Clickstream (aka “click path”) data provides a wealth of information that was unavailable just four years ago. And, it happens to have such a nice ring to it that we named our company after it.
The term was more popularly used in the past for research about the basic proprietary “click” numbers as users navigated through the a website. Today, cutting edge tracking is aggregated from website browser plugin or app companies to provide precise information on how users interact with the largest sites on the web: especially on Google Search.
If that sounds “creepy,” don’t worry. The metrics collected by aggregator companies like Jumpshot do not include private information. The data doesn’t help to “target” individuals as opposed to information Facebook collects from user accounts and behavior on their platform.
The top two SEO software companies: Ahrefs, and Moz, both integrate these numbers now. Without them, the best SEOs are lost in a Google extraterrestrial world.
Google goes out of its way to keep comprehensive, accurate search metrics from website owners. Newspapers like to work with PR professionals, within limits. In 2020, Google’s closed its search engine product to collaboration and transparency. More than ever they’ve forced companies that don’t have very deep SEO experience to pay exorbitant AdWords fees.
Click path data for original research and link building
We also use click path data for research analysis to find search trends. This is 100x more precise than what one could find with Google Trends. The end content is published on client sites and used in our link building campaigns. Few SEO agencies would know, for example, how to:
- Find the most searched for phrases on YouTube in a particular niche.
- Create an interactive data visualization from the data.
- Build links via email outreach targeted to editors at blogs and publisher websites.