The Yas Guide to SEO Data Marketing
☕ Separating insights from bullsites and top keywords from hot buzzwords! ☕
Making sense of...😱‘The Numbers’ 😱
When it comes to digital marketing and SEO there is more data than an entire marketing team can ever truly understand - So for small businesses, startups and entrepreneurs it often seems impossible!
But don’t panic. Data is your friend and using the right data will pay off in a big way!!
We have put together this first part of The Yas Guide as a ‘cheat sheet’ for startups and small businesses who just want to cut through the noise and grow through effective marketing. Which means having a strategy that is based on data, not ‘agency spin’!
What is Agency Spin?
We have found through our work with clients that about 82%* of what they have been told in the past about marketing data (especially SEO!) is at best meaningless. In many cases it is simply wrong or misleading.
This is because the data is being presented to the client in a way that makes the agency look good and ensures they are hitting their performance targets - NOT because it’s the data that is needed to optimise the client’s marketing strategy and deliver bottom line results!
The best way to spot a BS statistic is when it is 82%, like the one we just used to emphasize our (very real!!) point about our clients' past experiences. Agencies know stuff just seems ‘more true’ if it comes with a number! So it is important to be able to spot the ‘good’ data from the numbers that are just there to look pretty. ✨💄✨
The Big 3 Numbers to look for in your marketing data
In a sea of data it is important to start with the data and metrics that are at the core of digital marketing, SEO data and ultimately form the basis of an effective strategy.
(1) PageSpeed and technical performance
(2) Success and Results metrics
(3) Inbound Traffic and Channels
We will go through each of these separately, starting with the industry standard measure of a website's speed and performance - Google's PageSpeed Insights Score.
What is the PageSpeed Insights Score?
Google's rating system gives a single numerical score out of 100, that reflects a website’s overall speed and performance for users As the assessment of a website's score is not based on a fixed, simplistic formula and can vary slightly depending on the time, place and tools used in the test.
What never changes is that page speeds and website performance are an essential foundation underpinning all other marketing data about user behaviour and results.
- Every second counts! The link between site speed and the ‘‘bounce rate’ at which people exit a website is crystal clear.
- If page speed slows by 2 seconds, a customer is 32% more likely to ‘bounce’.
There is no ‘perfect score’ - but the higher the better is the goal!
Despite the high number of websites offering to sell businesses solutions to their PageSpeed problems, there is much less clarity about what the average score is and what a website must score to be successful!
Like many things in the world of marketing, everyone seems to have a solution, but very few agencies or consultants are able to tell you what your problem is and why. The consensus normally starts and ends with a few somewhat vague points
- You don’t need a perfect score and it is very hard to get, so don’t worry if yours isn't.
- A slow site is a very bad thing and affects your customer engagement rates directly.
- A fast site doesn’t necessarily have a perfect score in the eyes of Google’s ranking algorithms as it takes many other factors into account and these mystery variables are changed frequently.
- A low PageSpeed Insights Score is not a guarantee of a low ranking either, with many big established websites and companies have scores under 50, which is rated as ‘bad’ on Google’s scoring system.
What we can say is that faster is better and if the best score is a 100, we will go for that!
More importantly, we do technical audits, reviews and optimize things not only when we start to work with a new client, but as an integral and ongoing part of our work with them, to make sure we keep pushing the score up and up - because the data proves that it matters.
- In 2020, researchers analyzed data for a sample of 5,000 websites which found the average PageSpeed Score was 44 - a ‘bad’ score on Google’s public scoring scale
- Another study of 5.2 million websites found the average website took 10.3 seconds to load on desktop and 27.3 seconds on mobile. (we think that’s pretty slow!)
The conclusion is that Google’s algorithms are complex and nothing can ever be guaranteed, so we will never promise a perfect score of 100..
But we never stop trying to optimise each website for our clients to get the scores as high as possible and give them the best chance of bottom line success.
And we seem to be pretty good at it…. 🙃
Expert in SEO and with over 15+ years of experience in the Fintech industry, I share my tips and insights on how to market your Fintech successfully and how to do SEO right.