Helen is a digital marketing strategist with 18 years experience in Digital Marketing, SEO, Social Media, Pay Per Click, CRO, Affiliate Marketing, Email Marketing and Content Creation for brands including The Body Shop, Visa, uSwitch, Oliver Bonas, Halifax and Aon.
Please introduce yourself and where you work.
My name is Helen Trendell and I’m the Co-Founder and MD at ThoughtShift, a digital marketing agency specialising in eCommerce SEO, PPC, and Social Media.
How do you think SEO has changed over the last 10 years?
I’ve been working in SEO since 2004 and the biggest way SEO has changed in the last decade is the massive increase in competition for page 1 of Google. Back in the 2000s, I achieved number 1 keyword rankings much more easily for major revenue driving keywords like ‘accident insurance’, ‘stairlifts’, ‘bingo’ and ‘folding tables’. Now in 2018, whilst the principles of SEO remain the same, there are literally millions of search competitors to contend with and maintaining number 1 keyword ranking positions for major revenue driving keywords like ‘gifts for men’ requires a lot more offsite SEO work than before.
How did you get introduced to digital marketing, more specifically SEO?
I got introduced to digital marketing through wanting to get started in a marketing career back in 2002 and thought the Internet is going to be huge. In 2004, I became the first ever internet marketing employee at Combined Insurance (part of Aon at the time). My role included launching over 18 websites in 11 different countries and so I learned everything I could about SEO, information architecture, UX and online copywriting, then put it into practice across all our websites.
What are the services you provide to your clients?
ThoughtShift is a digital marketing agency delivering eCommerce SEO, Google AdWords, Google Shopping, Facebook Advertising, Instagram Advertising and Digital PR services. Our ThoughtShift Digital Marketing CURVE Methodology helps innovative companies within the retail, travel, food, fashion and B2B sectors increase brand awareness, traffic, sales, and ROI faster than before. Our multi-award winning digital marketing services are proven to deliver eCommerce sales growth from £3 million to £11 million and 20x return on investment.
What strategy according to you will prevail in 2018 for SEO?
The smartest ecommerce SEO strategy for 2018 will be combining multiple data insights to grow rankings, traffic, sales and ROI faster. Mastering Google Analytics, Search Console and SERP tracker analysis software, such as RankWatch, will keep the most innovative entrepreneurs and marketing teams learning faster than their competitors and ahead of the curve.
What would your advice be to people who are looking to take up digital marketing as a career choice?
Getting started in a digital marketing career would be one of the smartest career choices you could make. There is a huge skills shortage as up until recently, schools and colleges haven’t been including SEO within their curriculums. To help equip people with the practical skills needed, we’ve been running our ThoughtShift Digital Marketing Academy which provides free digital marketing training and a route into becoming a Digital Marketing Apprentice