Good morning, Marketer, let’s talk about search data and decision-making.
Recently, Marketing Land columnist Sebastian Compagnucci wrote about how marketers in various roles – not just SEOs – can leverage search data to help inform larger business decisions. “As an SEO I’m constantly utilizing keyword search volume data to help make more informed decisions about clients’ online presence,” Compagnucci wrote. “But the reality is, this data has way more use cases than anyone gives it credit for.”
In any online business, the role of a decision maker requires the ability to gather and analyze data. Search data, in particular, is rich with insights for evaluating trends and behavior – which is key when accounting for seasonality. This data can then trickle down to a variety of team members responsible for making decisions.
Compagnucci offered use case scenarios:
As a Paid Search Manager, I want to utilize trend data to help inform when to ramp up ad spend on certain product categories.
As an SEO strategist, I know it can take months to see the impacts of my work. So, knowing when my customers are searching most frequently will help me to prioritize my focus leading into peak season.
As an e-commerce merchandiser, I want to understand how interest in our products have shifted over time. I want to be able to identify new trends gaining popularity so I can make more informed buying decisions.
As a content strategist, I want to ensure we are providing our customers the most appropriate user experience based on peak search times for our products. How and when should the site be updated to speak to these seasonal trends?
And most importantly, as a business owner/key stakeholder: I want to be able to challenge my own assumptions about my customers’ needs. I want to know if my products are still in demand. I want to know if there is a segment where I could expand my business. I want to know if there are tangential lines of business that have some growth opportunity
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Taylor Peterson,
Deputy Editor
