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1,343 viewsAllen Greer is the Founder and Head of Digital Strategy at FUZE. With over 13 years experience in the web and marketing industries, Allen’s background includes working at agencies in New York City and in the marketing department of a Fortune 500 brand. He is passionate about emerging trends and best practices and loves helping companies grow.
Please introduce yourself and where you work.
I’m the Founder of FUZE, a full-service digital agency located in Miami, Florida. We provide web and mobile app development and digital marketing services for clients all over the US, and internationally.
How do you think SEO has changed over the last 10 years?
It would take a long, long time to fully explain all of the changes SEO has experienced over the past 10 years. However, I’d say the overarching change that really forced marketers to re-think their approach, was Google’s move away from a link-based economy to one that focuses on brand “popularity”. Long story short, it’s no longer about quantity of links. It’s about the quality of links. Google wants to see purely organic links from high DA sites, not thousands of links from spammy blogs or sites with zero authority. It’s very difficult to game the system, so black hat is largely a thing of the past. With so much competition and with Google’s algorithm getting more sophisticated and more demanding, marketers need to play by the rules and have patience.
How did you get introduced to digital marketing, more specifically SEO?
I’ve been involved in the web industry since 1999, when digital marketing wasn’t really a thing. In the early days there was no Google AdWords, no Facebook and no Instagram, so SEO was the holy grail and the only way to promote a business online. In the late 2000’s when paid search exploded, I dove right in and learned how to set up and optimize campaigns and worked for a few agencies that provided online advertising services.
What are the services you provide to your clients?
We provide web and mobile app development and digital marketing services. Within these services are things like Brand Identity Design, User Experience Design, Conversion Rate Optimization, Integrated Marketing Strategy and general consultation for businesses looking to launch or grow.
What strategy according to you will prevail in 2018 for SEO?
I don’t think much will change in 2018. SEO strategy hasn’t changed significantly in some time.The name of the game is building high quality, diversified links and making sure your overarching digital footprint is comprehensive and well optimized. Everything you do online, and often offline, contributes to healthy SEO.
What would your advice be to people who are looking to take up digital marketing as a career choice?
Digital marketing is a vast industry, and it’s nearly impossible for someone to master every channel. My advice is to have general working knowledge of the most popular forms of marketing, but to become an expert in one particular area. For example, get AdWords certified and focus on Paid Search on Google. Or, make SEO your specialty and spend time reading and studying up on strategy and best practices for running campaigns.
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