
Please introduce yourself and where you work.


How do you think SEO has changed over the last 10 years?
While some things have not changed like having high quality links do still have value, between major (and minor) algorithm updates, the use of personalization and search history, changes to how local results are displayed, the rise of mobile and voice searches (and so many others), now more than ever being able to really get into the mindset of potential visitors and offering a strong, easy-to-convert experience once they get there plays a defining role in our success.
Where years ago our priorities were more on keywords and quantity in today’s SEO climate it requires a strong focus on searcher intent, user/search experience and overall quality. Although it should be noted that while our approach has deviated, fundamentally our goals have not changed all that much and when executed correctly actually serve to complement what Google is trying to do. Just like Google we’re all trying to offer the best UX possible for searchers or potential visitors and it’s become our job to make sure they know our site fits those criteria better than what’s out there.
When looking back over the last 10 years I like to think the main takeaway is there are no shortcuts or quick fixes. For those sites that want to be around for the long haul; SEO isn’t a sprint but a marathon and we should be working to build sustainable growth the right way or potentially face the consequences. I’ve found that by maintaining this mindset when changes do happen (and they will) it’s more of an asset for those who are ready to benefit from it than something to fear.


How did you get introduced to digital marketing, more specifically SEO?
The other part of SEO that really spoke to me was the fact that every campaign for every site is different with its own strategies, set of goals and even challenges. Getting to delve deep into each market, fully understanding what visitors (and Google) are looking for in that space and then developing and executing a strategy for it gives SEO an edge over some of those more monotonous jobs. Something I think is very important when deciding on a career and a big reason why I’m still here all these years later.


What are the services you provide to your clients?
While it would be tough to list all of the ways we drive traffic with SEO, tactics could range from a heavy focus on local optimization services to sites that benefit more from a focus on offsite services like targeting influencers for Product Reviews. Then there are those services that more often than not are almost universal like mobile optimization, acquiring high quality links, developing and promoting targeted content and the list goes on. In short, a successful campaign incorporates a number of moving parts, each one important in its own right but where our focus would be and where it would be of most value would depend on the nature of each site. So if you’re approaching every campaign the same way you’re probably doing something wrong.


What strategy according to you will prevail in 2017 for SEO?
From more of a practical standpoint I’d say there are basically three fundamental principles not going anywhere anytime soon; making sure you have a strategy for targeting high quality links, you have (and continuing to contribute) topic-focused content that fulfils searcher intent and creating the best possible user (conversion-oriented) experience.
Breaking this down further making sure you’re always taking into account new and upcoming trends into those strategies can be equally as important. For example things like offering a fast and intuitive mobile experience or optimizing for Google’s increased usage of Rich Answers would all play an important role in the coming year.


What would your advice be to people who are looking to take up digital marketing as a career choice?
Just to offer an example: Anyone can tell you what things like meta tags are but it’s taking the time to really understand how to do the necessary research for terms that would yield the best ROI and how to take into account its potential impact on CTRs that’s going to separate you in an already competitive field. Whether it’s adding a personal touch to your outreach emails or how much you know; making sure you stand out from everyone else is something you should always have in the back of your mind and will play a big part in defining how successful you’ll be in SEO or any path you choose.

Share Your Thoughts