Melissa Popp is Director of Digital Engagement for Altitude SEO, a boutique agency helping small businesses win with content online. As a digital strategist with a passion for technology and travel, she coaches her partners to connect with their audience through experience optimization, with the goal of retaining more loyal visitors, creating brand ambassadors, and increasing conversion goals. She can be found online writing for TripSavvy, TechNorms, and The Emmys. Past clients include Microsoft, Hewlett-Packard, and Samsung.
Please introduce yourself and where you work.
My name is Melissa Popp. I’m the Director of Digital Engagement for Altitude Agency.
How do you think SEO has changed over the last 10 years?
SEO used to be a breeze. In the beginning, you could throw up just about anything and rank #1 with relative ease. Over the last decade, Google’s shift to the most valuable content being ranked on the first page has forced SEOs to adapt to changes almost daily. As Google gets smarter, so do the good guys in the SEO world.
How did you get introduced to digital marketing, more specifically SEO?
I started out copywriting for clients big and small. Eventually, this led to a writing agency looking for SEO-specific writers. This was back when content wasn’t a big deal, and you ranked with any piece of content stuffed with keywords. Once I realized how viable it was to integrate on-page SEO into writing and on-page evolved, I was hooked.
What are the services you provide to your clients?
Altitude Agency is an SEO-focused digital marketing company. We do everything from website design to content creation to link development and social media. Everything we do for our clients is based on the best possible route for SEO success.
What strategy according to you will prevail in 2017 for SEO?
Link building is critical to any SEO campaign, big or small. If you’re not strategizing how to earn links for your clients, you’re wasting your efforts. Google’s already refreshed its algorithm several times this year focusing on weeding out thin content and unnatural links. Link building and finding creative ways to stay ahead of Google with it is the future of SEO this year and beyond.
What would your advice be to people who are looking to take up digital marketing as a career choice?
Read Google’s Webmaster Guidelines. Understand what Google says is good and bad for SEO. Then, find a digital marketing agency or SEO company that understands that, too. Surround yourself with the good SEOs, and you’ll learn the ins and outs of the industry.