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How To Use Data To Drive SEO Changes

SEOAfter receiving a lot of good feedback and comments regarding my post about how great SEO is invisible to consumers, I decided to respond to the most common questions, all of which seemed to revolve around one big question. How might a business owner determine whether or not they are receiving great SEO through their SEO agency?

That’s a terrific question. To answer, we use data analysis and optimization to deliver great SEO to our clients.

The process of working with us looks like this:

1. We Set Expectations

At our initial kickoff meeting with a client, everyone agrees to how success will be measured. Using data that shows the amount of visitors, leads, sales, and revenue generated sets a historical basis on which we can predict future results. Mutual agreement as to what success will look like and how it will be measured is a key component of producing great SEO for your website.

2. We Use Data to Drive Tactics and Measure Success

We use data as a way to explain to our clients what we want to do and what the expected result(s) will be. Here are a couple of ways we do that:

We Identify Indexing Issues

Obstacles preventing search engines from indexing all the content on a client’s website can sometimes be a challenging concept to grasp for business owners. That’s why we show corresponding data that illustrates the effects of indexing issues.

url errors

As we implement our tactics to fix indexing problems (like 30,000 pages generating 404 errors), we show our client the corresponding charts that illustrate the number of errors declining. That way the evidence of our progress is on full display to the client.

Meta Tags:
Rewriting or updating meta tags is a common SEO tactic, but many business owners respond to the request to update these tags with “Why?”

Instead of offering vague statements about SEO best practices, we show the client the CTR for specific pages, saying that we want to rewrite the tags on those pages to increase the CTR and send more traffic to the site.

meta

In the above example, we would focus on the third listing which has 6% CTR. Not only is 6% low compared to the other pages, but with an average position of 5.3, that CTR should be in the double digits. Without needing SEO experience, our client can clearly see the problem and will recognize the results of our work when we fix it.

3. We Focus on Impressions

The “old” way of doing SEO was to target a keyword to a specific page and optimize that page around that one word or phrase. Google updates over the last year or so have changed that tactic. Pages are now more about themes than specific words or phrases.

When we talk to a client about updating or tweaking a page, we bring data that shows how many impressions that page is getting. An impression is the number of times that page shows up in the search engine results page.

Using the page outlined above, we can see what keywords Google associates with the page. In this case, over 100 different keywords have caused this page to show up in Google search results in the last 14 days.

keywords

Armed with this data, we can follow the changes that we make on the page, and the client can see the improvement at the page and keyword level.

The client can also see the improvement at the site level as the chart below shows. As a result of the successful implementation of our SEO recommendations, this client saw an increase of over 2,500,000 impressions in a 90 day period!

impressions growth

Why bother with ranking data, when you can instead focus on impressions and CTR at the page level?

Don’t let SEO be a mystery. Contact us today to begin measuring your success.