Can SEO testing make the difference in your search marketing efforts? Will Critchlow, Founder & CEO of online marketing agency Distilled, joins Michael and Neil to share his thoughts on winning organically in 2019.
With a lot of any company’s organic search budget being allocated to SEO, Neil recalls a meeting he attended that involved a search engine builder and an advertiser. The action that the builder kept advocating was to build better content, so Neil shares his opinion that companies often minimize the value of creating new content that users want to see.
Will enters the podcast as Michael questions how to win organically in 2019. Will agrees that building better content is key, but also has a unique perspective on certain subtleties. He says that there are not generic best practices, but rather every industry has specific things that they should be doing.
To improve their optimization processes, Neil says that he wishes companies would run more tests. He reveals what two traits these tests should entail so that they aren’t done just for the sake of testing. Will agrees with this philosophy and is then questioned about a methodology issue that can occur when quick marketing decisions need to be made.
Michael believes that a lot of things will change in digital marketing over the next two or three years, so he asks Will what he thinks the biggest changes will be. Will discusses in-search widgets that discourage click-throughs to webpages and the uncertainty he sees surrounding Facebook. Despite these points, he is positive about the future.
About Will Critchlow
What is Misadventures in Digital Marketing?
Want to learn how to do digital right? Join hosts Michael Loban and Neil Hoyne as they interview expert marketers and discuss all of the things that can and do go wrong with digital marketing. Follow along to learn from others' digital marketing misadventures.