The digital world is in constant flux. Having access to accurate and comprehensive data is critical for making informed decisions. For digital marketers and businesses alike, the ability to compare search performance data across different time periods can be a game-changer. Without this capability, companies may struggle to identify important trends, evaluate the effectiveness of marketing campaigns, and make data-driven adjustments to their strategies.
This is why Bing Webmaster Tools expanded its Search Performance feature from 6 to 16 months back in October. Now, users can compare data across different time periods for clicks, impressions, CTR, keywords, and pages. Additionally, we've made UX improvements in time filters. These enhancements enable in-depth analysis, providing invaluable insights for optimizing online presence and improving visibility. This means businesses can now make more informed decisions, identify key trends, and effectively adjust their marketing strategies to achieve better results.
Let’s explore an example of the value this expanded view can bring to a busy e-commerce business with several brick-and-mortar locations.
The Challenge
Imagine an eco-friendly e-commerce business selling reusable bags, biodegradable cleaning supplies, and sustainable home goods is facing a significant challenge. Like many companies , this fictional business is focused on growing their online store and several local outlets and needs to increase market reach and attract more environmentally conscious customers. However, without the ability to compare search performance data across different time periods, they’re struggling to identify trends, evaluate the effectiveness of their marketing campaigns, and make data-driven adjustments to their strategies.
So, they choose to hire an SEO marketing agency to leverage the expanded search performance features, identify key trends, and better optimize their marketing strategies.
Here are the actions the agency took to tackle the challenge and the results they achieved:
- Identifying key trends and patterns
By comparing clicks, impressions, and CTR over different months, quarters, and seasons, the SEO agency is able to spot important trends and patterns in customer behavior. For instance, they noticed a significant spike in searches for "reusable bags" during the back-to-school season. They collaborated with local stores to create in-store promotions and displays that highlighted these products, driving both online and offline sales. Recognizing these trends allowed them to tailor marketing strategies to capitalize on this demand, running targeted campaigns that resonate with their audience during a crucial period.
- Evaluating the effectiveness of their marketing campaigns
The agency conducted a detailed analysis of their marketing campaigns, comparing data from before, during, and after each campaign. This analysis revealed several key insights. For instance, their Earth Day promotion not only increased clicks by 25% and impressions by 20%, but also significantly boosted customer engagement on social media, leading to a 30% rise in brand mentions. They also found that posts with eco-friendly tips had a 40% higher engagement rate compared to other content. With these insights, the business replicated similar campaigns, focusing on high-engagement content, resulting in consistent traffic growth and enhanced brand visibility.
- Gaining insights from seasonal search data
Seasonal factors significantly impact search behavior. By comparing search performance data across different seasons and holidays, the SEO agency identified which products were more popular at certain times of the year. For instance, during the Cyber 5 period (the five-day period between Thanksgiving and Cyber Monday), there was a notable surge in searches for tech gadgets and home appliances. This insight allowed the business to adjust their inventory and marketing efforts, ensuring they were well-prepared to meet customer demand during this critical shopping period.
- Setting benchmarks and goals using historical data
Using historical data, the SEO agency set benchmarks and goals for future performance. For example, they aimed to increase organic traffic by 35% during the upcoming Cyber season. They also set a goal to improve their conversion rate from 2.5% to 3%. By comparing current performance with these historical benchmarks, they measured progress and set achievable targets, ensuring continuous improvement in search performance. They then worked with local stores to set complementary goals for in-store traffic and sales, creating a unified strategy across both online and offline channels.
- Identifying areas for improvement in search performance
In this scenario, comparing underperforming periods with high-performing ones helped the SEO agency identify areas for improvement. They pinpointed specific factors that contributed to lower performance, such as changes in search algorithms or shifts in consumer behavior. For example, they noticed that in-store promotions during the Cyber 5 period led to increased online searches and sales. By aligning their online marketing efforts with these offline promotions, they successfully drove both online traffic and in-store visits, resulting in a 20% increase in overall sales. With targeted strategies in place, they addressed these issues and enhanced overall search performance.
Optimizing search performance with Bing Webmaster Tools
By leveraging these expanded new features in Bing Webmaster Tools, businesses can refine their approach to search performance analysis. Just like our eco-friendly e-commerce business example, the ability to make informed decisions and optimize strategies based on comprehensive insights enables them to gain a clearer perspective into their visibility both online and locally. This approach helps businesses stay competitive in an evolving digital landscape, enabling them to better meet their growth objectives.
To experience these benefits and enhance your site's performance, visit Bing Webmaster Tools. Continue following the Bing Webmaster Blog for access to all the latest features, tips, and best practices for optimizing your website.
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