As the web grows, more and more organizations are now looking to search engine optimization to help provide insights into how users interact with search engines and how they (and other sites) communicate independently.
This article highlights four trends and ways for Enterprise SEO marketers to stay ahead of change and the evolution of the web.
In a survey conducted on CMOs in the United States in August 2021, 43% of respondents indicated that marketing technology, data and analytics are their top priority for the next 12 months.
The number of web users worldwide has grown to 4.5 billion With over 2 billion websites now online.
At the same time, enterprise websites are growing in size as both marketers and machines, daily and around the clock, add more pages of content, assets, and information.
Ensuring that your brand can be discovered by the right audience is getting more competitive and complex.
On top of these challenges, concerns and opportunities converge around:
- Web 3.0The need to understand what decentralization means on the web as users begin to own their data and personalization becomes more important.
- Google Page experience and basic web basics: The rise and importance of technical SEO, website infrastructure, content, and speed
- Spread search entry pointsResearch: New entry points from voice-activated wearables and mobile phones mean that the next generation market is just as well It is expected to reach $55.7 billion By 2025.
- Data privacy and complianceWith the growth of privacy-related initiatives such as the General Data Protection Regulation (GDPR) and the use of third-party data sources, marketers have to look for new ways to ensure data is accurate and secure.
According to Google John Mueller:
The best way to sum up what web3 is being pushed as, in my opinion: It’s a way to store, access and transmit some types of information using “public databases”.
SEO, as you know, is about making certain information (such as content or product listings) more accessible and easy to find online.
The web, as you know, is not going to change. You will still have search engines, marketplaces, social networks, e-commerce, etc. As long as there are search engines, there will be a need for SEO.”
Over recent years, an important part of SEO has (and should) focus on how users interact with search engines.
However, as the web evolves, there is a need to understand how devices communicate with each other and how sites like Google and Facebook interact with websites.
Improving search experiences means understanding how humans and machines generate and process data.
Here are some of the key areas to focus on to prepare for the next generation of SEO.
Building a trustworthy information infrastructure
The exponential growth of data means that marketers now need to ensure that their data sources are trustworthy and accurate.
Compliance around the GDPR and the California Consumer Privacy Protection Act and privacy has become a major concern for organizations that handle sensitive information, as indicated CIO.com Top eight priorities for 2022.
Security is a vital component of enterprise-grade SEO, ensuring that your technologies are compatible now and in the future.
This protects you, your customers, and your users.
Read more on SEJ
- Google is delaying privacy sandboxing initiatives, and expanding support for third-party cookies
Focus on semantics
in 2001, Tim Berners-Lee (Founder of the Internet) described the Semantic Web as a component of Web 3.0.
“The semantic web is not a separate website but an extension of the existing web, where information is given a well-defined meaning, which better enables computers and people to work in collaboration.”
Innovations in search technology centered on understanding the knowledge graph. Semantics helps marketers better understand the relationships and meaning behind search queries.
Google uses Natural Language Processing (NLP) to help the search engine better understand and process queries – just as humans do.
In enterprise SEO, it also helps enterprise SEO experts to better understand the meaning behind searches and the wants and needs of consumers.
As machine-to-machine communication increases, it will also be necessary to understand how it is done, what data it produces, and how it is processed.
Leverage trustworthy technology and structured data sources and focus on key concepts like EAT to ensure your content matches the intent and context of answers between statements and questions.
Read more on SEJ
- How Google Search understands human language
- Semantic search: how it works and who it is for
Enhance your understanding of machine learning and artificial intelligence
As of 2021, in the state of Big data and artificial intelligence executive summaryAnd Among the US institutions surveyed, there was a general focus on driving innovation with data. Nearly a third cited active transformational business results within their company.
The application of NLP technology will be the driving force behind the next generation of SEO.
Its adoption is essential from data and information retrieval to website error detection and automation.
The human brain can only process so much data.
With the amount of data that can be accessed over the Internet 175,000 zettabytes, processing becomes impossible.
Content writers and digital marketing experts are now tasked with the first priority – understanding website communications – so that they can update and make necessary adjustments to their web, search and content strategies.
The advanced techniques are self-learning and, in some cases, self-driving to help 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 touch.
The intelligent use of marketing technology provides vital business intelligence and helps automate its execution.
Smart SEOs use this to improve business results and advance their careers by elevating their role and learning new skills.
Read more on SEJ
- Why SEO and Machine Learning efforts combine
- Top 10 must-watch digital marketing trends for 2021
Apply data insights across research and the Martech Stack
Traditionally, SEO has relied on best practices based on assumptions.
And still is.
However, the application of data science in research is becoming crucial.
This is especially true as website functionality and SEO needs are becoming more advanced.
At the same time, search engines are getting more sophisticated in evaluating websites.
The result is the need to obtain, analyze and extract insights from large datasets.
SEO in the enterprise environment relies heavily on data science methods and tools to process search data in a way that drives insights: whether through statistical analysis, full API access to datasets, data processing algorithms designed for big data, or the freedom of Experiment by how research data is collected.
However, with so much data out there, it makes no sense for marketers not to use technology to streamline their SEO efforts.
When it comes to data science, SEO experts face the dilemma of choosing the right approach.
For example, they often ask themselves:
Should I be using Excel in my daily data processing work, or is learning Python worth it?
Can I produce better work by building my own interactive dashboards using R or Python, or should I just use Google Data Studio?
Integrating Data Science modules into your technology stack can help enterprise SEOs, especially digital marketers, benefit from data science without having to become a data scientist – and without using the resources to address the dilemmas described above.
The enterprise SEO platforms of the future require data science infrastructure capabilities at the core of their martech portfolio to give marketers flexibility of choices.
Read more on SEJ
3 data skill sets you need to succeed in data SEO
3 Types of Data Science SEO Teams and How They Work
conclusion
As the Web — and the breadth and depth of human connection within it — evolves, the value of search data as a proxy for real-time Voice of the Customer will continue to grow.
For Enterprise SEO, unlocking this potential requires an increased focus on technology, but it cannot come at the expense of the thoughtful and creative thinking that drives exceptional customer experiences.
This balance of data science, creativity, and the humanization of AI-generated touchpoints is a key component of any marketing strategy designed to withstand this next era of web growth.
More resources:
- Enterprise SEO Website Structure: 14 Key Optimizations
- 7 common enterprise SEO reporting mistakes to avoid
- SEO trends for 2022, according to 44 experts
Featured image: Oliver Le Moyal/Shutterstock
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