My SEO Journey: Siddhant Mehandru from eaglytics-co.com – How to combine the power of Google Analytics and SEO

My SEO Journey is a series where entrepreneurs and Indie makers share their honest SEO Journey filled with failure and success, and most importantly, proven results. Episode #158 features Siddhant Mehandru from Eaglytics Co.

Hi there, I’m Siddhant Mehandru, the co-founder and CEO of Eaglytics-Co, a business consultancy firm with a mission to help startups and large enterprises discover the hidden potential of their data. I pride myself in over seven years of experience in data analytics, which comprises my time as a Strategy Analyst at JPMorgan Chase & Co. between April 2020 and July 2021. 

Alongside my co-founder and COO Arpit Jhamb, we’ve built Eaglytics to offer end-to-end data services to empower businesses to make data-informed decisions.

At Eaglytics, one of our specialties lies in advanced analytics and business intelligence, focusing on maximizing ROI using powerful platforms like Google Analytics and Klaviyo. Our services expand into E-commerce Analytics, Digital Marketing Analytics, App/Product Analytics, and Construction Analytics. 

Since its inception in March 2020, Eaglytics has grown to become a trusted business partner, with clients from different industries. We serve startups, medium-sized, and well-established enterprises, with some of our clients including Sugatan and InTouch. 

The Genesis of Eaglytics: How the Idea of Eaglytics Was Born 

I’ve always been a believer in harnessing opportunities whenever challenges present themselves. This strong belief, together with my deep-seated passion for data and desire to solve real-world problems, gave birth to the idea of Eaglytics. 

My journey began way back in 2018 while I was a Strategy Analyst at JPMorgan & Chase in their Indian branch. I worked in a fast-paced and high-pressure environment where every decision made was backed by data, from product development to marketing strategies. What I noticed during my tenure there was that the majority of companies that had massive amounts of data didn’t fully understand how to leverage it to achieve growth. 

Their main problem had nothing to do with the data; it was the lack of actionable insights, and being able to make sense out of the vast amounts of data they had. This new realization threw me into deep thoughts: What if I could come up with a way to bridge this gap and assist these companies make data-driven decisions that actually impact their bottom line?

Well, for months, this question kept gnawing at me while I made no move. But behind the scenes, I was buried in countless hours of research, studying, and trying to comprehend why these businesses had problems with data analytics. After about a year, in 2019, I discovered that the available tools were either too generic for established enterprises or too complex for SMEs. It became clear that these businesses needed an easily accessible and customizable solution. 

The Birth of Eaglytics Co.

My final move to form Eaglytics came in around February 2020. This was at the time when Covid-19 was slowly growing into a global pandemic. I was split between risking it all to start a company amid tough economic situations the world was grappling with, and prolonging my stay at JPMorgan & Chase as a Strategy Analyst. 

After several weeks of battling the idea of forming a company, in March 2020, I finally made up my mind to take the plunge. I left my cushy employment and formed Eaglytics with a simple mission: to help businesses unlock their full data potential through tailored analytics solutions. Like most other entrepreneurs, it was just me and Arpit, trying to pitch our services to companies willing to lend us an ear. 

In the middle of the pandemic, when movement was restricted, I would say we had an advantage as this was the time when most businesses were trying to strengthen their online presence. Still, it wasn’t easy as there were times I would question whether I had made the right call, but the vision I had kept me moving. 

Eaglytics Big Break

My first big break came knocking in November 2020 when a mid-sized e-commerce firm accepted my proposal to handle their Google Analytics. This is an American company based in Tennessee with a team of 17 digital marketing staff. While they had their SEO figured out, they seemed to lag in e-commerce analytics.

They had a challenge in analyzing their customer data to optimize their marketing campaigns. 

Realizing the extent of the challenge I had in front of me, I had to expand my team, which now had three staff members. I onboarded one data analytics expert and two SEO experts to make a team of six. Working closely with their digital marketing team, and using every tool we had at our disposal, including Google Analytics and Klaviyo for email marketing, we augmented their conversion rate by 27% within six months. 

We were also able to reactivate more than 500 dormant clients who went ahead to earn the company a revenue of USD 423,300 in a span of six months. With multiple data-driven tweaks to the company’s marketing campaigns, we turned the company around. 

This was the fruitful beginning that gave Eaglytics its kickoff into the world of business data analytics. After our first project, we received a handful of clients through referrals and intensive marketing of our services. By October 2021, we had acquired five new clients who faced similar setbacks with their data. It came to my realization that these businesses didn’t just need a consultant but a partner who could assist them navigate the complexities of analytics. 

With this new realization, Eaglytics Co. started taking shape, evolving from a team of six to a dedicated team of analysts, data scientists, and marketers who shared my passion for data.  

Growing the Eaglytics Family, Expanding Our Provisions

With the growing client base, we welcomed experts into our team who were aligned with Eaglytics’ mission. But one of the key decisions I ever made in the company’s early success was to keep our fully remote. This gave us the chance to tap into a global talent pool and meet the needs of clients from different time zones. I would say this was a risky move, but it was worth it. As 2021 came to an end, we had acquired clients across ten countries, ranging from small startups to large corporations. Today, InTouch, co-headed by Bill Schroeder, is among our largest and most successful clients. 

Eaglytics’ rapid growth was not without its own set of challenges. In our initial stages, Arpit and I had difficulties managing a remote team amid the COVID-19 pandemic. We had to deal with communication breakdowns, missed deadlines, and a constant challenge to maintain the company culture. But these were what forced us to become innovative. By implementing project management tools, streamlining our processes, and shifting our focus towards building a stronger team culture, we overcame most of the challenges that came with maintaining a remote team. 

Unveiling Advanced Google Analytics: The Strategy That Put Eaglytics on the Map

One of the most powerful strategies that have worked remarkably well for Eaglytics is a focus on advanced Google Analytics. While a majority of digital marketing firms utilize Google Analytics at a basic level, our approach is delving deeper to uncover insights that most businesses often overlook.

This approach has turned out to be a game-changer for our customers in maximizing their ROI. 

Google Analytics and SEO: A Case Study

We’ve gone deeper into integrating Google Analytics and SEO to help our clients attain success. One of our customers, an e-commerce firm specializing in sustainable products approached us in February 2023 with a challenge that seemed tough back then. Despite their well-designed website and receiving up to 100K visitors a month, their conversion rates were alarmingly low. This was after investing more than USD 16,500 into their digital marketing efforts. 

The Client’s Challenge

They had difficulty turning visitors into customers, and their organic search rankings were also stagnant. This client needed a comprehensive solution that could not only enhance their visibility but also boost sales. 

Our solution for the client was to combine the power of Google Analytics and SEO. Kickstarting the intensive SEO campaign in March 2023, we began with a thorough audit of their website using our custom-built Google Analytics dashboard template. After three weeks of intensive data collection and analysis, we identified several key challenges:

• High bounce rate: More than 65% of visitors were abandoning the site without visiting any other page. This showed that their landing pages didn’t have enough relevance to the visitors. 
• Low organic traffic: The website had poor ranking for the relevant keywords it was using. This limited its visibility in Google Search.
• User behavior insights: By analyzing user behavior flow, we discovered most of the clients left the site after perusing through the product description pages. This pointed out that their content and the layout needed some work. 

Armed with these insights and working closely with the client’s in-house digital marketing team, we came up with a strategy that featured targeted SEO efforts with enhanced user experience. 

Our Solution

Our solution implementation followed this approach:

• SEO Enhancement: We began by spotting high-potential keywords that aligned with the client’s products but with a lower competition. Our team of SEO experts optimized the website’s content, internal linking structure, and meta tags to improve the keyword rankings. In addition, we introduced a blog section whose aim was to attract organic traffic with engaging and informative blog posts. 
• Google Analytics Tracking: The client had not implemented a more advanced Google Analytics tracking, so our next move was to set one up. This was to help us observe specific user interactions like product clicks, add-to-cart, and checkout initiation. Doing this enabled us to identify products that had more attention as well as the stage that visitors were dropping off at. 
• Content Optimization: With massive data and insights gained from Google Analytics, we did a complete revamp of their product description pages to enhance their appeal. We focused on enhancing clarity, using concise language, and adding high-quality relevant images. We also included a more engaging customer review section to build trust. Our team also optimized the pages for mobile devices to meet the needs of mobile shoppers. 
• A/B Testing: We had to ensure these changes were effective by conducting A/B tests on specific key landing pages. Through this, we were able to identify which changes performed better in terms of engaging users and making conversions. 

The Outcome 

Six months down the line, around October 2023, the client had gained significant improvements in their online performance. Their organic traffic increased by 85% with the help of several high-ranking keywords.  With a 60% improvement in conversion rates, their sales revenue skyrocketed by over 40% to USD 820K. Thanks to better user experience and more engaging product pages, visitors were able to complete the purchase funnel. 

Eaglytics also helped the client reduce their bounce rates by 30%, which signified that their landing pages were now more effective in retaining visitors’ interest. 

What Eaglytics Has Learned Through Its Google Analytics and SEO Journey

Over the years Eaglytics has worked with numerous clients in navigating the challenges of digital marketing, we’ve gained invaluable insights into the synergy between SEO and Google Analytics. 

Data-Drive Decisions are Essential 

This is probably one of the most powerful lessons we’ve learned; data has an undeniable power in shaping successful SEO strategies. Instead of relying on assumptions and our own intuitions, concrete data is essential in crafting effective SEO strategies that can also adapt to the changes in the digital landscape. 

SEO and User Experience are Inseparable 

Through our experiences, we’ve been able to help clients understand that SEO success goes beyond optimizing for search engines. It also demands prioritizing and enhancing user experience. Metrics such as session duration, bounce rates, and conversion rates – the key Google Analytics indicators – are dependent on how users interact with your website. 

Continuous Monitoring and Adaptation are Essential

SEO doesn’t end after a successful campaign; it’s a process that never ends and entails regular monitoring and making adjustments. Our journey has revealed to us the power of Google Analytics in tracking SEO efforts over a long period. 

Holistic Approach Often Yields Excellent Results

Combining the power of Google Analytics and SEO offers a more comprehensive view of the performance of a website. It’s crucial to analyze data from paid and organic channels to identify growth opportunities that may go unnoticed. 

Eaglytics SEO Tools That Help Us Make a Big Difference

When we first started, Eaglytics was mainly focused on data analytics, and as such our main tools were Google Analytics. But along the way, we discovered that data analytics and SEO are inseparable siblings so we expanded our tech stack to include other powerful SEO tools.

Google Analytics 

Google Analytics forms the backbone of our tech stack. It’s been useful in gaining comprehensive insights into user behavior, web traffic, conversion rates, and bounce rates. Analyzing data from Google Analytics enables us to discover trends, measure SEO efforts, and make data-informed adjustments to improve the online presence of our clients. 

Google Ads

We primarily use Google Ads for managing the paid advertising campaigns of our clients. It helps us identify important insights into audience behavior, keyword performance, and ad efficiency. Google Ads is essential in refining our SEO strategies in targeting high-potential keywords and attracting high-quality traffic. 

Facebook Ads 

Eaglytics also relies on Facebook Ads Dashboard to monitor and manage our client’s social media performance.  We gain powerful insights into post-performance, audience engagement, and ad effectiveness on Meta platforms. 

Klaviyo 

Klaviyo is our secret weapon in our email marketing arsenal. Through the Klaviyo Dashboard, we can track email campaigns, analyze customer behavior, and segment clients. Klaviyo offers us powerful insights that enable us to personalize email content, boost engagement, and eventually drive traffic. 

What’s Next in Eaglytics’ Google Analytics and SEO Journey

I would say that I, Arpit, and the whole team at Eaglytics have come a long way. Right now, we’re grateful for the milestones we’ve achieved, but also watching the ever-changing digital landscape closely. As the market is rapidly growing towards AI-powered approaches, we’re also foreseeing a future with AI. 

We’ve started exploring how we can integrate AI-powered insights into our SEO strategies. By leveraging powerful algorithms, I believe we’ll be able to analyze data patterns, predict trends, and personalize content with greater precision. The future is already taking shape with smarter, faster, and more accurate SEO strategies powered by AI and Eaglytics is excited to lead the charge. 

As we look into the future, we’re also looking at expanding our outreach to a global scale. I believe there are still many other businesses, both small and well-established, that need our intervention to break their boundaries. It’s our mission to reach these businesses and help them realize that Google Analytics and SEO make excellent partnerships in growing a business from the ashes. 

Where To Discover More About Eaglytics 

Eaglytics has built a name for itself in the digital marketing world. If you’d like to be part of our happy customer base, you can reach out to us through our website https://eaglytics-co.com or quickly send me a message through LinkedIn.