10 Steps to Blend STAT Ranking Data with Site Performance Metrics
By AndrewMiller
Posted by AndrewMiller
Too often, we assume that SEO best practices will work in any industry against any competitive set. But most best practices go untested and may not be “best” in every situation.
We all know that tactics that worked in 2020 won’t necessarily move the needle in 2021 as Core Web Vitals (CWV) and other signals shuffle to the front. We have to do better for our businesses and our clients.
I’m a data nerd at heart with lots of battle scars from 15 years in SEO. The idea of analyzing thousands of local SERPs sounded like too much fun to pass up. I found some surprising correlations, and just as importantly, built a methodology and data set that can be updated quarterly to show changes over time.
I analyzed 50,000+ SERPs in the retail banking sector so I could make sense of the massive shifts in rankings and search behaviors during the lockdown period. We have a lot of historical data for bank websites, so comparing pre/post COVID data would be easier than starting from scratch.
I’ll share how I did it below. But first, I want to share WHY I think sharing this type of research is so important for the SEO community.
Why validate SEO best practices with data?
It’s a great time to be an SEO. We have amazing tools and can gather more data than ever. We have thriving communities and excellent basic training materials.
Yet, we often see our craft distilled into overly-simplified “best practices” that are assumed to be universally true. But if there’s one universal truth in SEO, it’s that there are no universal truths. A best practice can be misinterpreted or outdated, leading to missed opportunities or outright harm to a business.
Using the increasing importance of CWV as an example, SEOs have an opportunity (and obligation) to separate fact from fiction. We need to know if, and by how much, CWV will impact rankings over time so we can prioritize our efforts.
We can elevate our SEO game individually and collectively by testing and validating best practices with research. It just takes a curious mind, the right tools, and a willingness to accept the results rather than force a narrative.
Failing to validate best practices is a liability for SEO practitioners and shows an unwillingness to challenge assumptions. In my experience, a lack of data can lead to a senior stakeholders’ opinions carrying more weight than an SEO expert’s recommendations.
Start by asking the right questions
Real insight comes from combining data from multiple sources to answer critical questions and ensure your strategies are backed by valid data. In my analysis of local banks, I started by listing the questions I wanted to know the answers to:
- What characteristics are shared by top-ranking local bank websites?
- Who are banks actually competing against in the SERPs? Is it primarily other banks?
- How do competitive SERPS change based on when/where/how users search?
- How can smaller, local businesses gain an edge over larger competitors from outside their region?
- How does SERP composition affect …read more
Source:: Moz Blog
Author: Aaron
