How to Get Along with the Gatekeeper of the Web

Phil Singleton, SEO expert and author of SEO for Growth, argues that the top five brands in stock market capitalization tell you everything you need to know about the importance of SEO. The five most valuable brands in the United States – Apple, Alphabet (Google), Microsoft, Facebook and Amazon (not necessarily in that order) – are all dedicated almost exclusively to the business of the Internet.

With this in mind, Singleton argues that digital marketers are more successful when they think about their online activities as Google, the gatekeeper of the web, does. He recommends marketers consider the ways Google’s algorithm has evolved over time, to penalize fly-by-night approaches in favor of a positive user experience, high quality content, and lots of backlinks from authoritative sites.

Singleton suggest marketers pursue SEO holistically rather than as just another task of many. By his thinking, all of your digital tactics should be undertaken with your website’s metrics in mind. This means that everything from social media to online reviews, from reputation management to content strategy, should contribute to improved trust, authority and search results.

Tune in to hear more of Singleton’s philosophy and as he shares his favorite strategies and tactics. And, enjoy the dulcet tones of Wade Taylor, owner and friend of the chapter, who sat in as guest host.

San Diego AMA Podcast, August 15, 2017: How to Get Along with the Gatekeeper of the Web