Too often do you see SEO analyses and decisions being made without considering the context of the marketing channel mix. Equally as often do you see large budgets being poured into paid ads in ways that seem to forget there's a whole lot to gain from catering to popular search demand.
Both instances can lead to leaky conversion funnels and missed opportunity for long term traffic flows. But this article will show you a case of an SEO context analysis we used to determine the importance and role of SEO.
This analysis was one of our deliverables[1] for a marketing agency client who hired us to inform SEO decisions which we then turned into a report template for you to get inspired by and duplicate.
Case description
The included charts show real, live data. You can see the whole SEO channel context analysis in this Data Studio SEO report template[2].
The traffic analyzed is for of a monetizing blog, whose marketing team also happens to be one of most fun to work for. For the sake of this case study, we're giving them a spectacular undercover name — "The Broze Fellaz."
For context, this blog started off with content for the first two years before they launched their flagship product. Now, they sell a catalogue of products highly relevant to their content and, thanks to one of the most entertaining Shark Tank episodes ever aired, they have acquired investments and a highly engaged niche community.
As you’ll see below, organic search is their biggest channel in many ways. Facebook also runs both as organic and paid and the team spends many an hour inside the platform. Email has elaborate automated flows that strive to leverage subscribers that come from the stellar