7 SEO Insights Search Analysts Need To Succeed & How To Find Them

To be successful as an SEO analyst, you must be able to use data in a way that gives you clear direction on where to focus your efforts for maximum impact.

You have access to a lot of data – but how can you best leverage it all to produce measurable results that directly impact revenue?

In this article, you’ll find seven key areas of focus you’ll need to succeed as an SEO analyst, with step-by-step guidance on the reports you need to produce these insights.

Beginners will find this especially useful, although a seasoned vet might learn a new thing or something!

1. Focus on hitting keywords

With Google Search Console, you can access your keywords remotely.

What are the striking distance words?

Remote keywords are those keywords that are close to page one (top ten) or are currently ranked on page one but are still not in the top five.

So why are they important?

The value of remote keywords is that you already rank in the search results and you won’t put in much effort, and can achieve a higher ranking.

If you update the content that’s currently ranking and build more high-quality DA backlinks, for example, you can push your keywords up the SERPs.

How to find striking distance words

First, sign in to Google Search Console.

Once you are logged in, select performance On the right side, then select Impressions and Average Ad Position.

Deselect every other option. You want to focus on impressions and average ad position.

Screenshot from Google Search Console, January 2022

Once you have selected these two options, scroll down and click on Impressions to adjust the data to display the highest number of impressions for the search queries listed on the left.

Google ADU search console dataScreenshot from Google Search Console, January 2022

The goal of this data analysis is twofold.

First, you are trying to uncover which keywords have the highest impressions (impressions) within Google search results.

Secondly, find the keywords that you are currently ranking for in search results that are not in the desired positions that you want.

The keyword “ADU Plans” would be perfect because it has thousands of impressions and is currently only at 7th.

The average monthly search volume for this specific keyword is nineteen hundred per month.

Suppose the keyword was to achieve the first position?

Ahref keyword contest Screenshot from Ahrefs, January 2022

What to expect from focus on remote keywords

Once you rank #1, you’re in the territory of an average CTR of 28.5% (click-through rate), which means that for the typical keyword “ADU plans,” you’ll likely generate 542 clicks per month.

The potential number of clicks for your keyword target will vary by distance, of course.

But this is a good way to assess where you should focus your efforts and which high-distance keywords take top priority.

Profitability of focusing on remotely hitting keywords

the The cost of building Abu Dhabi University It ranges from two hundred to two hundred and fifty dollars per square foot.

ADU sizes range from six hundred square feet to twelve hundred square feet, which is equivalent to one hundred and twenty thousand dollars to three hundred thousand dollars.

It is safe to assume that the chosen keyword can bring in big profits.

As an SEO analyst, you should always consider the profitability of your keyword targets.

Ranking for keywords is great but ranking for profitable keywords is even better.

What’s next

Dive into eye-catching distance data and prioritize the identification of high-value, low-value, and high-impression competition keywords in SERPs to get results from your data.

You will be amazed at the gold that awaits you in Webmaster Tools.

2. Harvesting user interaction data

One of the most important skills an SEO analyst can develop is your ability to think outside the box.

And you need data to guide those creative ideas.

It is important that you implement tracking that can collect data to inform your SEO efforts – don’t just rely on the data given to you by default in Google Analytics or Google Search Console.

The problem is with Google Analytics

Google Analytics, by default, doesn’t offer many keywords that you can use to aid your SEO efforts. Instead, you are not provided with keywords for a large percentage of your data.

What is an SEO Analyst to do? Think outside the box and leverage user interaction on your site to harvest your keyword data.

Go to Google Tag Manager and set up internal and external click events. Again, the goal of setting up click events is twofold:

  • First, collect keyword data so that you can create content to drive traffic.
  • Second, and most importantly, convert visitors into sales from analyzing keywords that have been proven to drive conversions.

Once you configure GTM to trigger click events, you will have invaluable data.

You will be able to see which internal keywords mentioned in your posts produced a conversion action that you can add to your list of keywords to expand.

External click events won’t be able to show you conversion data, but you will be able to see popular topics that users clicked on that you can use to generate keywords you should target.

3. Section conversions by hour of the day

On Wall Street, the old saying is “the trend is your friend.”

By making use of the hourly traffic and conversions report, you can easily spot trends when exporting data from Google Analytics to Excel.

Heat map analysis Screenshot from Microsoft Excel, January 2022

When using this report, you can filter out data that will lead to a false positive.

For example, if you’re an e-commerce store that sends out an automated email campaign at 5pm on Fridays, it wouldn’t be surprising when you see a spike in transactions during that time and day of the week.

The goal is to identify data that is unknown to your organization. To generate a conversion heat map report, follow the instructions below.

Step 1

construction Flat table Custom report in Google Analytics. Choose The name of the day of the weekAnd the hour, And define the default channel grouping for your dimensions so you can filter by traffic sources, and choose sessions and transactions for your metrics.

Google Analytics flat table analysisScreenshot from Google Analytics, January 2022

Step 2

Increase rows of data within Google Analytics before exporting to Excel.

Google data rowsScreenshot from Google Analytics, January 2022

Step 3

Export data to Excel, and set up a pivot table to display rows and columns for the day of the week and hour.

Excel data analysis Screenshot from Microsoft Excel, January 2022

Step 4

Apply conditional formatting to create a heat map.

Excel Conditional Formatting Screenshot from Microsoft Excel, January 2022

While creating a heatmap from Google Analytics data, Google Analytics will not display a fully interactive heatmap.

Therefore, I recommend using third-party heatmap software to collect browser-based user interactions.

4. Analyze Branded Traffic vs. Non-Branded Traffic

One of the most underrated ways to create less work for yourself as an SEO analyst is to use Google Data Studio.

Google Data Studio can automate your reports so you can spot trends quickly and efficiently.

In addition, Google Data Studio has several templates that you can plug and play.

Prepare a file Branded report vs. unbranded report.

Google Data studio vs non-brandedScreenshot from Google Sheets, January 2022

Google Search Console does not allow you to quickly analyze branded traffic versus non-branded traffic, which makes this report useful for identifying trends.

Unbranded keywords may increase volume but branded keywords provide insight to search algorithms on what your brand stands for which increases your brand exposure and builds authority.

Google loves branded keywords. Former Google CEO Eric Schmidt stated,

“Brands are the way you clear the drain.”

Since this statement comes from the former head of Google, you can rest assured that it is a smart move to combine non-branded traffic versus branded traffic in your SEO analysis.

5. Conduct a content gap analysis

There are some really great tools to greatly reduce your workload as an SEO analyst.

One of those great tools is Content gap analysis tool by Ahrefs. This tool allows you to segment opportunities for keywords that your competitors are not currently taking advantage of.

To perform a high-level content gap analysis, enter a few competitors within Ahrefs.

Ahref gap analysisScreenshot from Ahrefs, January 2022

Once you’ve entered your competitors inside the tool, click Show Keywords.

Once you click on it, the report will generate keywords that you are not ranking for based on your competitors ranking at the moment.

Keywords for content gap analysis Screenshot from Ahrefs, January 2022

Once you have a list of the keywords your competitors are ranking for, you can quickly fill in the gaps.

6. Use the behavior sequence

Have you ever wondered how a particular page on your site can help a transaction?

Maybe a blog post? Maybe a white paper?

With the Behavioral Sequence Report, you can better understand what can convert visitors into sales.

As an SEO analyst, you can broaden your keyword focus to the content that helped convert.

To generate this report, follow the steps below:

  • Copy the folder path of the page you want to analyze
  • Click + Add the clip.
  • click new slide.
  • Go to Sequences.
  • Under the first step, select landing page Paste the folder path you copied into the empty box on the right side.
  • click Add a step.
  • Under Step Two, select transactions.
  • Select per session or per outcome (your choice)
  • Select the greater than symbol “>”
  • Enter a zero in the empty box on the right side.
Sequence report Screenshot from Google Analytics, January 2022

By looking at this report, you can drill down into any specific page to understand what drove direct transactions – no more guesswork about the impact of your content creation efforts.

7. Make use of predictive search

One of the most useful SEO tools is predictive keywords generated from Google search.

Google predictive text Screenshot of search [how to con]Google, January 2022

When doing keyword research, take advantage of predictive text suggestions. Google provides predictive responses based on the volume of searches performed.

By making use of predictive keywords in your content, you benefit from topics that will attract clicks.

Professional advice: Use several Q&A long-tail predictive keywords within your content to increase your odds of appearing in PAA (people also ask) and FAQ search results.


There are a lot of different approaches to analyzing data as an SEO analyst and there is no one-size-fits-all approach.

Think creative!

Take advantage of the tools, learn about the different types of reports that can enrich your understanding of the possibilities, and automate where possible so you can spend more of your time analyzing and planning rather than wading through the weeds of too much data.

I hope the above reports will help you to do so.

Greetings for your success!

More resources:

  • 3 important ways research data can fuel your business
  • SEO Competitive Analysis: The Definitive Guide
  • The Complete Guide to On Page SEO

Featured Image: Graphic Farm / Shutterstock

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