Digital marketing entails many aspects that need full attention. Working on the right budget, at the right timing, and with the right approach makes a perfect SEO campaign. Ben definitely knows where to set his priorities and how to handle them right; that’s what allows him to reach his desired outcomes to his campaigns.
Ben Acheson has been in SEO since before Google and worked successfully through the greatest transformations the industry has seen. Over time, his focus has shifted from corporates to high-growth startups where his efforts have much more of an impact. An active investor, Ben can raise the capital needed to deliver growth. Ben points out that investment and digital marketing are a formidable combination!
I worked agency-side for several years, delivering campaigns in a wide range of industries from technology to fashion.
WHAT YOU DID
From early on, I deployed content-driven campaigns, building foundations of keyword optimisation based on solid keyword-level data. Understand the audience, optimise for their search behaviour, create content designed for them and promote it widely using carefully-selected bloggers and influencers with established audiences.
I used dozens of tools but among the most valuable were AdWords, to gain keyword-level conversion data and BuzzSumo to understand what constitutes shareable content in a given niche.
The biggest challenges I faced were Panda and Penguin and shifting people’s mindsets from cheap, short-term SEO to quality, long-term SEO. My focus on the fundamentals, content and the audience enabled me to ease my clients comfortably through the greatest changes the industry has ever seen.
When Panda and Penguin hit, most of my clients saw significant uplift as competitors with cheap, aggressive and unnatural campaigns dropped out.
INSIGHTSFocus on quality and longevity no matter what. Click To Tweet
I shouldn’t have worked with clients who didn’t have enough budget to do the job properly. I would advise SEO professionals to focus on quality and longevity no matter what. Don’t be afraid to have the hard conversations about campaigns that are not going to be successful. Walk away from those and use your time where you can do more good.