Loving Flawless Data

Table scene with graphs

You Need To Love Flawless Data

Let me say it right away. I love search data. I think rankings, search volume, and CPC data can be hugely insightful. That said I’ve worked alongside SEO’s long enough to know the flaws:

Rankings: Location, device, and personalisation are reasons why your ranking number is a number that is not perfect.

Search Volume: Assuming we’re talking about the number Google is providing in the Ad Planner, which has the keyword demand more obscured than ever before.

Keywords: Whether you’re looking at the Ad Planner, an SEO platform like Linkdex, or your Search Console, you’re not getting the full picture of all the keywords used by searchers.

 

Flawless Data

When all three are combined you have a flawed world if you love to work with absolutes, have everything tally with analytics and feel in full control.

I’ve got a different view. Instead of fighting against these imperfections or flaws I think you just need to accept them and work with them. In fact, I think you can love them.

I see keyword and demand data as directional. A content marketing compass. It’s able to guide us to what content consumers want to find and give us a sense of demand, in addition to insight into their buyer behaviour. It also helps us understand competition at domain and page level. And all of this rather than being seen in absolutes can be viewed relatively.

What is absolute is the idea of traffic, conversions, and revenue. If rankings and therefore visibility went up for the content that we care most about, and the visitors converted, value can be created and measured.

 

Celebrate Absolutes

So let’s not be glass half empty on search data and Google and let’s use what’s out there to provide direction, and for that requirement it’s flawless. Then when it comes to happy about what we’ve achieved, let’s celebrate with analytical absolutes.

 

Software

If you love data the chances are you’ll love software as well. Here’s a list of the Content Marketing Software I think you should check-out.

 

Collette's Latest Posts

How your digital work life balance can be rebalanced

How your digital work life balance can be rebalanced

By Collette Easton ~

Life is about balance and Molecule was created as a means of re-balancing mine, and in doing so creating a company that...

This Is Why Digital Agencies Have A Huge Moral & Social Responsibility

This Is Why Digital Agencies Have A Huge Moral & Soci...

By Collette Easton ~

With Digital Marketing, our small actions cause ripples, our big actions can cause waves. This can be good and very bad.