Please introduce yourself and where you work.
My name is Chris Lopez Jr. and I’m the Founder of Practice Revenue. My company specializes in client generation for the healthcare and personal injury law niches.
How do you think SEO has changed over the last 10 years?
Early in my career SEO was a lot simpler for sure but much of the tactics employed are still applied today just on a more monitored scale. While being ranked #1 on Google is still important, if that’s the only tactic being presented, it’s more of a vanity unless tied to an overall funnel strategy which should include the key conversion metrics such as a call, a purchase, subscription, etc. Today we are much more concerned about ensuring that our content strategy aligns with what our clients’ customers are interested in learning about and most importantly, what it takes for them to pick up the phone and call.
How did you get introduced to digital marketing, more specifically SEO?
Early in my entrepreneurial career one of my mentors introduced me to the idea of becoming a mortgage broker. Within that space, there wasn’t anyone I knew who had taken internet lead generation seriously. So I studied everything I could about seo tactics and other growth strategies. I soon learned that I had a passion for all things SEO and became obsessed with it. I started several mortgage lead generation websites that generated thousands of leads weekly and rather than me work each lead myself, I partnered with other brokers to help with the workload. I ended up selling these sites after a few years and dabbled in other entrepreneurial ventures but everything has always been tied to SEO and digital lead generation.
What are the services you provide to your clients?
We have two divisions. One is focused on more traditional SEO content, link building, rankings, and conversions, while the other is dedicated to performance-based lead generation partnerships. Our core client base for the performance side consists of accident & injury clinics and pilaw firms. This is our specialty and what I’m most passionate about.
What strategy according to you will prevail in 2018 for SEO?
For us, it’s geared around mobile first, on platform video optimization and exploring voice strategies. We will also continually build on strong local SEO.
What would your advice be to people who are looking to take up digital marketing as a career choice?
If you’re going to get into digital marketing, like anything else, niche down to the point that you can become an expert and are recognized as the expert in your market. When that happens, your clients will be willing to pay you what you’re worth, especially if you focus on results and revenue over vanity metrics. The digital marketing community is full of talented and helpful individuals. This career path can lead to many roads of success for someone willing to devote the time to learning and experimenting better ways to do old tricks.