Last week, I interviewed our jack of all trades and office foodie, Sabrina Gilmore who gave her insights on social media and SEO. This week, I sat down with fellow Forthean and SEO manager Terri Stevens (@Terrils). Terri is our resident SEO ninja and knows pretty much anything and everything about search engine optimization.
What is your primary role at Forthea?
How long have you been doing it?
About 5 ½ years
What do you enjoy the most about it?
Seeing positive results, helping businesses grow. I love to see rankings for a site’s primary keywords grow from not ranking at all to top 3 and see that those keywords bring quality traffic that converts.
How do you feel SEO fits in with other forms internet marketing?
SEO is a necessary part of internet marketing. You can think of it as setting the foundation for all of your internet marketing efforts. But it is only one part and the lines between those parts have become much thinner. To be effective today, SEO must blend with social media, content development and traditional marketing. To improve a client’s ROI, SEO uses conversion rate optimization. To know what is working and what isn’t, SEO needs analytics. Combining those with PPC you get a powerful internet marketing package, a whole with each part working together for optimal benefits.
Describe your daily “routine” at work.
Each morning I check my email and calendar, then skim headlines from feeds with industry news, articles and blog posts, reading ones that catch my attention. Afterward, if working on an open project the previous day I will continue it. Otherwise, the work for the day varies depending on priority of SEO setups, retainer work and other projects.
Where do you get your inspiration?
Reading, skimming news headlines, research and thinking. It really depends on what I need inspiration for.
How do you stay up to date on the latest SEO trends?
Reading “SearchCap”, “Understanding Google Maps & Local Search” and others. Twitter.
Do you have an ultimate work playlist?
Not really. I have an office playlist, but sometimes prefer my general list or quiet. It depends on my mood and what I’m working on.
What is your number one, go-to metric to look at to gauge whether or not a campaign or strategy is successful?
Conversions. Keyword rankings / traffic growth are often the metrics SEOs use to gauge success, but our primary goal at Forthea is to increase the client’s bottom line, so that means conversions are the number one metric.
What do you get the most joy out of as far as results go?
What project or campaign are you most proud of?
There is not one that sticks out more than others. I’m proud of all that continue to improve and grow a client’s business.
What is the biggest change SEO, PPC, design, web development in the last 5 years?
The growth of mobile and social.
What kind of changes do you see happening to SEO, PPC, design, web development in the next year?
Although I expect to see more use of authorship, Google+ and quality content development, I don’t see big changes coming in the next year. People will still use search as their primary means for finding and selecting the products and services they want and need. Designing, developing and marketing websites for high visibility and the best customer experience possible helps bring those customers to your doors. I don’t see that changing anytime soon.
Do you have an SEO question for Terri or want to know how we can take care of your SEO needs? Give us a shout @forthea!