SEO Data Analysis for Organic Search Traffic

B2B SaaS businesses rely mainly on search visibility to acquire customers. As they grow and scale, their content also grows. At some point, it becomes difficult for marketing teams to track the performance of content pieces and web pages in terms of capturing new customers. This results in an increasing need for a thorough data analysis on search engine optimization (SEO) to quantify web traffic and inform decision-making for marketing teams.

I ran a comprehensive SEO data analysis for a B2B SaaS client to quantify their search-driven traffic and pinpoint where to focus content and optimization efforts. I consolidated data from across the client's entire search ecosystem including Google Search Console, Google Analytics, third-party SEO tools like Ahrefs and SEMrush, a Screaming Frog crawl of the site, and the client's own sales data from their CRM to attribute traffic to actual customers.

Using Python, I pulled and scraped data from these sources into a local PostgreSQL database, then queried and joined these tables with SQL and surfaced the findings through Excel pivot tables for the marketing team.

The analysis covered four areas: 1) keyword gap and opportunity analysis to surface high-value terms competitors ranked for but the client was missing; 2) content and page performance to see which pages actually drove traffic and conversions; 3) competitor intelligence; and 4) technical SEO and funnel analysis to flag site issues and where visitors dropped off before converting.

The analysis replaced guesswork with a single, data-driven view of content and page performance, so the team could prioritize the content and keywords most likely to capture new customers.

The results surfaced clear and concrete opportunities for the marketing team to prioritize. These included high-opportunity keywords and content gaps to target, underperforming pages to improve, and technical website issues to fix. Once the marketing team acted on those, organic search traffic increased by 86% within 4 months.

Summary of findings after 4 months:

✅ Overall aggregate traffic increased by 86% in 4 months

✅ Overall clicks increased by 75%

✅ Got content to rank in the top 3 on page 1 for thousands of keywords

✅ Tripled the CTR for several keywords (3% to 10.2%, page rank to #1)