How analyzing search data can improve your decision-making – Search Engine Land

Much like a physical marketplace, the online search environment has both its successful businesses and those that fail to gain traction. Matt Colebourne, CEO of Searchmetrics, used the analogy of a “high street” — the main area of commercial or shopping — to describe the current state of search marketing in his presentation at SMX Next.

“Just as you have the winners and the losers in the physical space, you have the same in the digital space; page two of Google or any search engine is fundamentally the ‘backstreet,’” he said. “That’s where a lot less audience is going to end up.”

Marketers have long used search data to optimize their content so it meets user needs. But many fail to apply those same insights to inform decisions that impact the long game.

“A lot of companies make the mistake of optimizing for growth way too soon,” Colebourne said. “They settled for their current product set and their question becomes, ‘How can we optimize sales of what we have?’ Whereas the questions…

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source: https://news.oneseocompany.com/2022/01/19/how-analyzing-search-data-can-improve-your-decision-making-search-engine-land_2022011912736.html

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