I was reminded of the wealth of SEO data analytics insights we can glean by an article in a recent Perceptive Marketer. It talked about how Google Search Console data could tell or, rather, foretell, a story of declining consumer perceptions or attitudes toward a brand.
Here are three other types of broader business insights we can provide (and have provided) by leveraging various SEO data analytics tools to look beyond just website visits and higher keyword rankings:
Impact of Business-Shifting Events
Want to know how tariffs may be impacting purchase intent? Track shifts in relevant customer journey keywords via the Google Ads Keyword Planner. The Keyword Planner provides Average Monthly Searches along with Three Month Change and YoY Change percentages that provide a sense of shifting sands. Google Trends will provide charts showing shifts in keyword volume over years going as far back as 2004. Both tools allow you to view the keyword data by country or city so you can customize your data and related stories to your company’s target customer base.
Website User Experience Issues
Are you driving traffic to your website but not seeing the payoff in conversion actions? GA4, Google Ads (if you are running Paid Search), and Google Search Console can provide insights on Conversion Rates based on the keyword/query that was clicked on to get to the webpage that started the searchers’ visits. Screaming Frog can help pinpoint technical issues that may be affecting conversion rates on specific pages. And if there are no technical issues, it may be time to reexamine your SEO keyword and content alignment along with the prominence of your Call-To-Action on the page.
Competitive Insights
Are your industry competitors the same as your online “search” competitors? What do you have to do to outmaneuver them? Advanced Web Ranking (AWR) can monitor competitive activity over time and report on shifting dynamics in terms of keyword visibility. Moz can track Domain Authority, Page Authority, and Brand Authority over time for you and your competitors. We also use Moz for SEO Best Practice Competitive Audits. Google Ads Auction Insights will show how your campaigns stack up against competitors in terms of Impression Share, Overlap Rate, and other data indicative of their Paid Search activity.
What Can SEO Data Do For Your Business?
These are just a few examples of how we leverage various SEO data sets on an on-going basis to find insights that could have ramifications for your business beyond just Organic Search traffic. Let us know what questions you may have about your business situation, and we’ll put our tools to work to find answers in your SEO data sets.
