MÉTRICAS BOSS

Metrics analysis: SEO + Analytics

I took part in this roundtable-format podcast on SEO and Analytics, with the following premise: SEO goes way beyond content. Many text and page configuration techniques exist, but they don’t define a strong SEO strategy. It is also important to carry out a metrics analysis to enhance results.

Victor Baptista of Search Lab also took part in the chat. An early question asked how data tools like Google Analytics can be used to leverage SEO results.

Victor noted that the first step is to create goals, which will inform  the right path to take. From there, you can compare conversion and lead results over several months using the data obtained, thus revealing new strategies to achieve better results. He added that it’s no use analyzing metrics and results without an end-goal in mind.

I said that a boss of mine once told me:  “If the data from your metrics are excessively good or excessively bad, you’ve got a problem.” In marketing, every time you have something very good or very bad, you have to look into it. I understand that now, and I try to pass this on to my current team at B2W.

It’s important to go beyond the numbers in metrics analysis, to go within the numbers, understand them and create hypotheses with them. From a professional’s point of view, your first analysis should always be based on objectives. At B2W, our objectives are always with the metrics concerned with visits and revenues.

So based on the data, you find out what’s working and not in this sense, and plan new and improved strategies to achieve better results.

We went into more detail on these themes over the course of the 65-minute-long conversation. You can check out the chat in full in the podcast below.