Build an Audience, Grow Sales with SEO
Groundswell’s new podcast series features interviews with more than 40 industry-expert mentors who support high tech companies in Space Coast, FL. The first episode features Senior Search Engine Optimization (SEO) Director at Merkle, Eryck Dzotsi, who shares the basics of why SEO is industry-relevant and how to self-manage SEO on a limited budget.
In this episode, Dzotsi shares why the industry of SEO hosts a slew of both enthusiasts and critics. He says “gurus and experts who promise the moon and have not delivered” have negatively affected the public’s opinion of the industry. Regardless, Dzotsi says 30 to 40 percent of any company’s web traffic will come as a result of efforts put forth to optimize search results.
- If you’re looking for sales or an audience, think SEO. Search engine optimization is the energy put forth to ensure that someone looking for you can find you online, according to Dzotsi.
- Customer discovery is key. “The challenge for many founders doing their own SEO and marketing, according to Dzotsi, is that [companies] need to communicate about their product the way that the market thinks about it and searches for it.
- SEO is a competitive field. Dzotsi says it is comparable to formula 1 racing, his favorite sport. Each time the top Google search result is achieved, he says, a company can be certain that it’s displacing every other result on that first page and that odds are high the competition is prepared to fight back.
- The rules are everchanging. SEO is for competitive people who thrive on challenge. Dzotsi says, each morning at work, there’s a possibility that the entire industry will be flipped on its head. But that’s what makes it so worthwhile.
- The secret sauce to vetting a consultant. Choosing a consultant can be murky territory. Dzotsi offers some insight into what questions to ask to vet your own personal consultant and warns that the reoptimization costs for a website-gone-wrong can be costly.
Eryck Dzotsi is a seasoned digital marketing professional with 12 years of global experience. He has developed growth strategies for leading companies like Comcast, MassMutual, Sanofi, Kohler and others. He is also the author of The Remote Worker’s Guide to Excellence and How to Manage Remote Workers, written to support the 35 percent of global employees who work remote.
Work one-on-one with Groundswell startup mentors like Dzotsi for 8-weeks and enter a chance to win $2,000 in awards. Apply Today.