‘Big data analytics‘ is one of those terms that gets casually thrown around, and yet it can also easily confuse those that hear it.
Technology has enabled businesses to be clear on how their content and campaigns are performing, providing valuable data about their audience, right down to the exact search terms they’re trying to rank for on search engines like Google.
If you’re already benefiting from data analytics in your business, are you using it to improve your SEO rankings? While the quickest and most effective way would be to use a professional service such as Redesign.co, there are steps you can take to improve your SEO with big data.
Whether you use big data or not, below are some tips on how to make the most out of big data analytics as a part of your site’s SEO strategy.
The Value of Big Data
Since SEO entered a new era, where content quality is valued far more than questionable techniques previously used, it’s important to know how your audiences think and engage with search engines.
There are multiple web analytics tools available. How you utilize that data, however, is more important than the particular tool you use. Whether the purpose is to create improved products and services or enhance your marketing strategy in general, analyzing and planning with data is important.
Here are four ways you can utilize big data to improve your SEO rankings.
Base Your Content on Organic Search Queries
If your website has a search bar, you’re in a great position to discover what your visitors are trying to find on your site, which gives you a great opportunity to answer the queries with content.
With data analytics, you can see what keywords your site is attracting. Sometimes, these search queries tell you whether you should be emphasizing a specific page or product. At other times, this data provides you with hints about the kind of content you should create.
Data analytics can also allow you to see what your audience is searching for even before they’re on your site.
Redesign Your Site’s Navigation
How your site’s navigation is structured can have a significant influence on improving your keywords rankings. The more time visitors remain on your site, visiting different posts and pages, the more search engines become aware that your site is packed with resources your visitors will find valuable.
Having a user-friendly and effective navigation structure can help your visitors make their way through the customer journey, in turn helping you reach goals like having them subscribe to your email list or buy something on your site.
Knowing at which point your visitors leave your site or which pages they visit the most afterwards can help you improve your pages. Add more internal links or CTA where necessary. If possible, add some lead generation forms for your pages with the most visitors.
Turn Your Most Popular Posts into Lead Magnets
If one of your posts is performing well organically, it might be a good idea to turn it into a lead magnet and promote it all over your site.
Using your favorite data analytics tool, you can find out which of your posts are attracting the most organic traffic. That should inform you of the kind of content your site visitors are looking for. If your page is performing well in the search engines, other factors are contributing to that ranking, whether it be depth or readability.
Make sure you turn your visitors into leads before they leave your site. By turning your most popular posts into lead magnets, you’ll give your ROI a boost.
Make The Most Out of Your Best Referrers
The odds are that you’re already attracting a great deal of traffic from third-party pages and sites, where these pages and sites refer visitors who might never have otherwise found you via a search engine.
There are plenty of tools capable of telling you which sites are successfully driving traffic to you. Tracking both organic and paid referrers can help you in measuring your ROI to continue improving your marketing activities.
Once you’re aware of your top referrers, you can either attempt to improve their effectiveness even further. Maybe these referees can change the anchor text to something which encourages even more traffic, for example.
With data analytics in our SEO arsenal, you’re no longer blind to where your traffic is coming from, how you’re getting it, and whether you’re attracting any site visitors at all.
The tools available, however, are just a part of it. If you can read all your data and interpret all the necessary insights, you’ll be on your way to developing a more effective SEO and content marketing strategy.