Loving Flawless Data
By Collette Easton ~
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.
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.
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.
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.