The global datasphere will grow from 33 zettabytes (each equal to a trillion gigabytes) in 2018 to 175 ZB by 2025.
In marketing, our role as the stewards of much of this data is growing, as well.
As of last year, more data is being stored in the enterprise core than in all the world’s existing endpoints, according to a report by IDC. The great challenge for marketers and SEO professionals is activating and using that data.
In 2025, each connected person will have at least one data interaction every 18 seconds and nearly 30% of the world’s data will need real-time processing.
There’s no way human marketers can handle this processing on our own.
And more and more, as our machine-learning-enabled tools process and analyze search data, they’re learning and improving their understanding of it as they go.
Machine Learning in Search
Perhaps the best-known use of machine learning in search is Google’s own RankBrain , an algorithm that helps the search engine better understand the relevance and context of – and the relationship between – words.
Machine learning enables Google to understand the idea behind the query.
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Machine learning allows the algorithm to continuously expand that understanding as new words and queries are introduced.
And as algorithms get better at determining which content best meets the needs of each searcher, we are being challenged to create content that meets those needs – and to optimize it so that relevance is clear.
It’s no coincidence that as we’re experiencing this explosion in data, interest in SEO is growing, as well.
SEO & Data Science
SEO has grown to be a viable, respectable mainstream marketing career.
As I write this, there are 823,000 people on LinkedIn with “SEO” in their profile and 8,600 who specifically categorize their core service offerings as SEO.
Looking worldwide, those figures balloon to 3.2 million and 25,000, respectively.
But this is just a small sampling of the SEO industry.
There are those in SEO who identify as content marketers, digital marketing strategists or practitioners, site developers, analytics pros, consultants, advisors, and more.
Our industry is massive in size and scope, as SEO now touches nearly every aspect of the business.[…]