🔍 Data, tools and marketers making the right decisions

Yoast SEO heads to Shopify [View in browser]( | [Share]() [Search Engine Land]() Jan 05, 2022 Jan 05, 2022 Good morning, Search Marketer, how’s your data game? With COVID cases rising, some of you may be able to relate to having tests return both positive and negative results with the same swab but at different labs. It got me thinking about the data and tools we use when making marketing decisions. The other day, one of my children was not feeling well, so we had her take a COVID test. The doctor took a swab, the rapid came back negative and the PCR a couple days later came back positive — the same swab, the same child, but two different outcomes. It reminds me of when you put data in front of two different marketers and they both come out with two different outcomes. A lot about reading data is how the professional interprets that data. If you interpret the data incorrectly, it can lead to a decision that results in less traffic and decreased revenue (or more infections). If you interpret the data correctly, it can lead to more traffic and more revenue (or fewer infections). This amplifies the importance of search marketers having not just good quality data but also the right tools to analyze the data properly. Without quality data and the right tools, making the “right decisions” can lead to a poor outcome. Wishing you all a healthy, safe and quality 2022! Barry Schwartz,Data safety analyst [Yoast SEO to launch on Shopify]() The well-known WordPress app will be available for Shopify merchants on Jan. 18, 2022. [Read More]() [How marketers can prepare for and respond to Google’s algorithm updates]() Google updates its algorithms all the time, which leaves many marketers playing catch-up. At SMX Next, Crystal Carter shared how to be proactive when facing these changes. [Read More]() [Why the telephone is an integral part of the consumer purchase journey]() Consumers crisscross multiple online and offline channels, often from the comfort of their own homes, to research products and services and make informed purchase decisions. Call analytics platforms have become important tools to help marketers identify and activate the rich data hidden in the growing volume of inbound calls. This guide from MarTech examines the market for call analytics software, plus the latest trends, opportunities and challenges. [Learn more.]() [User experience is the difference between mediocre and next-level search marketing]() A positive user experience is the now and the future of helping your target audiences get things done while meeting your marketing KPIs. [Read More]() [As SEO changes, so do the tools that serve practitioners]() The relentless pace of change in search challenges search engine optimization professionals, but tools are evolving to help. [Read More]() [The science of SEO explained...]() Download Search Engine Land’s SEO Periodic Table now to understand the key elements to incorporate (and avoid) in your SEO campaigns. [Free Download]() [The Email Marketing Periodic Table: Manage deliverability and optimization like a scientist]() This new resource gives marketers insights into the building blocks for good campaigns. [Read More]() Shorts - Congratulations Michael Henderson for [starting a new position as the VP of Performance Marketing at Paytient]()! Michael has been a great speaker to SMX and a judge for the Search Engine Land Awards and we know he’ll do great work there. - Don’t make too many changes at once, here is a case where someone migrated to a new domain name and also removed the AMP pages and saw their site [drop out of the top stories in Google Search](). - Do you have a multilingual site? Keep in mind, even if one language part of the site is super high quality, if another language part of the site is low quality, it [can drag down the high quality language part of the site too](). - Results not found, delivery not available, product not in stock types of pages can result in your pages being a soft 404 and thus those pages [dropping out of Google Search](). From MarTech - [4 steps to building a successful marketing organization]() - [Integral Ad Science acquires AI-powered video classification company Context]() - [ON24 announces new integrations with Drift]() - [Good morning: Not so fast]() - [What is marketing operations and who are MOPs professionals?]() Know someone who would like this newsletter as much as you? Copy this link to share the Search Engine Land newsletter via email, social, or text: [() [Search Engine Land]() Reach the Search Engine Land community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2021 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()