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Search Engine Optimisation (SEO) is an important factor for all businesses online, large or small, local and national. This is a process that involves optimising and making changes to your website in order to improve performance on the search engine results pages (SERPs), and increase organic traffic to your website. But making SEO changes without basing these modifications on data can do more harm than good. That’s why data driven SEO is so important. But what are the important steps for data driven SEO? And what kind of benefits can you expect?
What is data driven SEO?
So first of all, what exactly is data driven SEO? Well, this is a specific method of approaching SEO that uses data, including analytics and insights, to optimise and change your website. By basing these changes on data, you will be more likely to see positive impacts and results. This is because the data can help you to identify keyword performance, search trends, and user behaviour, and make changes to improve your website performance in each of these areas.
What are the most important steps for data driven SEO?
There are a number of different and important steps to take when it comes to data driven SEO. These include:
- Collecting data- the first step for data driven SEO is to collect the data itself. There are a wide range of website analytics tools available that can not only help you collect the necessary data, but can also help you understand it.
- Analysing the data- Once the data has been collected, it will need to be correctly analysed to identify patterns, trends, and areas for improvement for your website.
- Developing insights- by analysing the data you have collected you can then develop insights. These will show you the areas of your SEO that are working well, and of course the areas for development.
- Developing a strategy- finally, the data you collect and the insights you now have can help you to create a comprehensive data driven SEO strategy.
What type of data is important for data driven SEO?
You will need to collect a number of different types of data to successfully develop a data driven SEO strategy. These data types include:
- Keyword data- keyword data can include a wide range of different analytics including search volume, keyword difficulty, and user intent behind specific keywords.
- Website analytics- data driven SEO relies on effective website analytics. This can provide important insights into bounce rate, time on page, and conversion rates, and this information can be used to effectively improve your website performance and drive more organic traffic to your website.
- Technical SEO data- this type of data will provide insights into page speed, indexability, page structure, crawlability and mobile-friendliness. All of these are important aspects for website performance and SEO, as well as for securing strong search engine rankings.
- User behaviour data- user behaviour data provides valuable insights into how visitors interact with your website. This data can help you create an informed improvement plan for improving user experience on your website and improving usability overall.
- Local SEO data- For local business websites it is important to collect and analyse data relating to the local SEO strategy. This could include local search volume, local keyword rankings, and local business listings.
What are the benefits of data driven SEO for businesses?
How can data driven SEO improve organic traffic?
One of the biggest benefits of data driven SEO is that this can improve organic traffic. But how does this help? Well, there are several different ways that data driven SEO strategies can drive more organic traffic to your website, and these include:
- Improving your keywords
- Improving your content
- Understanding technical SEO
- Improving user experience
Improving your keywords through data driven SEO
Keywords are essential for correctly identifying your content and tying this to relevant search terms and phrases used by potential customers or clients on search engines. Using data to analyse the current keyword performance can help you identify areas for performance improvement, and areas where your relevant keywords are lacking. By resolving these, you will see an increase in organic traffic.
Improving your content through data driven SEO
There are two different aspects to improving website content through data driven SEO. For one, improving your keywords may lead to identifying gaps in your content strategy, and creating new content to fill those gaps. This new content can help to drive organic traffic to your website by correctly using the relevant keywords that your business was previously overlooking.
At the same time, data driven SEO will also involve analysing the performance of your website content itself. This can help to identify how long people are spending on your page, what they are clicking on to, and areas where you can improve. Great content is the cornerstone of a great website, and can be integral for boosting organic traffic.
Understanding technical SEO
Another aspect that data driven SEO will focus on is the technical SEO. From page speed, and mobile-friendliness, to crawlability errors and structuring issues, there are a number of technical SEO aspects that can have an impact on website performance. Data driven SEO can help provide insights into these technical aspects so that you can improve your technical SEO. This will be appreciated by search engines, and can help lift your website in the SERP, leading to an increase in organic traffic.
Improving user experience through data driven SEO
Finally, data driven SEO can also help to improve the user experience on your website. There are a number of different points of data that can be analysed in terms of the user experience, including the click-through rate (CTR), dwell time, and conversion rates. This can help you identify where to make improvements and changes, for a more user friendly website and an improved user experience. In turn, this will have a knock on impact on your search engine rankings, as search engines reward websites with a positive user experience. This will then drive more organic traffic to your website.
For more information about professional web marketing, SEO, and keywords, get in touch with the team today, here at Pumpkin Web Design. We are Preston’s leading web design and web marketing experts, and we work with companies across the North West, from Southport to Wigan, and even Manchester. to deliver web marketing solutions that really work.