Data Analysis for SEO Projects

For every company to make their presence felt in the online world, it is necessary to invest in SEO projects. If you have invested money in SEO, you would surely like to know what results you are receiving out of this. The data that is derived from the SEO projects needs to be analyzed to understand whether the campaign is a success.

Through data analytics, you will collect your data to get organic traffic on the website. The organic traffic on your website will increase only if you can analyze the data correctly and adapt proper strategies for the same.

Data Analysis Process

The process for data analysis involves three main steps that we will cover here. The first step is the preparation of the kickoff report. The report contains the extracted data for your understanding and analysis using certain tools.

The second step is the analysis of the report. Here you will analyze the report that you have derived. The last step consists of the action that you will take once the report has been analyzed. You need to prioritize the tasks and segregate them according to the level of their importance.

Setting Up the Data Analysis Report

Before you initiate the SEO campaign, the first thing that you need to do is prepare the report analyzing certain necessary data. Three main areas need to be analyzed, and here we will learn how to prepare a report for the same.

  1. Website Analytics
  2. Google Search Console
  3. Keyword Rankings

Analyzing Overall Website Performance with Google Analytics

Google Analytics is one of the most common tools used to track website traffic. The report received through Google Analytics would be vast and would take a lot of time to manually sort it out. That is why a dashboard can be created to segment the data easily.

(Source : Google Images)

The data that you would generate can be for a year. Any data before that would not be important for the current analysis. A section is known as ‘Traffic Source’ would include different non-organic channels through which people can search your website.

The non-organic channels include Paid Search, Social Media Channels, and Referrals. These sources provide critical insights into the formulation of the link building strategy. However, there will not be an in-depth analysis of this data since it is derived to get an overall view of the traffic trends.

Analyzing Organic Landing Pages with Google Analytics

The search dates for this analysis would again be set for the last one year. Select Organic Search only for the Default Channel Grouping. This search will determine the top landing pages by traffic changes, conversion rates, and session counts.

(Source : Google Images)

You will be able to find out the pages that have the best performance and the type of the page as well. Certain pages have the dominant share of traffic, and picking out these pages would help you to understand the main areas that you need to focus on.

You also need to determine whether the key pages on your website have lost or gained traffic in the last year. The report will help you understand the time that audience spends on your web page.

Since most people access websites from their mobile devices, you can set the device category as mobile-only. This will access the data where you can determine whether the mobile traffic has increased or decreased in this one year.

Organic Search Trends with Google Analytics

Google Analytics helps you to compare the organic session every month. You can do this for the current year or the previous one based on your need. You can also garner a report where you will determine the seasonal changes in traffic generation on your website.

This is why it’s useful to keep track of major changes to your site, like if you started a PBN rental campaign for instance.

The report for this will be available since the time of inception of your website. The day to day changes in organic traffic will also be derived through this analysis.

See also: An introduction to link prospecting to improve search traffic.

Keyword Ranking Analysis using Ahrefs

(Source : https://ahrefs.com/rank-tracker)

Your website is made of certain keywords which are searched by the audience to reach your website. The performance and ranking of these keywords can be determined through a tool called Ahrefs.

Google Search Console Dashboard

GSC takes into account two kinds of searches, which are branded search and non-branded search. Branded search is when the audience searches for the business name, URL of the website, or the brand.

(Source : Google Images)

On the other hand, a non-branded search is when the audience has searched for keywords that are coincidentally related to your website. The clicks, impressions, and Click-through Rate (CTR) number for the last 90 days would be calculated in this data.

Specific Clicks, Positions, and Queries using GSC (Desktop, Mobile, and Image)

This data is derived only for specific searches conducted from desktop, mobile, or image files. The report would contain the average ranking of the whole website and the traffic generation. It will also consist of the exact searches for these sources that have led to the traffic generation on your website.

Analysis of the Report

Once the report has been established, it will help you not only to form an understanding of your website’s performance but also to form an initial strategy. Takes rough notes while going through the report, which can also be sent to the client or higher management.

The client or management has no use for the complete data. You need to derive the main points presented in the report and send a compact email to the designated person. You can add the link of the report as a supporting document for each of the findings. In the email, you can mention that the data sent is just for informational purposes so that the designated person understands the reason behind your email.

The areas that are the pain points need to be focused on more, and you need to formulate a proper strategy for these. Make sure that you create a priority list so that the assigned people can take care of the task. Also, keep an organized record sheet with you so that you can keep track of the progress that is being made on each of the tasks that have been deemed as important.

These skills will also help you when it’s time to do a technical SEO audit for yourself or for a client.

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