Analytics: Data & Report /Analysis

There is no such thing as effective SEO without effective SEO keyword research.

Keyword Research

There is no such thing as effective SEO without effective SEO keyword research.

Keyword Research is the process of identifying keywords that will make your website users convert. It is the foundation of every SEO strategy. Effective search engine optimization starts with keywords, 95% of online experiences begin in the search box.

Keyword Research should be done regularly to account for adapting search trends, otherwise you risk losing the attention of the exact people you are trying to reach. 

Competitor Analysis

Competitor analysis is a marketing technique that aims to analyze the strengths and weaknesses of the competition. This analysis helps to create an effective business marketing plan with identified threats and opportunities. At XumDigital, our services involve identifying your top competitors within your industry and niche, performing a comprehensive competitor analysis to learn how you measure up, and putting together a detailed plan for moving forward and developing a competitive edge.

We will analyze your competitors’ websites to learn about they are doing right and their mistakes and will implement the correct strategy on your site.

A competitor’s research should be an important part of your company’s marketing plan. It will help you better define what makes your brand, product, and/or service unique, and will help you make decisions that will impact and outpace any competition.

As part of our market research we will include key factors, such as:

  • Gaps in the market
  • Market trends
  • Innovations in products, services, and marketing campaigns
  • Figuring out exactly who your competitors are is critical.

Amazing, strong, and unique identities.

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Sorie de Centroamérica S.A.
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Our SEO Audit Process

Statistics to consider:


93% of all online experiences begin with the search engine.


75% of people never scroll past the first page of search listings.


70%-80% of searchers skip right past the paid results to the organic listings.


For 57% of B2B marketers, SEO is the most effective lead generation marketing activity.

Our audit services help ensure that your site is ranking high and getting those clicks. Our search engine optimization audit starts by studying your site in detail, followed by a SEO audit that includes:

Technical SEO analysis (including URLs, metadata, alt-tags, H1 tags)


On-page analysis (including content, keywords, images)


Off-site analysis (including backlinks, social media, AdWords)


Competitive analysis (figuring out who your competitors are and what lessons we can take from their SEO strategies)


Keyword research (figuring out which keywords will best help you reach your audience and how to better incorporate them into your site)

After we go through this discovery process, we’ll provide you with a detailed plan that is tailored to your business objectives and your target audience.

We will do the same with your social media channels and any pother digital platforms utilized by your business.

What we do:


SEO audits


Keyword research


Competitor analysis


Conversion Rate Optimization


Analysis of results and recommendations

Brand Awareness Metrics:

To measure brand awareness, marketers typically first look at impressions. Impressions represent the total number of times people see an ad. Marketers also supplement this data by measuring:


The number of (unique) people exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness.


The average number of times a visitor is exposed to an ad over a period of time.

Customer Engagement:

How engaged a customer is with paid search results is measured by click-through rate (CTR). This can be particularly useful as a comparison to the number of impressions received.

Click-through Rate (CTR):

The percentage of impressions/clicks. If an ad for a keyword is shown to 100 people (impressions) and five of those people click the ad (clicks), it would have a 5% click-through rate.


Improvements made to a campaign based on aspects of the campaign that perform well.

Return on Investment (ROI):

The ratio of net profit to cost. In other words, how much money a company makes compared to how much it spends to produce and advertise its products. The formula for calculating ROl is: (Revenue – Cost of Goods Sold)/Cost of Goods Sold * 100.

Return on Ad Spend (ROAS):

A KPI that determines how effective ad spend is at driving revenue. Its formula is ROAS = Revenue/Ad Spend * 100.


Snippets of JavaScript code that allow for better control of campaigns, They can be used to automate internal functions within a Google Ads account:
they interact with external data as well.

Traffic to a Website Metrics:

To measure traffic to a website, clicks and click-through rate (CTR) are good metrics to review. These two metrics highlight how many people find an ad compelling enough to click on it and visit its website.


The total number of searches where an ad was clicked.


The percentage of impressions/clicks. If an ad for a keyword is shown to 100 people (impressions), and five of those people click the ad (clicks), it would have a 5% click-through rate.