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How to Increase Website Traffic Using Keyword Research Tools

Search Engine Optimization (SEO) simply put, is the method of increasing the visit to a website in a natural way. The primary way to do this is by researching keywords, or phrases that target a certain demographic or are micro-niched in a way that makes them more likely to appear in search engine results pages. This market research is done primarily through data analytics – and while web marketing is focused on increasing website traffic, there is an inherently complex relationship that exists between data analytics and digital marketing. This article will discuss some of these relationships and how research in data science translates to guaranteed website traffic for online businesses.

Big data analytics is the method of examining huge sets of data; it often incorporates many different forms of data types. Data analytics have proven to be powerful enough to launch enterprises like Google and Amazon – however, in most cases, the direct benefits of advanced analytics are scarce to none. This occurs because businesses and organizations are hesitant to utilize or pay for extensive metrics and advanced analytics. Part of this hesitation can come from a lack of understanding or from the complex ways businesses use the information to make decisions. Sometimes there are many levels of approval that decisions must go through in a business, which can affect how and when data analytics are fully considered.

Marketing analytics come into play in big data because marketing strategies are directly informed by data analytics in order to improve the effectiveness of campaigns. These plans aim to decrease the costs of traditional marketing tactics by utilizing methods like SEO to increase website traffic and achieve a greater understanding of their consumers.

Keyword research is the main intersection of marketing analytics and data science. Keyword research tools are similar in function to systems that data scientists use – however, they do differ in data sets by size and variability. Keyword research tools very often incorporate data from search engines like Google, whereas data scientists aggregate and cross-reference information from various industries and enterprises. The major difference is that big data analytics are imprecise in terms of interpreting data in ways that web marketing is most interested in. This is where the relationship between data science and digital marketing occurs. Digital marketing tools are designed to extrapolate and interpret larger sets of data and translate it into more useful information for marketing campaigns. One of the main methods businesses use is keyword research in order to guarantee website traffic.

Web marketing can effectively increase website traffic if keywords are properly researched. In order to properly research keywords, keyword research tools use some similar methods of marketing science. That is to say: keyword research tools take into account the big data systems that Google uses to determine high-quality content. If a business hopes to have a successful digital marketing campaign, it will adhere to a search engine’s guidelines for higher re-ranking. This is how keywords can dramatically alter the amount of website traffic a web page receives.

In order for a search engine like Google to operate efficiently, it uses index software. An index software is a system that can analyze a mass of text and filter it based on mathematical formulas – such as the pairing of words or the likelihood of phrases. Word combinations are indexed by the search engine during the re-ranking process. Scores are attached to the relevance of a web page’s content and help determine where the page’s new ranking position is. Keyword research tools can only exist because the search engine exposes the index software’s information. This is the foundation for many digital marketing tools. The index software’s information is most easily accessed by the query software – for Google, it appears as relevant or matched searches. The drop-down search bar is often perceived as a reflection of the search engine when it’s actually revealing the indexing software. Identifying the words that users search and incorporating them into your website’s text is the crux of increasing website traffic.

In order to find the most relevant keywords, keyword research tools will organize data sets by a few categories. Depending on how much information is available, keyword research tools will sort user searches by demographic, behavior and prediction. Predictions are made from analyzing large competitors that use similar keywords. This also assists in targeting ideal audiences as well. The prediction software will group and rearrange all of these words to generate a list of keywords. After the systems are pared down in this way it does seem deceivingly simple, however, the complexities increase when you start to target more specific demographics and audiences. Since keywords can be generated by targeting different parts of pages there are endless combinations of data sets and results depending on what you are seeking most. In many cases, keyword generators will start by analyzing close competitors – this can be seen as both helpful and limiting. Surely it is a useful place to start analytics, but understanding the software and how they work is essential in developing a more comprehensive digital marketing strategy. The variety of keyword data sets will yield more reliable information for marketing. Developing unique sets of primary, secondary, niche and sub-niche keywords within already existing data sets are in a digital marketer’s best interests if they hope to guarantee website traffic.

As the software and algorithms used by Google and other search engines constantly update, the landscape of SEO is in flux in the same way that data science will continue to be innovated. Looking at the relationship of how digital marketing works hand-in-hand with data science is crucial in predicting future trends. The main takeaway from this article is that due to the nature of data analytics and index software, content is increasingly becoming data. Paying attention to a web page’s content layout (the subject of its content and its mediums) will offer deep SEO insights alone. Another major factor to be aware of is the increasing nature of social media marketing as well. Many of these platforms work proprietary to primary search engines like Google. Along with the expected software updates, power dynamics within the marketing industry are heavily reliant upon technological advancements in data science.

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