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 Not 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 
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Tory Gray
Title: CEO
Business: Gray Dot Company
Website: https://thegray.company/
Bio: Tory Gray is The Gray Dot Company’s CEO and Principal SEO Consultant. She’s got extensive experience in SEO and growth strategy and owns both product and marketing roles for in-house startups and reputable agencies.
Podcast References:
Rank your top 3 anything:
Rank 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:
Rank 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:
Rank your number one cause/charity that you want to promote:
Host: Garrett Sussman
Title: Demand Generation Manager
Garrett loves SEO like the 90s loves slap bracelets.
Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.
Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.
Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly
iPullRank is a pioneering content marketing and enterprise SEO agency leading the way in Generative AI, Technical SEO, Audience-Focused SEO, and Content Engineering. People-first in our approach, we’ve delivered $4B+ in organic search results for our clients.
iPullRank is an NMSDC-certified Black-owned business. We support the NMSDC network in its mission to reshape the diversity landscape.
iPullRank is a pioneering content marketing and enterprise SEO agency leading the way in Technical SEO, Audience-Focused SEO, and Content Engineering. People-first in our approach, we’ve delivered $4B+ in organic search results for our clients.
iPullRank is an NMSDC-certified Black-owned business. We support the NMSDC network in its mission to reshape the diversity landscape.
