All search marketing requires making an educated guess about the needs of searchers and creating content—whether web pages or sponsored listings—that will attract clicks. Until recently, there wasn’t a lot of hard data to support this process. There just wasn’t much insight into the mind of the searcher.
That’s changed, with a number of studies focusing explicitly on searcher needs and behavior. This reserach is gold mine for search marketers, writes Anne Kennedy in today’s SearchDay article, What Clicks with Web Searchers, which recounts a recent Search Engine Strategies session that focused on searcher behavior.
Predictive analytics, along with associated artificial intelligence (AI) and machine learning technologies, are changing the way in which we deal with data. They provide a glimpse into the future, as well as access to strategic insights. Manish Dudharejia shares how you can put predictive analytics to use.
