Enterprise SEO platform Botify and analytics data platform Looker are integrating services to provide relevant data via the latter’s unified data platform.
The new integration gives businesses a centralized and more accurate view of their website performance by elevating data from organic search with Looker’s business intelligence platform.
Customers now have scaled access and visibility of SEO data among executive stakeholders, teams, and markets, Botify said in a Tuesday announcement.
The integration also makes it easier for brands to tie SEO data to key business metrics and overlay it with data from other channels like direct traffic or paid media.
In a statement, Botify’s Vice President of Partner Strategy Meryl Serouya said the platform gives companies a wealth of data and insights about the performance of their website.
“And while that data has the power to uncover incredible opportunities for increased traffic, conversions, and revenue, it’s even more powerful when analyzed alongside other business and channel metrics,” Serouya said. “By partnering with Looker, we remove the barriers and complexities associated with manually integrating fragmented data sources and help our customers realize the impact of SEO on business performance.”
In a blog post highlighting the integration, Botify said more than 90% of online experiences begin with a search engine. However, Google is only crawling and finding 49% of the content and website experiences being generated by marketing teams.
Features of the Botify, Looker integration include:
- Overlaying performance data from Botify into looker with conversion data to get a deeper look at the correlation of page speed and revenues
- Overlaying Botify keywords data like impressions and clicks alongside data from Yext or Google by Business to see how many calls and messages those services are driving to your brick-and-mortar location
- To help prioritize crawl budget optimizations, customers can overlay log file data, revenue and traffic source to see the number of pages Google is crawling and the largest drivers of traffic by segment
- E-commerce sites during the holiday season can tie transactions for top products to organic search traffic and page load time to monitor technical issues in real time
Botify’s integration with Looker could soon mean an integration with Google Cloud, as the Silicon Valley tech giant is closing in on a $2.6 billion cash deal to acquire Looker and add the platform to its analytics offering.
U.K. antitrust officials were reportedly looking into the deal and whether it could hurt competition in the region or other markets.