Big data is changing so many industries and SEO is in no way excluded from this. In fact, big data is making notable inroads in this industry. So, lets take a look at some of the ways its being used to optimise searches.
Big Data Offers Deep SEO Insights
Google and the other search engines focus on breaking apart content into quantifiable data. This makes it easier for a marketer to find sight from the information the data users are searching for.
With big data, SEOs can track and analyze a keyword, on-page optimization strategies, backlinks and other search areas in order to optimize their efforts, which can include:
- Quality guideline compliance
- Local SEO
- Global SEO
- Content marketing
- Mobile optimization
- SEO ROI
This talk at SEO conference, UnGagged, in London looks like it will showcase some of the ways it can provide deeper insight.
Content Is Becoming Data at an Exponential Rate
Basically, content is just published information. However, when Google emerged as a curator of big data, content began to be seen as a quantifiable entity.
When content is turned into data, it can be easily analyzed by search engines, which can turn data to content and deliver the content to people looking for relevant information.
As a result of the content to data conversion, search engine results have become more structure. After analyzing semantic data, Google has been able to develop local search packs, rich snippets, and other unique systems that offer value to searchers.
An executive from SEO, Inc. said that search engine optimization experts and search marketers must keep up with the learning curve Google is setting. They said that when you think of content as data, you can create analysis tools, such as artificial intelligence, in order to learn about it and understand it. Google’s data can serve as an experiment in finding relevant results.
Customer Analytics Are Becoming More Precise
Online marketers or SEOs want more conversions, that’s the end goals for their SEO efforts. This makes it important for them to be able to find a correlation between the elements of their SEO and their analytics information, such as conversions, page views, and traffic for their sites and competing sites.
The Google Search Console, Bing Webmaster Tools and other analytic systems, SEOs can analyze their web content and see how it is situated within the larger content data network. This is will the SEO make adjustments based on actual performance.
Analytic tools can make it easier for an SEO to track clicks, conversions, backlinks, a visitor’s time on page and other search factors that are included in the search engine’s big data.
Social Media is Becoming a Major Search Factor
Social media networks are a treasure when it comes to big data. Facebook has more than 1 billion users and Twitter has about 500 million users. And, there are currently 156 billion blogs trying to network on these social media platforms.
Google can’t afford to ignore the 20 petabytes of annual data processed each year by these big data companies. Google needs this information to say at the top of the search engine game.
As a result, social signals are increasingly becoming an important factor in search. Searchmetrics’ research shows that Google rank factors back up the idea that social signals have an impact on rankings, especially when the signals are from high ranking social media sites like Twitter, Facebook, Google+ and Pinterest.
While search engines, like Google, keep the majority of their analyses to themselves, the big data they do provide to the public, can have a major impact on SEO.
Big data makes it simpler for search engines to analyze content and provide relevant search results to their users. As a result, an SEO who focuses on creating valuable compelling content that people search for will be in a unique position to reap the benefits of their big data based SEO efforts.
