Search engine marketing, whether organic optimization or paid placements, has a defined set of metrics that must be understood at the native language level. If you don't understand what these metrics are and why they matter, you simply can't be a search marketer. And it's more Shadow Making than just knowing what they are. Anyone can learn what a bounce rate or click-through rate is, but what makes SEMers data scientists understand how these metrics were captured, the math behind them, and what their value is to marketers. Search marketers can easily take a quick lookV at a table of these metrics and understand if they are good, bad, or ugly. Data is a key language of your world. You are a data scientist.
Tools of mastery Whether using Excel, an SEM-focused platform, or any other data tool, search engine marketers have become masters at introducing datasets and preparing that data so that they are in good condition to analyze. Our mastery of these tools is similar to that of a data scientist using SQL or MicroStrategy or other analytics platforms. Research professionals Shadow Making also have a deep understanding of the value of their various tools and which one to pull out of their toolbox depending on the analysis required at the time. I imagine the average search marketer works with at least five data tools. Of course, these tools can serve multiple purposes, but there will always be a platform data component. DataV tools from paid search marketers: native engine platforms, bid managers, website analytics, Microsoft Excel, reporting or optimization systems, etc. Data tools from Shadow Making organic search (SEO) marketers: website analytics, webmaster tools, keyword research platforms, rank trackers, link miners, and more.
Do you have tools to extract and display data? Of course you do. You are a data scientist. 3. Invent new ways to look at data As this marketing discipline has matured, data science Shadow Making has evolved. Great SEMs are obsessed with metrics and finding new ways to slice and dice data. Each new curve in our industry requires new thinking about how we can manipulate the data in different ways to see new sides of the problem and potential solutions. This is an importantV consideration for any scientist. Data science is an ever-evolving art, and it requires smart professionals to think outside the box to advance this particular discipline. This is how breakthroughs happen in different fields of science, as well as in search engine marketing.