It’s been a long time since I’ve done an interview on SEOteky. Not that I was running out of friends in the industry <grin> but because I was too damn busy working for my clients and the team.
Before we go on to this interview, I want to relay a shout out to Alessio Madeyski, the person behind meet your SEO series. After reading his post about Why I stopped meet your SEO, I asked myself if there are people who find this interview type content annoying and thinking that I am just using other people’s name to build my own in the industry.
I only want to interview people and learn new stuffs, this is a personal thing for me. If you don’t care, please don’t waste your time reading this.
So let’s meet our special guest today, Gisele Navarro – the head of outreach for NeoMam Studios.
1. Please Introduce yourself Gisele – When did you started on the industry?
Let me start by saying that I wouldn’t consider myself an expert just yet, I’ve been working on search since 2009, so I’m quite a young SEO. I started as an SEO executive for a Spanish agency, then I moved up to a strategist position and some time after that I became the SEO manager for an Argentinian PR agency. At some point I decided it was time to offer SEO services myself and it was then when I created SEOmyranking, and started helping websites being found.
Nowadays I’m more focused on education: I train link builders in the art of site discovery, relationship building and outreach, among other things; and I coach small business owners and bloggers who want to learn about SEO and social media.
2. The demand for social presence is growing and growing, from Facebook to Pinterest. How do you see this growth can change the internet marketing industry?
We’re finally getting to a point in which we’ve understood that we need to combine different areas both for the sake of the users and their experiences, as well as for the growth of our business. When it comes to social media, we’re talking about a factor that search engines are using to prove authority, but also a way for people to be connected to what matters to them (friends, family, causes, brands, organizations, etc.)
Over the last couple of years, websites and businesses from around the world have realized they needed to pay attention to their social media profiles, but in most cases they did it after reading those articles mentioning the almighty “social signals”. Hopefully by 2013 all of them will have found their unique reasons to be on social media, because that’s the only way they will come up with a strategy that makes sense.
3. Content is the most important part of both social and SEO. How do you win people and make content a success for your campaign?
I think in terms of producing content that will help grow a business by offering information that matters to the audience. Basically, I always try to follow Ian Lurie’s tips from his 2012 Mozcon Presentation because he’s right when he says that instead of “content marketing”, we should be talking about producing marketable content.
Regarding winning people, I’d say my approach has been inspired by Garrett French’s concept of “preciprocation”, even before reading his book! I’ve always hated the idea of harassing someone into letting me place a piece of content with a link somewhere, and connecting through a natural path sounds like the best plan. I don’t have a formula because every industry has its differences, but I recommend link builders to:
- Be honest.
- Truly care about the target site as much as they care about the client’s site.
- Take the time to get to know the readers and the writer.
- Be clear about what is it that they are asking for.
4. What’s your take on people faking likes, tweets and even re-pins? How about for businesses relying on these fake stuffs?
Faking social shares is the new faking social bookmarks. The latter one didn’t take anyone anywhere, so I think buying Facebook Likes or tweets will bring the same “one hit wonder” kind of results.
5. I got a confession to make; I was once a big follower of creating tons of Social Media accounts and DIY-ing Social Bookmarks and shares. I run it through TOR Browser to change IP’s. How can SEO’s get out of these retarded stuffs?
Many SEOs got out after the latest changes in the industry, powered by Google updates and unnatural link notifications. Honestly, I think that those tactics are being used by those who don’t want to hire an SEO and would rather buy 150 bookmarks for $59 because they believe these people when they say:
It will take for them to get hit by a change in the algorithm, or for their customers to decide their site isn’t good enough. I’m guessing that if they are relying on these services, they must be paying little to none attention to their web design, user experience and behavior of their visitors…. And who wants to engage with such a company anyway?
6. There’s an impending issue about relationship building and link building, what is your take about these two going head to head?
Have you read “Relationship Building ≠ Link Building” by Chris Dyson? He wrote about how relationship building can’t scale and that you can waste a lot of time trying to build a connection with an influencer just to end up empty-handed. I think that’s the case here, we keep writing about how building relationships is the way to go and now hundreds of SEOs are trying really hard to connect to their inner PR because they believe link building is dead. But the truth is that in the end, we’re doing it for the links, even though every now and then you can develop a new business opportunity based solely on a link prospect. Do we need to incorporate the human factor into our link building? Yes, we do. Is relationship building the new link building? No, it’s not.
7. Is social media killing SEO? Considering that Google+ can affect personalized SERPS results. Social signals are indeed playing its part on ranking websites.
We could have a long talk about personalized search and how that’s affecting our job as SEOs, but I wouldn’t say social media has anything to do with that.
The web is a big city and it will always need its roads and its streets to connect the different regions, as well as its traffic signs and billboards to lead the way. Links could be the roads and streets, the on-page optimization would work as traffic signs and the billboards could be a mix between display, Knowledge Graph and social. But that’s how I see it, many SEOs seem to believe that the apocalypses is near.
8. Share a trade secret that you find successful in your SEO and Social Media campaign. Might be often neglected by people and yet you find it very effective on your end.
Uhm… Common sense?
9. My favorite part on the interview: Looking forward 5 years from now, how do you see Social Media and SEO?
I’ve always hated those “looking forward 5 years from now” questions, 5 years is a very long time! I would say that:
- Working on integrated online marketing strategies won’t be such a rare practice,
- The days of anchor texts will be long forgotten,
- There might be more Internet regulations in place and that could change the way in which we do business now,
- The world will be separated into authors and publishers,
- Hopefully companies will take social customer care seriously.
10. Where can people reach you? Blog, twitter or social media channel?
You’ll find me tweeting as @ichbinGisele and I’m one of those 235 million active users on Google+, just look for Gisele Navarro and you’ll find me. And you’re welcome to visit my blog http://insocialwetrust.wordpress.com .
Thank you so much Gisele for making this a success!
- Social Media Yearbook, Meet The Class of 2011
- Google Like – Google +1 binds Search Engines and Social Media Together
- SEO, A Forward Look 5 Years from Now