize Your Non-Branded Search Campaigns in Six StepsBalihoo, Inc.
Non-branded search marketing, by comparison, can be tough. It’s more expensive and typically has lower conversion rates. So why do it at all? Well, because your competitors are. And, unless you’re a brand like Pepsi or McDonald’s, there’s a portion of your ideal audience who is preparing to buy, but doesn’t know your brand—those are the consumers you want to reach.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...Tinuiti
In today’s rapidly evolving digital landscape, it’s crucial to be where your audience is, and we’re here to show you how.
Join us in this transformative session. We’ll explore essential tactics for building awareness from the channels normally thought of as bottom of the funnel. Discover how to implement diverse approaches across conversion-driven channels and critically position your brand to capture audiences higher up in the funnel. Uncover where your audience actively seeks information and lean into awareness-building campaigns there. Seize this opportunity to drive your brand’s awareness and make this holiday season one for the books. Don’t miss out!
How Does SEO Impact Sales and Generate ROI For Your Business?Theia Marketing
SEO means that you've optimized your entire website's content so that the Google algorithm can index the pages and show your website’s content in search results. You use keywords and long tail keywords to describe the service or product you sell. Or better yet, tell what problem you solve for customers. And you would do that all on your website.
Is your company ready for Christmas? Our free retail guide is full of helpful tips and tricks to make sure that you have your marketing covered from A-Z.
Keyword monitoring is any activity that tracks your site’s position based on specific keywords. This method allows you to generate appropriate metrics and statistics.
Digital Marketing Workshop: Unlocking digital for GenXAnuj Sharma
#Internet journey that started from zero has now moved to almost 1Bn users!
Hence, we should look at digital from Generation Next perspective! #digital2021
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...Julie Bevacqua
The goal of your local search marketing strategy is to make sure you’re seen by these customers who want what you’re selling. This is your to-do list for telling Google Maps search that your business is a real thing in the real world, worthy of a top spot in search results.
DICS is a computer and software training institute with the difference that we provide education and training with a practical perspective. We provide students the best education in PHP, .NET, Java and others. We also teach digital marketing, website designing, graphics designing along with a practical knowledge of hardware.
Our courses aim at making the students equipped with a balance of theoretical and practical knowledge of the subject that they choose. This enables them to embark upon a career as soon as they finish the course with us.
In a short time we have created a reputation that is the envy of our competitors. With well qualified and trained faculty members, excellent infrastructure and a student centric approach ensure that we will keep growing in the field.
If you are interested in IT subjects and wish to make a career of them, then you need look no further. Simply contact us and we will take it from there
Keyword monitoring is any activity that tracks your site’s position based on specific keywords. This method allows you to generate appropriate metrics and statistics.
Search Marketing For Travel - ABTA | 2019Alex Wright
Slides from a session I delivered at an ABTA event in 2019. The session was split into two sections, one covering technical SEO, and one covering content.
Similar to Beginners guide to data driven SEO (20)
2. A Beginner’s Guide to Data-Driven SEO
Whether for B2C or B2B, consumer personas should be at the core of your data-driven strategy – this is the
creation of your ideal customer base, and the primary focus of your SEO endeavours will be to make the
site as relevant and appropriate to these personas as possible. Though these should be open to change
based on the data you discover during the investigation process, it is important for you to have at least
sketched an outline to build on, and here’s how.
Target demographic
This will feed back into many other areas of your
strategic planning, so is a good area to start with.
Whatever service you provide will, obviously, fall
into a few generic types – whether it is ‘female
marketing managers 25 – 50 interested in email
marketing’, or ‘house husbands 30 – 40 interested
in topiary and motorcycle racing’, knowing the
audience you’re pitching at will begin to give you
an indication as to how to satisfy their needs with
the services or products you provide.
Create buyer personas
INVESTIGATION
3. A Beginner’s Guide to Data-Driven SEO
Useage charts
As much as knowledge of device use will help you
to plan your site and the way you deliver product
and service information, knowing about times
of use is also important in deciding when these
things happen. If use peaks in working hours then
this should be your focus, or if an e-commerce
site is to make the most of its consumer base
it must also look to work to its strength during
periods of high seasonal or holiday activity – think
Christmas for toy manufacturers, or summer for
BBQ equipment, garden furniture and umbrella
manufacturers.
It’s not enough to be online for these periods, it
is important to use gathered data and your buyer
personas to make your best pitches at times
when your services are most required, to help
you stand out from the competition. Though
this is predominately of relevance to paid search
campaigns, it is also useful when planning asset
marketing for inbound sales and even for seasonal
SEO updates to product feeds.
Device use
Understanding what devices your customers
use, and how they use them, is important for a
number of reasons – not least of which is in the
development of your site following the so-called
‘Mobilegeddon’ update that rewards mobile
optimised sites with improved mobile rankings.
Device use also offers correlation with intent
– with buyer research, search investigation,
and resultant purchasing being performed
predominately on desktops, while solution based
searches, local searches and voice searches tend
to drive mobile search.
Being able to determine device intent will feed
directly into any good SEO campaign, permitting
brands the ability to design strategy to offer cross
platform personalisation that nurtures the buying
cycle to increase eventual conversion.
Mobile search also tends to be influenced more
by location, offering brands with a location
specific, or multiple location specific offers or
products – whether this is a store-locator or direct
call function - the ability to drive mobile users
to convert in person, while desktop users are
expected to purchase online.
4. KEYWORD RESEARCH
Keyword research is a vital part of any SEO
campaign, whether it is used to mould on-page
copy, or to develop brand or product positioning,
it is imperative that it is not only done, but done
thoroughly and well.
For example – if someone is looking to make
a purchase for a new hobby in which they are
interested, but about which they lack a degree of
knowledge of key terms, then they are going to
be searching more general terms, and relying on
strategies that account for this to deliver them the
best results.
In addition, good keyword research will reveal
gaps – areas your competitors are not competing
in, or competing only marginally. If your brand
is new to a marketplace, the chances are that
competitors will be well established for trophy
keywords, whereas there may be appropriate,
industry specific long tail gaps that can be
exploited for early gains.
Think about levels of interest and expertise of your
buyer personas – are people looking for brand
specific items, using specific industry jargon more
likely to want to buy or to need information than
those searching for generic, non-specific terms?
How can you deliver the right content at the right
stage of the buyer journey?
Once you have assembled lists of key terms and
questions, use online tools to quantify search
volume to identify which of these should be the
focus of your efforts. Ideally you’re looking for the
golden ration of low competition and high volume.
Also, use Google Analytics to monitor in-site
searches – those customers who are searching
while on your page – as well as popular landing
pages and seek to consolidate these terms
externally.
A Beginner’s Guide to Data-Driven SEO
5. A Beginner’s Guide to Data-Driven SEO
BASIC OVERVIEW OF KEYWORD SELECTION
Weddings
Wedding Planner
Cost
Locations
Amenities
Prestige
Capacity
Aesthetic
Cost
Location
Capacity
Location
Presentation
Amenities
Bar
Opening Hours
Location
Bar
Opening Hours
Location
Bride and Groom HR Manager Salesperson Birthday Christmas
Business Parties
Function Room
Room uses Personas Keyword themes
6. A Beginner’s Guide to Data-Driven SEO
Four easy steps to great
keyword research
1. Think like a consumer – pick
short and long tail keywords likely
to be searched by your buyer
personas.
2. Look for gaps – in a crowded
marketplace it can be difficult for
newcomers to compete against
established companies. So don’t
compete: find where they aren’t
present, or aren’t present in force.
3. Rank for priority – it is
counterproductive to spread
yourself too thinly across trophy
keywords, so choose your targets
wisely over a wide area of potential
long tail keywords and look for the
golden ration of high volume, low
competition.
4. Consolidate gains – if you begin
to rank for certain terms, don’t
rest on your laurels but continue
to target these keywords as you
expand your target list.
REVIEW YOUR OWN PERFORMANCE
On-page analysis and SEO
We have a specific, comprehensive resource
to help you with your technical on-page
SEO, but to explain briefly why this is an
important part of a data-driven strategy
– it is your on-page analysis and technical
SEO that can reveal problems with internal
linking, XML hierarchy, as well as issues
with visibility, and possible penalties that
could be hindering your progress in search
engine results pages (SERPs). By carrying
out thorough analysis and review, there are
easy gains to be made simply by adhering to
best practice.
Are there areas with high traffic, but
low conversion?
If so, it may be that your call to action is
confusing, unclear or badly positioned.
While performing the competitor analysis,
check for similar landing pages and see if
there is anything you can learn from the way
they detail and position their calls to actions
(CTAs).
High traffic, but a higher than normal
bounce rate?
Here you may be suffering from a failure to
resolve the customer’s initial search query.
Clearly you do not want to lose the traffic,
so in this instance it is important to ensure
that the searches which might bring them
to the page, or for which the page ranks, are
definitively resolved by what they find when
they reach your site.
What are your best performing pages
and are you using their full potential?
If you have pages which perform consistently
well, have you ensured that you are utilising
them to the best of your ability? Are there
subsequent relevant CTAs or conversions that
this page could drive secondary traffic toward
(think ‘people who bought this also bought’
or similar as an e-commerce example).
7. A Beginner’s Guide to Data-Driven SEO
KNOW YOUR
INDUSTRY
Competitor research
By competitor research, we’re not talking
industrial espionage, but learning from the
competition. Through thorough competitor
research, it is possible to learn a lot about what
to do and, of course, not to do, to help you
deliver the best user experience (UX) possible.
Monitor the common industry tone – are
articles consistently serious, are they jokey,
statistical or research based?
In the same way, are there gaps in the services
they offer which you can fill with your own
services? What are the standard layouts for
products/services/information? Which do
you enjoy personally and are there ways you
can improve access for consumers on your
own site? From where are they receiving their
backlinks and are there any ways to make these
channels work for you?
Backlink profiles
Tools such as Ahrefs, Google Search Console and
Moz Open Site Explorer can prove invaluable
when taking stock of a link profile. It is not
enough – and has not been since Google began
penalising link farms and other varieties of link
building misconduct – to simply have links; these
links must add value to aid site visibility. If the
highest ranking brand in your industry boasts
a considerably higher domain authority (DA)
than your own website, take a detailed look at
their backlink profile. In particular, analyse the
number of linking domains and IP addresses;
and high quality backlinks. Use the insights you
find to inform an outreach strategy that has
the potential to boost your website’s DA. If you
already have a high DA compared with your
competitors, look for opportunities to maintain
this and boost it further.
What is your industry tone?
Tone can make or break your SEO – zany can
work some areas, for example, but is
less likely to work in life insurance, while
the somewhat pretentious tone of the
perfume market is unlikely to transfer well
to generic alcohol marketing. You may
well decide that the tone of your industry
is wrong or outdated, but it is nevertheless
important to know what that tone is and
to back up your assumption with research.
Why does the industry, bearing in mind
the target demographic and consumer
profiles you have built, use the tone it
does and why do you believe they would
react better to a change?
8. A Beginner’s Guide to Data-Driven SEO
Positioning
Once you have decided upon the tone in which
your brand will communicate, decide how it will
be positioned – your keyword analysis will help
here, and again your buyer profiles – are there
areas where your industry underperforms, but
in which you seek to excel? Then you can look to
position your brand as an expert in this particular
niche.
If there any gaps in your keyword research that
suggest a lack of coverage for certain areas of your
consumer interests, then look to position your
brand in those gaps. These early endeavours in
positioning are the key to early success – the key
here is to build a following in easily accessible
areas before broadening that consumer base.
Competing across the full gamut of industry
trophy terms is likely to be expensive, time
consuming and counterproductive unless your
brand is already well established in its field.
Instead, look to capitalise on the gaps in between
the trophy terms and combine terms with your
USP – if you are offering the best prices, look to
compete for cheap+brand, bargain+brand etc.
What can you offer which is unique?
Further to finding gaps in existing markets, are
there any areas of your brand that provide a
unique product, asset or service which may drive
business? Again this will be revealed by good
keyword research. If there are areas of high search
volume, but low competition but for which you
can offer a solution, then list these areas among
your top priorities.
Monitor social activity
Social channels such as Facebook offer you the
ability to add and track competitors, but it is also
important to track consumer interaction across
other social platforms. Search for industry-related
hashtags or follow leading industry brands on
Twitter, Google Plus and LinkedIn, and begin
developing an industry specific newsfeed to keep
on top of trending topics and identify areas of
interest you may be able to capitalise on.
FIND YOUR NICHE
9. A Beginner’s Guide to Data-Driven SEO
INTERPRETATION
Choose your tools
Though, clearly, if you have budget available there
are some fantastic tools available, there are still
free tools, or limited version of premium packages,
available to help you mine the data you need –
such as Ahrefs, Google Analytics and Moz which
were mentioned earlier.
During the research section of your strategy
planning, you will have accustomed yourself
with some of those available: it now becomes
necessary to decide which tools you are going to
use and, importantly, stick with when looking to
understand data. Though we don’t recommend
specific tools, we would suggest you limit
yourself to one tool per data-set – except when
exploring link profiles, in which case the more
tools used, the less chance you have of missing
links overlooked from one tool to the next. Do not
compare figures across platforms as this can lead
to increased margins of error.
Choose your data
Your previous endeavours to understand your
own performance and the performance of others
in your industry will be the key to deciding what
data you wish to analyse. It is not about picking
up data about where you are doing well at this
stage, but where you are doing badly. The aim of
a good data-driven approach is accumulation of
information that can allow you to improve.
Though it is tempting to identify areas of success
and double-down on those areas, to really
succeed it is necessary to focus on areas where
there are real gains to be made. If you suffer from
a toxic link profile, then look to amend this. If you
have been penalised by an algorithmic update,
then rectify the problem. Look for areas which
need the most work and then take the data which
relates to it.
Create useful reports
This may seem obvious, but useful reporting
isn’t about an attractive layout, it’s to place
the facts in an easily digestible format to allow
you to draw the right conclusions and create
actionable strategies. This means choosing the
right depiction of data – are you looking at a share
of data? Then pie chart variations will be best,
growth over time can be plotted as a line on an
X/Y axis chart, demographic representation can be
shown as a bell curve. The best way to facilitate
understanding of your data-sets should always
take priority over aesthetics.
In addition, think of the audience for those
reports – reports for analysis and verification of
methodology or research are likely to be in-depth,
comprehensive data mines while reports which
are to be used for communication of ideas, or
to tell a story, should focus on key data points
displayed in easily digested formats.
10. By the time you reach this stage, it will have already become apparent what
steps you need to take. However, what remains is to have the courage of your
convictions. There may be areas where short term losses lead to long term gains,
where a repositioning toward a prevailing demographic may cause push back from
other consumers, but if you have developed a strategy using the best data from the
best available sources, you will have known about this in theory throughout the
planning stages.
Don’t lose faith in your strategy. Equally, however, do not be inflexible when implementing it.
If certain areas perform better than you imagined, find out why – conduct the same level of
detailed research and work out why this is the case, and the same conversely, find out why
areas are underperforming. By being prepared to adapt to new data you can ensure you
never miss an opportunity to succeed.
Data-driven strategy puts the science into SEO,
and should be conducted as far as possible in
the way of all science. Approach it with as
few preconceptions as possible, research
thoroughly, experiment, adapt your
premise according to results and
measure success not in immediate
gains but in accordance with a long
term strategy to which you are
committed. There is an age old
adage in problem solving which
is: improvise, adapt and
overcome – no challenge or
setback is an end to your
strategy, it is simply a
problem which needs
to be overcome.
IMPLEMENTATION
Don’t just wait for the results
to come to you
A Beginner’s Guide to Data-Driven SEO
11. A Beginner’s Guide to Data-Driven SEO
W
Measure
& adapt
Choose
shedule
Choose
timeframe
IMPLEMENTATION
INVESTIGATION INTERPRETATION
Choose
focus
Link
profile
Tools
Reporting
Analysis
Monitoring
Buyer
Personas
W
Keywords
Consumer
research
PROCESS OVERVIEW Summary
As we can see – though each can be
segmented and sub-segmented and may
carry a host of buzzword laden titles across
the web – data-driven SEO can be separated
into three ‘I’s, or three pillars if you will.
Though each of these stages is complicated
in its own way, the cycle of investigation,
interpretation, and implementation is an
easily memorised loop that conveys the core
principles of data-driven SEO.
Investigation is satisfying curiosity.
Interpretation is developing understanding.
Implementation is taking action.
If a brand can commit to this process, they
can guarantee results – to paraphrase JFK,
‘not because it is easy, but because it is
hard’. The degree of dedication that causes
you to pursue the next level for your brand
will be precisely what delivers success in
data-driven SEO.
12. A Beginner’s Guide to Data-Driven SEO
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