Deep dive SEO reporting and data analysis-Digital business intelligence approach

 In Digital Business Intelligence, Marketing measurement

All SEO analysis efforts are different in the sense that each uses its own set of metrics which rarely reside in any single tool. The limitations of reporting capabilities in out-of-the-box tool (e.g. SEOMoz, Raventools, Majestic SEO etc.) should be starkly obvious to most Analysts who invariably end up spending an in-ordinate amount of time pulling data out manually from multiple tools to build a consolidated picture organic search performance. Keyword rankings, search console data, social metrics, total links, linking domains (and their individual domain authority), pages linked to, anchor text (and how it compares to focus keywords) are all key inputs that do not reside in the same tool or view within a tool making holistic reporting extremely tedious and time consuming.

In such fragmented scenarios, Marketers often resort to manual data downloads from various tools and some Excel based manipulation to put together the final metrics of interest. This approach quickly becomes untenable in scenarios when

  1. Data is scattered across multiple tools in which case it becomes a big productivity drag to perform regular manual downloads, clean merge and then run reporting macros.
  2. There is need for interactive data analysis that goes beyond presenting simple snapshots of metrics (e.g. multi-dimensional analysis, drill down reporting, parametric analysis and so on)
  3. There is need to quickly share the reports with multiple team members and each with a separate access privilege based on role.
  4. There is need for implementing alerts and notifications whereby key personnel or roles are notified when metrics cross certain thresholds based on configurable rules.

Such advanced data analysis requirements can be best met using Extract, Transform, Load technologies in conjunction with an advanced Business intelligence tool (e.g. Tableau, PowerBI etc.) to build superior grade SEO campaign analysis capabilities without much technology know how and internal IT reliance. Most leading SEO tools provide APIs for both real-time queries and batch mode access. Highly flexible and customized ETL jobs can be designed that use API integration to regularly pull raw data out of these tools into cloud hosted databases such as Amazon RDS, Amazon Redshift, Azure SQL server and so on. Data transformation rules can then be applied to the raw data to create reporting ready datasets that are custom built for specific reporting requirements. Finally these datasets can be connected to BI tools such as Tableau that provide business friendly reporting interfaces for quick data analysis and knowledge sharing.

With significantly improved productivity, Analysts can focus more effectively on results interpretation and crafting out better SEO strategies as opposed to low value data integration.

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