Standard analytics tools tell you what happened on your website. Data science tells you why it happened and what to do about it. We apply statistical methods, machine learning and programmatic analysis to your search performance and user behaviour data, producing insights that go beyond the dashboards your marketing team already has.

SEO performance analysis

Search engine optimisation generates results over months and years, which makes it difficult to separate genuine trends from noise. We apply data science to your search data to answer the questions that standard reporting cannot.

Anomaly detection - is a drop in rankings a real problem or normal fluctuation? We use confidence intervals and statistical significance testing to determine whether changes in traffic, rankings or click-through rates fall outside expected ranges and require action. If today's traffic is lower than last Tuesday but still within this month's normal range, we tell you not to panic.

Content performance modelling - which content types, topics and formats generate the most valuable organic traffic? We analyse the relationship between content attributes (length, structure, topic depth, freshness) and search performance to identify what to create more of and what to stop investing in.

Keyword cannibalisation mapping - multiple pages targeting similar keywords compete with each other in search results. We programmatically analyse your entire site to identify cannibalisation patterns and recommend consolidation or differentiation strategies.

Competitor gap analysis - where do your competitors rank that you do not? We combine search demand data with competitive ranking analysis to identify high-value keyword opportunities ordered by commercial potential.

User behaviour analysis

Understanding what users do on your site is only useful if you understand why they do it. We combine quantitative behavioural data with qualitative analysis to build a complete picture.

Session journey analysis - we map how users navigate your site, identifying the paths that lead to conversion and the paths that lead to abandonment. This goes beyond simple funnel analysis to understand the branching decisions users make and where they get lost.

Heatmap and scroll depth analysis - where do users focus their attention? Where do they stop reading? Which elements attract clicks and which are ignored? We correlate attention data with conversion outcomes to identify the layout and content changes that will have the most impact.

Segmented behaviour patterns - not all visitors behave the same way. We segment users by source, device, location, new versus returning and other attributes to identify which audiences your site serves well and which it fails. A page that converts well for desktop users from organic search but poorly for mobile users from paid campaigns has two different problems requiring two different solutions.

A/B testing with statistical rigour - when we identify competing hypotheses about what will improve performance, we design and run controlled experiments. We manage the statistical methodology including sample size calculation, confidence intervals, significance thresholds and test duration so your team gets clear answers. We account for statistical power so tests run long enough to be reliable but not longer than necessary.

Integrated reporting

We connect data from Google Search Console, analytics platforms, heatmap tools, A/B testing platforms and your CRM into a unified data pipeline. Apache Spark processes and correlates data from multiple sources, and Apache Superset dashboards present the insights in visual reports designed for marketing teams and web managers rather than data scientists.

Reports are designed to be actionable. Every finding includes a specific recommendation, a priority level based on estimated business impact and clear ownership of who needs to act on it.