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Are SEOs Unwilling To Say “I Don’t Know”?

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Are SEOs Unwilling To Say "I Don't Know"?


Martin Splitt, Google’s Developer Advocate, believes SEO professionals are unwilling to admit when they don’t know something, which causes friction with developers.

This topic came up in a discussion during the latest episode of Google’s SEOs & Devs video series.

Splitt is joined by Jenn Mathews, SEO manager at Github, to discuss how SEO professionals and web developers can better understand and communicate with each other.

One of the ways SEOs and developers can improve their working relationship, Splitt suggests, is if SEOs could more readily admit when they don’t know something.

He says it’s common for developers to say “I don’t know” and be open to learning new things through testing.

However, it’s rare hear those words from an SEO professional, Splitt says.

Why is that?

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Mathews shares her insight as an SEO manager and enlightens Splitt to the fact that SEO professionals constantly have to be on the defensive.

SEO Professionals Always Have To Defend Their Work

The work of SEO professionals is constantly being questioned, Mathews explains.

This puts them on the defensive, and saying “I don’t know” will only lead to greater scrutiny.

Mathews states:

“SEOs are constantly questioned, so it gets to a point where we almost kind of get on the defensive. When we’re asked a question, or how is this going to work, or if we do this thing what’s the result going to be, it’s hard for us to say ‘I don’t know’ just for that reason. Because we’re constantly under scrutiny or constantly being questioned.

What I usually tell other SEOs is it’s okay to say ‘I don’t know’ because [developers] are going to say ‘I don’t know’ too sometimes.”

Or, if you’re not comfortable with saying “I don’t know,” you could suggest testing things together to see what happens.

Not only will that approach reduce friction between the SEO and the developer, it will help cover both parties down the road if a launch doesn’t work out as expected.

Mathews continues:

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“When we do launch things, and they say ‘how come it’s not working,’ instead of us digging in and trying to understand which algorithm is not letting us rank, it’s okay to say ‘I don’t know’ and ‘let’s try something else and move on.’ But it’s very difficult for SEOs because we are constantly under scrutiny.”

Mathews adds that everyone within an organization scrutinizes the expertise of SEO professionals — from management, to developers, to content writers.

She talks about a time when she was advising a content writer to use a particular keyword so a webpage could rank for that keyword.

Rather than taking her advice, the writer pushed back because they preferred to use a different word. Apparently not understanding the importance of using keywords in copy.

While saying “I don’t know” may lead to a smoother working relationship, it would also help if people within an organization were more trusting of an SEO professional’s expertise.

That’s is just one of many points discussed in Google’s new video, which you can watch below in full:


Featured Image Khosro/Shutterstock

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SEO

How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

More resources:


Featured Image: ra2 studio/Shutterstock

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