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In today’s digital landscape, data and analytics are pivotal for accurately assessing your SEO performance.
A comprehensive tech stack that offers detailed insights into consumer behaviour and other critical metrics is essential. If you need help optimising your data strategies, reaching out to an SEO Agency can provide the expertise you need to stay ahead of the competition.
Essential with ecommerce and omnichannel brands is having an awareness of your website performance. A key activity post campaign is “looking back” to ask questions such as:
/ How did we perform through Q4? Is this better or worse than the previous year?
/ What were our highest selling products during the event/s?
/ Did our core landing pages convert/perform at the level expected?
/ Where did SEO benefit the sales process the most?
/ Was mobile performing better than desktop? If so, why?
/ Did our content perform through the stages of the customer journey as we intended?
/ Were our rankings in target search engines stable? Did we rank better or worse than the previous year
Analysing SEO performance requires a tech stack that connects multiple data points to provide customer behaviour insights but in the majority of cases it is firmly embedded in the field of ecommerce analytics that are at best filtered by channel to determine basic level insights.
A true ecommerce analytics solution involves gathering data from multiple platforms including your online store to review/analyse to inform Business decisions over time, based on customer intent, onsite behaviour, and purchase trends.
Through the understanding of this data, you are able to review the marketing funnel – from acquisition through awareness, discovery, conversion, retention and advocacy.
The results of getting this right can aid the website performance through:
/Increase in web sales,
/Enhanced engagement metrics,
/Better customer experience,
/Lower cart abandonment
/A higher channel ROI.
When it comes to a channel performance overview such as one through SEO, the main solution integrated by most Ecommerce businesses is Google Analytics 4, Adobe, and Google Analytics 360. Some brands use their CRM/CMS analytics but usually this is as a secondary measure with the Google/Adobe properties used more frequently.
Some brands also use Google Search Console (GSC) and potentially one third-party SEO tool however the SEO tool is seldom understood with insights being more technical than commercial.
Most marketers know how to use GA4 and are able to make simple segmentation (filtered) dashboards to look at key channel data performance. However, even with Google Analytics there is more you can get out from the platform especially to monitor organic performance not just sessions and conversions.
Many professionals within the SEO industry believe that user experience data collected by search engines is used inform search engine results pages.
Marketers and SEO stakeholders must focus on always answering user intent and understanding a user’s intent when planning SEO and onsite strategies.
The data and analytics tech stack you need to gain a full SEO view of your business.
SEO stakeholders will have a plethora of tools to analyse various data points regarding your websites SEO performance.
From page speed to server performance, there is no end to the volume of technical insights that SEO teams consider when auditing performance.
But what data and analytics tools do marketers need to assess channel performance?
What does a minimum viable tech stack look like to give you what you need on a day-to-day basis?
The following 3 areas showcase the elements that are recommended for an ecommerce brand that needs a data and analytics solution for fueling SEO growth.
This is how you get the true SEO channel performance with this holistic view and are able to model assumptions to further test practices and evaluate different approaches.
Most marketing teams (even SEO agencies) report on observations and do not delve deeper into the motivation behind why this is happening. As a typical activity, viewing an organic top landing page performance report and seeing traffic is down on the previous year is simply a 2D view. You need to build a more complete rounded picture, assessing:
/Previous year’s performance
/Page engagement and journeys
/Server issues and performance
/Product range performance
/Competitor price point
/Page speed across devices
/Ranking terms driving traffic
With so many data points it can be tricky where to start.
Understanding where SEO exists within online journeys is essential to optimise the website to maintain a competitive advantage in highly competitive sectors.
With the right intelligence, a brand can increase their SEO performance and traffic for long tail keywords within 12 weeks, just with on page and technical SEO enhancements.
To gain a comprehensive understanding of your SEO performance, integrating a robust tech stack that provides detailed insights is crucial.
By leveraging advanced analytics solutions, ecommerce and omnichannel brands can optimise their marketing funnels and enhance customer experiences.
For expert advice in refining your data strategies, partnering with an Ecommerce SEO Agency ensure you’re maximising your potential. Request an audit with one of our experts to see how we can help you elevate your performance.
