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