We all use Google. From finding out the meaning of an unknown terminology to searching for places to visit, we are predominantly dependent on Google. But why? The reason is simple; because it has answers to all our questions. There’s no denying that Google is the largest search engine in the world. It analyzes heaps of data, creates automated interfaces, and provides information to several people. The future of search will be determined by these massive amounts of data—big data—which will also discern the techniques with which organizations improve their websites and content. Big data is metamorphosing the world, and search engine optimization (SEO) is one of the biggest technological trends in the marketing landscape impacted by it; ask any SEO expert.

SEO experts are relying tremendously on big data and employing it as a powerful tool for bringing new insights into digital marketing. One such expert is Neil Patel, who is known for his empirical knowledge of the connection between SEO and big data. Also, he is recognized for helping small organizations with the implementation of big data. According to Patel and other SEO experts, businesses first need to understand the significance of big data and the impact it would have on their SEO strategy. Let’s find out the different ways in which big data affects the SEO strategies of organizations.  

Using Big Data in SEO

Search Engine Optimization

Big data is influencing the advancement of SEO like never before. Companies that want their content to be accessible to searchers need to stay on top of SEO developments to effectively compete in the marketplace.

As Google is gaining traction as the steward in the big data landscape, content is being considered measurable. By converting content into valuable data, Google and other search engines are easily analyzing it to deliver the appropriate answers that people are looking for. As an outcome, search results are turning out to be more structured, providing added value to the users. Once the content is sent from your personal device, it becomes data, which is analyzed by the search engines. This empowers individuals to find what they need and enables organizations to gain out of the content, benefitting both businesses and users.

Social Media Has Humongous Potential

We all have heard about Facebook, Twitter, and Instagram. Most of us use at least one social network to connect with friends and family. Well, social networks are more than just a communication platform. Every action performed adds to big data. For SEO experts, they are an abundant source of big data insights such as customer insights, personas, consumer behavior etc. Social signals are also emerging as a crucial search factor. 

Features such as ‘like’ and ‘share’ on social media platforms determine what intrigues people and what doesn’t, impacting search rankings.

Analytics is the Way Out

The primary focus for any digital marketer or SEO professional is more conversions. That’s why they find correlations between the SEO elements and analytics involved in traffic, page views, and conversions for your organization and competitors.

With analytics systems such as Google Search Console and Bing Webmaster Tools, SEO experts can check how their web content is positioned in the gargantuan network of content data, and make adjustments as per their content performance.

Analytics tools empower SEO professionals, making it easier for them to track clicks, time on page, backlinks, conversions, and other significant search factors that constitute the big data of search.

Superior User Experience

No matter what the technology is, it should enhance the user experience. One of the many benefits of big data impacting SEO is the enhanced user experience that it delivers. Users demand better website performance and content relevancy along with ease-of-use, and the dependence on big data for improved SEO fulfills all these criteria, amplifying the user experience.

Leveraging the insights offered by big data, search engines can deliver results that are more specific in terms of preference, location, previous searches, and so on. With such precise results, users can quickly access the information they want. This is what makes for a superior user experience. Search engines can examine the characteristics of websites that minimize bounce rates, aspects of enhanced user experiences, and rewards that attract visitors with higher search rankings. 

Big data allows marketers to make informed decisions and direct their campaigns as per the demands of the audience. Meeting the needs of users enable SEO experts to build content that tops the search results page due to its relevancy and exclusivity, instead of following a set of parameters. Big data is gaining momentum as the driving force behind the strategies used by marketers to craft unique and innovative ways to reach their target audience. Not only does it augment efficiency and provide data-driven insights, it also proves vital in creating an effective SEO strategy.

Recapitulating the Story

The main focus of search engines is to ensure that users gain access to the data that is most relevant and valuable to them. Businesses that aim at providing their visitors with appropriate information are more likely to grab the top position on search engine results pages. These companies will benefit tremendously from the way big data is revolutionizing the SEO practices. Big data is truly simplifying the way search engines analyze content and provide relevant results as per a searcher’s needs and SEO professionals can take advantage of it.

Check out our Data Science career track program to know more about leveraging big data for marketing, SEO and other business functions and to learn how to data science to it.