Evolving consumer expectations driven by the breakneck speed of technological advancements are pushing marketing teams to the brink. Companies of all sizes strive to become “data-driven,” but few are doing so successfully – in fact, 72% of C-level technology and business leaders with some of the world’s largest brands recently reported that they have not yet been able to forge a data culture [pdf] within their organizations. What’s more, 53% said they aren’t even treating their data as a business asset.
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SEOs have perhaps been able to realize and capitalize on the opportunities consumer data offers better than most, given how fundamental clean data is to success in search. However, consumers’ voracious appetite for content is generating many touchpoints across any number of devices and platforms – and a massive amount of data, as a result.
Consumers expect that data to be deployed immediately, to meet their needs; 63% expect personalization as a standard of service and believe they are recognized as an individual when sent special offers. Today’s SEO needs to understand the customer journey as it is happening and be able to adapt in real-time, optimizing content out of the gate. It’s an impossible pursuit with the technology necessary to activate data across the SEO lifecycle.
It’s time to get real, with real-time SEO that incorporates consumer data, your understanding of the buyer’s journey, and Google’s dynamic and visual search landscape. Here are three areas you need to focus your efforts.Research intelligently in real-time and optimize with speed. Data has become the currency that drives competitive advantage, but point solutions are causing chaos and confusion for brands. Data silos have resulted in massive quantities of static data lacking in quality and actionability. Brands are unable to extract the value of this data, despite significant investments in technology.
SEOs can help drive the change that needs to happen by focusing first on improving workflow and operational efficiency. Your technology must be intelligent, to recognize optimization opportunities, the very moment they arise – and to act, creating the customer experiences your prospects crave. The way SEO has been done since its inception looks something like this… A category manager for a retailer approaches your team requesting a report on the current season, and recommendations on how to optimize for the upcoming one. As the head of SEO, you report on last month’s trends. You provide an overall report on rank, keyword volume, keyword trends, keyword ideas and recommendations. It’s a multi-step, arduous, time-consuming process which utilizes numerous tools and Excel analysis – and still, you’re presenting historic data and making recommendations based on previous performance.
According to BrightEdge market research, typical organic search practitioner uses an average of six tools and can spend up to four hours a day on research, reporting and analysis. In the past, it was difficult for search marketers to truly understand the customer journey as it happens and maximize revenue. But today, the real-time SEO shift allows SEOs to provide real-time recommendations with real-time data, driving even more revenue to their organization.
For large enterprises and global marketers:
Utilize platforms to automate these tasks and make good use of the data when it is coming from multiple sources and in various formats.
Use intelligent automation to schedule tasks, analyze and activate data, and even perform optimizations in real-time.
Utilize real-time research to answer questions and uncover opportunities as they happen.
Make voice a reality
Know that consumers looking for instant answers to their needs are more and more often searching hands-free. Gartner predicted some years ago that by 2020, consumers would be performing 30% of searches by voice – and we are almost there. It is critical though that the results consumers are finding via voice search and relevant and trustworthy. Research from Higher Visibility suggests that consumer confidence in voice search results fell from 2017 to 2018. As an industry, we’ve been talking about voice, but no one is doing anything about it. Even so, SEOs at large organizations are expected to have a voice search strategy and understand the conversations that are happening in the market. The challenge is that conversational queries change so fast that it’s near-instantaneous. When strategizing for voice, the SEO must understand the conversational journey as well as the next three follow-up questions someone is going to ask. Your current strategy may involve wading through a list of keywords from keyword planner manually looking for conversational searches, or turning to a point solution with display-only capabilities and lacking in search volume, as it’s completely disconnected from your SEO workflow. A data-driven approach to voice means understanding conversations as they are happening in your space. SEOs need technology to help identify top-of-funnel, awareness-generating question keywords with search volume and to analyze the keyword landscape. Understand which portion of your keywords are quick answers, and which percentage you are winning. Listings and business data accuracy are crucial in both regular and voice search. In every result it brings back, Google aims to provide users the best solution to their problem.