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How data-driven SEO can help you understand and reach customers to increase your business success
In 2020, Covid-19 led consumers to a massive surge in online activity and many businesses followed suit. As we slowly emerge from the pandemic, it appears that the situation remains. However, as the competition for web traffic intensifies, having the right data on your website and knowing how to analyze and use it will be crucial. In a sea of competing information, where to start?
When it comes to your money, search engine optimization (SEO) is one of the most effective channels for investing online.
SEO is a set of techniques such as meta tags, backlinks or keywords aimed at improving your website’s appearance and position in organic search results. Ultimately, SEO practices help establish your jurisdiction, attract your target audience, and improve your website’s performance in various search engines.
Let’s say you run a new car comparison site. Based on some research and data analysis, you realize that most of your customers are mobile users and that your competitor’s websites are not optimized for mobile search. By deciding to focus on page load speed, which is a factor used by search engines to rank websites, your business can differentiate itself from competitors and ultimately improve mobile crawlability.
When your website ranks higher in search engine results pages (SERPs), more customers will see and click on your listings. In the case of users of Oncrawl’s technical SEO platform, SEO has been the route to successfully entering new markets, reducing the payback time on marketing spend and increasing qualified leads by nearly 70 percent.
Your SEO strategy is the roadmap for your business to stand out in your industry, both in the eyes of search engines and in the eyes of potential customers searching for information, products, and services related to your industry. Because of this, your SEO strategy needs to be tailored to your business and goals.
As you develop your strategy, you must determine the “why” of your business plan and consider your website’s goals over time. Are you looking to build brand awareness, drive traffic to pages with paying customers or advertisers, or provide immediate visibility for limited-time offers or news?
An SEO strategy should also be developed with conformance and compliance in mind. With rapidly changing laws and regulations, especially when it comes to online privacy, it’s important that your website and strategy are compliant with privacy regulations like GDPR and HIPAA. A good strategy also builds on usability – the design and layout that influences user perception – and “search engine friendliness” or technical SEO.
Technical SEO is powered by data. Without knowing what is already on your site, it would be difficult to make informed optimization decisions. A tool like Oncrawl can collect data from crawls, scraping, analytics, or other additional sources and put it all together on a single platform. Such data gives you the ability to segment pages and consequently compare, isolate or identify those that are critical to your business strategy. Collecting data from multiple sources also allows you to blend the data and extract insights from cross-analysis. The information from the data and analytics will thus help you to confirm your priorities and adjust your SEO choices accordingly. For example, cross-analytic data can confirm that important metrics like page titles or content are related to the number of SEO visits or organic traffic for a specific page on your website.
No matter how solid your SEO strategy is, its success depends on your ability to collect and analyze the data it is based on.
Crawling is extremely important in SEO as a data collection method. First, search engine bots like Googlebot or Bingbot crawl the web to gather information for search results: this is an important step in the process that leads to your website being indexed and is at the heart of how search engines understand the information on the web.
Marketers and SEOs also use crawlers. Not only does this help them better understand how a search engine views a website, but it also allows them to get the SEO and website technical data needed to analyze and build an SEO strategy.
SEO crawl data provides insights into duplicate content, a site’s indexability and load-time performance, and how information about the site is distributed and maintained. Regular crawling with a crawler like Oncrawl is often the most effective way to identify new pages, broken links, and other errors that can prevent your site from becoming an effective business channel through organic visibility.
At Oncrawl, we focus on key elements to ensure SEO drives business success for businesses and companies with large websites. The Oncrawl application has strong technical capabilities that can easily handle complex website architectures commonly found on corporate websites.
Once the data has been collected from websites, log files and secondary sources such as Google Analytics or Google Search Console, our users have unlimited and unrestricted access to the data both through an interface and through a robust API. This allows them to feed their data warehouse or work directly in formats that are natively compatible with data visualization and business intelligence solutions.
Using the right technical SEO solutions ensures that you can efficiently manage your SEO strategy development and strengthen your decision-making process. The difference between SEO as a nice touch and SEO as the most effective marketing channel for your business is the data you have at your disposal.
To learn more about Oncrawl, please visit oncrawl
Originally published on Business Reporter