Big Data SEO : How to Derive Your OWN SEO Strategy
One of the most overlooked aspects of Big Data SEO and how you are able to integrate existing Big Data data sets to help engage, enable, and enhance your SEO Strategy.
This article will bridge the gap between SEO and Big Data. The aim of this article is also to provide external data sets that support various industries. We will traverse through Big Data data sets for eCommerce, healthcare, social media start-ups, and restaurant industries. Proper SEO Big Data integration will be examined.
Big Data is not just a tool for large organizations, companies and organizations of all sizes are able to utilize Big Data. By the end of reading this article, you will be empowered to take on Big Data and leverage an underutilized technology.
What is Big Data SEO?
Before getting to the good stuff, let’s look at Big Data from a high level. Big Data as defined by Dr. Jaan Sidorov states:
“(Big Data that pools large and disparate data sets and applies a suite of mathematical approaches that derives associations, facilitates comparisons and generates insights that are otherwise not possible using standard mono-source analytics. It includes, but is not limited to, reporting, dashboards, ad-hoc queries, graphical displays, scorecards, predictive modeling, data mining and business intelligence.”
That was a mouth full, however Dr. Sidorov sees Big Data as massive amounts of information that he utilizes to create predictions and insightful information from the raw data inside of Big Data. Typically Big Data consists of data sets that have a raw file size of between 10 gigabyte and greater than 1 terabyte. For the nature of this article, we will be dealing with either managed databases that are searchable online, and or data sets that are smaller than 100 gigabytes.
More over Big Data holds a higher source of truth due to the raw nature of its information. What you see/report within Big Data is what you get, no biases or twisting of numbers.
How do we get to the Data?
Lucky for us, many researchers, professionals, and Big Data enthusiasts have performed most of the sweat work. We get to reap the reward of compiled Big Data sets as most of the data sets we will talk about below are open source (free!).
As a caution, viewing Big Data data sets may require a little bit of trial and error to derive the results that you want. To explore raw Big Data data sets, a well-known (free) Big Data Explorer is Talend, they have an excellent how-to video to get you started with exploring the downloads listed below.
Where Big Data SEO is now and its future.
Big Data right now is helping to address the blatant lack of historical reporting on large scales that has not been captured by society before. Right now Google is leveraging Big Data to track Flu Trends within the United States due to the amount of searches for flu remedies and its associated symptoms.
However the future of Big Data is very bright due to its roots in SEO. Google CEO Larry Page stated at a Big Data symposium
“For the first time, the search box isn’t really searching a string…it’s actually searching for that person that I know. Having real feedback from users…is very useful for search…we have a lot of those signals already, but we can always use more…we can always use better relevance and we can always use more data to generate that.”
Larry Page’s vision above certainly drives the future of Big Data SEO. One aspect of Google that is also its Achilles heel is Page Rank. Page Rank is great for content, however it does not address or weight data. With Big Data growing as an industry, data is becoming more valuable, the question moving forward should be “Which is more valuable for the internet, data or content?”
Nathan Safran, Director of Research at Conductor, Inc. suggests the following “Now, Marketers must begin to give due attention to plugging the available data into their marketing strategies. For some, this begins with starting to think about their marketing channels in a more holistic fashion. For others, it means taking action on a cross-channel line of thinking already in place by going after the tools and technology that will enable them to make the transition into marketers leveraging cross-channel data.”
Big Data SEO resources by industry.
We will discuss how different industries use Big Data to develop marketing research. Big Data helps businesses learn more about users, competition, and the business environments better.
Customer Engagement Dataset: Within this data set we have 15.5 million Reddit posts. With the reputation of being the “front page of the internet”, it may be important for your business to know what people have been talking about and what may be trending and within what category. SEO strategies are certainly able to be tweaked to migrate businesses and products toward different social media sites. Perhaps from looking around in this data set, your brand identity manager focuses more on Reddit than Facebook.
Social Media Start-Ups: Everyone loves the next big thing in social media. Many have enjoyed seeing the rise and fall of Myspace coupled with the success of Facebook. The data sets provided here are extremely insightful. The “Twitter (MPI)” Data set helps map out how Twitter followers follow other individuals and ultimately consists of over 52 million users. A great find for any social media start-up looking to get their teeth into Big Data and effectively SEO.
Restaurant Menu Data: This data is not in the traditional Big Data format that Talend opens, however allows a novice web designer to obtain valuable menu information after signing up for an API through allmenus.com, a large restaurant social media site. Your existing SEO Strategy could change, perhaps looking at your competition’s presence on restaurant/menu social media networks prompts your business to engage more with other social media venues.
Healthcare: Healthcare is one of the few industries with lots of Big Data data sets and business intelligence. Hospitals and private practices (besides being regulated toward standardization from Meaningful Use initiatives) gather a lot of raw data. However some smaller healthcare start-ups who don’t have historical data have to play catch up. Two data sets that help bridge the gap are the U.S. National Library of Medicine’s clinical drug names list and Amazon’s Public Data Sets. Both of these data sets help not only provide basic research for your company and its products, but also to determine who your potential customer is. When you have the ideal customer in mind, jump around to customer engagement data sets to find out where your ideal customer hangs out on the internet.
These are just but a drop of data sets in an ocean of information. To best find the data set that best fits you and your SEO initiatives, search around using more generalized and larger areas of focus (biology, economics, government, travel, etc.). Next narrow down the data set that closest resembles both your business but also the customer you want calling your business or visiting your site.
Conclusion… Big Data SEO is the way.
Big Data as a whole still has a long way to go, but like most tech trends, “the early bird gets the worm”. Now you should have a better idea of what Big Data is as well as where it is going. In addition we have reviewed some excellent sources to help enhance your business SEO Strategy with raw Big Data data sets.
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Originally published at www.socialmediawoot.com on April 23, 2014.