In modern marketing, decisions are no longer solely influenced by assumptions and prior knowledge. Instead, analytics and big data are used to establish effective digital marketing strategies. As a result, businesses may now provide a greater return on investment (ROI) and offer insights that can result in efficient business strategies and decisions inside an organization, not just in the marketing department but across teams, by utilizing historical data and predictive analytics.
The way visitors engage with your website can have a significant impact on both your SEO and your revenue. User behavior becomes more crucial as Google’s algorithms become more complex. This is so that search engines are alerted that they may not currently be ranking the best results for a given query due to short dwell time.
Additionally, looking at user statistics can give you a fresh perspective on how users experience your website and point out areas that need development.
How to Use Data to Strengthen Your SEO and Digital Marketing Plan
Having Reliable Data
To make wise advertising decisions, you must have precise data. However, having too much data can hurt your marketing plan if you don’t use it properly. Therefore, your key performance indicators (KPIs) should be your starting point, then move backward.
Whether it be more website traffic, registrations, email collecting, click-to-calls, etc., all marketing decision-making should have a purpose. Your KPIs should assist in achieving the objective, regardless of what it may be. The performance of campaigns is shown by key performance indicators, which are quantifiable data.
Let’s observe some of the following data points:
Overall KPIs: Are the number of sessions, impressions, clicks, and conversions on your site increasing or decreasing?
Keywords ranking: How many keywords appear in Google’s top 1-3, 4-10, 11-20, or top 100 results? What keywords are increasing or losing popularity? What keywords are getting the most traffic and conversions? How much is traffic for these keywords expected to cost?
Pages trending up/down: What pages receive the most traffic? Which pages are losing visitors? These pages can be improved and lengthened to include additional internal links and optimal content.
Striking distance keywords: What are the top 20 keywords? Once you’ve found them, you should optimize the pages with on-page SEO to move those keywords up the SERPs.
Content optimization: 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: Age, gender, hobbies, regional targeting, devices, and a wide range of other information are all included in Google Analytics’ audience reports. Utilize this information to create persona profiles for each buyer persona and purchase stage and target keywords.
Attribution: This illustrates the buyer’s journey. By learning where visitors come from, what pages they view, and where they go after leaving your website, you can improve the user experience.
Data-Driven Marketing Strategies
A firm’s marketing activities are more successful with more information about its customers and potential customers for its products. The aim of data-driven marketing is to use the company’s data assets to generate sales. The following are five strategies marketers use to make the most of the information they gather about their target audiences from internal and external data sources.
- Personalize the experience for customers
- Sync your marketing across channels
- Devise an ideal customer profile with predictive analytics
- Use Big Data to Monitor Marketing ROI
- Transferring offline data to online environments
All marketing will be data-driven in the coming years. Companies that can get insight from the data they gather about their clients will have an advantage over their rivals. You may improve your SEO by using user behavior data to drive your website, content, and marketing efforts.