SEO Research
Data Science Underpinning Your Campaigns

Research is a fundamentally important step in developing your SEO Strategy. 

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Whether this is for local SEO, for national or international databases, an understanding, and analysis of the data surrounding your market, sectors, geographical locations, current language linguistics or semantics, is centrally important in identifying the most effective keywords and search terms to bring results for your business.

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When done wrong, this can cause significant damage as most on-site and off-site optimisations are based on this data. This will lead to potentially costly repairs to existing projects or requiring a complete restart.

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Many businesses approach their strategy-making assumptions about the best keywords and are then surprised when the website generates low to no inbound inquiry; a result of the site being optimised utilising bad data, an example being search terms that have no volume or are too challenging a target based on the websites current level of on & off-site optimisation.

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At Digital Scientists our systems are set up to quickly analyse datasets to identify the most effective keywords that best fit a short and long-term SEO strategy.

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Typically our customers have many multiple datasets that can be up to thousands of keywords each; combined with the right on-site optimisations, provide efficient and effective first steps in your SEO journey.

One of our most important roles to play is to ask what may be, difficult questions. We need to understand your business, your products and services, your objectives, your team's strengths, and weaknesses, and where you are currently in regard to your SEO research and building your presence online.

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Once we have a thorough understanding of who you are, we will be best placed to conduct research into your market in line with your objectives and how your team and business operate. As part of our research, we will provide advisories on where you, or we, should focus efforts and what are realistic expectations for the next 1-3-5 years.

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It may be the case you are at a crossroads, unsure as to what approach to take and where to best utilise your business resource. Our role is to provide you with the facts, so you can make properly informed decisions. It may also be the case, that SEO, isn't going to fundamentally help your business, for example, if you're not operating in an already well-established market. 

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We will separate fact from fiction, and clarify objectives and positions that may have been based on conjecture, providing validation on the best approach to move forward.

Digital Scientists acquire data for SEO research projects from a wide variety and number of sources. This will include major search engines without prejudice to any particular provider. Whilst there may be a dominance of one particular engine, data continues to show this as an ever-emerging market where all engines have a role to play in targetting different demographics, devices, and geographical locations among many other factors. Our research, therefore, will utilise data from all search engines, where appropriate.

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The data acquired, will also be fundamentally important for use in social media and content marketing campaigns. Therefore, we do not ignore the importance of social media as a function in supporting any effective SEO campaign or indeed, in building a organisation's overall digital presence.

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Digital Scientists utilise the latest research methods, tooling, and systems, which are typically inaccessible to many organisations due to budgetary restrictions or technical expertise.

In terms of SEO research, data preparation is the most time-consuming part of the process. Even a small project, can result in us typically handling tens of thousands of rows of data, we go through a meticulous process of data cleansing and transformation.

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Cleansing very large volumes of data incorporates tasks such as removing duplication, misspellings, contextually or geographically incorrect queries, inconsistencies, and attributes not optimal for the business, among many other variables to produce datasets ready for analysis.

The key goal of exploratory data analysis is to identify what can be achieved with the data. 

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With clean, significant datasets we can start the methodical process of identifying relevant keywords, short and long-tail search terms. This process will cover opportunities in established, new, or possibly emerging markets relating to a business's products or services.

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Through methodical exploratory data analysis, we can, for example, refine the data to produce datasets that can be used to model your site development very broadly across the market, or toward very specific niches and products. Blog content marketing and social media strategies can be developed based on the data gathered during this part of the SEO research.

Here we will obtain an overview of the total scope of opportunity in your market based on the data before it is refined further and modelled into a rough strategy.

Through data modeling, we will now have the opportunity to visualise the immediate opportunity, whether a business is operating within an international, national, or local geographical market.

With an understanding of search volumes and levels of competition within the market, we can identify how much time and investment is required to effectively tackle the market opportunity. This includes an analysis of your existing site framework to assesss whether it can be utilised or requires replacement to achieve any strategy that is produced from the SEO research carried out.

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We can devise a site hierarchy from the SEO research produced, outlining the number of pages to best represent and tackle any opportunity. This includes all on-site structure and content optimisation.

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From the datasets produced, we will be able to assess the potential site traffic, what percentage of total traffic are enquiries showing immediate buying intent, versus those that are currently investigating making a purchase, and may be susceptible to being converted to a live opportunity (through great website-design).

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Utilising data modeling and our acquisition methods, we can look at historical and current trends, to identify whether your market or sector is in growth or decline, to better assist you with planning out your project and making decisions on whether the investment is worthwhile, or not.

The creation of an effective strategy all starts with meticulous SEO research. Like any manufacturing process, any exercise trying to draw conclusions, any master chef trying to create a prized meal - if the materials used, the sample size or ingredients input are somehow lacking or not of the right quality or volume, the outcome will undoubtedly produce inferior results than those desired.

SEO research is only carried out effectively by those approaching it with scientific and systematic methods. Like all aspects of SEO, it is fundamentally driven by research, data, analysis, technical expertise, and a strong passion and ethos for Kaizen (continuous improvement). 

Data modeling allows Digital Scientists to present our data in a format that is easily distinguishable and recognised by marketers and board members.

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An effective SEO strategy should include routine assessments and subsequent actions to drive continuous improvement. In this regard, the trend is what becomes a key indicator of performance over time. 

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Digital Scientist customers will see a positive overall trend in average positions, visibility, and subsequent traffic. It is taking actions that directly impact and drive the positive trend that leads to top-ranking positions on page 1 of major search engines. The same methods can be applied to content marketing for a blog and utilised within social media campaigns.

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A fundamental process following a PDCA Cycle (Plan, Do, Check, Act), ensures our long-term strategies are all regularly adjusted. This includes the continuous addition of new datasets of keywords, adoption of new systems, and planning for and adapting to algorithm updates from major search engines. 

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Based on our SEO research, we can produce your SEO strategy, broken down into a site hierarchy, page structure, and content, carrying out all on-site SEO, and offsite SEO.