Voices of Search Podcast – Episode: ClickStream Data Will Be the Most Helpful Search Data Moving Forward?
Release Date: June 24, 2025
Hosts: Tyson Stockton and Tyler Einberger
Guest: Tyler Einberger
Podcast Series: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Network: I Hear Everything
Introduction
In this insightful episode of Voices of Search, host Tyson Stockton engages with Tyler Einberger, an SEO expert, to explore the evolving landscape of search data—particularly focusing on the role of clickstream data in shaping future SEO and content marketing strategies. The discussion delves into the practicality, benefits, and limitations of clickstream data, and how it can be effectively integrated with other data sources to enhance organic growth.
Main Discussion
The Role of ClickStream Data in SEO
The conversation kicks off with Tyler Einberger addressing a pivotal question: "Are you buying or selling clickstream data?" At the [02:33] mark, Tyler provides a nuanced perspective:
Tyler Einberger ([02:33]):
"You might expect me to say buy, but I'm going to sell this one really well."
Contrary to initial expectations, Tyler suggests that while clickstream data has its merits, it should be approached with caution. He acknowledges its value in providing directional insights and a bird’s-eye view of market trends. However, he points out significant limitations regarding accuracy and coverage.
Benefits of ClickStream Data
Clickstream data offers a wealth of information about user behavior and traffic patterns. Tyler highlights its usefulness in:
- Directional Insights: Providing a broad understanding of where the market is heading.
- High-Level Views: Offering a macro perspective that can inform strategic decisions.
However, Tyler is critical of relying solely on clickstream data due to its 10-30% accuracy margin, which he deems insufficient for precision-driven SEO strategies.
Limitations of ClickStream Data
At [02:45], Tyler addresses the shortcomings:
Tyler Einberger ([02:45]):
"If a website doesn't hit the large quantity of traffic that monthly, it might not be picked up well by clickstream panels."
This limitation indicates that smaller websites with lower traffic volumes may not benefit as much from clickstream data, reducing its overall effectiveness for certain segments.
Integrating ClickStream with Other Data Sources
To overcome the limitations of clickstream data, Tyler advocates for a multi-faceted approach:
Tyler Einberger ([02:50]):
"What I would buy is a package of clickstream platform data plus our dark horse here, server logs."
- Server Logs: Provide detailed information about website access, including data from user agents, which helps in understanding who is accessing the site and for what purposes.
- First-Party Data: Offers accurate and specific insights into individual website performance and user interactions.
By combining these data sources, marketers can achieve a more comprehensive and accurate understanding of website performance and user behavior, leading to more informed strategic decisions.
Crawl Efficiency in Traditional SEO
Later in the episode, Tyler shifts focus to crawl efficiency in traditional SEO practices, especially for large enterprise websites. At [05:09], he emphasizes the importance of optimizing where search engine bots spend their time:
Tyler Einberger ([05:09]):
"Understanding where Google bots are spending time... crafting where they're spending time."
He notes that even large websites have room for improvement in crawl efficiency, which can lead to better indexing and, consequently, improved search rankings. Optimizing crawl paths ensures that search engines effectively assess the most critical parts of a website, enhancing overall SEO performance.
Conclusion
The episode concludes with a synthesis of the key points discussed:
-
ClickStream Data's Value and Limitations: While clickstream data is beneficial for high-level insights and understanding market trends, its accuracy and coverage limitations necessitate a cautious approach.
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Importance of Data Integration: Combining clickstream data with server logs and first-party data yields a more accurate and holistic view of website performance, enabling better strategic decisions.
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Optimizing Crawl Efficiency: For large enterprise websites, enhancing crawl efficiency is crucial for ensuring that search engine bots focus on the most impactful areas of the site, thereby improving SEO outcomes.
Tyler Einberger's insights underscore the necessity of utilizing a diverse set of data sources and continually optimizing SEO practices to navigate the complex and ever-evolving landscape of search engine marketing.
Notable Quotes:
- "You might expect me to say buy, but I'm going to sell this one really well." — Tyler Einberger ([02:33])
- "If a website doesn't hit the large quantity of traffic that monthly, it might not be picked up well by clickstream panels." — Tyler Einberger ([02:45])
- "What I would buy is a package of clickstream platform data plus our dark horse here, server logs." — Tyler Einberger ([02:50])
- "Understanding where Google bots are spending time... crafting where they're spending time." — Tyler Einberger ([05:09])
Key Takeaways
- ClickStream Data: Valuable for high-level market insights but limited by accuracy and coverage.
- Data Integration: Essential to combine clickstream data with server logs and first-party data for comprehensive analysis.
- Crawl Efficiency: Critical for large websites to optimize SEO performance by guiding search engine bots effectively.
- Holistic SEO Strategies: Employing multiple data sources and continuous optimization leads to more effective and informed SEO outcomes.
For more insights on SEO and content marketing, be sure to subscribe to Voices of Search and stay updated with the latest strategies to enhance your organic growth.