SEO Analytics & Data
Search Engine Optimisation is at it’s a core marketing channel, and unlike much of its forbears like traditional marketing or TV… SEO is highly trackable and as such has a huge amount of the work involved uses analytics. Consequently, there is a significant amount of data and data analysis that underpins every decisions and strategy.
We cover each metric used in SEO in more detail in the section on metrics… Metrics are data represented by values like numbers or percentages that describe attributes or behaviours. For example, sessions… This metric represents a group of actions undertaken by a user within a specific period of time or a ‘session’… This is predominantly used as the ‘traffic’ metric in Google Analytics.
Many SEO Tools have their own proprietary metrics such as Moz’s DA (Domain Authority) or Majestic’s ‘Flow Metrics’.
Metrics constitute most of the language used to describe SEO performance and success, so understanding them is key to understanding your site’s own organic performance.
To be able to measure your performance in SEO, you need to track a number of components such as revenue, sales, traffic and rankings… You must set goals and strategic targets in line with your business objectives in order to produce an SEO strategy that delivers ROI (Return on Investment). In this section we cover in more detail how to analyse and measure SEO performance.