As the web grows, more and more companies are turning to SEO to help provide insights into how users interact with search engines and how they (and other sites) communicate with each other. autonomous way.
This article highlights four trends and ways for enterprise SEO marketers to stay ahead of the changing and evolving web.
In a survey of CMOs in the United States, conducted in August 2021, 43% of respondents said marketing technology, data and analytics were their top priority for the next 12 months.
The number of Internet users worldwide has increased to 4.5 billion, with over 2 billion websites now on the internet.
At the same time, corporate websites are growing in size as marketers and machines, daily and hourly, add more pages of content, assets, and information.
Ensuring your brand is visible to the right audience is becoming increasingly competitive and complex.
In addition to these challenges, concerns and opportunities converge around:
- Internet 3.0: The need to understand what the decentralization of the web means as users become owners of their data and personalization grows in importance.
- Google Page Experience and Core Web Vitals: The Rise and Importance of Technical SEO and Website Infrastructure, Content and Speed
- The proliferation of search entry points: New search entry points from voice-enabled handheld devices and mobile phones mean the next-generation market is expected to reach $55.7 billion by 2025.
- Data Privacy and Compliance: As initiatives around privacy, such as GDPR and the use of third-party data sources, grow, marketers must seek new ways to ensure high fidelity and data security.
According to Google John Müller:
“The best way to sum up what’s being pushed as web3, in my opinion: it’s a way to store, access and transfer certain types of information, using ‘public databases’.
SEO, as you know, is all about making certain information (like content or product listings) more accessible and easier to find online.
The web as you know it will not change. You will always have search engines, marketplaces, social networks, e-commerce, etc. As long as there are search engines, there will be a need for SEO.
For the past few years, a crucial part of SEO has been (and always should be) focused on how users interact with search engines.
However, as the web evolves, there is a need to understand how machines communicate with each other and how sites like Google and Facebook interact with websites.
Optimizing search experiences means understanding how humans and machines generate and process data.
Below are some key areas to focus on to prepare for next-gen SEO.
Build reliable information infrastructures
The tremendous growth of data means that marketers now need to ensure that their data sources are reliable and accurate.
GDPR, CCPA and privacy compliance is becoming a top concern for organizations handling sensitive information, as noted by CIO.com eight priorities for 2022.
Security is an essential part of enterprise-grade SEO, ensuring your technologies are compliant now and in the future.
This protects you, your customers and users.
Learn more about SEJ
Focus on semantics
In 2001, Tim Berners-Lee (the founder of the Internet) described the Semantic Web as a component of Web 3.0.
“The Semantic Web is not a separate Web but an extension of the current one, in which information is given a well-defined meaning, better enabling computers and people to work cooperatively.”
Innovations in search technology have focused on understanding the knowledge graph. Semantics helps marketers better understand the relationships and meaning of search queries.
Google uses natural language processing (NLP) to help the search engine better understand and process queries, just like humans would.
In the field of enterprise SEO, it also helps enterprise SEO experts better understand the meaning of searches and consumer wants and needs.
As machine-to-machine communication increases, it will also be essential to understand how they do it, what data it produces, and how to process it.
Leverage reliable technology and structured data sources and focus on key concepts like EAT to ensure your content matches intent and responds to context between sentences and questions.
Learn more about SEJ
Advance your understanding of machine learning and AI
From 2021, in the State of Big Data and AI Executive Summary, Among the US organizations surveyed, the focus was on driving innovation using data. Nearly a third indicated active transformative business results within their company.
The application of NLP technology will drive the next generation of SEO.
Adopting it is essential, from retrieving data and information to detecting and automating website errors.
The human brain can only process a limited amount of data.
With the amount of online data to achieve 175,000 zetabytes, treatment becomes impossible.
Content writers and digital marketers are now tasked with a number one priority – understanding site-to-website communications – so they can update and make necessary changes to their website, search, and content marketing.
Advanced technologies are self-learning and, in some cases, self-contained in helping enterprise SEO professionals understand and process complex data.
They help marketers save valuable resources on mundane tasks, automate reporting, and fix critical errors on their website without any intervention.
Smart use of marketing technology provides vital business intelligence and helps automate its execution.
Smart SEOs use it to improve business results and grow their careers by elevating their role and learning new skills.
Learn more about SEJ
Apply data insights to your research and martech stack
Traditionally, SEO has relied on best practices based on assumptions.
And it still is.
However, the application of data science in research is becoming essential.
This is especially true as website functionality and SEO needs become more advanced.
At the same time, search engines are becoming more sophisticated in evaluating websites.
This results in a need to obtain, analyze and extract information from large data sets.
Especially in a corporate setting, SEOs rely heavily on data science methods and tools to process search data in ways that generate insights: whether through statistical analysis, full API access to datasets, data processing algorithms designed for big data, or the freedom to experiment with how research data is collected.
However, with massive amounts of data, it makes no sense that marketers aren’t using technology to streamline their SEO efforts.
When it comes to data science, SEO experts have a dilemma in choosing the right approach.
For example, they often wonder:
Should I use Excel for my daily data processing work, or is it worth learning Python?
Would I produce better work creating my own interactive dashboards with R or Python, or should I just opt for Google Data Studio?
Incorporating data science modules into your tech stack can help enterprise SEOs, especially digital marketers, benefit from data science without having to become a data scientist — and without using resources. to resolve the dilemmas described above.
Tomorrow’s enterprise SEO platforms require the capabilities of data science infrastructure at the core of their martech stack to provide marketers flexibility of options.
Learn more about SEJ
3 Data Skill Sets You Need to Succeed in Data SEO
3 Types of Data Science SEO Teams and How They Work
As the web – and the breadth and depth of human connection within it – evolves, the value of search data as a proxy for the real-time voice of the customer will continue. to grow.
For Enterprise SEO, unlocking this potential requires an increasing focus on technology, but it can’t come at the expense of thoughtful, creative thinking that drives exceptional customer experiences.
This balance between data science, creativity, and the humanization of AI-generated touchpoints is an essential part of any marketing strategy designed to withstand this next era of web growth.
Feature image: Olivier Le Moal/Shutterstock