{"id":1442,"date":"2019-04-18T14:00:37","date_gmt":"2019-04-18T12:00:37","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=1442"},"modified":"2019-04-01T12:16:38","modified_gmt":"2019-04-01T10:16:38","slug":"five-ways-seos-can-utilize-data-with-insights-automation-and-personalization","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/five-ways-seos-can-utilize-data-with-insights-automation-and-personalization\/","title":{"rendered":"Five ways SEOs can utilize data with insights, automation, and personalization"},"content":{"rendered":"
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Constantly evolving search results driven by Google\u2019s increasing implementation of AI are challenging SEOs to keep pace. Search is more dynamic, competitive, and faster than ever before.<\/strong><\/p>\n

Where SEOs used to focus almost exclusively on what Google and other search engines were looking for in their site structure, links, and content, digital marketing now revolves solidly around the needs and intent of consumers.<\/p>\n

This past year was perhaps the most transformative in SEO, an industry expected to top $80 billion in spending by 2020.\u00a0AI is creating entirely new engagement possibilities<\/a><\/u>\u00a0across multiple channels and devices. Consumers are choosing to find and interact with information by\u00a0voice search<\/a><\/u>, or even on connected IoT appliances, and other devices. Brands are being challenged to reimagine the entire customer journey and how they optimize content for search, as a result.<\/p>\n

How do you even begin to prioritize when your to-do list and the data available to you are growing at such a rapid pace? The points shared below intend to help you with that.<\/p>\n

From analysis to activation, data is key<\/h2>\n

SEO is becoming less a matter of simply optimizing for search. Today, SEO success hinges on our ability to seize every opportunity. Research from my company\u2019s\u00a0Future of Marketing and AI Study<\/a><\/u>highlights current opportunities in five important areas.<\/p>\n

1. Data cleanliness and structure<\/h3>\n

As the volume of data consumers are producing in their searches and interactions increases, it\u2019s critically important that SEOs properly tag and structure the information we want search engines to match to those queries. Google offers rich snippets and cards that enable you to expand and enhance your search results, making them more visually appealing but also adding functionality and opportunities to engage.<\/p>\n

\"Example<\/p>\n

Google has experimented with a wide variety of rich results, and you can expect them to continue evolving. Therefore, it\u2019s best practice to properly mark up all content so that when a rich search feature becomes available, your content is in place to capitalize on the opportunity.<\/p>\n

You can use the Google Developers \u201cUnderstand how structured data works<\/a><\/u>\u201d guide to get started\u00a0and\u00a0test your structured data for syntax errors here<\/a><\/u>.<\/p>\n

2. Increasingly automated actionable insights<\/h3>\n

While Google is using AI to interpret queries and understand results, marketers are deploying AI to analyze data, recognize patterns and deliver insights as output at rates humans simply cannot achieve. AI is helping SEOs in interpreting market trends, analyzing site performance, gathering and understanding competitor performance, and more.<\/p>\n

It\u2019s not just that we\u2019re able to get insights faster, though. The insights available to us now may have gone unnoticed, if not for the in-depth analysis we can accomplish with AI.<\/p>\n

Machines are helping us analyze different types of media to understand the content and context of millions of images at a time and it goes beyond images and video. With Google Lens, for example, augmented reality will be used to glean query intent from objects rather than expressed words.<\/p>\n

Opportunities for SEOs include:<\/p>\n