How to Use Data Science to Improve SEO

If you’re not a data scientist and don’t have the time to learn, this article will show you how to use sophisticated tools like Google Analytics, UTM tracking codes, etc.

The “how to use data science for seo” is a question that has been asked by many. It is important to know how to use data science in order to improve your SEO.

It takes time to optimize a website for search traffic. Because Google’s algorithm is unpredictable, SEO isn’t an easy or straightforward operation, and it necessitates making educated predictions.

The more information you have as an SEO specialist, the better you will be able to make predictions and observe outcomes from your SEO strategy. You may get significant insights into your website’s performance and solutions to some of your SEO issues by using data science. Data-driven information can assist you in making the best choices and optimizing your marketing.

In this SEMrush Chat, our data scientist, Qi Zhao, explored how data science may affect SEO with the community. This article is a compilation of industry advice on how to use the correct data to achieve SEO success.


First and foremost, you must identify where you will get your data. We asked our visitors to suggest marketing analytics tools that help them be more predictable and quantitative in their SEO.

  • Excel. Even though Excel isn’t for everyone, it’s still one of the simplest and quickest methods to edit a huge quantity of data.
  • BigQuery. Large datasets are processed using this big data analytics platform. The service is hosted on the Google Cloud Storage platform.
  • Tableau. This firm creates interactive data visualization software that enables you to turn data into visually attractive, interactive visuals.

A1: We utilize Excel, Google Analytics, R, Bigquery, and Tableau at SEMrush (visualization). @semrush, too! Do you have any other suggestions? #SEMrushchat

July 13, 2016 — Qi Zhao (@QiZhaoDATA)

  • Google Analytics is a tool that allows you to track your online This is most likely one of the most widely used techniques for determining SEO success. In an article published on Kissmetrics, Dallas McLaughlin presented five efficient Google Analytics tactics for monitoring search engine optimization effectiveness.
  • Google Search Console is a tool that allows you to manage your search results Google Search Console is a free tool that allows users to track and manage their website’s position in Google search results. It discusses the principles of search and explains how Google views your website.
  • As Reva Minkoff @revaminkoff points out, these two services give crucial data on what is working and what isn’t in your SEO effort.

A1: Google Analytics, Search Console, Bing Webmaster Tools, Screaming Frog & Moz Analytic some more SEO than strictly Analytics #semrushchat

July 13, 2016 — Annalisa M. Hilliard (@ahilliardm)

  • Google Keyword Planner is a tool that helps you find keywords. This new tool, which replaces Google’s prior Phrase Tool, offers a slew of features that let users see how popular a keyword is, filter out low-volume searches, and quickly build various keyword combinations.
  • Keywordtool.io. A decent alternative to Google Keyword Planner is Keyword Tool. For each search query, the free version of this program will create up to 750 long-tail keyword recommendations.

a1) SEMRush, KeywordPlanner, Google Analytics – start with audience behavior and you won’t be shocked #semrushchat

July 13, 2016 — Ryan Johnson (@rsj8000)

  • Screaming Frog is a frog that screams. SEO firms and freelance SEO consultants all around the globe utilize Screaming Frog. Its SEO Spider Tool will crawl a website you wish to investigate and look for typical SEO faults in its URLs.

A1 Screaming Frog gives some useful information regarding how a website is set up, which is worth looking at. #semrushchat

July 13, 2016 — Bill Slawski (@bill slawski)

  • Analysis of social media. By include social media analytics in this list, Rachel Howe made an excellent point. Companies all over the globe are starting to take advantage of the potential that social networks present, thanks to the tremendous development of social media. Data obtained from numerous social media platforms may assist organizations in making the best choices possible.

A1: If you’re aiming to improve your distribution outcomes, social analytics is also vital – Twitter, Facebook, Pinterest #semrushchat

July 13, 2016 — Rachel Howe (@R8chel Marie)

Q1: Data Science and Search Engine Optimization

You may boost your website’s organic search performance by using SEO best practices with these tools: Google Keyword Planner, Adwords, SEMrush, ScreamingFrog, Excel, Majestic, Powersuggest, RavenTools, Searchmetrics, Google Search Console, BigQuery, Tableau, and Keywordstool.io are just a few of the tools available.

Traffic Analytics is available for a free trial.

Get a comprehensive picture of any company’s online performance.

ADS illustration


Q2. How can data science help companies link their SEO efforts with their other marketing efforts?

One of the most important objectives of any marketing campaign is to match SEO best practices with other marketing channels in order to maximize the effectiveness of all marketing efforts. Let’s see how we can utilize data science to help us with this.

Qi suggests defining your outcome and prediction factors, often known as dependent and independent variables. Independent variables are reliant on dependent variables. You’ll get the proper response if you ask the appropriate questions.

A variable in business is frequently an event, a value offer, or anything else that a firm may track. Understanding how to assess the efficacy of various marketing initiatives using the interaction between these two sorts of factors may help your organization optimize its marketing impact.

A2: Determine your outcome, predictor variables, do the calculations, and visualize your results. Make a matrix for all of your campaigns. #semrushchat

July 13, 2016 — Qi Zhao (@QiZhaoDATA)

Data may be used to assess the usability of your website, according to Sharpe Digital. You should review your site’s navigation and, if required, make changes. You’ll guarantee that your visitors can simply navigate your site’s pages and that they’ll want to remain on it if you create a seamless user experience.

Knowing your objectives and target market can help you make better choices and develop more successful marketing tactics in the future. According to Obed M. @MrClics: “Your marketing initiatives should be focused on the demands of your audience.” “Make smarter selections and tailor your marketing to your target audience’s demands.”

“Frankly, if you don’t know how to leverage data/analytics, you’re dead in the water,” ThinkSEM said.

You may detect some of your website’s trouble areas by analyzing trend graphs.

A2. Trend graphs may be used to detect pain spots, exit traps, and consumer preferences. Outliers and their motives should be identified. #semrushchat

July 13, 2016 — Chris Desadoy (@EliteYouTubePro)

Clients engage with your brand in a variety of ways. Bill Slawski stated a few key indicators to keep an eye on, including social interactions, mentions, reviews, and attitudes. Use these indicators to better understand your company’s connection with its consumers.

A2 Track and monitor social interactions, comments, reviews, and sentiment in ways that allow you to take action. #semrushchat

July 13, 2016 — Bill Slawski (@bill slawski)

Q2 recap: Data Science and SEO

  • To detect pain spots, exit traps, and consumer preferences, use trend graphs. 
  • Discover the most effective Sources of traffic and compare which types of traffic result in more engagement.
  • Keep track of everything.
  • Increase CTRs and Conversions by removing friction.
  • Determine your ‘actual’ vs. ‘targeted’ audience and make necessary adjustments to make them one and the same.
  • Attribution and multi-channel funnel reports may be used to demonstrate how other channels function in conjunction with SEO.
  • Demonstrate SEO’s return on investment (ROI) by demonstrating target Conversions based on rankings and the $ equivalent of organic traffic from sponsored search.
  • Look for low-conversion sites that rank high and get a lot of organic traffic, and optimize them for rapid results.

The importance of appropriately interpreting your data cannot be overstated. You may enhance your website by properly using data science to meet the demands and desires of your target audience.


Q3. When doing a server log analysis, what issues should SEOs check for?

Analyzing server logs is a great approach to enhance your technical and on-site SEO. Examining your log files might assist you in better understanding the activity of search engine crawlers on your website. Each visit to your website is recorded in a server log file, which might disclose information that is critical for a full SEO study.

Many individuals employ log analysis just when they have an issue, such as a bug or an error, or when they’ve been hacked. It should, however, be done on a frequent basis.

A4: In my experience, people don’t phrase facts in a manner that answers the issue they’re trying to answer. APPLY DATA TO THE QUESTION. #SEMrushchat

July 13, 2016 — Qi Zhao (@QiZhaoDATA)

Several difficulties were raised by our conversation participants that SEO professionals should be aware of while doing log analysis. It assists you in determining the architecture (internal link structure) of your website, as well as duplicate, low-quality, or thin content and the performance of your site.

A3: Server log analysis can help to identify internal link structure, duplicate/ low quality content & site performance/ speed #semrushchat

July 13, 2016 — WooRank (@woorank)

When you examine your log files, you may identify URLs that aren’t often inspected by search engine bots. It’s possible that Google isn’t crawling or indexing one of your website’s most important pages. Your logs will show you which URLs and directories the search engine is paying the most and least attention to.

A3: Most crawled vs. least crawled URLs – find out where search engines spend the most time while scanning your site. #semrushchat

July 13, 2016 — Omi Sido (@OmiSido)

Bots might potentially be following or indexing sites that you don’t want them to. In addition, if some of your website’s most crucial pages aren’t indexed, you’ll lose prospective visitors.

A3: Crawlers following where they aren’t allowed to. Or indexing sites they shouldn’t be indexing. There are also 404 errors. #semrushchat

July 13, 2016 — Hernan Vazquez (@HernanV07)

Check your site’s load time, according to Hernan Vazquez. Internet users are growing more irritable. A quick page load speed is critical to the user experience on your website. If your website takes too long to load, visitors will abandon it.

According to Kissmetrics, 47% of website visitors anticipate a page to load in less than two seconds.

Before undertaking server log analysis, Andy Drinkwater points out that not everyone sets precise objectives.

A3: Not determining what they want to achieve before diving into the dark waters of a server log. #semrushchat

July 13, 2016 — Andy Drinkwater (@iqseo)

He also believes that certain SEO experts are unable to identify breaches or lost chances when crawl spending is being squandered.

Q3: Data Science and SEO recap

  • Check for loading speeds, indexing, bounce rate, 404 pages, response issues, and redirects, among other things.
  • Look for any leaks or missed chances that are wasting crawl time.
  • Crawlers pursuing paths they aren’t intended to, duplicating crawling, or indexing sites they aren’t supposed to index are all issues.
  • Look for anything out of the ordinary as you go through traffic.
  • From your logs, you should be able to detect whether you’re being redirected.

Server log analysis is a reliable method of determining how search engines scan your site. When undertaking log analysis, keep an eye out for the issues that our guests stated in order to remove crawling difficulties that might be hurting your SEO efforts.


Q4. Inaccuracy is one of the most significant issues with data analysis. How can SEOs get around it?

It’s critical to collect not just any data, but the appropriate data in order to reach your target market. Companies should focus on the accuracy of their analytics to ensure that their data insights can assist them in achieving their goals.

Our conversation participants discussed how SEO professionals might increase the accuracy of their big data analyses.

One of the major issues for SEO professionals and digital marketers today, according to Qi Zhao, is that they don’t structure their data in a manner that answers the question they’re trying to answer. They must learn to evaluate large volumes of data in order to maximize the effectiveness of their tactics. Our special speaker suggested that SEO experts and marketers match their data to their inquiries.

A4: In my experience, people don’t phrase facts in a manner that answers the issue they’re trying to answer. APPLY DATA TO THE QUESTION. #SEMrushchat

July 13, 2016 — Qi Zhao (@QiZhaoDATA)

Many of our visitors cautioned about relying just on one source. “Never put your faith on a single source. “The more sources you have, the better your findings will be,” Andy Drinkwater @iqseo explains. It will not be advantageous to you if you are unable to comprehend your data and change your marketing plan properly.

It’s critical to discover the correct tools to aid in the interpretation of huge data. Arnout Hellemans @hellemans advises, “Use several tools to evaluate your data sources and acquire access to AdWords data.”

A4) Don’t put all your faith on one source. Recognize the tools’ flaws (for example, what they don’t track). Also, take a breather to get some perspective. #semrushchat

July 13, 2016 — David Rosam (@writingforseo)

You should pay attention to the correct metrics in addition to employing the right technologies. As Omi Sido said, focus on genuine analytics. KPIs that indicate Conversions and customer loyalty should be closely linked to your measurements and customer behaviors. Instead of vanity metrics, concentrate on practical ones.

A4: Maintain a constant emphasis on genuine metrics, such as those that are relevant to your KPIs and represent Conversions and customer loyalty. #semrushchat

July 13, 2016 — Omi Sido (@OmiSido)

Not only should you know your SEO campaign’s metrics, but you should also be able to communicate the narrative behind them. Data alone isn’t always enough to motivate you to take action. The most useful data is that which can be understood by decision-makers. David Kutcher advises concentrating on stories and the actions that accompany them rather than statistics.

A4: Assume a degree of inaccuracy, then concentrate on the stories and behaviors that surround the statistics. #semrushchat

July 13, 2016 — David Kutcher (@confluentforms)

Anyone can make a mistake, no matter how efficient, competent, or talented they are. Agent Palmer reminded us that having many people assess your data is an effective method to combat data inaccuracy.

A4: The greatest way to avoid inaccuracy is to have many people undertake the analysis and have them TALK to each other. #semrushchat

July 13, 2016 — Agent Palmer (@AgentPalmer)

Our speakers advise paying attention to genuine analytics, concentrating less on statistics and more on the stories behind the figures, selecting the appropriate tools, and depending on several sources rather than just one.

Q4 recap: Data Science and SEO

  • It’s all about the dollars, not the rankings. Concentrate on what’s important.
  • Validate data sources using a variety of technologies.
  • Focus on the stories and behaviors underlying the data rather than the numbers themselves.
  • Never put your faith on a single source. The more sources you have, the better.
  • Recognize the tools’ shortcomings (for example, what they don’t monitor) and take a pause to get perspective.
  • Focus on genuine statistics all of the time, especially those connected to your KPIs that show Conversions and customer loyalty.

What have you done to make your big data analysis more accurate? We’d want to hear about your adventures!


Q5. What data should every marketer examine to verify that their strategy is assisting them in achieving their company objectives?

When it comes to making key marketing choices, data analytics offers firms with a variety of information to examine. But how can marketers figure out which data is the most important? At the conclusion of our conversation, we asked our guests what data every marketer should examine in order to guarantee that their marketing efforts produce better outcomes and help them reach their company objectives.

First and foremost, it’s critical to comprehend your company’s objectives. It’s pointless to analyze stats that aren’t relevant.

A5: Recognizing the company’s objectives. It’s pointless to chase statistics if they’re incorrect. #semrushchat

July 13, 2016 — Andy Drinkwater (@iqseo)

Customer segmentation is critical, as our special visitor reminded us. It gives you the ability to target certain groups of individuals. Better segmentation leads to more precise targeting, more Conversions, and increased earnings.

Customer retention is critical for every company. It’s crucial to figure out how excellent your customer service is and how rapidly your company can expand.

Churn prediction, as defined by Qi Zhao, is the process of identifying consumers who are likely to terminate their membership to your service. You can maintain more of your current clients by detecting customer turnover early and reacting swiftly.

A5: Conversions matrix, Customer segmentation, Retention & churn prediction. #semrushchat

July 13, 2016 — Qi Zhao (@QiZhaoDATA)

The basic purpose of any firm, according to several of our conversation participants, is to make more money. Your conversion rate is critical since it is the parameter by which you can assess the profitability of your company. You may use it to anticipate your future success or to figure out what is and isn’t working. However, looking at your conversion rate alone will not provide you a whole view of your website’s performance.

A5: When it comes to SEO, you should consider your company objectives. Every firm wants to generate more money. #semrushchat focuses on conversion rate

July 13, 2016 — Rachel Howe (@R8chel Marie)

Dawn Anderson @dawnieando recounted her story and said that she is now concentrating on conversion, retention, and The lifetime worth of a customer (CLTV): “I’ve chosen to concentrate a lot more on conversion, retention, and CLTV after years of chasing traffic.”

Calculating how much net profit a client will earn over the course of their engagement with your firm is the key to understanding CLTV. CLTV gives you vital information about your company and aids in the optimization of your marketing budget.

Keep track of your first-time visitor Conversions as well as the conversion rates of your repeat or loyal clientele, according to Chris Desadoy. A new visitor’s interaction with your website will be different from a recurring visitor’s interaction.

A5. New vs. returning visitors, time on site, shares per page, incoming traffic, outgoing traffic, and custom events should all be considered. #semrushchat

July 13, 2016 — Chris Desadoy (@EliteYouTubePro)

Finally, the web Sources of traffic meter determines which Sources of traffic (direct, referral, organic, and sponsored) are bringing visitors to your site. You may get more specific information about your online traffic by examining each traffic source. You can efficiently manage your marketing budget, enhance its impact, and attract more consumers if you understand how people reach your website.

A5 – engaging content, Conversions, buyer/customer contact point analysis, VoC, traffic source analysis, and so on. #semrushchat

July 13, 2016 — Sue Duris (@SusynEliseDuris)

Q5: Data Science and Search Engine Optimization

What data should every marketer examine to verify that their strategy is assisting them in achieving their company objectives?

  • Conversions
  • Sources of traffic
  • The quality of traffic
  • Revenue
  • The lifetime worth of a customer
  • Drop-off points are marked on the visitor trail.
  • If your visits do not become customers, your traffic is pointless.

Data science gives more accurate answers than any other science that is not data-related. It alters the way we make choices and aids in the discovery of new trends. It’s all about getting answers and making decisions. More data, on the other hand, is only useful if you know what to do with it.

Thank you to all of our guests for your insightful data science and SEO advice!

Traffic Analytics is available for a free trial.

Get a comprehensive picture of any company’s online performance.

ADS illustration

The “seo using machine learning” is a method of using data science to improve SEO. It involves using algorithms and predictive modeling to understand the best way to optimize content for search engines.

Frequently Asked Questions

Is SEO part of data science?

A: SEO is the practice of maximizing a websites visibility and marketability on search engines. This includes optimizing web pages for keywords, meta tags, content organization and site architecture.

How data science can change the way you look at SEO?

A: If you are a website owner, the best way to look at SEO is not as one big thing. Its not just about rankings and traffic numbers. Instead, it should be looked at as another tool in your marketing arsenal that can help with other things like lead generation for example.

What is SEO data science?

A: SEO data science is the process of collecting, analyzing and interpreting statistics about how websites are managed in order to improve their ranking on search engines.

Related Tags

  • google analytics
  • application of data science in internet search
  • python machine learning seo
  • seo data analytics
  • seo data analyst salary

Leave a Comment

Your email address will not be published.