90. Digital Consumer Data: Value Beyond SEO ft Tory Gray

In episode 90, Tory Gray of The Gray Dot Company discusses how consumer data can be leveraged by SEO teams for new insights that help inform strategy and drive revenue.Tory shares her thoughts on why organizations struggle with surfacing data and how to think about long term strategy.We also discuss some specific use cases for consumer data that can lead to valuable insights for your business.(0:00) Intro(2:27) Opinionated SEO Opinions(5:32) Where Are The Places Where Data Is No Being Leveraged?(10:20) Who Is At Fault For Dropping The Ball On Surfacing Data?(13:19) Being A Team Player(16:34) How Long Is Data Relevant?(17:54) How To Think About A Long Term Strategy With Iterations(20:15) Why Don’t Organizations Use Data(21:35) Gaining Understanding Through Data(23:40) Specific Use Cases For Consumer Data(25:45) Building Relationships To Find New Insights(27:51) Rapid Fire Rankings 🔥Rank your top 3 anything:• XKCD• Edinburgh• DemocracyRank your best SEO marketing win:Improving SEO results year (+271% from 1.4mm) after year (100%) after year (+163%)...Rank your top 3 SEO tools: • Sitebulb • Screaming Frog• ClearscopeRank your best SEO trick or tactic:Unique value + basic optimization.Rank what you love most about SEO as an industry:It's complex and layered, and there's more than one way to "win".Rank your best SEO learning resource: Conversations with engineers to better understand how software (and the software engineering process) works in general and in specific situations. Ideally involving snacks. Rank the top 1-3 SEOs or Marketers that you most look up to: • April Dunford• Marshall Simmonds • Wil ReyoldsRank your number one cause/charity that you want to promote:https://alabortionclinic.com/ (West Alabama Women's Center)