David and Marco discuss how to use SEO Data to improve processes and prevent future damage. Marco says: “Use SEO data to improve processes and prevent future damage." What SEO data are we talking about here? “Mostly Search Console data, analytics, and crawl data from a crawler like Screaming Frog. If possible, you should be integrating non-SEO data as well. Non-SEO data is any data that is not purely SEO: customer data, sales data, etc. It could be content information, like the author of a given article, which can still provide a lot of value for SEO.”