Joe Friedlein is a digital veteran, having started his first digital role in the last century. Having worked on some of the largest web projects in the dot com boom, Joe moved away from developing sites to the marketing of websites. This inevitably led to a focus on search and the creation of Browser Media in 2005.
Please introduce yourself and where you work.
My name is Joe Friedlein. I am the founder and MD at Browser Media
How do you think SEO has changed over the last 10 years?
SEO has changed enormously over the last 10 years, although Google’s main objective (to find the best results for its users) has not changed at all. SEO used to be a numbers game – get as many keywords into a web page as possible and get as many keyword rich links as you. Thankfully, this has now changed and the focus has to be on creating an industry leading website and offering your users amazing content / functionality. If you do that successfully, you will naturally attract links and attention.
How did you get introduced to digital marketing, more specifically SEO?
I spent many years managing website build projects but became more interested in the marketing of websites than the build process. I really enjoy delivering tangible value from websites rather than debating the colour of a logo…. As one of the most potent forms of digital marketing, it was inevitable that SEO became my main focus around 15yrs ago. I founded Browser Media 12 years ago.
What are the services you provide to your clients?
We still do quite a bit of technical SEO but our main strengths are content and outreach. We are an online PR agency but also offer biddable media management.
What strategy according to you will prevail in 2017 for SEO?
The need to focus on quality rather than quantity is not going away. This is great news for genuine businesses but bad news for those who want to cheat the system and see their websites at the top of Google in a matter of days. Steady, organic growth without the risk of any penalties is far more intelligent.
What would your advice be to people who are looking to take up digital marketing as a career choice?
Go for it! It is a fascinating career. It is still young and the rules are constantly changing but any potential employer will want to see evidence of a genuine passion in the field. This does not necessarily have to be commercial experience – I am always impressed by individuals who have built websites in their spare time to learn more about marketing a website.