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Business owners control several operations just to put things in place while running their businesses. One crucial process the success of their business relies on is how to analyze marketing data.
Data analysis is a huge part of SEO and marketing and can be one of the most complicated if you don’t know how to analyze data.
Considering our complexity as humans, it is astounding that we struggle to understand “complex” data. We find it easy to interpret and consume information in visual forms. That’s why best way to analyze marketing data is to use marketing data visualizations.
In this post, you will learn the following:
Let’s get started!
Data visualization represents data in a visual context such as illustrations, graphs, charts, and maps. This makes patterns and trends in complex datasets simpler for the human brain to identify, comprehend and interpret.
Visualizing data helps non-SEO experts and small business owners with no tech experience summarize and analyze data to improve their SEO and marketing strategies.
Good data visualization should make information translation a comfortable, natural process in which the message the user understands from the analysis is clear and concise.
In the following guide we will discuss how you can efficiently and effectively analyze the marketing data at different stages of marketing using Charts, Graphs, Infographics and other data visualization types.
SEO (Search Engine Optimization) is understood only by experts and tech-savvies who have learned the SEO evaluation and data interpretation of tools like Google Search Console, Google Analytics, Keyword Planner, and Google Ads.
SEO data can be complicated to interpret and understand for someone who doesn’t know the field.
Therefore, creating data visualization for SEO makes the data more understandable and trends/patterns simple to follow and implement improved organic business growth.
SEO visualization simplifies data for you and your team and the audience you share it with in the form of content. It tells you your overall project performance, what’s working and what isn’t, and the strategy for optimization.
It saves time by evaluating whether or not your marketing effort is worth it. SEO visualization allows you to know your ad campaign’s viability, its advertising performance, and ways for optimization.
Marketing involves both creation and calculation. You create engaging content regularly for your audience and calculate how well your content performs in relation to your marketing and SEO efforts.
Data visualization is changing modern marketing. Marketing involves data analysis, advertising performance, web and SEO analytics, sales stats.
Data visualization is making business marketing and SEO better in several ways. It helps you:
The human brain grasps information faster in visual forms, processing visuals about 60,000 times faster than text. This is because we are visual creatures, and most of what we learn and understand are visual.
Trying to analyze a spreadsheet with rows and columns full of numbers can be a hardcore, mentally-exhausting activity. How about translating this data in the shortest possible time without much hassle?
This is where data visualization comes in. It interprets complex data into simple consumable information that gives actionable insights you can use for improvement.
However, it doesn’t just refine your data; it can also break down your competitors’ data so that you can know who you’re up against.
With data visualization, you can research the market competitiveness, their sales strategies, the products they offer, why these brands are performing so well, and steps you can take to stand out from the competition.
An aspect of both SEO and marketing that will help your business strategy get desired results is understanding patterns and trends.
Patterns and trends refer to how a particular ad’s flow has been, based on its past performance. You can check traffic, campaign, keyword, conversion, SEO, marketing, customers’ trends, and many other patterns you can uncover.
With data visualization, you can find out what worked in the past, why they worked, and how to leverage these factors to get the marketing results you want.
For example, if your sales are low, but you have a high number of people visiting your site, you may wonder what went wrong.
On several occasions, high leads don’t always equal high sales. This result may be because your hook, call to action (CTA), or lead capturing system is inadequate and doesn’t encourage people to make a purchase.
Also, it may be that your copy isn’t doing the right kind of marketing. While you find out what the problem is, quickly analyze past marketing campaigns and while they worked. Use insights from your analysis to improve your advertising effort.
The truth is, seeing a table of numbers on your screen won’t turn your SEO or marketing efforts around — which is why you should do a better job mapping out the pattern surrounding your marketing goal and implementing result factors.
In the present day business management, data has become the powerhouse of SEO and marketing. Everything is based on data, and data is proof!
You can barely carry out strategies to achieve your marketing goals without gathering relevant information. These data may include competitor data, marketing trends, growth resources, and more.
There are so many platforms available online to focus your efforts, and you may have struggled to choose the best platform for your business.
You can find options like self-owned media (your website and blog), paid media (Google Ads campaigns), earned media (guest blogs and online interviews), and free media (social media and PR-public relations).
To make the right decision, you should start by compiling data for visualization from the various PPC analytics tools PPC Signal, PPC keyword planner and ChartExpo will help you in creating your own visualization.
Study the data pattern and see how it affects your SMART (specific, measurable, attainable, relevant, and timely) and long-term goals.
For instance, to increase your website traffic in the next quarter, take time to identify those platforms where the most traffic is derived. Use data visualization to uncover strategies to bring in more website visitors through these channels.
Imagine it is the end of the year, and you want a higher advertising budget to get the best out of your marketing efforts.
In a situation such as this, create a brief structuring of a working strategy using data-driven storytelling and visualization. Show this to the management board.
In such situations, you can steer the management by building a compelling narrative through data-driven storytelling. Put forward your case by conveying your arguments through data visualization that supports the story.
Using data visualization to present understandable data that points to achievable results will further emphasize your case when it reaches the decision-makers.
Visuals, such as illustrations, can be used to draw a pattern of marketing that you want to present to your team or the board, from the idea stage to the results stage to make your points.
When you perform a competitive analysis, you get a bird’s eye view of your competitors’ marketing strategies. This lets you develop ways to outcompete them in the market.
A competitive analysis allows you to understand who they are, what products they offer, their sales tactics, their weaknesses and strengths, and how the competitive marketing landscape looks.
SWOT (Strength, Weakness, Opportunities, and Threats) analysis helps you discover and leverage your competitors’ weaknesses and strengths for improved marketing performance.
Analyzing your competitors’ data will help you build an effective strategy to position your business in the market profitably.
You may already rank for your primary keywords on Google SERPs’ top (search engine result pages). However, several other sites are relentless in being the reigning marketing champion in search results for your chosen keywords.
Performing in-depth competitor analysis should be a regular task for businesses. Although, it could be that several organizations don’t know how crucial this is to their growth, or they have no idea how to interpret complex data.
Data visualization effectively spies on your competitors’ performance. It helps you understand how to use it to develop your SEO and overall marketing efforts without waiting for your SEO expert to take your data for a spin.
Backlinks, also referred to as inbound links or incoming links, lead to a page on a website from another website.
To search engines, backlinks matter. They believe that for other websites to link to you, then your content is credible and useful. Therefore, webpages that have a high number of backlinks get higher positions on organic search engine rankings.
Visualize your backlinks data to see pages with strong link juices and how they are doing concerning traffic flow. Try to optimize those webpages with fewer backlinks for search engines by getting more inbound links.
If you want to increase and retain traffic while reducing bounce rate, start using visual content. Bounce rate tells search engines a lot of things about your website and its content.
Bounce rate is a measure of how interested visitors are in your content. When users land on your website and hang around a while, this tells Google that people are staying to consume your content.
On the productive side, your bounce rate should be low and continually decreasing. This low bounce rate means you have increased page sessions. However, when users get to your website and exit almost immediately, it is usually for one of the following reasons:
When these issues become prominent, and visitors begin leaving your website quickly, your bounce rate will be high. A high bounce rate affects a website’s SEO and may make your website fall in search engine rankings.
However, an effective method to get and keep relevant traffic on your website is by creating high-quality content, targeting relevant SEO keywords, and ultimately, using visual content in your post.
Visual content includes infographics, illustrations, charts, and graphs, etc. Good visual content grabs the audience’s attention and helps them understand information faster.
It helps you create valuable content that will keep your audience longer on the page–thus improving your overall website SEO.
More so, creating detailed and genuine visual content will turn you into a trusted resource as other websites will reference and link to you. This authority is a smart way to increase the traffic you get.
Visualizing data can be a guide to create visual content your audience will find useful. If you put out lots of content that are not performing well, you can analyze your current strategy to find what you can fix.
Also, check past successful performance trends to draw out efficient strategies and factors to boost your content marketing performance.
Let’s assume you own an online store. You want to build an SEO keyword strategy for your business without any knowledge about the market.
First, do surface research for broad keywords that are relevant to your business. Make a list of major websites in your brand space, and add their info to a Google Sheets. These brands are your competitors.
Gather relevant data — through competitor analysis — about your competitor websites to know their SEO marketing strategies and what keywords are helping them rank well.
By now, you’d have hundreds of keyword ideas. Look through the list, choose your primary keyword, leave some secondary/semantic keywords and dispose of the rest that is non-relevant.
Now that you have your primary keyword, you need to find other relevant keywords related to it. The PPC Keyword Planner (PKP) is a useful tool to find related keywords and their estimated search volumes.
PKP also shows the estimated cost-per-click (CPC) for each keyword. This tool tells you what keywords advertisers use for bidding. Advertisers generally pay higher CPC for high-converting keywords regardless of low search volumes.
It is time to rank the competitiveness of your chosen keywords. This means finding the Keyword Effectiveness Index (KEI) for each keyword or keyphrase.
KEI is a measure of a keyword’s competitiveness against its traffic potential. To measure the KEI, use a 3rd party tool to get an estimated value for each keyword’s effectiveness. You can use ChartExpo.
ChartExpo is a data visualization tool that allows you to incorporate various dimensions into your analysis with ease. It is an easy-to-use data analysis tool that provides intuitive visualizations.
This data visualization package enhances quick data comprehension through word clouds, tree diagrams, bubble charts, and treemaps. It allows you to collaborate in real-time, interpret contextual information, and share reports by exporting them.
Choosing the best keyword strategy for your business requires balancing several factors. KEI helps you discover valuable keywords and keyphrases with a balance in high traffic volume, increased relevance, and low competition.
Use ChartExpo to visualize data for keyword analysis for all your keywords/keyphrases on Google Sheets.
Arrange the keywords by category, and match keywords with search volume estimates then analyze with the tool.
As you’ll see in the picture below, the length of each bar equals the Average Monthly Search Volume for its corresponding keyword. This information means that the longer the bar, the higher the estimated traffic and vice versa.
The blue color of bars represents the search volume of keywords or keyphrases. The more prominent the bar’s color, the higher the estimated amount of traffic it will generate.
Generally, keywords with higher search volume tend to be more competitive.
The visual analysis above shows you only need a few minutes to evaluate keyword research data and determine the most valuable keywords relevant to your business.
You wouldn’t achieve these keyword research analysis and relevant keyword determination within such a time range by evaluating rows and columns of data compared to charts and colors.
Making the final choice of keywords you want to use to market your brand is essential.
After doing a rough KEI (Keyword Effectiveness Index) measure for keywords in bulk, and narrowed your list of potential keywords. It is time to check the KEI of each keyword.
See the KEI measure when visualized with ChartExpo below:
In this chart, the blue bars mean search volume while the red bars represent keyword competitiveness.
For instance, Keyword 5 is very competitive. However, some variants of this keyword are profitable. Create a large content bulk that targets these closely related keywords, then build up the relevance of these keywords to boost your marketing effort.
Keyword 4 and 7 are more valuable keywords with high search volume and hold less competition. You can also look out for additional relevant keywords often disguised as misspellings.
For example, variants of the keyword “entrepreneur” may be seen as “entreprenuer” or “enterpreneur.” Don’t overlook these keywords if they can bring you an additional amount of monthly traffic.
Similar to the charts in ChartExpo above, data visualization helps to measure traffic behavior and keyword conversion trends.
These charts help SEO managers, and PPC marketers understand a specific audience’s long-term traffic patterns over some time.
By visualizing traffic flow and keyword patterns, they can develop well-optimized keyword, content, and campaign strategies to get the most of their marketing efforts which they are putting on different social platforms.
How to analyze marketing data is a crucial step for a business’s success. Data visualization is a quick, effective method to evaluate your data and SEO performance.
Instead of spending long hours struggling with analyzing your website, research, or campaign, visualizing data helps you comprehend complex data faster by using visuals that are easy to consume.
You can use data visualization tools like ChartExpo to create marketing data visualizations. If you are not using data visualization tools to evaluate your marketing data, start now.
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