SEO Data Driven Insights for Your Digital Marketing Brand Strategy

Search engine optimization (SEO) data-driven insights can provide invaluable guidance to enhance your digital marketing brand strategy and elevate your brand’s online presence. As marketing enthusiasts, it is essential to understand the process of leveraging SEO to improve brand visibility and attract the right audience.

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SEO Data Driven Insights for Your Digital Marketing Brand Strategy

Search engine optimization (SEO) data-driven insights can provide invaluable guidance to enhance your digital marketing brand strategy and elevate your brand’s online presence. As marketing enthusiasts, it is essential to understand the process of leveraging SEO to improve brand visibility and attract the right audience.

Gaining a deep understanding of the performance and potential of a brand’s online presence begins with scrutinizing the metrics related to organic search engine visibility, website visitor behavior, competitor analysis, and content reach. Tracking these metrics helps put brands ahead of their competition and grow their market share.

Here is Piper’s step-by-step approach to creating an effective SEO strategy for a new brand that will uncover valuable insights to help brands harness the power of SEO effectively.

Objective

SEO buyer journey stages

Good Time Coffee, a local Thai coffee shop, wants to create an online presence to sell its coffee and tea products online.

The brand needs to conduct research on its audience and competitors to:

  • Gain a better understanding of the marketplace, including demographics, preferences, needs, and behavior
  • Develop optimized content that resonates with its target audience, their specific interests, pain points, and aspirations
  • Create a compelling brand

Approach

Step 1: Competitor Research

Competitor research is a crucial part of any good marketing plan. It can help Good Time Coffee position its brand and products within the market and design a game plan to help the company succeed.

To identify relevant competitors, we conducted Google searches using key terms such as “buy Thai coffee beans online” and “buy Thai tea leaves.” Our focus was on:

  • Competitors located in Thailand
  • Selling similar products online
  • Ranking well in organic search (SEO)

SEO competitor trends in graph format

While the target market was relatively niche with limited data, we identified competitors, such as Temple Coffee, that were performing well online and analyzed their successful tactics.

Table of SEO competitor landing pages

Insights discovered from SEMRush data included:

  • A coffee club membership that is great recurring revenue
  • Brewing guides are popular
  • Industry terms are highly searched for, indicating consumers may be confused

Table of top coffee keywords for SEO

Aeropress and Chemex are specific coffee brewing companies that are not highly relevant in terms of earning conversions for Good Time Coffee’s brand. However, informational terms such as “dark versus light beans” are more relevant. 

Expanding our SEO keyword research scope, we examined larger brands that better reflected the entire marketplace. A Google search for “buy coffee beans online” led us to identify top competitors and analyze their content.

Graph of competitor traffic estimated

Atlas stood out due to its significant traffic, informative pages, and keywords, all of which would be relevant to a new brand looking to create engaging content and increase online revenue.

Analyzing these pages, we observed that:

  • The written content is good but could be improved
  • Video assets were absent
  • Stock photography was used
  • Annoying ads appeared on the sidebar
  • The design was poor and text-heavy, obscuring the message

Example of competitor blog page

While Atlas Club ranked well in organic search for informational content, Coffee Bean ranked well for transactional terms. Coffee Bean accomplished this by combining design and SEO best practices and incorporating content blocks to the top of all its store pages that provide text for search engines to crawl and help it rank higher in the search engine results pages (SERPs).

Example of competitor product page

This phase of the research is all about data gathering and bringing every possible idea that can increase revenue into the discussion. Prioritization becomes important once the audience and keyword research are incorporated.

Step 2: Audience Research

To determine Good Time Coffee’s brand colors, there was a debate between the traditional coffee brand colors (greens and browns) or something outside the ordinary. Using SEMRush insights about the competitors, we explored whether the audience would be open to a “game-changing” brand.

Charts indicating competitor audience analysis

Our research focused on audience, social media, and marketing topics:

  • Audience: Our data indicated that our audience was young, educated, and had a low income, typically recent college graduates. Based on this information, we concluded that this audience would be receptive to a non-traditional brand.
  • Social media presence: We also analyzed the social media platforms our audience used to ensure effective campaign and content creation. This analysis confirmed that pursuing LinkedIn or Pinterest was unnecessary.

Charts indicating competitor social media analysis

  • Marketing topics: Additionally, we identified overlapping marketing topics by analyzing data.

Competitor audience analysis by key interests

With the overlapping interests of coffee and education, we brainstormed advertising ideas, such as someone having important life-learning moments while sipping a cup of coffee first.

Advertising ideas and text about coffee on a mug

This audience research will inform brand tone for writers, images and graphics for content designers, taglines and bidding optimizations for paid search, and every other digital marketing stakeholder while building their campaigns.

With an understanding of competitors and our audience, next, we wanted to know how they behaved and searched online.

Step 3: Keyword Research

Keyword research is a crucial part of any good marketing and SEO strategy. It can help drive more traffic to Good Time Coffee’s website and improve its online visibility. Our keyword research aimed to answer the following four questions:

  1. How have coffee and tea searches changed over time?
  2. What are people searching for relating to coffee?
  3. What are people searching for relating to tea?
  4. What content should be created and prioritized?

How have coffee and tea searches changed over time?

Considering changes over time, Google Trends indicated no major shifts in search demand for coffee and a relatively stable industry in the United States over the past five years. There have been yearly spikes in search interest during the holiday season, suggesting coffee and tea products are regularly given as gifts and should be incorporated into marketing efforts.

What are people searching for relating to coffee?

In terms of coffee searches, Google Trends data revealed that espresso was the most searched-for type of coffee, with mushroom coffee experiencing increased search demand in the past two years. This data will also be used to inform our website navigation to ensure it is intuitive to users.

Search trend analysis based on categories for coffee

We also focused on the most frequently searched questions relating to coffee, identified through SEMRush. The question “How much caffeine is in coffee?” emerged as the most popular and should be addressed clearly on Good Time Coffee’s product pages. The other questions provide excellent opportunities for content creation.

List of frequently asked questions about coffee

What are people searching for relating to tea?

For tea searches, Google Trends indicated that green tea was the most searched-for type, while mushroom tea showed no significant growth in the past two years.

Search trend analysis based on categories for tea

SEMRush data showed lower search demand for tea-related questions but also less competition. With less competition, it can be easier to rank for specific keywords and phrases and target a more specific audience. These also provide a high-level insight into potential content creation opportunities.

List of frequently asked questions about tea

Smaller brands need to prioritize content creation realistically based on their ability to rank and what will convert well. Here are our top recommendations based on these parameters:

 List of 30 content ideas

Step 4: Create A Digital Marketing Strategy

With the data and insights acquired, we can now drive business decisions in various ways. By leveraging search demand, we gained insights into which products are most important to Good Time Coffee’s audience. This allowed us to build a user-intuitive wireframe and navigation for Good Time Coffee’s website, ensuring users can easily find relevant products, services, and information.

We can also begin to outline what content should be included on the homepage and the order of prioritization. Data suggests including products, recurring memberships, guides, find your flavor, and who we are.

List of homepage recommendations

Good Time Coffee’s brand identity and goals were refined based on this analysis. The original approach—emphasizing terms like organic, sustainable, and environmental, commonly seen when shopping for coffee online—was reconsidered. This messaging could lose value and authenticity over time, especially to a younger demographic. Instead, the focus shifted to using industry slang, emojis, and a fun approach to differentiate Good Time Coffee from its competitors.

Table contrasting brand tonality

This approach also played a major role in determining the messaging architecture for the brand and ensuring Good Time Coffee’s content creation process focuses on a younger demographic to differentiate itself from competitors.

Table listing messaging architecture

Final Thoughts

A picture is worth a thousand words. Here is the original and more traditional logo for Good Time Coffee:

After the analysis, Good Time Coffee created their new logo to better reflect their brand:

Good Time Coffee is at the beginning of their digital journey, and the insights gained from this research will be used over the next twelve months. We look forward to sharing the brand’s evolving story in the future!

Here are the Google slides which you can repurpose for your research: https://docs.google.com/presentation/d/1YLi1RV2pT0X9h71d5fUw0-DN7L2uawdnopeweeL6vjc/edit#slide=id.g251a7491e35_0_0

About James

James is the CEO of Piper Marketing, LLC, a full-service marketing agency creating seamless experiences for brands and consumers. For more information, you can reach out to him at james@piperdigitalmarketing.com.