Staff Writer: Carolyn Johnson
Any company SEO knows that in order to keep up with the times, you ought to follow some ethical guidelines in SEO. The Digital Analytics Association has recently changed their name from Web Analytics Association, and along with that refined a few of their guidelines in a new age of digital marketing and analytics.
Whether you decide to run a PPC campaign, do paid search advertising or search for a list of keywords, all of those things cost your company SEO money. But if you can’t measure the effects of these activities, then simply don’t do them and waste a client’s time and money.
Set your business goals. Instead of merely coming up with trend analytics and KPIs, digital analytics are now responsible for business affairs. If you ask up-front questions about your business, you’ll get a lot more meaningful answers than the ones you’ll get from a pie chart or a graph.
Digital analytics infers a wider scope than the one “web” provides, meaning that it’s more integrated. This means analytics is more complex now than it has ever been. As a digital analyst, then, it’s your responsibility to keep track with data administrators, webmasters and other analysts in order to remember and clarify your metrics and KPIs.
The data you collect online is just as effective as data collected offline. Remember this when approaching analytics and break down the online and offline silos, merging them together for more thorough findings. Remember, also, that different types of data will lend itself to different types of analysis.
Digital analysts have to deal with a wide range of numbers, formulas and data every day. Thus, it’s vitally important to differentiate between data that is useful for your business and meaningless data. It can be easy for a digital analyst to get carried away with meaningless data and get unfocused. By reporting useless data, however, you’ll be wasting the time of both your business and that of your stakeholders.
Do not misuse data sets. Combining two completely different data sets can lead to insights that are misleading and confusing. Using secondary data sets to delve deeper into an analysis is one thing, yet ensure that this kind of data actually supports your thesis.
This rule might be pretty obvious, yet a digital analyst should never steal property from another business. Any work performed by the digital analyst is deemed intellectual property that comes under sole ownership of said digital analyst. Falsifying data to beef up reports is also an obvious no-no.
These guidelines serve as a good reminder for digital analysts of proper behavior.