Keith is a veteran copywriter and digital marketer that has worked on campaigns for several of the world’s most prominent brands. He runs the digital branding firm Upstate Synergy in Spartanburg, South Carolina and has a passion for helping young writers develop their crafts. When he’s not working, he loves adventuring into the great outdoors for white water rafting and mountain biking.
Please introduce yourself and where you work.
As far as where we work, we’ve broken the traditional mold to work remotely from all over the world. Instead of giving standard vacation time, our motto is to head to the beach today and live an awesome work/life balance throughout the year.
How do you think SEO has changed over the last 10 years?
The part that has changed the most is how we conceptualize websites. In 2010, we would think about a business’s major keywords as the focus for everything we do. But in 2018, we work that equation backward and ask what really matters to customers- what are they looking for? How can we ensure they have a great experience? Modern SEO is 100% about making people fall in love with a brand.
How did you get introduced to digital marketing, more specifically SEO?
Since I’ve always been a strong copywriter, I turned to sites like Upwork and Indeed to find leading SEO firms that were looking for part-time writers. This was on top of working 60-80 hours a week making pizzas mind you, but I was fascinated by the industry and the future that it held. I eventually sold my restaurant and transitioned to SEO copywriting full time because I was so passionate about it.
What are the services you provide to your clients?
The part that I take the most pride in is educating my customers so they never feel like I once did. Consulting and education is a huge part of everything we do, so I always try to leave myself a two-hour block each day just for phone calls and giving practical advice. These are often unbilled hours but they’re worth their weight in gold in terms of building strong client relationships.
What strategy according to you will prevail in 2018 for SEO?
The technical side of SEO is also super important- from overall loading times to reinventing a site’s navigation so that it aligns with how customers will naturally want to absorb the information. It should feel like a storybook and the homepage is just the table of contents. Only, it has to be the best table of contents ever since it has to generate hype, build interest, capture leads and convince the reader that you’re the real deal.
What would your advice be to people who are looking to take up digital marketing as a career choice?
Other than that, just keep studying every chance you get and surround yourself with successful marketers. Master the tests at HubSpot Academy, learn basic coding at Code Academy and subscribe to authority blogs that resonate with you. Just use every minute to learn and grow and better understand your customers- that’s the secret to becoming a superstar.
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