SEO and digital marketing are co-related to each other. For instance, even if you offer the best product or service, it'll be hard to market it effectively if you don't invest in SEO and digital marketing strategies.
Before you engage in any marketing effort on your site, there is something that needs to happen: gathering data. This is the first step of a good SEO campaign and can be applied to any digital initiative.
However, this is the easiest step in your list of action items. Once the data is obtained, you can take any marketing campaigns above and beyond what your competition is doing.
SEO and digital marketing have grown into a significant part of business strategies. They are no longer optional for most businesses. The best companies know that these strategies are the key to increased visibility, brand awareness, and revenue.
The question is: how can you make sure your SEO and digital marketing efforts are working?
The answer is data!
Having access to the correct data is crucial for any business. Not only will it help you make better decisions, but it will also give you a better understanding of what's working and what isn't.
As the first step toward making your SEO and digital marketing strategy more effective, we recommend you start with data analysis.
Data analysis can help you answer questions such as:
- How are my competitors performing?
- What are their strengths and weaknesses?
- What are their most successful keywords?
- What are the most famous content types for my industry?
- How do I optimise my website for conversions?
Data can help you make informed decisions about how you market your company online, leading to better search engine rankings and more leads. Here are three reasons why it's so important:
- Search engines use data to determine where to rank a website in search results. A website with more backlinks (or inbound links) has better rankings than one with fewer.
Using SEO analytics tools like SEMRush and Ahrefs, you can find out who is linking to your site and increase those numbers over time through outreach tactics like guest posting or link-building services like OutreachLinks.
Data helps you understand what types of content resonate with people so you can optimise your marketing efforts accordingly. Analytics tools like Google Analytics tell you what kind of content performs well. For example, articles about social media marketing get a lot of clicks versus posts about finance or career advice that don't get as much traction on social media platforms like LinkedIn.
Data helps you understand how people interact with your website, which pages they view or bounce from, what they look at when they land on a page, how long they stay on each page, where they click on a page and where they exit from it — all valuable information that can be used to improve your website content, optimise your landing pages and increase conversions.
Search engine optimisation (SEO) and digital marketing have become more complex. Writing good content and expecting it to rank well in search engines is not enough. Today, you need to understand the latest trends and techniques to gain a competitive advantage.
The first step of a data-driven SEO/digital marketing strategy is to find out about your website and its performance. You can do this using tools like Google Analytics and Search Console, but you should also take the time to look at your competitors' websites and see how they are doing in traffic, conversions and sales. This will give you an idea of what you need to achieve.
One of the most common ways of using data in SEO is by tracking the keywords people are searching for. This will help you understand what people are looking for, which means you can optimise your website accordingly. It also lets you identify potential holes in your SEO strategy and make changes.
This means looking at how many visitors and leads you're getting and how much traffic is coming from each channel.
It's also important to look at where your organic traffic is coming from and any paid search campaigns driving conversions. Understanding your website's performance in the past can help you determine whether or not you're on track with your digital marketing goals.
Before you can start using data for your SEO or digital marketing efforts, you must clearly define your goals in mind. These goals should be SMART goals (specific, measurable, achievable, relevant time-bound).
Once you have set these goals, ensure they align with your company's overall objectives and KPIs (key performance indicators). This way, you can track the success of your SEO or digital marketing campaigns by measuring their impact against these metrics.
When you're new to the game, there's nothing better than learning from others' mistakes. You can do this by analysing your competitors' websites and analysing their marketing efforts. Start with analysing their on-page SEO elements (like title tags, meta descriptions or URL structure) and compare them against yours.
Then look at how they use social media channels like Facebook or Twitter, what kind of content they share, and how they promote it. This will give you an idea of what works well for them and what doesn't work so well for them.
Data comprises known facts, statistics, and findings that you can use to inform strategy. Data democratisation is a critical trend in the current marketing landscape. The availability of tools that can be used to analyse, visualise and present it has made it simpler for marketers to make informed decisions.
The challenge for marketers is accessing the correct data and taking advantage of it. This is where many brands struggle because they lack the knowledge or skills needed to use data effectively.
The most successful companies make the most use of their data. They understand what they're looking for, know how to get hold of it and then use it to make better decisions in the future.
This isn't just useful for SEO – it's useful for any part of your business. But if you're new to the role or just starting with this kind of work in online marketing, here are some tips on how to get started:
- Take time to understand data, especially if you are new to the role of SEO
- Develop trust and understanding of data across your organisation
- Champion data use cases, not just tools
- Visualise when it comes to presenting data
Data can thus be considered the lifeblood of your SEO and digital marketing strategy.
Properly analysing the resulting data from your market research, can tell you what content to create, where to promote, and which keywords to target. It can also tell you who's visiting your site, what they're looking for, how much money they spend, and other things.
Hence, learning to use it effectively is crucial for your success.