Maintaining a successful SEO strategy is reliant on careful management of large amounts of data. With so many measurable metrics available, SEOs must understand how to filter superfluous information and maintain a laser focus on the components that will contribute to the development of a strategy that delivers results.
Truthfully, this is something that is often easier said than done, as it can be almost too easy to fall into an endless data pool with no clear way out. Putting in the time identifying the most important pieces of information for each individual strategy, however, is always worth the investment, because attempting to analyse and interpret too much data is often even more complex than trying to carve out a successful strategy from too little information.
Separate Knowledge and Information
These two terms may seem similar, but they are in fact very different and should be considered as two very separate entities. To do this, it might help you to nestle your raw data itself under a broader umbrella entitled ‘information’. Collecting data is an incredible important part of every successful SEO strategy, but it must be noted that this information really won’t contain any inherent value on its own.
Value, instead, comes from collating the right high-quality data and purposefully analysing it to begin building the library of knowledge that you will consistently refer to during the processes of developing, maintaining and refining your SEO strategy. Interpreting your data in the right way is the key to developing a comprehensive understanding of precisely what is going on within your accounts and how you can ultimately utilise this information to inform the next steps you choose to take.
The Importance of a Balanced Approach to SEO
Attempting to juggle too much data will do little more than complicate your strategy unnecessarily. This isn’t to say that you should ignore large portions of the data you have taken the time to collate, but you do need to have a small selection of clearly defined objectives to help you to identify the data that will be most helpful to each individual SEO campaign you are pursuing.
The data you choose to omit from your knowledge acquisition operations may sometimes seem particularly enticing, but if you do find yourself somewhat tempted to even just take a quick glance, you should know in advance that it might end up sending you off course and confuse your clearly defined path to the creation of a successful SEO strategy.
Maintain a Need-to-Know Perspective
Not all metrics are created equal for every SEO strategy. This means that there are many pieces of information that are interesting but, ultimately, unimportant in this instance. Instead, you will find that operating with an acute need-to-know perspective will help to keep you focused on your end goal without allowing yourself to be distracted by superfluous information that you simply don’t need to look at right now.
Quality over Quantity
Again, overwhelming yourself with large volumes of data needing to be analysed and interpreted will just be an unnecessary drain on your time. Focusing on quality and taking everything one step at a time will help you to maintain your focus, ultimately adding important value to your strategy and delivering tangible, measurable results for your business.