How Data Is Reshaping The SEO & Digital Marketer's Landscape – Search Engine Journal

How Data Is Reshaping The SEO & Digital Marketer's Landscape – Search Engine Journal

Opportunities are evolving as SEO data powers new business insights. Learn more about the trends revolutionizing digital marketing and search.
There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.
To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.
SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.
Data has always been mission-critical to digital decision-making.
The Economist, back in 2017, declared it the world’s most valuable resource.
Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.
According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.
Think about that for a second!
Flash drives, for example, were introduced in 2000.
This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!
The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.
In the past, we thought only numbers mattered.
But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!
As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.
Fortunately, SEO is well-positioned to take advantage of this new data revolution.
By 2025, Worldwide data will reach 175 zettabytes.
But unfortunately, the human brain can’t process, structure, and analyze all that data.
So technology engines have to help, and digital marketers should be the driver.
There is a massive opportunity for companies that can utilize data to create more engaging experiences.
A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!
Robust data analysis ensures decisions are evidence-based and have more accountability.
Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.
SEO began with data and has evolved.
From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.
As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.
Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.
This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.
Digital marketers can evolve, understand key trends, and learn in new areas such as:
SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.
AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.
What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.
The application of technology will be the driving force behind the next generation of data analysis technology.
Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.
It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.
The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.
The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.
SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.
Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.
Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.
More resources:
Featured Image: ra2 studio/Shutterstock
Lemuel is the founding CTO of BrightEdge. He brings 15 years of industry knowledge and experience in building enterprise-class solutions …
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