Data Analysis
Al data is only valuable when someone has the expertise to analyse it correctly. We have 17 years of analysing all types of website data.
With SEO data, what we’re really looking for are proactive insights that we can use to optimise important pages further, add content to pages that are failing, and introduce new keywords and page topics. We use data to give predictive capabilities to begin planning a potential customer’s future activities and how best we can turn that traffic into actual revenue.
Acquisition Overview Reports
Our main data-gathering tools are Google Analytics and Google Search Console, allowing us to study where traffic comes from and which pages generate the most revenue. We study both user acquisition and traffic acquisition.
Although we don’t offer advertising, we also analyse PPC and social media advertising traffic to help our clients understand what marketing channels are driving sales.
The data we gather and analyse
For all new clients, Vanilla Circus assesses all of their Google Analytics and Search Console data and resets, if necessary, to track all the essential data from paid and organic searches.
Conversion ratio data: conversion & event reports
We're most interested in pages that receive the most traffic and pages which convert. At the end of every month we report on which pages generate the most traffic and the most sales, plus the highest bounce rates. Our GA data analysis is undertaken by human in the office, where we study GA's engagement reports including events (goals), conversions, page and screen reporting.
Industry, trends and keyword data
Other data gathering tools we have include keyword data, competitor analysis and Google trends. We also gather marketing emails and newsletters from businesses in your industry all over the country so we can best report on what your competitors are doing and what SEO strategies they're currently using to increase and improve their positions on Google. We can also use some of the data for backlink analysis.
Search Console Data
Search console data is a useful way for Google to be a communicate with Webmasters. Here we can look at problems with core metrics like speed, any display problems, 404s and any pages which aren't indexed and why etc.
Content Data
Google Analytics allows us to prioritise which pages are strong and which pages a weak. We can also assess which tone of voice is generating the most enquiries. We also use a range of analysis tools to look at what topics are generating traffic to your competitors' websites and which keywords are worth us targeting as a result.
Backlink data
All clients of a backlink profile which we report on improvements every month. This includes the number of referring domains and includes the total number of links. These numbers are also compared to their main competitors. We use Ahrefs and Majestic for our data.
Live chat data
We offer a free live chat service for our clients Monday-Friday, 9am to 5pm, which allows us to connect with potential customers, which gives us a good insight into the questions or concerns they may have before committing. We can then take this data and alleviate these concerns throughout the website.
It doesn't stop there...
Without analysing the right kind of data, we cannot expect to deliver great results in the long-term.
Advanced tracking/user's experience
We offer an advanced data collection service for clients who want more information on how users are interacting with their website. Here, we use live click-through, scroll-tracking and heat maps to ascertain which parts of a webpage (like a CTA) are working and where users are concentrating their attention. It is a very useful way of improving UX and driving more conversions, as users visit more pages and read more information. It is an excellent way of gaining brand buy in.
Communication choice data
Depending on your demographic, users now expect multiple different ways of contacting your business. Traditional forms and telephone numbers are still important. However, selling online is all about building instant rapport and fast communication. As we have 17 years experience tracking communication data we have created a whole armoury of different ways we can engage with users, from quizzes to WhatsApp to quick call back forms. Adding all these types of different ways of communicating, whilst important, are only really valuable if we can track user preference.
Social media analysis
Using Google Analytics we can track all social media data to your website. A number of our clients are B2C and this is an important criteria. For example, if your products are very visual, understanding social traffic like Instagram campaigns is essential.
Mystery shopper data
Although this is not a common service we offer regularly, we have in the past, undertaken a number of mystery shopper tasks for clients, where we gauge not only the prices of a competitor but also the level of service and how they communicate with new customers.
Review and reputation data
Reviews are important. What is not so often spoken about are strategies to generate more reviews. It is important that our clients have a comparable number of reviews on TrustPilot, reviews.co.uk, for example, as their competitors. This is doubly important on Google My Business or Google Local as it was once known. Here, if the user is presented with a choice of three different businesses supplying a service they will often choose the one with the most reviews. Hence when a client asks how many reviews they actually need, it is always 20% more than their competition.
Competitive analysis
Whichever website ranks number one in Google for your chosen keywords tells you exactly what is required to rank your website. Sometimes it is a simple as comparing the number of pages, blogs on a particular keyword, or the number of backlinks pointing to the number one position holder. So the strategy would be to create a larger website with more in-depth content and information about the keyword and many more backlinks using appropriate anchor text. Once this has been achieved, if all things are equal your website will rank number two or three. If we do it slightly better, it will be number one.
Competitor analysis is an ongoing data tool
One of the most common uses of this analysis is…
- Keep track of new pages and new blogs
- Look at new backlinks and source
- Look at the ew optimisation code and schema markup
- Look at new designs and improvements
- Look at new products and descriptions
- Track the number of reviews and source
- Guesstimates traffic comparison
- Use content gap analysis to look for new ways of generating more Google traffic
- Anchor text comparison
- Internal link comparison
- External link number and sources
- URL structure and architecture
- Meta data
- optimisation and page speed scores