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SEO Data Analytics
Abhisek Roy

The top 5 organic results on the 1st page of a Google Search, make up 67.6% of total clicks on the internet. The next ones, lying between 6 and 10 add up to only 3.73%. Such data provided in reports like this one by zero limit web, show what a massive impact a great SEO data analytics strategy can have, and how it can boost organic traffic.

But what is SEO? 

In simple words, it is the ranking that search engines give to different websites based on the information it has collected earlier. Different search terms may have the same website at different ranks. There is no fixed set of rules or algorithms that are used by search engines when ranking websites and hence there’s no way you can “game the system”. At best, you can use data science for SEO to continuously analyse the outcome of your strategy and keep improving it in real-time.


Customer Trends Analysis

At the end of the day, customer sentiments and behaviour are what shape company decisions. When trying to optimise your data science SEO strategy, the first step would be to find which keywords you need to target. Finding these keywords may not be hard but filtering out the entire list and getting to the actionable words may take a while. There are multiple tools like Ubersuggest, BuzzSumo and SRMrush that help companies find out which words are being typed most in search engines.

Scrape Data

On top of this, you can also scrape data from social media websites or even use APIs for pages like Twitter that provide developer access to aggregate public data. This data can then be processed by NLP-based tools to find out what is trending and what keywords are being mentioned.

Suppose you are trying to build a brand around sustainable packaging. You can find tweets with tags like “#packaging”, “#sustainable”, “#eco friendly” and “#climate change” to understand what people are associating these terms most with. In case you find that jute is being mentioned as a substitute for paper or plastic bags and there is a wide acceptance of the material, you can use this information in your business decisions. You could create a new lineup of jute packaging and other products or use an even better material that can market as a competitor for jute. The result should be that people searching for jute or jute bags or jute packaging should get your website among the top results.

Researched and Related Content

Companies offering products or services often come up with blog pages where they post regular content. This content can be about what the company sells or topics related to the industry. These help in increasing the SEO data analytics score of web pages, and make them more relevant to different keywords and search terms. 

While different tools are available for content scoring, as long as you have-

  •  correct primary and secondary keywords 
  •  stick to some basic rules like small sentences and no passive voice

you can easily create new content to drive more engagements. Data Analytics on these published articles can help you understand:

  • Which parts of articles were viewed the most,
  • What keyword searches led individuals to these pages,
  • Which parts were copied, if any, and more!

These findings can come in handy as you continue creating more blog posts as well as other textual content for landing pages, banners and product descriptions.

Competitor Analysis

Rome wasn’t built in a day, and getting to top positions in SEO rankings won’t happen as quickly either. Once you have covered your bases and fixed the main issues, you are likely to scrape data from your competitors who are ranked higher than you to find out what extra they are doing. For scraping data from other websites, it’s highly recommended that you use a DaaS service like the one offered by our team at PromptCloud.

Improving the UX

This article by Search Engine Journal shows us the main User Experience Metrics that are tracked by Google, which can have a significant effect on your SEO ranking. You need to make sure that your website has 3 things in place–

  1. When users first open your website, the main content needs to load in less than 2.5 seconds.

LCP2. The first interaction with your website shouldn’t face a lag of more than 100ms. 

3. The shift in the items of a page when first loaded should not be higher than a factor of 0.1.

Getting these things correct is not a one-time process. You will need to continuously collect data from your website to understand whether the danger marks are crossed. It may so happen that your website runs fine during normal hours but becomes almost unusable at peak hours due to excess traffic. You will need to capture such situations and mitigate them by measures such as autoscaling.

Mobile Friendliness

As per Statista, by the 4th quarter of 2021, more than 54% of web traffic was coming from mobile devices (not including tablets). Given the rise of smaller mobile devices for browsing the web, the mobile-friendliness of a website has a major contribution to its SEO score. While the internal APIs may be the same on a laptop or a mobile device, the look and feel may be different. 

Common issues that crop up are–
  • The images and text get distorted on smaller devices.
  • Loading time for app screens runs too long.
  • Pages load quickly but images take longer.

These issues need to be handled by constantly monitoring different parameters for every website visit that occurs. The data can be crunched automatically using algorithms, the problems can be sorted by priority and worked upon.

SEO data analytics strategies change with time, but building a clean, usable and intuitive website can last long. If users like your website and find it easy to use, you are likely to get a good SEO score. However, the content on your website will determine the rankings for specific keywords and phrases.

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