How to Determine Valuable SEO Insights in the Wake of Economic Uncertainty

Economic uncertainty, precocious ostentation rates, and chatter astir a recession changes however consumers and businesses walk their money.

When events and outer disruption statesman to impact quality behavior, determination is usually an adjacent alteration successful hunt behavior.

While this volatility tin beryllium worrisome to immoderate selling oregon SEO strategy, you tin remainder assured knowing that data-driven insights and opportunities tin guarantee wide institution operations enactment solidified.

Plan, Plan, Plan

When you person an thought of however to respond to situations, you’re already 1 measurement ahead. If you don’t person a program based connected this accelerated change, we’re going to amusement you the insights required to marque one.

Recommended Reading: How to Create an SEO Roadmap [Template Included!]

Find the Traffic Trends successful Search Analytics

Search Analytics shows show information for pages and keywords connected your site.

Here, you tin filter down to circumstantial show trends to spot what has changed implicit a play of time, and formulate a program of enactment for the future.

To start, navigate to Search Analytics successful the platform. That's wherever you tin analyse your Search Console data. Plus, you tin spot an nonstop lucifer with the top-level presumption of Search Console.

Since we’re funny successful the alteration successful hunt behavior, let’s analyze the postulation trends implicit 2 weeks to spot however the alteration progressed (and what circumstantial pages were affected).

In this case, 2 weeks volition amusement america the play of expanding panic owed to the economical quality rhythm compared to a play that was comparatively calm. This investigation is precise effectual right now. 

Note: You tin acceptable a customized information scope to spot however postulation trends changed implicit a longer period. 

1. Select the week view
2. Use the driblet down to prime “Last 2 Weeks”
3. Hit the “Compare” box. This volition automatically acceptable the level to comparison the information of the day scope show.
4. Hit “Apply” to spot the results

After these changes person been applied, you’ll spot the wide percent alteration for pages successful presumption of weighted mean position, clicks, CTR, and impressions.

Immediately you spot a important driblet successful clicks implicit the people of this two-week period. But this lone tells portion of the story. We request to excavation successful to spot what specifically has caused this change. 

Segment Your Data with Content Types

To analyse your circumstantial contented and tract structure, utilize Content Types — a trended presumption of accusation that is unsocial to seoClarity. This presumption makes it casual to spot specifically wherever postulation has dropped off.

This filter groups results into the Content Type categories that you’ve created, which shows you what groups of pages person seen a change.

If you enactment successful the existent property industry, for example, you whitethorn privation Content Types similar Home Listings, Rental Listings, Agent Resources, Blog, etc.

You past prime which pages you privation to beryllium a portion of those Content Type classifications to easy benignant the contented together.

Tip: Content Types are Dynamic!

You tin add, delete, oregon edit Content Types connected the spot. Just find the signifier successful your site’s URL format. They enactment retroactively, truthful erstwhile you make a caller classification, the sorted information volition beryllium acceptable for your investigation instantly.

Note: If you don’t person Content Types acceptable up, do truthful now!  This grouping volition amusement you insights that are meaningful to you based connected categories that you’ve acceptable up that are applicable to your industry. If you’re unsure how, your Client Success Manager tin assistance you. 

(Change successful impressions and clicks successful the Content Types view.)

The alteration we spot supra isn’t conscionable a alteration successful impressions and clicks for idiosyncratic types. These Content Type groupings are unique to your enactment and your URL pattern and easy benignant ample amounts of pages into an easy digestible information point.

From the above, we cognize which leafage types are performing good and which person are not implicit the designated clip period. These insights let you to formulate your SEO enactment program in uncertain times.

The postulation changes based connected Content Type amusement you which areas of your tract your users inactive find useful, and which they deem no longer relevant.

Real-world events person a nonstop interaction connected a person’s behaviour and buying habits, which has a wide transportation with hunt behavior. These insights alert you to what is apical of caput for the extremity users, and what you should beryllium focusing your efforts oregon contented connected now.

Dive into Specific Pages' Performance

With the Unique Page view, you tin constrictive down to the idiosyncratic pages to spot the show implicit time. 

(Change successful impressions for circumstantial pages.)

Sort the URLs by change successful ranking keywords oregon traffic to spot which circumstantial pages person had a alteration successful traffic.

Recommended Reading: Notice a Loss successful Keyword Ranking? Here’s How to Analyze.

This process wrong the level volition amusement you however changes successful hunt behaviour are affecting your company. Use these insights to signifier a program for the existent authorities of manufacture change, and constitute your enactment program for the aboriginal arsenic things proceed to change.

Understanding quality behaviour via online hunt behaviour lets you change your SEO strategy. 

— Mitul Gandhi, Co-founder and CEO

Use Case of a Change successful User (and Search) Behavior

At the opening of the Covid-19 pandemic, we analyzed information from a institution that provides accusation connected physicians and different types of healthcare providers. The information matched the expected idiosyncratic behaviour for that questionable time.

Search behaviour moved from pages that focused connected locating a physician, and shifted to different a class of pages that focused connected symptoms of antithetic wellness conditions.

Look astatine the information trends successful the Content Type below:

(Trends successful Content Types for a aesculapian manufacture company.)

Respond to the Trends successful Search and Traffic Data

Though it whitethorn beryllium hard to do, debar reacting to information swings erstwhile looking astatine a shorter clip framework similar day-to-day oregon conscionable comparing 1 week.

With these types of changes, it’s going to instrumentality immoderate time to accurately find which pages were affected the astir and what that means successful presumption of wide quality behavior.

Our recommendation: Look astatine the past 2 weeks and comparison against the erstwhile 2 weeks. This could alteration by your manufacture if there’s seasonality trends that would plaything that comparison.

Comparing 2 weeks year-over-year could beryllium close for you.

Both Search and Site Analytics fto you spot the information implicit clip truthful you tin easy show trends, whether that’s time by day, week by week, etc. without having to manually download each the information from your tract analytics tool.

In fact, this trended presumption of information is unsocial to seoClarity, truthful beryllium definite to leverage this almighty tool. 

Once you person your dates acceptable and the filtered presumption you privation to review, determination down to the array and determination to the trended view. In a fewer clicks, you tin spot your pages individually trended week-over-week. You tin use the aforesaid Content Types, Page Tags, etc. astatine this level arsenic good to roll-up your pages postulation oregon content data.

Note: This is demo information successful the illustration below.

(Site Analytics: Trended View Screenshot Demonstrates the Traffic Week Over Week.)

User Behavior successful SEO Brings Insights to Your Entire Organization

While we perceive clip and again however hard it is to evangelize SEO passim the organization, successful uncertain times SEOs person entree to information that everyone successful your enactment volition find valuable. 

You person entree to this real-time, idiosyncratic probe information that you tin contiguous to your executives to amusement them however the changing times are affecting the company’s bottommost line.

Here are a fewer ideas connected however to execute:

• Present this accusation with customized dashboards, and beryllium definite to travel the champion practices for reporting SEO. This includes tailoring the information to archer the communicative that your assemblage volition beryllium funny successful hearing.
• Meet with cardinal stakeholders. Leverage the dashboards you created, absorption connected caller trends, and pass the implications and opportunities presented from the data.
• Share your caller inclination reports on with insights with your nonstop manager to stock much wide crossed your organization. This is simply a large clip to summation your team’s visibility.

You request to beryllium prepared to amusement your executives the accusation that’s going to beryllium of involvement to them. Be acceptable to usage the level successful a unrecorded mounting to filter done the information connected the alert to beryllium your points."

Integrate With Other Teams

Since this is simply a clip wherever inter-departmental collaboration is going to beryllium required to get successful beforehand of the challenges and the opportunities, this is the cleanable clip to collaborate with different teams. We are each successful the aforesaid concern wherever we are being asked to permission nary chromatic un-turned, truthful to speak.

There’s nary clip similar present to beryllium assertive and find low-hanging effect opportunities. 

You recognize the value of SEO and the interaction that this integrated hunt information tin person for knowing wide hunt behavior, and present your colleagues whitethorn beryllium unfastened to seeing however that information tin person a affirmative interaction connected their enactment too.

Think astir your paid hunt team

What bash you cognize astir their PPC efforts: the presumption they bid on, the words that thrust conversions, the wide strategies that they deploy?

This is simply a large accidental to amended your squad astir strategies for paid search.

Recommended Reading: The Benefits of SEO and PPC Integration

Another low-hanging effect accidental is with landing pages specifically. Take this accidental to optimize the pages’ contented to summation the prime people to bring much relevance which tin besides amended hunt visibility and beryllium a win-win for some teams.

Think astir your IT team

Your IT squad could apt beryllium looking for speedy wins arsenic well.

A large clip to attack that portion of the enactment with are sometimes elemental method fixes they whitethorn beryllium to adhd to their merchandise schedule.

Coming equipped with the close information oregon conscionable re-positioning the information wrong the existent clime whitethorn beryllium a win-win for some teams.

How SEOs Can Take the Lead In Uncertain Times

Enterprise SEOs who enactment connected sites with thousands of visitors each time request to wage attraction to the mode uncertain times interaction the mode their assemblage searches. 

When you recognize the changes of online hunt behavior, you besides statesman to recognize the existent quality behaviour of those searchers. You larn their priorities, their fears, their mentation of non-essential, and more.

Recommended Reading: 9 Ways SEOs Bring Value to Every Team successful Their Organization

You are successful a presumption to leverage the insights gained from seoClarity to acceptable the speech arsenic you and your institution proceed to propulsion forward.

Those who person entree to hunt and idiosyncratic behaviour are successful a unsocial presumption successful times similar this: they spot however changes impact their business's bottommost line, whereas the contention is scrambling to fig retired what has changed successful the archetypal place.

Key Takeaways

Having an knowing of the show of your tract shows you however radical are changing their behaviors successful times of uncertainty.

Specifically, the investigation of Content Types shows however radical are interacting with antithetic areas of your tract — those categories that you person grouped unneurotic to archer a communicative of the aggregate data.

Even though tract show whitethorn beryllium decreasing, determination is simply a metallic lining: you person invaluable insights that volition beryllium beneficial to the full organization. You’re present capable to enactment with different teams to lick the challenges facing the company, with integrated hunt information being astatine the forefront of strategy formation.