SEO Analysis

Chapter 7 of SEO Best Practice: Measuring Performance

With some smart analysis, SEO practitioners can add context to the data their analytics platforms are collecting and derive insights that help the business improve its marketing. This chapter outlines key considerations for SEO data analysis.

By Econsultancy

13 minute read

Data analysis in SEO is all about compiling the relevant sources of data and interrogating them to translate raw information into genuine insights. This chapter outlines best practice for analysing SEO data, covering:

Balancing data-led analysis with instinct: While analysis is an essential part of SEO, sometimes instinct, provided it is based on experience and knowledge, can support better decisions. How can SEOs balance the two?
Customer insight: Voice-of-customer data (VoC) can add some qualitative context to the web analytics data. What tools can SEOs use to source VoC data and draw greater insight?
Attribution: Most analytics tools show data for conversion from the last click, though many factors may have led to the conversion, including SEO efforts, which the last-click model may miss. How can SEOs use analytics platforms to present the true impact of their optimisation work?