The RANKABLE Podcast

Digital Consumer Data: Value Beyond SEO - Episode 90


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.

Episode Time Stamps

  • [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 🔥

Don’t forget to please SUBSCRIBE on YouTube if you enjoy the episode.

Listen on your favorite platform


This week's guest

Tory Gray

Title: CEO

Business: Gray Dot 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.


Rank your top 3 anything:

  • XKCD
  • Edinburgh
  • Democracy

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:

West Alabama Women’s Center

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

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.