Stephanie Heisner has over 10 year of digital marketing experience, the majority of them spent under WPP’s GroupM umbrella working on Fortune 500 clientele. She now heads Decantery, a small digital marketing agency working on SMB B2B, B2C and nonprofit. She’s worked across a number of business categories such as auto, CPG, telecom, tech, travel, and health. Stephanie’s digital origins was in Paid Search, coordinating with marketing teams to execute integrated campaigns. This shaped her digital approach to create cohesive strategies, value data-driven optimizations, and prioritize cross-channel learning application.
Please introduce yourself and where you work.
Hello! I am the Director of Client Success at Decantery.
How do you think SEO has changed over the last 10 years?
SEO has made a 180 in the last 10 years. The theme of the shift? Quality over quantity. Gone are the days of black hat tactics. Search engines algorithms have evolved to reward relevant and valuable content. So instead of SEO practitioners committing keyword stuffing crimes or getting thousands of low-quality links, they now must be jacks of many trade. To really do SEO, you must also be a writer, graphic designer, and a developer. It’s important that you understand at least, what it’s like to wear these hats so that you can organize all the crucial SEO elements into crawlable and consumer-focused experiences.
How did you get introduced to digital marketing, more specifically SEO?
I, like most who’ve been in digital marketing for over 10 years, fell into it. When I started, digital was an emerging field that most didn’t understand, so “someone” got stuck with the responsibility. Luckily, I liked it and decided this was something I wanted to stick with.
What are the services you provide to your clients?
Full spectrum SEO services: From on-site optimization, to link building, content creation, etc. We also offer Paid Advertising; Paid Search, Remarketing, and Content Marketing. Social Media services- advertising and organic management. We also do WordPress website development and conversion optimization.
What strategy according to you will prevail in 2017 for SEO?
Quality content development. Create content that your audience wants to read and publishers want to link to.
What would your advice be to people who are looking to take up digital marketing as a career choice?
The digital world is always changing, from the players in the game to the way the game is played. It’ll require a high level of drive and grit to keep up with it and figure out how to adapt. But most importantly, be kind. Help others learn and thank the ones that taught you. In a field like this where you’re constantly evolving, you need a support system that can help you when the time comes (and it will).