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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
National University has been around since the seventies. Initially founded to serve military members overseas by providing them the opportunity to earn degrees while deployed, the institution has evolved significantly since then. Nowadays, National University offers on-campus classes and is strongly branching out into the online education industry as well.
Tim plays a pivotal role at National University as the Senior Manager of SEO. This position entails overseeing search engine optimization strategies to ensure the institution reaches its target audience effectively.
Andrew: I want to hear a little bit about your history in SEO. And I asked this because I’ve spoken to a lot of new digital marketers, students who might want to be marketers. Why did SEO become your expertise?
Tim: I think it became my expertise because when back in like 2010, 2011, me and a buddy of mine started a company.
Back in those days, mobile phones had tiny screens and websites were not responsive. Tim and his partner came up with the innovative idea of creating mobile-friendly websites. However, they faced significant pushback from potential clients who didn’t see the need for a mobile presence.
The duo struggled to expand their audience online due to budget constraints, as marketing agencies laughed them out the door. Determined to succeed, Tim took matters into his own hands:
“I’m just gonna figure out how to do this myself. So I went home and just started googling and started learning, following people who were doing it, grabbing little tips, and made a bunch of little websites and did a bunch of testing.”
Though this didn’t help their initial business, it sparked Tim’s passion for SEO, leading to his current role.
Andrew: I want to hear your thoughts on how SEO has changed specifically in the last year. And how has the game of SEO shifted because of LLMs emerging?
Tim: Back when I first started, it was really easy to get yourself ranked. Even until about four years ago, it was fairly easy to get a website ranked.
With the rise of AI and the surge of online content, it has become crucial to anticipate user needs in SEO. Instead of merely answering the initial query, you must think three steps ahead. For instance, if someone searches for “oil for a 1992 Toyota Camry,” you should also provide information on the oil filter, required tools, and potential metrics.
AI engines crawl websites, building a knowledge base that helps generate search features. To stay relevant, SEO professionals must evolve their skills continually.
As an SEO professional, how do you keep up to ensure you’re still in demand?
Tim shared his active approach:
“I have about four or five little websites on the side that I play with all the time just to see what happens.”
By experimenting with different strategies and staying engaged with the SEO community, Tim remains at the forefront of industry changes. He also emphasizes the importance of continuous learning and sharing knowledge with peers.
Tim invests in SEO courses, even if he knows most of the content, as they may offer new insights or innovative ideas. Collaborating with other SEOs helps him stay updated and maintain a cutting-edge approach.
“The metrics that drive revenue, such as qualified leads or sales, are the most important.”
Instead of focusing solely on traffic, Tim highlights the need to understand the funnel, including lower, mid, and upper funnel content. This approach ensures continuity and builds trust with potential customers.
Creating content with SEO in mind from the beginning is critical. Tim’s team at National University developed a comprehensive content brief outline, providing writers with titles, URL structures, subheadings, and keywords. This process ensures the content aligns with SEO strategies from inception.
When is the right time for a business to incorporate an SEO strategy into their marketing plan?
Tim explains that understanding the business goals and reverse engineering them into an SEO strategy is essential. Aligning SEO efforts with business objectives ensures targeted traffic and effective results.
For new websites, having a proper structure and on-page tags from the start is crucial. A solid foundation makes it easier to build successful SEO campaigns, avoiding the need for extensive corrections later.
Tim is keen to see how Google’s generative search evolves and its impact on SEO. Understanding user adoption and the dynamics of generative search results will be crucial.
“A lot of studies show that the AI-generated search results often pull from unexpected places, not just the top-ranked results.”
By analyzing the AI search results and incorporating successful elements from lower-ranked pages, SEO professionals can adapt their strategies to stay ahead.
Andrew: What is your perfect world of what happens when this is rolled out?
Tim humorously responds: It goes away.
However, he recognizes that businesses with strong mid and lower funnel content may fare better. Adapting to changes and continually assessing the impact of high funnel content on conversions will be key.
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