Combining optimization with analytics is a frequent topic now. Though data analytics and optimizations are specifically hot topics at the moment, they’ve been widely used in marketing analytics and research for over 30 years. But there are still people who doesn’t know what Analytics and Optimization mean. So here is a brief description to those who are new to this field.
Web Analytics is the measurement, collection and analysis and reporting of internet data for the prpose of understanding and optimizing web usage. Companies may apply analytics to business data to describe, predict, and improve business performance.
Particularly known as Search Engine Optimization, is the process of improving the visibility of a website or webpage in search engine results. SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.
Digital analytics was mainly focused on reporting. The analytics were mostly descriptive, emphasizing what happened and possibly, why it happened. Between analytics technologies not actually being very analytical and data stored in proprietary structures, it was difficult to get data into another technology to do more detailed or sophisticated analytics. What it made me think, though, was that the future of analytics is not in reporting or spreadsheets, visualization or cubes. The future is to find new ways to bring human expertise and data analysis techniques together to make learning mechanisms that start “smart” and get “smarter”. Using analytics can help you track marketing efforts and optimize future marketing campaigns, enabling you to ultimately make the best possible decisions. With real, quantitative results you can develop your future marketing campaigns with full assurance & confidence.
Future of Analytics Industry
There is a strong demand for Data Analytics skills and is boosting the wages for qualified professionals. Big Data pay big bucks for the right skill. A look at the salary trend for Big Data Analytics indicates a positive and exponential growth. According to the ‘Peer Research – Big Data Analytics’ survey, it was found that Big Data Analytics is one of the top priorities of the organizations participating in the survey as they believe that it improves the performances of their organizations.
Analytics is a key resource for many companies which is competitive. According to the ‘Analytics Advantage’ survey, ninety six percent of respondents feel that analytics will become more important to their organizations in the next three years. This is because of a huge amount of data that is not being used and at this point, only rudimentary analytics is being done. About forty nine percent of the respondents strongly believe that analytics is a key factor in better decision-making capabilities. Another sixteen percent like it for its superior key strategic initiatives. Analytics play an important role in driving business strategy and making effective business decisions.
From a career point of view, there are so many option available, in terms of domain as well as nature of job. Since Analytics is utilized in varied fields, there are numerous job titles for one to choose from. Big Data Analytics Business Consultant, Big Data Analytics Architect, Big Data Engineer, Big Data Solution Architect, Big Data Analyst, Analytics Associate, Business Intelligence and Analytics Consultant, Metrics and Analytics Specialist. Big Data Analytics career is deep and one can choose from the 3 types of data analytics depending on the Big Data environment- Prescriptive Analytics, Predictive Analytics & Descriptive Analytics.
Future of Web Optimization Industry:
Search Engine Optimization is all about to figure out how to make Google put you on the first page. The Internet of 2015 is still a pretty simple world. Most people still access information through a web browser. The Internet still needs you to tell it exactly what you want in a very particular way. The Internet’s mobile-app generation has started to change this. The Internet of Things will change it further and so will wearable technology.
SEO as it stands today, is mostly a one-trick pony. Keyword targeting, link building and on-page search optimization are all tactics that accomplish one thing. Get Google to think your web page is more important than someone else’s web page. The future of Internet is about context. It’s about knowing what content a person needs, when they need it. It’s proactive, not reactive to a search query in a box. And, it’s diverse in terms of format and function.
Rand Fishkin had mentioned how important it is to be contextually relevant; that if you create great content that readers want to consume, Google will rank you well. And this is the first step toward a truly audience-focused mentality about how we build web content. The best SEOs already get this. We’re already good at stomping down content that isn’t relevant or valuable. We’re going to keep getting better. And, some day most of the content created using traditional SEO tactics is going to get stomped down. Web content strategy simply cannot be the zero sum game called “Hack the Algorithm.” I’m talking about “white hat” SEO, too. Gaming an algorithm by Google’s rules is still gaming the algorithm.
It’s time to start thinking differently about being found. If your marketing strategy’s priority #1 is to rank high on Google, your clock is ticking.
No matter how advanced Analytics is, it does not neglect the need for human insights. On contrary, there is a compelling need for skilled people with the ability to understand data, think from the business point of view and come up with insights. For this very reason professionals with Analytics skill are finding themselves in high demand as businesses look to harness the power of Big Data. A professional with the Analytical skills can master the ocean of Big Data and become a vital asset to an organization, boosting the business and their career.
With an increase in demand for SEO services, employment opportunities in the industry are also increasing. Therefore, you can expect more job opportunities in the Digital Marketing industry. SEO is a profession that can be practiced while working for a company or even as a solo practitioner. Salaries over $80K per annum are not an exception for SEO jobs. Almost all freelance sites have sections for SEO services and offers for $50 an hour or more are quite common.
Where do you think Analytics and Optimization is heading to in 2016? Please share your thoughts in comments below!