The Latest Marketing Insights

The Power of Search Engine Optimization, by Brian Martin

March 29, 2017 | Nikki Bisel

A smiling man wearing a dark coat and scarf stands in front of a brick wall, untroubled by the recent United Airlines mishap.

Brian MartinWhen it comes to producing the perfect marketing strategy for our clients, there is no one-size-fits-all approach that will work across the gamut. Each strategy is a specially choreographed waltz between producing content that resonates with our clients’ customers and optimizing this content to make it easier for Google to identify and serve up to those who seek our clients’ expertise.
Ensuring that our clients have the best chance at ranking on Google’s first page of search queries is Seafoam Media’s SEO Specialist, Brian Martin.
To get a better understanding of how greatly search engine optimization impacts digital marketing, we sat down with Brian for a quick chat. Here’s what he had to say…

Q&A with Brian Martin

What is your job role at Seafoam Media?

I am the SEO Specialist at Seafoam Media. It is my job to analyze the existing SEO on clients’ websites; then I develop and implement new SEO strategies to help them organically rank better in both Google and local searches. In order to make this happen, I conduct keyword research, pursue backlink opportunities, and I ensure the technical builds of our clients’ sites are sound so that they will properly accommodate SEO and PageRank flow.

Why is search engine optimization important to the marketing industry?

More people click on organic search results than they do paid search results or the local pack at the top of search pages. If a client wants to gain a real audience, they must rank organically for the keywords that don’t just drive traffic to their site but also drive conversions and ROI. Being seen on Google is the way to draw in an organic audience, and search engine optimization is how this is achieved.

In terms of search engine optimization, can you explain the most interesting thing that happened in the last decade?

One of the most exciting changes in SEO is the evolution of RankBrain, – Google’s algorithm for determining user intent – and its ability to take what users write into search queries and implicitly interpret what users are searching for beyond deciphering precise keywords.

RankBrain also makes it more difficult for websites to cheat the system. Today, it’s much harder to spam a series of keywords and generate a group of terrible backlinks in order to rank higher in search results. Sure, RankBrain isn’t completely impervious to manipulation, but Google is getting better at shutting down these older ranking tactics and rewarding websites for following legitimate SEO protocols.

Due to the evolution of RankBrain, Google is continuously finding improved ways to ensure the best information – the sites that provide the most benefit to the searcher – appears at the top of search result pages. Needless to say, I am fascinated by the evolution of RankBrain and how it constantly influences the search landscape.

How has your role evolved since you’ve been with Seafoam Media?

I’m still relatively new to the team; I’ve only been here for three months, so my evolution may not be as great as some of the more seasoned veterans. That said, in my role as a St. Louis SEO Specialist, I have been able to develop my own SEO strategies instead of just simply executing SEO based on a superior’s analysis. As I spend more time with Seafoam Media, I look forward to digging even deeper into strategizing and executing search engine optimization for our family of clients.

Are there any unique qualities about your role as it pertains to Seafoam's marketing strategy that you'd like to share?

I personally believe that what I do more directly effects organic ranking than any other role at Seafoam Media. Certainly, everything we do as an organization operates with SEO in mind, but since  I have the opportunity to work closely with keywords and develop our clients’ SEO strategies, I feel that cultivating organic reach is one of the more unique aspects of my position within our team.

Are there any lessons you learned so far that will make you better at your job as time goes on?

In a sentence: SEO never stops changing. It’s constantly evolving, and as an SEO Specialist, it’s my job to continuously adapt my strategies to the shifting world of SEO. Otherwise, it is easy to fall behind other brands and drop in page rankings.

Never stop evolving. — That is the one powerful lesson I have learned in this industry.

A smiling man wearing a dark coat and scarf stands in front of a brick wall, untroubled by the recent United Airlines mishap.
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