What is Clickstream Data and How do We Use it?
SEOs have dealt with declining amounts of data for many years, which is not the case for paid media counterparts.
Google has stopped providing keyword data from organic searches.
Google made Keyword Planner less efficient by combining averaged and merged volume queries with rounded volumes.
Google made Keyword Planner available for active advertisers.
Keyword research was an art + science up until 2015 when it became complete.
Then, there was clickstream data. This was magic.
The last four years have been richer than keyword data, particularly when you take into account the improvements made to the Search Console.
We didn’t get into too much detail, as many SEOs do.
*Example: Enter your keyword into Ahrefs. Sort by phrase match. If Keyword Difficulty is less than 15, you can filter by that and choose the largest volume.
Details are crucial, especially when it comes to marketing data. Based on our research, this is how Clickstream data looks.
What’s Clickstream Data?
Clickstream Data is the sequence of hyperlinks website visitors follow while visiting a site. It is presented in the order that they were viewed according to Wikipedia.
Clickstream data is, in other words, Clickstream information refers to any data that records one user’s journey through a website or the Internet.
Clickstream data refers to what you see in a website heatmap or Google Analytics flowchart.
Clickstream data is simply the number of clicks that a user makes when they browse the Internet.
How is Clickstream Data used in SEO?
Clickstream data can also be used for SEO in many ways. You can use clickstream data to improve your content and landing pages
However, the real goldmine is the Clickstream data in Google Search Engine Results Page (SERPs).
It is possible to gain valuable insights by observing what users search, what results in they see, and what they click.
These data are so valuable that the US Department of Justice used its antitrust probe of Google.
SEOs can’t extrapolate traffic numbers using Google SERPs without Clickstream information.
With no Clickstream data, most SEOs responded to a few narrowly biased usability studies which questioned the validity of a #1 ranking or rich snippet for every query.
You could see which queries brought you traffic or revenue. Your imagination and creativity are the only limits to keyword searching.
It’s more reliable, cleaner, and more durable than data gathered by web scrapers who violate Google’s terms.
From where does Clickstream Data for Search Engine Optimization come?
“But …,” Some might think “…How can one obtain real-user Clickstream data via Google’s SERPs?” “
Good question!
Don’t ask.
Google SERP clickstream data is the result of browser software spying every day on Internet users.
Please note that SEO is not illegal. This is just one aspect of the new surveillance capitalism.
It’s just like having Facebook’s social network or placing data on your plate. It’s not something you should think about.
Who supplies clickstream data for SEO purposes?
There are very few players. After a major scandal, the largest one was closed down in January 2020.
JumpShot is the largest and most complete Clickstream provider. Avast was their sole owner.
In 2015, they began to scan URLs and websites for security risks. The team was already scanning URLs for security issues so they asked people to sign a data-sharing agreement.
Avast was used to anonymize browser data and then aggregate it to make it accessible to all who requested it.
Avast eventually had a global Clickstream data supply exceeding 100 million users.
Customers could obtain security software for a fraction of what it costs or even free.
Companies from Home Depot to Ahrefs to Moz had access to incredible Clickstream data from Google SERPs as well as YouTube, YouTube, Amazon, and YouTube.
This arrangement is a 21st Century Surveillance Capitalism Win/Win/Win arrangement.
It is quite remarkable in many ways. All data held by Google can be accessed by customers and businesses.
Businesses could make better websites using Clickstream data. Clickstream data can also be used to support independent marketers by anonymizing and combining data from willing customers.
What happens if Clickstream Data disappears?
Clickstream data is virtually gone since January 2020.
Jumpshot was the largest provider of Clickstream data. It ceased operations immediately on January 30, 2020, after an expose from Vice & PC Magazine went viral. This seriously affected their stock & security subscriptions2_.
Many small providers are available. SimilarWeb ).
Jumpshot is not available. Many keyword search tools rely upon Google Ads API and manual web scraping.
What alternatives are there to Clickstream for SEO?
Your SEO tools can be very valuable.
The only things that haven’t changed are the search volume numbers, search snippet performance, and SERP data clicks.
Keyword research is, in other words, more of a fine art than an exact science.
Jumpshot does not fall under our purview. This could be done by Equifax, Facebook, or Acxiom.
These are some suggestions to replace Clickstream data and increase resilience around keyword research.
Diversify Your Premium Toolset
Diversify SEO tools if budget allows. Your competitors will fall behind if they have both Ahrefs and SEO Rush.
Discover Different Methods
Non-traditional keyword research methods are available. YouTube. Slideshare. These tools can be very useful.
To meet specific needs, you can find specialized tools
Third, learn how to use multiple keyword tools in the right order. You can look at them all and then choose which one you like.
Look at the SERPs and Go Old School
Fourth: Instead of focusing on keyword difficulty or click-through rates, consider actual SERPs.
Consider whether you are worthy of being ranked. Use the Ahrefs extension profile to rank URLs.
Search Console: How to Love
Fifth, you can start to use your Search Console data. You can download 16 years of data and then use it for ideas.
How to use the Keyword Planner
Sixth, you can use Keyword Planner to return to.
Make a brand with real content
Do the things you should be doing anyway: building brand and building links. We are in a keyword-driven rut.
Maybe the lack of paint will drive the DemandMedia2.0 sites out of business. This will allow for thoughtful, detailed content and a higher ranking.
Next steps
Clickstream Data can be a powerful tool for SEOs.
However, it can become a stumbling block that prevents you from learning new and improved ideas. While Clickstream data interruptions may affect keyword research for SEOs, they won’t stop the need.
