How to strengthen your SEO and digital marketing strategy with data


According to you technical,, contents in reach if strategies are in place, they should be well on their way to digital marketing success.

At this stage, you should optimize your site for a strong site experience, create a lot of entity-based content, and gain inbound links that provide you with ranking and traffic.

You will now need to empower your team with the right data to help you continue to grow and shape your digital marketing strategy.

Setting up your control panels

Fortunately, countless tools can help organize the data you need to grow your traffic.

Here are some data points you can view:

  • Total KPIs: Are your site’s sessions, impressions, clicks, and conversions increasing or decreasing?
  • Keyword ranking: How many keywords rank in the top 1-3, 4-10, 11-20, or in the top 100 Google? Which keywords are gaining or losing traction? What are the estimated cost of traffic for these keywords? Which keywords have the most and most conversions?
  • Up / down trend pages: Which pages have a lot of traffic? Which pages are losing traffic? These pages can be optimized and expanded to add more optimized content and internal links.
  • Keywords at impact distance: Which keywords are in the top 20? Once you recognize them, consider adding internal and external links to these pages and perform SEO on the page to elevate those keywords higher in the SERPs.
  • Content optimizations: What content can you add to pages that are up or down in trend? Enter a targeted keyword for the page and use the questions in the Google People also ask questions field to improve your content.
  • Audience demographics: Google Analytics includes a variety of reports on your audience, including age, gender, occupation, geo-targeting, devices, and more. Use this information to create personality profiles and target keywords for each personality and purchase level.
  • Attribution: This reflects the path of the customer. Understanding where consumers come from, which pages they visit, and where they go when they leave your site can help you improve the user experience.

Optimization experiments

It is important that you look at your data and develop useful plans based on your findings.

Here are some ways to use your information:

  • Optimize articles are declining with better SEO on the page or adding more semantically related content.
  • Build internal and external connections on the page and / or keywords that are up or down.
  • Write more content for a specific target person and purchase rate.
  • Focus your efforts on channels and partnerships that bring traffic and referrals.

Every time you update a page, create new content, or add links, you need to create an annotation to see if the changes have resulted in positive growth.

If you continue to create content and build links without checking your analytics and data, you can waste valuable time and resources.

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Conversion rate optimization (CRO)

Now that you have all this wonderful traffic coming to you, how do you improve your conversion rate and turn more visitors into customers?

The ideal way is A / B testing and conversion rate optimization.

You will need to install software that will give users two versions of your site. You can then track which cohort had better conversions.

Different tools will help you do this research:

Make sure you run tests constantly and update your landing pages and articles. If users have a good experience on your site, it will have a positive impact on your SEO.

Just when you feel you understand your strategy, Google releases an algorithm update that causes a turnaround in your traffic and rankings.

Tracking trends will help you stay in line with Google’s best practice guidelines.

Here are some trends to look out for:

  • Focus on voice queries and question-based queries. With the advancement of smart devices such as watches, glasses, and wearables, interactions with the search engine may increasingly occur through voice. You should always use questions as keywords and optimize them for voice search.
  • Emphasis on quality over quantity. Based on priority crawling. Create fewer pieces of content, but make sure these pieces provide the best possible user experience. Promote your articles as often as you post them, so often that your link growth rate will match the content posting ratio.
  • Optimize for entities, not keywords. As Google’s understanding of natural language processing improves and their machine learning algorithms become more sophisticated, they can understand pages by meaning, not just by keywords. The days of page optimization for a single query are over. Instead, we notice an emphasis on creating pages by topic and including variations of the topic.
  • Emphasis on signals for user engagement, especially speed. Google introduced Core Web Vitals to break down elements of site load speed, from “How fast does a page load” to “How fast do users see the first thing on a page”? How fast is the site interactive? How fast is the site fully functional?
  • Preferred indexing and crawling. The number of indexed pages is growing exponentially, and Google is moving from indexing everything to indexing quality content. They prefer spiders on pages that are trustworthy and authoritative.
  • Building connections. Following their general shift to authority, it will become increasingly important to receive mentions from the media and trusted sources. If all your friends say you’re the best chef, everyone knows it can be biased. However, if people who don’t know you say you’re the best chef, it has more weight and value. Focus primarily on gaining authoritative connections that your competitors don’t already have.

Tracking your site metrics, KPIs, and search trends will help you constantly update and update your SEO strategy.

This is the only way to stay relevant and up to date.

Make sure you build dashboards that let you check the performance of your campaigns and respond quickly to changes in your site’s performance.

The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Personal authors are listed here.

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About the author

Marcela De Vivo is an industry veteran with more than 20 years of experience in digital marketing, Marcela travels the world talking about SEO, data-based marketing strategies, and workflow automation and optimization. Marcela owns a digital marketing agency named Gryffin based in California.


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