Future of Analytics and Optimization

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.

Analytics :

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.

Optimization:

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.

analytics descriptiveDigital 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.

Optimization is a business analytics tool. Analytics is considered to predict the future  whereas optimization does not predict any future.

Future of Analytics Industry

analytics growing opportunityMajor components for the analysis of web data are current search engines like Google. They are able to search the whole web and to return documents containing the specied character string. There is a soaring demand for Analytics professionals. Jeanne Harris, senior executive at Accenture Institute for High Performance, once said “…data is useless without the skill to analyze it.” We all know how true is that! There are more job opportunities in Analytics and Optimization than there were last year and many IT professionals are prepared to invest time and money for the training. 
The demand for Analytics skill is going up steadily but there is a huge shortfall in supply side. This issue is global and not restricted to any part of geography. In spite of Big Data Analytics being a ‘Hot’ job, there is still a large number of unfilled jobs across the globe due to shortage of required skill. McKinsey Global Institute states that US will face a shortage of about 190,000 data scientists and 1.5 million managers and analysts who can understand and make decisions using Big Data by 2018.

salary jobt itlesThere 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.

key benefitsAnalytics 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:

future of seoSearch 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.

Conclusion:

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!

 

Some Important Facts In Webmaster Tools

Important Facts in Webmaster Tools.

Google Search Console (Previously Google webmaster tools ) is a no charge web serviceImportant Facts in Webmaster Tools. by Google Webmasters. It allows Webmasters to check indexing status and optimize the visibility of their websites. As of May 20,  2015, Google re branded  Google Webmaster tools as Google Search console. Here are Some Important Facts In Webmaster Tools.  It has tools that enables the webmasters to:

  • Check and set the Crawl rate, and view statistics about when Google bot access a particular site.
  • List internal and external pages that links to the site.
  • Receive notifications from google for manual penalties.

Some of the options seen in the Google search console Window:

  • Search Appearance.
  • Search Traffic.
  • Google Index.

Let us see the details about these topics.

SEARCH APPEARANCE

This includes the following options which are some Important Facts in Webmaster Tools.

  1. Structured Data: It enables the analyst to make the page structured, that makes easier to understand the basic task and it’s contents. This increases the CTR rate.
  2. Data Highlighter: This is mainly to attract the user’s attraction, towards the page by adding attractive star ratings and such other tasks. This increases the CTR rate.
  3. HTML Improvements: This checks the site to detect any potential with content on the pages, duplicate, problematic title tags or meta descriptions.
  4. Sitelinks:To Demote a specific site.
  5. Accelerated Mobile Pages: Fix errors on your Accelerated Mobile Pages in order to have them prominently served to mobile users. This is a service launched by Google recently. It stops the slow loading of pages in mobiles.

SEARCH TRAFFIC

This includes the following options:

  1. Search Analytics: It reports more accurately than Search queries report.
  2. Link To Your Site: It shows all the Links and it’s details given to the specific site.
  3. Internal Links: These are those links that present within our site.
  4. Manual Actions: It gives warnings and messages if links are given to the site from any low quality websites.
  5. International Targeting: This refers to the act of making many language versions like .ae ,.in , .com etc for a specific site for using it all over the world.
  6. Mobile Usability: Making a webpage mobile friendly by making it fit in mobile screen , by providing specific mobile responsive design and the settings that set font for each mobile while opening the specific site etc makes a good impression and experience in the user.

GOOGLE INDEX

This includes the following options:

  1. Index Status: It shows the website’s URL status, it is decided by the visit got for the site.
  2. Content Keyword: The most used Keyword in our Webpage.Important Facts in Webmaster Tools.
  3. Blocked Resources: The pages those are blocked in our webpage.
  4. Remove URLS: Temporarily remove URLs that you own from search results.

CRAWL ERRORS IN WEBMASTER TOOLS

  • After submitting a page to google, while the bots crawl the page,if they are not able to find the page those are linked to the page, then there generates an error and also a negative impression on the user. This is the crawl error in webmaster tools.
  • This can be overcome by changing the link either to home page, or to the other page that is available for the service.
  • This is the manner: Redirect 301 /(removed page)/ /(new page for substitution)/