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As the amount of data flowing around the online world continues to rise, there is a need for digital marketing as a whole to evolve. Why? Because you can’t simply adjust a couple of SEO parameters and change your approach to content marketing to get ahead anymore. Instead, you need to collect and collate vast amounts of data to generate valuable insights to fuel your decision-making process. You need to use data science to navigate the digital marketing world and better optimize your strategies. We are going to discuss how to improve SEO by leveraging data science.

As we all know, SEO is one of the key elements of a winning digital marketing strategy. Luella Cooke from Test Questions says, “To improve SEO in the data-rich online world, you should start using data science to your advantage. To that end, let’s take a look at the top ways you can leverage data science to take your SEO efforts to the next level.”. To that end, let’s take a look at the top ways you can leverage data science to take your SEO efforts to the next level.

In-Depth Analysis Of User Behavior

Over the years, user behavior has become an important ranking factor for Google and other search engines. The way people use and interact with your website is an important indicator to Google on the relevance of your online presence, the quality of your content and offers, and the overall experience that the user gets during their visit. Needless to say, your goal should be to improve user behavior KPIs across the board to rank higher in the SERPs.

User behavior. User using mobile and desktop.

This is an important area where data science can lend a helping hand by collecting and analyzing the behavior of your website visitors and putting all of that data into context. The most important user behavior metrics include:

  • CTR
  • Bounce rate
  • Dwell time
  • Pages per visit
  • Scrolling speed
  • Repeat visits
  • Time on site
  • Interactions and engagement

These and other user behavior metrics are difficult to capture and track consistently, which is why your data scientists should use their skills and tools to convert all of that data quickly into actionable reports.

Use Data Science To Better Visualize All Relevant Data

To move the company’s processes forward and make the data you collect more digestible, especially to the top-level managers and decision-makers, you need to be able to visualize your data. If you’re the leader of your company’s marketing team or if you’re an executive, you can’t be expected to make sense of spreadsheets filled to the brim with technical jargon and numbers.

Your data scientists need to visualize the data for you and the rest of the team incomprehensible charts and graphs that will allow you to get a bird’s eye view of your strategy, both on-page, and off-page SEO. Such a comprehensive overview of your position in the SERPs and the factors that currently influence it will prove invaluable in shaping the future of your SEO strategy.

Optimize Your AdWords Campaigns With The Best Keywords

You might not have realized this before, but SEO plays a pivotal role in optimizing ad campaigns and positioning them on the top spot in the relevant SERPs. If you want to take your AdWords campaigns to the next level and boost your online presence, you need to optimize your ads with the right keywords, amazing copy, and other SEO factors.

If you take a look at how any successful AdWords management company approaches ad creation and maintenance, you will see that they now use data science practices to identify the best possible search terms for their clients. Data science can prove pivotal in finding those keywords that suit your brand and your marketing strategy perfectly without having to compete with a large number of companies. Data-driven insights allow you to uncover the keywords that have the best performance metrics and that people click on the most.

Align SEO With Other Marketing Processes

Marketing manager making marketing distribution channels plan.

Digital marketing is not just about SEO of course, as it also entails a variety of processes that need to work together to get you the desired results. After all, what good is a landing page that ranks first if it has subpar content or if you’re not disseminating the page across all relevant online platforms? If you want to maximize the potential of your SEO strategy, then you need to align it with all other marketing processes.

Data science gives you the kind of deep, meaningful insights you need to ensure that SEO complements UX, customer support, and sales, as well as other marketing processes. What’s more, you can integrate data science into the marketing tools your teams are using to better visualize and centralize all relevant data. This means better collaboration between teams and a more holistic approach to digital marketing.

Leverage Machine Learning To Bid On Search Terms

The Google AdWords platform operates as on the bidding system, which means that you need to outbid your competitors in order to take the top spot for the search term you’re targeting. This can be pricey and it can be a complex process, which is why it’s important to take advantage of data science to determine the best bidding prices.

Data science can save you money in the long run by helping you find the best words to bid on and how much you should bid to prevent you from wasting money. With automated machine learning systems, you can also predict how the prices will evolve and how much capital you should invest to help you better scale your keyword strategy as a whole.

Wrapping Up

SEO is driven by data, and know that there is so much of it, you need to start implementing data science practices and tools into your SEO strategy. Now that you know how data science can help, go ahead and take your SEO and your entire digital marketing strategy forward. It’s time to improve SEO by leveraging data science.


About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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