Get to know Chetan Saxena, Chief Operating Officer(COO) of Digital Success

March 1, 2018 | Interview

Chetan is responsible for the strategic direction of Digital practices and operations for Digital Success. He ensures superior client service, innovative digital marketing solutions, and talent development in the digital marketing group. Chetan has worked closely with various advertising and marketing agencies, and marketing leaders in Fortune 1000 and Inc 5000 companies

Please introduce yourself and where you work.

I am Chetan Saxena, currently working in the capacity of Chief Operating Officer(COO) for Digital Success, an agency based out of Dallas, Texas and New Delhi, India. I am a Digital Marketer first before being a COO.

How do you think SEO has changed over the last 10 years?

A lot indeed. Someone who has been part of this industry from early years can say so much about the paradigm shift in the industry. If you ask a beginner or 5 years guy about the changes, he would tell you a subjective story as he or she has read it in blogs and not experienced the blow up by Google. In early years, we all have seen SEO magically working for businesses as well as SEO agencies. We have seen Content Mill working so well in the past that rankings would just pour in by stuffing keywords and getting link backs from article farms. We have seen low quality links with Google PR 2-3-4-5 being sold for $20-$30 per link and clients making a beeline for it. A thriving highly profitable industry which would guarantee success in few weeks is now struggling to find success for their clients and make profit and retain SEO clients for a long run due to their impatient expectations. SEO result life cycle has slowed down. One can’t lay a finger on something and say, yes he had found a secret sauce. Focus is shifted from doing things for Google to doing things for user. We now worry about rich, unique and meaningful and engaging content over keyword rich ROT content. We worry about screen adaptability, site speed, UI etc.

How did you get introduced to digital marketing, more specifically SEO?

I was not into this at all. I started off with Brick and Mortar Retail and there was nothing called Ecommerce boom or Internet Penetration back then and people were skeptical about putting their credit cards on websites. They would not trust the system of Ecommerce. I was one of them, till I got an opportunity to work with India’s fast emerging portal who were into selling Music, Books, Videos online. That paved my way into Digital world and since then I never shifted gears to go to any other industry. SEO in specific was introduced to me in my 2nd online company who were into Travel and I closely monitored SEO for their website which was done by a 3rd party agency and I never imagined until then that one day, I would be leading this practice and making a career out of it.

What are the services you provide to your clients?

We do all things in Digital Marketing, right from SEO, Paid Search( SEM), Social, Local, Paid Social, Programmatic, Email Marketing, Analytics, Conversion Optimization etc.

What strategy according to you will prevail in 2018 for SEO?

I don’t foresee a dramatic shift in SEO in 2018 from 2017. The big buzz is about voice search, mobile and content strategy and one should keep one’s focus on providing quality content and following fair practices.

What would your advice be to people who are looking to take up digital marketing as a career choice?

Hey wannabees! Great choice. You have chosen the most trending thing, but remember before riding on it, you need to mind holding onto it, which means keeping a tab on the market. It’s a dynamic world, you blink and you miss. Stay updated and think about the best practices than short cuts.

Sahil is the CEO and Founder of RankWatch - a platform that helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that help in the automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.

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