Interviews, insight & analysis on digital media & marketing

Data transformation the key to effective SEO strategies

By Or Lenchner, CEO, Luminati Networks

With 75% of people never scrolling past the first page on a Google search, improving SEO is a key priority for businesses. Vast sums of time and money are being allocated by brands from all industries as they look to constantly improve their ranking and ensure they are not left behind in a competitive online environment.

However, tried and tested methods are limiting brands and failing to give them the full picture. Brands are currently only seeing the tip of the SEO iceberg, but thanks to large-scale data collection, they can have a better understanding than ever before.

Unsighted can mean misguided

 A typical pain point for brands trying to understand their SEO footprint is that their view of what search engines are displaying is limited by multiple factors. Commonly there are tens of thousands of search outcomes across search engines and to determine how your brand is performing across multiple search terms is no small task.

The more information that is available, the better. But with such a large amount of data brands need a way to collect data effectively and efficiently at scale to truly understand the state of play for their brand and in their domain.

Another frustration for brands can be understanding how they are performing regionally. Search engines are designed to provide highly personalized results and one of the key differentiators in what different users see is their region.

Again, this leaves brands seeing a very small part of the picture. Even for brands focusing on sales in one country, results can vary by region. For example, a user in London could be seeing different results to a user using the same search terms in Manchester.

Data collection sharpens the picture

Brands from a wide array of industries work with Reddico to solve these challenges and get the most from their SEO. Although the challenges are nothing new, not even to industry veterans, there is a transformation underway to provide increased clarity to the SEO picture and large-scale online data collection is allowing Reddico to provide brands with up-to-date insights from various sources and regions.

Through the use of Luminati, which allows Reddico to collect data at scale from any region in the world, it is able to get cleaner, more accurate data than alternative data sources. This has allowed Reddico to build its own SEO platform that responds much faster than off the shelf platforms and also reduces the over reliance on third-party data platforms, lowers costs, and gives the ownership of the data collected to clients.

The online data collection capabilities provided by Luminati have revolutionised Reddico’s approach to providing SEO insights and has changed the landscape – providing brands with greater knowledge when making key decisions.

This form of data collection has allowed Reddico to shape the data in the most effective way and pass the benefits on to brands such as daily insights into competitor SOV, market intelligence and accurate automated reporting – including the ability to link multiple data sets from search engines to provide visibility reports for clients.

This allows Reddico to offer insights to brands which provide them with the knowledge to develop strategies based on correct and live information, ensuring they aren’t basing critical decisions on outdated or incorrect samples of data.

A new era of SEO – powered by online data

Large scale data collection from web sources is enabling brands previously unknown insights and provides daily insights. Working with specialist agencies such as Reddico allows brands to get ahead in their domains and this is critical to success.

There’s a transformational shift going on in the SEO market, and the quicker brands realize the importance of large-scale data collection, the better they will perform online.