The search game has evolved into something far beyond just optimizing your website for Google.
Digital marketers are under pressure to deliver results and are often conflicted about which marketing channels to prioritize or add to the mix.
“You don’t want to focus on one way to get traffic.” That’s the advice of Craig Campbell: a well-known SEO professional from Glasgow and the No. 1 most influential SEO PageOptimizer Pro in 2020.
We caught up with the man behind the SEO YouTube channel that welcomes you with “information bombs that will make you money” – to get his take on the latest SEO trends, digital marketing tools that worth looking at, and agency life.
Read on and gain new insight as he shares some well-earned nuggets of wisdom from his 20 years of experience in the SEO industry.
Past And Future SEO Trends
Having been in the SEO business for two decades, how much has the SEO landscape changed since you first became interested?
Craig Campbell: “Although it has changed a lot in some ways, the core fundamentals of content and links are still extremely important: the same way they were at the beginning of my journey in this industry.
Certainly, things have evolved a lot, and content quality, link relevance, and many other nuances are at play. But the basics are still very similar.
What I love is that the learning curve is much easier these days, and we have smart people all over the world creating amazing tools to help us with competitor analysis and much more.
While at that time, it was a lot of trial and error, embracing the changes and using the tools to make the job much easier has been a great help over the last few years.
But I think, for me, learning how to do it the hard way, using my own brain and common sense, and not having everything handed to me on a plate…it helped me learn .
It took longer, but I won’t lie – it was a lot of fun too. So these days, I find SEO much easier as I once had to do it the hard way. “
What do you know about SEO now that you wish you knew when you first started?
CC: “Many have asked me this. I have enjoyed the whole trip. And I’ve made countless mistakes, but they’ve gotten me to where I am today. However, one thing I struggled with at first was building SOPs and training my internal team to do the tasks I wanted to do.
For many years, I struggled to get this right, and it massively hindered my ability to scale and contributed a lot of unnecessary stress to my life. So, it would have been good to learn to delegate and build SOPs [standard operating procedures] much earlier.
Other things, like trying and testing for myself and trying to read between the lines when I watch a talk or presentation, are things I wish I had done. I was a bit naive back in the day and used to take things at face value and I would add some of what other people had said without doing my own tests.
Like many others at the start of their careers, I didn’t know how good I was, but there comes this part of the journey where you undervalue yourself or allow your prices to be drop, and before you know it, you have a whole heap of clients who pay you very little and waste all your time, energy and resources.
So, I wish someone had sat me down and tried to give me that advice. But unfortunately, we were all in a similar situation when I started in the early 2000s – nobody knew what they were doing, let alone their true value.”
Where do you expect the SEO industry to go in the next three years?
CC: “This is a really difficult question to answer; I’ve seen and heard people say things over the years like ‘voice search’ is the next big thing, and ‘let’s double down on that.’
We have seen people talking about ‘AMP’ and many other things, including AI content and how we will replace content writers with AI. I don’t think a lot of these things worked out too well.
And not being an expert in technology and how all these things are developed, I don’t see any big dramatic changes over the coming years.
It is clear as day that Google is trying to force the organic search rankings further down. However, organic traffic still converts very well.
But 20 years into the industry, I still see many websites and SEOs still not doing the basics right. So, I think people need to level up on their processes and SOPs and how they view their website and start treating them like a real business. I think that’s where people will see gains over the next few years.
Nothing hugely new in terms of major changes to the industry; we evolve, Google brings out updates, and of course, those who cut corners or don’t do the basics right are eventually penalized in some way, shape or form. “
Marketing Tools And Channels To Drive Traffic
Is there one SEO tool, in particular, that you would recommend for local businesses?
CC: “One instrument, for local, is very difficult. I use several tools for different elements of local, such as Local Falcon, for checking the ranking positions of my Google Business Profile.
I really think even now, many small businesses don’t realize how much traffic comes from those map sites.
Sure, a lot of people do it in our SEO community, but overall that’s, really, a small part of the world. I see so many businesses out there that don’t even rank those, let alone local landing pages.”
What about a specific marketing channel that can be beneficial in driving organic traffic?
CC: “This is something I often miss out on. Platforms, like Reddit and Pinterest, are ones that I hear people get amazing traffic from, but I’ve yet to really dive into them.
I recently bought a Pinterest course to try and work out what people are doing there to get all this traffic. But over the years, I’ve built up a good email list, always capturing people’s data – a very old way of marketing, but email marketing works very well even now.
Social media, in general – Facebook, LinkedIn, Twitter, Instagram, and TikTok – are what I’m on.
Now, it has been reported that TikTok gets more traffic than Google itself. Not sure how accurate that statement is, but what I do know is that there are a ton of people on that platform, and it would be silly to ignore it because of the sheer number of people there.
As an SEO, I’m always looking for ways to drive good traffic to my website, whether that’s paid, social, emails, or retargeting via pixels. I think you need to try and grab what you can. You don’t want to focus on one way to get traffic.
YouTube, over the last few years, has been an amazing platform for me personally. When COVID hit, I took the opportunity to do a lot more video content, and that has worked really well in my favor.”
Taking The Leap To Build A Personal Brand
What should a digital marketer know about being in an SEO agency from Day 1?
CC: “I think they should learn as much as they can from agency life, see it as their apprenticeship, and learn as much as they can about the processes, reporting, how to retain clients, and all the amazing things that agencies do them. very good.
But they should also know that there is a lot of fluff on the agency side and a lot of client achievements that do not always mean that they are good from an SEO point of view.
I’m not saying that all agencies do all the fluff or offer substandard work. But I see a lot of people come out of agencies and believe all the fluff they’ve been trained to talk to clients about.
So, I think, in general, they should know that playing the actual SEO game versus what we tell clients is very often a different game. So, they should know the difference, which will benefit them when they leave the agency life.
I have a very good friend who I have seen grow in the last few years. Ryan Darani worked for a large digital agency, and certainly, he learned some amazing things there, which still works very well in his favor (mostly from an auditing, reporting, and technical perspective).
However, there were areas of weakness and some poor agency thinking that had to be resolved now that he was a freelancer. He has adapted very well and is doing amazingly for someone who only went out on his own two years ago.
But in general, do everything you can from agency life, especially those SOP processes, reporting – all the technical things you can, as this is often something that a lot of people haven’t had experience with agency life lacks it.”
What has been your biggest digital marketing achievement to date?
CC: “The best achievement, apart from some of the website flips and the money-making I’ve made on some projects – which of course nobody cares about – would be making the transition from being an owner an unknown agency to become a personal brand. .
Many people think it is an easy task. The reality is that speaking at conferences, being on video, and offering value up front is a lot of hard work. Not only traveling to conferences but speaking in front of an audience took me outside my comfort zone.
Sitting on YouTube, making podcasts, and all the other things was something I had never done before; and even in my school days, I hated speaking in front of an audience.
Watching many others build personal brands while I was building my agency was great to watch, and I always had [a voice] inside of me saying, ‘You can do this! Why don’t you go do it? Why let anyone else get up there and get the exposure?’
You have to believe in yourself and make sure you get yourself up there. Although many people will not want to do that because they are shy, introverted, or whatever, when talking to other speakers, they all have similar fears or get nervous before speaking.
And I certainly had serious nerves at the start of my speaking career, and it was amazing to push through and overcome those fears, and that was a huge achievement for me.”
Key To SEO And Career Growth
Can you share any SEO growth hack that always works for you?
CC: “For many years, I have always seen traffic work very well when sending to a video, blog post, page, or whatever. Even if we take LinkedIn, for example.
If I make a post on LinkedIn, and someone in my network likes it, comments on it, or shares it, that post is then seen by their friends, who turn’ n more engagement, and then their friends see it and comment and like hopefully the post.
When Google sees something that is widely engaged, it ranks it well. The same goes for any social media platform when you want a post to go viral.
So, tip 1: Offer value up front. Don’t put boring, boring content; People simply won’t engage. Try to offer some value upfront.
Tip 2: So, when I make a blog post, I then send it to my push notification subscribers. Then it goes out on social media. If it’s a really good post, it will also go out to my mailing list. Then I might also do some paid social ads.
This boosts the post, article, or whatever you’re trying to put out, but you must use your own audience first and use a series of events to get traffic to your articles, which in turn, if done well, should give you the information. lift you need to make the post viral to some degree.”
What advice do you have for those just starting out in their SEO careers or launching their startup?
CC: “I see so many people early in their careers or when they launch a new business analyzing every little detail before taking action. I would highly recommend just taking action. Why over analyze things? Keep it simple and use common sense.
A little effort never goes a long way in this industry, and it’s always good to learn from the mistakes you make anyway. Just start taking action.
I’ve made more mistakes than most, but as long as I learn from them, then it’s always a good thing.
You will never hit your goals straight off the bat; whether it’s an SEO career or a project you’re working on, things can be adjusted as you go along. No one in this game knows 100% of what they are doing, so don’t be fooled by anyone who suggests they do.
Read between the lines and never be afraid to experiment and add your own twist to things.”
Check out this episode of the SEJ Show with Loren Baker, where Campbell shared his insights on domain leasing, link building best practices, and much more.
Featured Image: Courtesy of Craig Campbell/SEO Glasgow
Important Facts About SEO Pricing & Costs of Including the Following: Average SEO costs are $100-$250 per hour for US SEO agencies. SEO costs often range from $2,500 – $10,000 per month for US agencies. The average SEO plan costs $2819 per month (per Ahrefs)
Which certification is best for SEO?
7 Best SEO Certificates
- Google Digital Marketing Certification Essentials. …
- Google Analytics 4 On Skillshop. …
- UC Davis Search Engine Optimization Specialization. …
- HubSpot’s SEO Certification Course. …
- Semrush SEO Fundamentals Exam. …
- Paid Certificates.
Are there certifications for SEO? SEO certification is awarded to individuals who successfully complete an SEO Course. It shows that you have the necessary training and skills to work with search engine optimization. There are many ways to get SEO certified. You can take an SEO course online or attend a classroom course.
Is Google SEO certificate worth it?
Taking courses and getting SEO certifications can be important if you are a beginner who wants to learn in a structured format, guided by SEO experts, or a working professional who wants to update their qualifications or learn new skills and best practices in the fast-changing market.
How long does it take to get SEO certified?
The SEO certification course consists of 6 hours of time and instructor led exams and after competing the exam, you will be SEO certified. Although Moz has its own SEO tools, the course does not rely on their tools. You can take this course without a Moz Pro subscription.
Are Google free certifications worth it?
Yes, Google certification is worth the time and effort. These certifications can add value to your resume. So, it is true to say that they can help you get an entry level job in the IT industry with ease.
Does Google offer a SEO certificate?
Google does not offer official Google SEO certification. You can take any of the official Google SEO courses to learn SEO but there is no way to become Google SEO Certified.
How much does a freelance SEO make?
Some freelancers earn between $2-3k per month.
Is SEO best for freelancing? As an SEO freelancer, you probably know that search engine optimization is by far one of the most effective digital marketing strategies. You also know that you often rely on software for the insights you need to achieve the results you want for your clients.
Is SEO a high paying job?
An Entry Level SEO with less than three years of experience earns an average salary of ¹ 2.7 Lakhs per annum. A mid-career SEO with 4-9 years of experience earns an average salary of € 5.1 Lakhs per annum, while an experienced SEO with 10-20 years of experience earns an average salary of € ¹ 7.8 Lakhs per annum .
Is working in SEO a good career?
‘Yes. SEO is a good career option as it is among the most popular careers in the Digital Marketing field. There are numerous organizations around the world, employing SEO professionals to generate better content and thus generate more business leads.
How much can a SEO make?
While freshers can earn around Rs. 1.8-2.8 LPA, professionals with over 5-8 years of SEO experience can make around Rs. 3.5-6.6 LPA. When it comes to senior level SEO salary in India (for positions requiring over ten years of experience), the annual pay is even higher, ranging between Rs.
Is SEO in high demand?
The good news is that there are many opportunities for growth within the SEO industry, especially if you have specific skill sets or experience that can help set you apart from the rest of the competition. The demand for professionals with strong search engine optimization skills continues to increase year after year.
Are SEO jobs hard?
There’s no doubt about it: SEO analysts have a tough job. It takes a lot of critical thinking, problem-solving skills, and SEO knowledge to pour through websites to find out what’s wrong with them, examine data for the solutions within, and report their findings in easy-to-understand ways for companies and clients.
How much I can earn through SEO?
27% of SEO professionals earn between $35,000 and $49,000 after 2-4 years of experience. 32% of SEO pros can earn a salary of $50,000 to $74,000 with 5-10 years of experience. After 11-20 years of experience, 25% of SEO pros earn $75,000 to $99,000.
Is SEO is a good career?
‘Yes. SEO is a good career option as it is among the most popular careers in the Digital Marketing field. There are numerous organizations around the world, employing SEO professionals to generate better content and thus generate more business leads.
Can I learn SEO in 2 months?
It takes 1-3 months to learn SEO at a basic level and as long as 6-18 months to learn SEO at an advanced level. The amount of time it takes to learn SEO depends on the number of hours each day you can study search engine optimization.
Can You Learn SEO in a Month? Although it’s a career journey, you can learn SEO in about a month – enough to make a huge impact on your website and therefore your business as a whole.
Is SEO difficult to learn?
SEO is not that hard to learn. All you have to do is be willing to allocate the time and effort necessary to learn the various SEO concepts. If you’re just getting started with SEO and wondering what it takes to go from beginner to expert, then this post is for you.
How long does it take to learn SEO?
It takes 1-3 months to learn the basics of SEO. The basics of search engine optimization can be understood and learned within 3 months, however, the more advanced concepts can take anywhere from 6-18 months. This is provided you use information daily and learn from experts.
Why is SEO so hard?
In summary, SEO is difficult because search engines are always changing and updating. It could be anything from Google changing the way it looks at a certain type of link, including a major new update to its algorithm, or even recognizing something new as a ranking factor.
Can You Learn SEO by yourself?
Well, I have good news! You can do SEO completely yourself or DIY SEO (Do It Yourself SEO). With some research and a lot of practice, anyone can learn how to do SEO for their business. A quick way to start SEO is to enter your URL here and then focus your SEO efforts on the recommended action items.
How long does it take to get Google SEO certified?
On average it takes students a week to finish the lessons and get a certificate. The cost of this course is $89 (one time payment) and is offered as part of the SEO Course Bundle which includes 3 other courses (Keyword Research Course, eCommerce SEO Course, and Google Analytics course).
How long does it take to get a Google SEO certification?
SEO certifications take a lot of time Check out the Google Digital Marketing certification above: there’s 14 hours of material. That is not an insignificant amount of time to spend on SEO certification. There is an opportunity cost here because you could spend that time building and ranking a website.
How long does it take to become an SEO specialist?
It’s not as long as you might think to become an SEO expert; in most cases, it will take about 18 months to become an expert.
Is Google SEO difficult to learn?
SEO is not necessarily difficult to learn, but it does take time, effort and persistence. If you’re just starting out and know nothing about search engines and how they work, you can expect to feel a little overwhelmed at first, especially if you’re trying to learn SEO on your own. However, it is important to keep trying.
How long will it take to learn SEO?
If you can learn SEO for a few hours every day, then you can master the basics of SEO within 4-8 weeks and get your first SEO job in 3-6 months. If you can learn SEO full time, then you can master the basics even within 1-2 weeks.
Is SEO really difficult?
SEO In One Day SEO is simply not as hard as people pretend it is; you can get 95% of the effort with 5% of the work, and you don’t need to hire a professional SEO to do it, and it won’t be difficult to start ranking for well-chosen key terms.
Can SEO be a career?
‘Yes. SEO is a good career option as it is among the most popular careers in the Digital Marketing field. There are numerous organizations around the world, employing SEO professionals to generate better content and thus generate more business leads.
Does SEO have a future? SEO is now considered a long-term investment for businesses, with results gradually appearing over time. Many webmasters and business owners consider SEO almost dead due to recent search engine algorithms. They believe that SEO is no longer effective and will never yield fruitful results.
Do SEO jobs pay well?
According to the Edoxi salary trend report, which predicts job salaries in digital marketing over the next year, entry-level SEO specialists in the US can expect a starting SEO salary of $35K, mid-career SEO specialists are likely to earn closer to $ 47K , and experienced SEO experts will earn an average of $65K in …
Are SEO jobs hard?
There’s no doubt about it: SEO analysts have a tough job. It takes a lot of critical thinking, problem-solving skills, and SEO knowledge to pour through websites to find out what’s wrong with them, examine data for the solutions within, and report their findings in easy-to-understand ways for companies and clients.
Is SEO still in demand?
SEO professionals are in high demand, as companies need search optimization to compete in most niches.
Is SEO a high paying job?
While freshers can earn around Rs. 1.8-2.8 LPA, professionals with over 5-8 years of SEO experience can make around Rs. 3.5-6.6 LPA. When it comes to senior level SEO salary in India (for positions requiring over ten years of experience), the annual pay is even higher, ranging between Rs.
Is SEO job in demand?
SEO professionals are in high demand, as companies need search optimization to compete in most niches.
Is SEO a high paying job?
An Entry Level SEO with less than three years of experience earns an average salary of ¹ 2.7 Lakhs per annum. A mid-career SEO with 4-9 years of experience earns an average salary of € 5.1 Lakhs per annum, while an experienced SEO with 10-20 years of experience earns an average salary of € ¹ 7.8 Lakhs per annum .
Is SEO worth learning in 2022?
SEO is a promising career in 2022 because it gives you access to various opportunities. You can work in-house, take on clients, and even start and grow your own websites. Also, the three most popular websites, Google.com, YouTube.com, and Amazon.com, are the largest search engines.
Is SEO a good career 2021?
Regardless of the pandemic there, SEO is now here to stay. As more and more customers become accustomed to searching for products online, 2021 is the year to start a good career in digital marketing and SEO. SEO is an art where you tailor submitted content to rank better, and appear faster on search engines.
Does SEO Still Work 2022?
Will SEO still be relevant in 2022? Yes of course. Although some SEO tactics that were effective in the past stopped working, SEO continued to evolve. Constantly reinventing itself to try to better match the user’s intent, breaking the spammy, ineffective tactics to become better.
Is SEO Worth Learning 2022?
Yes, SEO is worth it in 2022, in the future, in the past, and always. As long as websites and search engines have existed, SEO has been necessary. SEO 10 years from now will likely be very different to SEO today, but you will always have to make sure your website is sending the right signals to search engines so that you can be found.