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BEST PRACTICES & STRATEGIES

SEO & SEA: It’s all about strategy

Search Engine Optimization (SEO) and Search Engine 2. Automated SEO Business Intelligence Solutions
Advertising (SEA) mean more than just keyword analysis
and should be an essential part of any online marketing More and more sophisticated and complex SEO tools
strategy today. Simply because skilful SEO and on the market provide useful, small-scale, and granular
deliberate SEA makes websites more productive for the results, but can also create confusion in view of the
sales of products. Considering certain rules can be immense data amount. The linking of the various data
useful to steadily improve existing operations, like the sources in consolidated reporting is the crucial point to
following: obtain a comprehensive picture of the potential
customer. Automated business intelligence solutions
SEO - leading interested users directly to that provide holistic 360-degree deep-dives are
the own website particularly helpful. Then, from the insights gained, the
SEO strategy that is optimally adapted to the needs
1. Data-supported audience composition and preferences of the users can be derived. Another
advantage is that these tools constantly link new data,
The wealth of information on the Internet is endless, which allows in turn a continuous modification of the
hence, customers expect companies to approach them strategy according to the latest findings. Apart from
nowadays more personally and individually than ever, that, it is possible to work considerably more efficiently
making optimal adaptation of content to marketing a core and increase quality.
discipline. However, tailor-made SEO results assume
that companies know and understand their target group 3. Data-driven SEO understanding and
and the corresponding search behavior in order to be as continuous monitoring
visible as possible for these groups of people,
succeeding on the basis of collected data. Collecting Just as important as the development of a data-driven
useful data is no longer a problem: the real challenge lies SEO strategy is an immediate and continuous
in meaningfully combining the immense data volumes in monitoring as the second step. The SEO analyst
order to draw valuable conclusions about the respective should continuously monitor how conversions are being
user groups. Based on a data-driven understanding of generated, turning users from prospects to buyers.
target groups, providers can tailor landing pages. Only that way, further measures can be planned with
Through the insights gained, target groups can then be foresight. Another indicator of necessary adjustments is
identified very precisely and offers adjusted accordingly. the bounce rate as a ranking and turnover factor. Who
In contrast to a one-size-fits-all solution, personal "SEO leaves a page for what reason is as crucial for the
experiences" have - as you can imagine - a lot more optimization as knowledge about who dwells there for
potential to increase the ROI. what reason. Through direct monitoring, SEO experts
can also react directly and specifically to concrete
developments: there are a variety of reasons for

24 March 2019 - Visual Search, Voice Search, Smart Speakers & SEO