Think SEO is only good for driving sales and increasing online conversions? Guess again! SEO can be one your best assets to help you run your business both online and off. Through SEO research, you can discover all sorts of great insights to help your run your business even better. What things should you be looking for and how do you find them? Keep reading!
1. Are You In An Oversaturated Market?
Google Analytics is one of the easiest places to tell if you are operating in a completely oversaturated market. When you go to do your keyword research and notice that all of the keywords have extremely high competition, you may be operating in an oversaturated market. This means one of three things, you either need to exploit a niche market, create an insane marketing plan to push yourself to the front of the market, or you need to reconsider your business.
Even in an oversaturated market, there are almost always still ways to exploit niche markets to drive up your company’s success. Creating an insane marketing plan to push your company to the top of your industry isn’t easy, isn’t guaranteed, and isn’t going to be cheap, but it can still be done with a little planning, hard work, and luck. If you can’t afford the marketing campaign and you can’t seem to find a niche that you can operate in, then you may need to reconsider your business as a whole.
2. Who Is Your Actual Competition?
You may think you know who your competition is, but you won’t really know until you do your SEO research. When you do your research you will discover not only the people or companies who are competing for your top level keywords, but also all of your niches as well. This will open up your eyes to see the spread and depth of your competition, not just the surface.
3. What Other Companies Can You Partner With To Increase Your Value?
Along with finding out who your competitors are, SEO research can help you discover what other sites may be great options to partner with. When looking for companies to partner with, keep in mind that you want to find other service or partners who offer services that compliment your current offerings and also have minimal crossover between services. Making sure that you don’t have many overlapping services/products will help ensure that you avoid conflicts of interest when working with other businesses.
4. Who Are Your Real Customers And What Are They Like?
Sure, basic analytics tell you where people are coming from, what pages they are visiting, and how long they are staying on the site, but what does all of this actually tell you about your customers? Not much on its own. You have to cross compile your data in order to really find out who your customers are and what they are like. For instance, try tracking your U.S. based customers who are coming to your site for a specific keyword. You can then track how many of these people coming to your site are converting into sales leads. From there you can track what pages these people are landing on and what pages are working best for conversions. When you get a clearer idea of how people are flowing through your site, you can paint a better picture of who they are and what they are thinking about.
5. What Services Do Your Customers Actually Want?
SEO research can reveal a lot about what keywords drive traffic to your site and create conversions, but are you looking for what customers actually want? When doing your keyword research, make sure you pay attention to not only what keyword searches match your services, but also pay attention to what people are searching for that are related to your business. This can give you a lot of insight into what customers actually want. This can help you find new services to offer to your clients and customers, making your company even more valuable in the market.
6. How Should You Position Your Company?
Once you discover the broad scope of the market that you are competing in, you can start to gain some insights into where you fit in the market. You need to asses this as a business, as the way you position yourself in a market has to be integrated into your entire company, from the culture to the marketing. Think about your current brand, your capabilities, what you are comfortable with, and where you want your company to be in the future. Repositioning your company can drastically change your company’s performance depending on how drastic the changes are.
These are just a few examples of information that you can discover through analytics to improve the way you run your business. What other tips or tricks do you have for analyzing your analytics to improve your business?
This article was written for you by Chris Steurer, a freelance marketing consultant and designer for small and medium sized businesses. You can follow me on Twitter or circle me on Google+ to say hi and stay connected.