Good morning, {{my.NormalizeName:default=edit me}}, let’s talk about search data and decision-making.

Recently, Marketing Land columnist Sebastian Compagnucci wrote about how marketers in various roles – not just SEOs – can leverage search data to help inform larger business decisions. “As an SEO I’m constantly utilizing keyword search volume data to help make more informed decisions about clients’ online presence,” Compagnucci wrote. “But the reality is, this data has way more use cases than anyone gives it credit for.”

In any online business, the role of a decision maker requires the ability to gather and analyze data. Search data, in particular, is rich with insights for evaluating trends and behavior – which is key when accounting for seasonality. This data can then trickle down to a variety of team members responsible for making decisions.

Compagnucci offered use case scenarios:

As a Paid Search Manager, I want to utilize trend data to help inform when to ramp up ad spend on certain product categories.

As an SEO strategist, I know it can take months to see the impacts of my work. So, knowing when my customers are searching most frequently will help me to prioritize my focus leading into peak season.

As an e-commerce merchandiser, I want to understand how interest in our products have shifted over time. I want to be able to identify new trends gaining popularity so I can make more informed buying decisions.

As a content strategist, I want to ensure we are providing our customers the most appropriate user experience based on peak search times for our products. How and when should the site be updated to speak to these seasonal trends?

And most importantly, as a business owner/key stakeholder: I want to be able to challenge my own assumptions about my customers’ needs. I want to know if my products are still in demand. I want to know if there is a segment where I could expand my business. I want to know if there are tangential lines of business that have some growth opportunity

Keep scrolling for more news, including a new partnership between Pinterest and Vimeo.

Taylor Peterson,
Deputy Editor

 
 
 
Shorts
 

Pinterest and Vimeo pair up

Vimeo Create now integrates directly with Pinterest, meaning marketers can directly publish their videos on the platform — no more downloading and uploading. Vimeo Create is a set of tools designed for video newbies and those short on professional resources to make video Pins, complete with templates to get started.

Why we care. Video consumption on Pinterest has been growing — 3x year-over-year, according to the company. Pinterest’s audience is also growing — topping 400 million monthly users last quarter. Vimeo launched the Create toolset earlier this year to remove the overhead and friction often involved in making great marketing videos. Now this integration removes another layer of friction for brands on Pinterest.

 

Learn how marketers’ trust in digital drives spend, despite challenges

Nielsen surveyed over 350 marketers from around the globe and found that enthusiasm for digital was tempered by severe data quality issues and measurement challenges. Many of you feel you don’t have the right tools to measure and compare the ROI of your ad campaigns across all the channels you use. Download the “Nielsen Annual Marketing Report: The Age of Dissonance” to learn why marketers hold digital channels to a different standard than traditional channels

Get it now »

 

4 FREE Search Engine Land keynotes

Prepare for Google’s next algorithm update, enhance your PPC game, dominate local search, and launch winning content marketing campaings with insights from the Search Engine Land experts!

Start watching now »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

We Tested Instagram Reels, the TikTok Clone. What a Dud. – New York Times

Google makes building Android apps on Chrome OS easier – TechCrunch

Amazon Becomes an Advertising Powerhouse – The Street

What COVID-19 did to customer loyalty – RetailDive

Almost half of marketers plan budget cuts in the second half – Marketing Week