How Data Is Reshaping The SEO & Digital Marketer’s Landscape
As SEO data provides new insights into business, opportunities are constantly changing. Find out more about the digital trends that are changing search and marketing.
A new data revolution is underway, and it is rapidly spreading across the industry. Many SEO and digital marketers have difficulty understanding the intelligence and insights available.
Marketers need to change their mindset to take advantage of this opportunity. They must also use technology to analyze multiple data types and discover new opportunities.
Digital marketers of tomorrow and SEO marketers today will have to be able to extract, organize, and manipulate data to achieve the best business outcomes.
Digital decision-making has always relied on data.
In 2017, it was declared the most valuable resource by The Economist.
We can quickly jump to the future and see the incredible growth in data that fuels this revolution.
According to the IDC, digital data will increase by more than twice the amount created since digital storage was invented.
Consider a moment to think about it!
Flash drives were first introduced in 2000.
Marketers will need to make sense of the 2x data created over the past 22 years to succeed in the next five years.
More Data & Complexity for SEO
The data revolution has been ongoing for a while and completely changed the definition of data.
We used to think that numbers were all that mattered in the past.
In this digital age, where everything is converted to ones and zeros and data is wider, data can include text, audio, and visuals- all bits waiting to be a function!
- Machine-based & human-generated data are growing at a rate of 10x faster than conventional business information.
- Machine-created data is hiking exponentially at a 50x the growth rate.
- The site processing data that BrightEdge generated has increased 11x in the past 18 months!
These increasingly stringent trends require SEO and digital marketers to adapt and be more like data scientists when extracting structured data insights and business insight – without adding additional manual work.
SEO is well-positioned for this data revolution.
- Expanding your keyword universe More keywords mean more data points for reporting and fuelling insights. Although it is essential to focus on conversion rate metrics, it would not be possible without expanding the reach of your audience and getting more people into the door. SEO is no longer limited to writing for a single keyword. It has become more sophisticated with the advancements in search engines such as Google’s understanding and BERT (RankBrain) and Google’s understanding and application of intent through searches.
- Expanding your search footprint will help uncover new opportunities to inform your content strategy and generate keyword ideas. Sometimes you may miss the boat. For example, Content Management Systems are slowly becoming “Experience Platforms,” which offer more functionality to address the needs of marketers and webmasters today.
Data (information) is The Currency of An Accelerated SEO and Digital Age
Global data will be 175 gigabytes by 2025.
Unfortunately, the human brain cannot process, structure, and analyze all that data.
Technology engines must help, but digital marketers should be the driving force.
Companies that use data to create engaging experiences have a huge opportunity.
Recent research showed that 95% of business leaders see this as their most significant growth opportunity over the next three years. This is a huge deal!
Solid data analysis ensures that decisions are more evidence-based and accountable.
Continued success will be assured by leveraging existing and new data sources to integrate business acumen with analytical decision-making skills, sourcing, and managing large volumes of unstructured information.
SEO started with data, and it has evolved.
SEO’s future is data and intelligent systems. This includes Page Experience Updates in 2021 and real-time SEO in 2019. This is where marketers can use data from multiple sources to organize data.
Thus, they can achieve business goals and remain ahead in all data and digital transformation stages.
Technology & AI Are Helping SEO Evolve
Technological advances, including AI and Natural Language Processing, have allowed digital marketers and SEO to become data analysts without becoming data scientists.
This is how you can unlock structured insights from big data in your company to make better predictions based on existing data.
Digital marketers can learn, understand key trends and adapt to new opportunities.
- Forecasting and predictive modeling of future trends based on multiple data types.
- Real-time detection of opportunities and intelligence.
- Digital research at scale using both historical and current data.
- Automated visualizations to various stakeholders.
- Increased data security, and compliance
- Macro level market and business intelligence
- The most detailed level of consumer behavior.
Digital marketers and SEO can acquire critical skills like statistics, data analysis and data visualization.
NLP, AI, and machine learning allow them to do this without having to be experts in programming or software applications.
Digital marketers need to combine their communication and analytics skills with stakeholders that are not able to think outside the box.
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