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What Is SEO & Web Advertising Data?

SEO (search engine optimization) and web advertising data use keywords and phrases to inform businesses decisions. Companies can analyze markets and competitors as well as drive traffic to their websites.

Web advertising data, also known as online advertising data, is primarily composed of SEO data but uses SEO to focus on marketing goals. 

Where Does SEO & Web Advertising Data Come From?

Most of this data comes from Google analytics. Other sources include browsers like Bing, Yahoo!, Yandex, and so on.

There are also third-party vendors that use proxy networks and servers to track this data across regions and industries. These third parties include Ryte, Moz, Ahrefs, SEMrush, and Serpstat

What Types of Columns/Attributes Should I Expect When Working with This Data?

Common attributes of this data are, of course, search engine keywords and key phrases, divided by geographical region and monthly search volume.

Other attributes include backlinks, the rate of organic vs paid site traffic, and the rate of clicks to a site vs ad impressions.

What Is This Data Used For? 

Businesses are the primary users of this data. In essence, knowing what people search for allows businesses to target people with relevant advertisements or to name their products and services to most appeal to their target customers.

Businesses also use the data to analyze their competitors and their target markets. In this same vein, SEO and web advertising data can lead to networking opportunities for companies in the same industries. 

How Should I Test the Quality of SEO & Web Advertising Data?

Testing the quality of this data is made very easy, with browser platforms like Google and LinkedIn offering free lessons to help you become proficient in the field. 

Interesting Case Studies and Blogs to Look Into

General Information:

Hubspot: How to Use SEO Data to Make Better Marketing Decisions
MOZ: What is SEO? Search Engine Optimization 2020
Free Bulk MOZ Domain Authority Checker SEO Tool Finding DA, PA & MozRank

Case Studies:

Japanese publisher Shueisha creates insights-driven content with Google Marketing Platform and Data Studio
Google Data Studio builds better leads for French modular space company
Search Engine Journal: How to Dominate SEO in Small Markets [CASE STUDY]

Tangible Examples of Impact

I wanted to compare the different outputs between tools to determine if there were any consistencies or generalizations that can be made when reporting and making decisions. […] I also wanted to be able to demonstrate that the data from SEO tools shouldn’t be taken for gospel, but rather, they should be used for broad trend identification and quick-and-dirty competitor analysis.

Search Engine Land: Study: Comparing the data from 8 SEO tools

While data-driven analysis is the foundation of strong content, success also relies on ideas, passion and creativity. Data can inform the topics, format and language, but content creation remains a creative process carried out by humans (although its chances of success increase significantly by taking a data-driven approach). And of course, the process is never over. You need to continually monitor and track the performance of your content based on the metrics you’ve defined and focus on constantly improving it if you are to achieve lasting success.

Econsultancy: Six ways search data can drive content marketing success

BrightEdge Market Insights provides customizable macro-market trends for strategic planning and reveals prescriptive opportunities. Combined with the newly released BrightEdge Intelligent Log Analyzer, the company is integrating massive data, powerful analytics, BI, and web infrastructure optimization in one platform.

MarTech Series: BrightEdge Takes SEO into New Digital Era with Market Insights & Intelligent Log Analyzer

Relevant datasets

OS Data Solutions Dataset

OS Data Solutions provides German customer segments based on premium intent and purchase data from 37 million CRM data points. With a reach of 50 million people, OS Data Solutions helps advertisers craft mobile, display, and video advertisements.

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Dataminr Dataminr Pulse


Dataminr Pulse leverages AI to give you the earliest indications of business-critical information about risks to your people, your brand, and physical and virtual assets – so you can respond with speed and confidence.

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Dataminr First Alert


Dataminr’s First Alert provides public sector alerts first responders to breaking events, enabling the fastest real-time response.

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