Why demographic data is a boon for a search engine optimisation company

January 26, 2015 - Digital State Marketing

Has your search engine optimisation company urged you to move to Google’s Universal Analytics? One of the key reasons to make the move is the addition of more in-depth demographic data. It’s worth noting at this juncture that extra tracking parameters will need to be added to enable this feature and as such we recommend requesting implementation from your webmaster/ search engine optimisation company from the offset. While analytics has previously included pertinent data about your users, the new data sets allow you to drill even further into your user base.

demographic data 1The historic data available included Geo data, which gives you the opportunity to focus your marketing activities (both on and off line) more accurately. This is particularly useful in conjunction with Geo-targeting settings within Adwords.

Other information included the option to drill down into the platform and even browser type that the user is utilising. This combined with the associated bounce rates allowed many a search engine optimisation company to tighten up usability and therefore retention across platforms.

Another data set available in the asynchronous version of Analytics that continues to add value to SEO campaigns in terms of user experience is the mobile usage report. In the example below, you can see that 39.41% of traffic to the site was via a mobile device. The data is then further drilled to present which specific models of mobile devices are most frequently used to access the site. This can again be used by the webmaster to tailor the site to enhance the user experience. Take for example row 7 in the table below, note that the bounce rate for the Samsung GT-I93900 Galaxy S III is significantly higher than the other leading devices used to view the site. This data can be used to make an informed decision as to whether the site requires modification to accommodate this model of phone. In this instance the Galaxy S III is a two year old phone and the newer models such as the S IV are preforming notably better, in terms of bounce rate, and as such the potential ROI on the amendments may not be worthwhile.

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Which leads us to the new demographic data in Universal Analytics that will offer a great deal of valuable information for both you and your search engine optimisation company.  These data sets are gleaned from Google’s own Display Network and the use of Cookies (for a fuller and official explanation click here).

With the addition of demographic tracking you will be able to access information regarding the gender and age of your users. It is perhaps important to note that Google is still retaining privacy elements within these reports in that the data is taken as whole – no single user profile can be traced to an action, instead the data is presented in percentage of user’s format. Also, with the continuation of Dark google datasets, a healthy amount of user data is still “(not set)” – note in the tables below that the data applies to only 54.50% of the traffic to the site. The charts below give a snapshot of how the user age and gender data is presented within the software.

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The immediate uses of this information in a broad marketing sense are huge, and this is echoed within the realm of SEO. For example, as the site is predominantly used by women in the age range of 45-54, the emphasis would be on creating a simple but functional website with perhaps lighter colours. If the demographic data had shown a younger male user base, darker hues maybe more enticing and the site may be expected to offer more than a simple platform to purchase from.

demographic data 5Another piece of data that is a veritable coop for a search engine optimisation company is the interest’s data set. The table to the right offers an example of the type of data that is provided, allowing you to further build a picture of your users that can be used to tailor your site to match their requirements. In terms of SEM, knowing your users interests, age and gender allows you to create content that is specifically tailored to that market. This in turn should generate more interest in the pieces and thus increase the link bait potential of your content provision.

The introduction of the newer suite of demographic data and the continued usage of the existing reports means that within the GA platform there is a hard hitting suite of data about your user base. Using this data to refine your onsite user experience, target your marketing activities and create sharable content is a great way to further your SEO campaign. For more information about enabling the reports or onsite optimisation contact Digital State Marketing.