How Data Science

Can Boost SEO

Strategy in 2023
The Co-Founder of NP Digital, Ubersuggest, Crazy Egg, KISSmetrics,
Quick Sprout & Hello Bar.

I’ve helped companies like Amazon, NBC, GM, HP and Viacom grow their
revenue.

I’ve driven over 1 Billion “wallet-out, ready-to-buy” visitors to

my clients’ websites.

I’ve also worked with Facebook, Microsoft, eBay, Yahoo, SalesForce and Intuit.

I was recognised as a top 100 entrepreneur under the age of 30 by President

Obama.

I also helped Cheezburger Media reach 500 million page views a month.
 Together With…

Neil Patel Chris Penn

Co-Founder NP Digital Co-founder & Chief Data Scientist
Marketing expert, NY Times Bestseller, TrustInsights.ai,
Entrepreneur & Top Digital Influencer. Ninja, PodCamp cofounder, Marketing
Over Coffee co host, speaker, author,
IBM & Google certified pro.

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The Digital Marketing Institute delivers
unparalleled learning experiences.

Gain an internationally recognized digital

marketing certification.

Develop your digital skills and advance your

marketing career.

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TrustInsights.ai is a marketing and
management consulting firm.

How many of you are excited to hear more

stuff about me that doesn’t help you?

Yeah, I didn’t think so. Let’s get into it.

Christopher Penn
Co-founder and Chief Data Scientist

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What is Data Science?
The application of the scientific method to data.

↓
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What does being
Data-Driven
We make decisions based on data
first.

mean? We make decisions based on data,

even when the data tells us
something we don’t want to hear.

We make decisions based on data

even when the data contradicts our
instincts.

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 Helps inform strategy and improves processes

Provides clarity on business opportunities that

have a higher chance of success

The Optimizes marketing and ability to better serve

customers

Importance Increases value in product and services

of Data-Driven Allows for quicker decision making, based on facts

rather than biases

Decisions

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How Can Data Science Help
Your SEO Performance?
01 02

Optimize the User Understanding Your Target

Experience Audience through Customer
Behavior Analytics

03 04

Data-Driven Content Competitor Analysis

Marketing

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Optimize the User Experience
1 in 4 visitors would abandon 46% of users don’t revisit
a website that takes more poorly performing websites.
than 4 seconds to load. (Website Builder Expert)
(Website Builder Expert)

64% of shoppers who are 1 second delay reduces

dissatisfied with their site customer satisfaction by
visit will shop somewhere 16%
else next time. (Website Builder Expert)
(Website Builder Expert)

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 A CDN stores copies of your pages in
multiple servers around the world and
Optimize the User Experience delivers content to visitors from the
server closest to them

How to Improve Your Check the DNS Speed

Load Time
( Change your web host if
the speed is under 300ms )

Use a Content Delivery

Network (CDN) Optimize Your Images
( Check that your images are
the right size )

Delete Obsolete Plugins

Regularly check website
speed to spot problems
before they arise

Use the minimum number of JavaScript and CSS

files necessary to run your site

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 Before: After:

Optimize the User Experience

UX Design Examples
(Before & After)
Instagram’s redesign integrates all
aspects of the app for a cohesive
appearance and experience.

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 Optimize the User Experience

UX Design Examples (Before & After)

The Art Institute of Chicago’s redesign improved readability and is fully responsive
so it can be read on any device.

Before: After:

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 Optimize the User Experience

UX Design Examples (Before & After)

Slack.com’s redesign included an easily accessible menu on the top section, which
lets users find key details more efficiently.

Before: After:

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Optimize the User Experience

What to Watch Virtual and Augmented Reality

Out For in User Animation Artistic

Experience 2023 Immersive Scrolling Experience

3D Imaging

Gradients

Brutalism

Healthiness

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Understanding Your Target
Audience through Customer
Behavior Analytics

Customer Behavior Metrics to Look Out For:

Types of customer Number of returning customers

Dwell time Website traffic patterns

Types of purchase

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Understanding Your Target Audience
Through Customer Behavior Analytics
How to analyze the metrics and translate
them into your SEO strategy

↓
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 Recency - how recently did the
How to Analyze the Metrics and Translate customer make a purchase?
Them into Your SEO Strategy

Types of Customer Frequency - how often do they

purchase?

Monetary Value - how much

do they spend?

Identity your customer audience by figuring out

demographics such as gender, age, location and These three factors can be used to
engagement patterns. reasonably predict how likely (or
unlikely) the customer will
re-purchase from a company.

Once you’ve identified customer characteristics,

perform a RFM (Recency, Frequency, Monetary
With an RFM analysis, you can identify
Value) analysis:
which customers will bring the most value
to your business, thus, you can build your
SEO strategy to cater to their needs.

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Filter Your Search Traffic and Cluster Using RFM Analysis!

Sum of Rec TXN vs. Sum of Value N. Color shows details about Clusters. Details are shown for client ID.

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How to Analyze the Metrics and Translate
Them into Your SEO Strategy

Dwell Time Dwell time refers to how long your customer spends on your
website.

Theoretically, the longer the dwell time, the more likely a

customer is to make a purchase.

Figure out the average customer dwell time and work to

incorporate UX components of your site that increase that
dwell time.

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How to Analyze the Metrics and Translate
Them into Your SEO Strategy

Types of Figure out what kinds of products or

services your customers are buying.

Purchase Understand which products/services

are purchased most frequently: and
tailor your offerings.

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 How to Analyze the Metrics and Translate Them into Your SEO Strategy

Number of Returning Customers

It’s 5 times more expensive to attract new customers Check repurchases of the same product/service - this
than it is to retain existing ones – focus on your current suggests the customer enjoyed it.
customers by ensuring satisfaction.
Continue to serve these customers and incentivize them
Look at customers’ purchase histories to check brand to invest in the brand through loyalty rewards, points
loyalty. and discounts, and making products that serve their
interests.

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 Heatmaps - allow you to see when and what
page customers might be regularly dropping
How to Analyze the Metrics and Translate
off of on your website
Them into Your SEO Strategy

Website Traffic Number of Active Users - understand what

time your customers typically come online
and tailor online content to them at that time

Patterns
(think: different offers and promotions
depending on time of day)

Pages Visited - see what pages are most

Monitoring your customer’s purchase journey and
clicked and analyze why those pages are so
experience can inform your business of what’s popular, and what pages were viewed
working well in your site layout and what needs to go. before and after those pages: repeat or
implement what’s working in other areas of
the site

Data to Leverage Types of Content Consumed - discover what types

of content your customers consume like videos,
blogs, downloadable assets, interactive content,
podcasts: build content in the format of their liking
to optimize engagement

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Content Attribution Analysis

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Data-Driven
Content Marketing
Tools for learning what your Social Media Analytics Website Analytics
audience is interested in

CRM Platforms Surveys

Market Research
Social Listening
on Competitors

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 Data- Driven Content Marketing

Tools for Coming Up with a Keyword Strategy

A keyword strategy refers to the overall approach that supports your larger SEO strategy, and can
help you determine the keywords to target to boost SEO.

Some tools that help with keyword research include:

Google Analytics Ubersuggest SEMrush Ahrefs MarketMuse

Answer The Public Google Trends Google Keyword Planner Keyword Tool.io

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How to Choose
Content Types

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As a <role>, I need to <task>
to that <outcome>

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 As a B2B Marketer,
I need to know what channel generates the best
leads so that I can allocate budget appropriately.

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The Importance of Analyzing SEO Data
(especially from SEO tools!)

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 Retroactive A/B Test for Google
Helpful Content Update
Analysis by Trustinsight.ai

Adjusted_Treated Means_Treated Means_Control

Impressions 166.00% 8.938462e+02 3.354808e+02

Clicks -2.00% 1.730769e+00 1.769231+00

CTR -1.00% 6.213445e-03 6.295575e-03

Position 5.00% 2.428037+01 2.315852e+01

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Competitor Analysis

Tools to Get Buzzsumo Sprout Social

Competitor Data
Similarweb Phlanx

Feedly Social Blade

Mailcharts SEMRush

Owletter Ahrefs

iSpionage MozBar

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Competitor Analysis

What Kind of Data to Look for

Competitor’s background Keywords your competitor uses

information
Competitor’s 4 P’s: Product, Price, Ad campaigns of your competitors
Promotion, Place
What your competitor is currently offering
Type of customers your competitors that your business does not
attract
What content appeals to your What your competitor is not offering
competitor’s customer that you could

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Competitor Analysis

Utilize findings from competitor data to build

How to Prioritize your SEO strategy. Data helps to inform:

Strategies Based What keywords to target

What topics to cover

on Certain Criteria Needs you can fulfill that your

competitor is currently not

How to differentiate your product to

stand out in the market

How to win over competitor’s

customers

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Data-Driven Link Building

The first ranking page on Google has an average of 3.8x more backlinks than positions 2-10:

Only 22% of content published on the internet will be linked back more than once.

94% of content on the internet never gets backlinked.

52% of marketers believe that adding backlinks can increase rankings on search engines.

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Optimize the
User Experience Pitchbox Google Search Console
Screaming Frog
Buzzstream

Tools to Find the MailShake Ahrefs

Best Websites SEMRush
Majestic
to Backlink Moz

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Optimize the User Experience
How to do link building strategically through data
01. Understand your target audience.

02. Audit your existing content to look for linking opportunities.

Connect all online presences - create internal links to all

03.
your pages and social media accounts

04.
Reach out to the most relevant sites and offer
specific content they can link to sites.

Write a guest blog for the sites that most align with
05.
your audience interests.

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Keeping up the Organic Traffic
CTR
(click through rate)

Good Work
Bounce Rate Keyword Rankings

New Backlinks and

Domain Authority
Referring Domains

What Data to Keep Track Page Speed Conversions

of Regularly

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How to Do
Your Website’s SEO
On a Daily and Weekly Basis.

Review Crawl Reports

Optimize Existing Content Create Context-Rich Content
and Fix Critical issues

Evaluate Content Quality and

Monitor Weekly Rankings
Remove Low-Quality Pages

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Keeping Up the
Good Work
Attention: GA4 will be mandatory in 2023.
On July 1, 2023, standard Universal Analytics properties will no longer
process data. You'll be able to see your Universal Analytics reports for a
period of time after July 1, 2023. However, new data will only flow into
Google Analytics 4 properties.

Google Analytics 4 (GA4) is the next generation of Analytics that collects

event-based data from both websites and apps.

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More resources for you to learn how to use GA4:
Skillshop offers free, online courses about Google Analytics and other Google Ads tools. Complete self-
paced lessons to learn how to use Google products to their full potential.
The Analytics demo account is a fully functional Analytics account that any Google user can access. It's a
great way to look at real business data and experiment with Analytics features.
Sign up to the Google Marketing Platform Academy to watch live streams and on-demand videos
presented by the team of product experts who will help you get the most out of the Google Marketing
Platform products and solutions, supporting your marketing efforts in an ever-changing landscape.
The Learn with Google Marketing Platform is a program that offers in-person and virtual training for
marketers, agencies, and partners that is designed to educate you through hands-on, engaging
experiences.
The Enterprise Marketing Portal is a one-stop-shop for data and technology enablement content for our
Enterprise Partners and End-Marketers.
The Google Analytics Help Center documents all aspects of using Analytics, including how to get started,
best practices for analysis, and troubleshooting.
Google Developers for Analytics provides documentation for all the Analytics libraries, SDKs, and APIs. It
also provides demos and tools.
The Analytics YouTube Channel offers videos on a number of different account setup and data analysis
topics.

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BONUS!
All Tools Featured in This Presentation
Ubersuggest MozBar
Google Analytics Buzzsumo
Moz Similarweb
SEMrush Feedly
Ahrefs Mailcharts
AnswerThePublic Owletter
Google Trends iSpionage
Google Keyword Planner Google Search Console
Keyword Tool.io Buzzstream
MarketMuse Majestic
Sprout Social Pitchbox
Phlanx Screaming Frog
Social Blade MailShake

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your leads into clients

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