Tuesday, 25 October 2016

How Audience Insight can Boost SEO

Combining website’s first party data with the third party data, also known as the process of audience enrichment, is a much discussed topic in the world of SEO. One of the examples of derivation of such kind of stats can be elaborated with the help of an image below.

The image mentions the progress made against total spending on paid searches from 2013 to 2016. Another image describes increase in total spending per annum on paid advertisements on Facebook.

This retrieval of third party data is a common practice that many big companies perform but using these metrics to guide chiropractic SEO strategy into right direction for the purpose of overall business growth is something that most of the businesses don’t do.

The major problem lies in developing the effective strategies. The business that are either new or the ones that have recently shifted their focus towards digital marketing fail to use third party data in order to improve first party statistics. The only way out seems to be the implementation of audience-led strategy in which the SEO focus is based totally on third party information.

Analyzing audience behavior
A few years ago, it was thought to be impossible for the marketers to gather information regarding behavior of audience and use that information for developing SEO strategy to enhance business goals. The major reason was unavailability of combined options; so the marketers, trying to implement audience-led marketing strategies, had to work manually on separate aspects make the digital marketing a bit audience oriented.

Today, thanks to the development in machine learning, the infrastructure and tool kits are cheaper and smarter enough to enable marketers to gather third party information in very short time. The customization options in these tool kits allow marketers to build data analysis stacks. Many tools even provide marketing solutions based on information gathered.

A graphical illustration in the image below shows the potential of basic elements to use data analysis stack for the purpose of creating connection between customer behavior and the marketing channels.

Once the areas start interacting with each other according to the model showed above, it will become easier for you to tag different marketing trends with different behaviors, enabling you to developed more sophisticated but dynamic marketing strategy that would bring profitability through different channels.

Using mobile data to derive third part information is more complicated because the process of lead conversion into sales, that also involves traffic from mobile, can be divided into several sessions created on different devices. The analytics in this aspect should be able tell that a particular customer who ordered today for a specific product is the same person who checked the ad of this product yesterday on Facebook. It can only happen with the help of exploring third party information using more dynamic techniques.