Search engine optimization has evolved rapidly in the last decade and not just because of major changes to Google’s search algorithms. Effective SEO strategies today need accurate and timely market data. If you do not know exactly what the market wants you will struggle to beat the competition in the organic search pages.
During the early days of the Internet when there were fewer websites competing for a rapidly growing market, SEO was relatively easy. All you had to do was create product pages and include the most important keywords and titles (there was even a time when the META keyword tag helped your page rank!) and build some links. Today, the focus is on quality content, page authority and customer engagement. The biggest challenge for many businesses is combining good content and engagement - this is where marketing intelligence come in.
The fundamental rule of marketing is to ensure that your products and services are aligned with market expectations, or in other words, give customers what they want. The challenge for many businesses is in understanding what their customers really want. We can assume that a customer who buys is happy, but what of all the potential customers than come to your store or website, browse and then leave empty handed? Why didn’t they purchase anything? Was it because the product was not available, the price too high or something else?
Analytics and Data MIning
Analytics and data mining are possibly the two biggest buzzwords in SEO at the moment. Businesses have learned that rather than competing on the same terms as everybody else, a competitive advantage can be gained by analysing their own market by delving into their website analytics, and from this information, identifying products, trends and search behaviours, which can lead to the improvement of some products and development of new ones.
However, there is a problem. Websites gather a huge amount of information, which makes analysis very difficult. While there are good data gathering tools that can be attached to websites, such as Google Analytics, it is very difficult to turn this data into useful information that can be used to update your marketing strategy.
The solution is to integrate bespoke software into your website that will gather data and produce actionable reports that are relevant to business managers. Every business is different, so a bespoke solution that produces personalized marketing data from your website analytics can provide you with the information that you need to beat the competition.
Harnessing this information can allow you to identify new trends and react quickly to create new product pages that will perform well in organic search. This data can also be used to improve PPC campaigns and create more focused landing pages to help improve conversions. Successful marketing is as much about building on success as it is about identifying new opportunities to exploit.
A well planned corporate SEO strategy has the advantage of access to a much larger dataset and the resources to properly delve into the data, and this can help drive marketing strategy.
Objective IT’s bespoke marketing intelligence platforms will help you to identify new opportunities and FSE Online can help you improve your web content and align your SEO strategy with your new market intelligence data.
This blog was written by Danielle Haley of Freelance SEO Essex, a search engine optimisation company based in Great Baddow Essex. For more information on SEO, PPC or any other aspect of search marketing, please contact the agency directly.