Kevin Gibbons is founder and CEO of Re:signal – a strategy-driven SEO and content marketing agency in London.
Winner of 15x UK/EU Search Awards, he was named search personality of the year at the UK Search Awards (2018) and listed in BIMA’s top 100 people shaping the digital industry (CEO and leaders category) in 2019.
He has helped to grow Re:signal into a fast growth digital marketing agency, as recognised by Deloitte Fast 50 UK & EMEA (2017) and the FT 1000 fastest growing companies in Europe (2018). Working with clients including Expedia, Auto Trader, Pottery Barn and Deloitte.
Kevin has spoken at over 100 events internationally over the last 10 years, including; Search Marketing Expo (SMX), Pubcon, ClickZ / SES, BrightonSEO, SAScon, State of Search, Reykjavik Internet Marketing Conference (RIMC), Content Marketing Association (CMA), Performance Marketing Insights, SEMCamp and many more…
Columnist writer at Econsultancy, Search Engine Watch, The Drum, Fast Company and Search Engine Land. Judge at US / MENA Search Awards, The Drum Content Awards and DADI Awards.
We’re always keen to keep ahead of the game, and I’ve always found US conferences a really useful way of keeping up-to-date with all things SEO and content marketing. For this reason it was great to be able to go back to Pubcon with a bigger team, as it’s hugely important for our team to keep learning, innovating, networking and improving…
Actually, let me clarify that a bit…GREAT content marketing is hard!
One of the biggest reasons why it’s so hard nowadays is that there are just SO many choices. Every single day, I see blog posts, columns, tweets and updates telling me the million different things that I HAVE TO BE DOING…
I recently spent a long weekend in Rome. While I was there, I was surrounded by art, by masterpieces. Creativity was everywhere.
From the painters I walked by in the promenade, to the Sistine Chapel and Coliseum, to the artful way dishes are put together. You could tell everything was created with such passion, precision, and focus.
We don’t have time anymore to produce work of that quality.
We live in such a fast-paced world of meetings, emails, notifications and various other tasks that we simply can’t find the time to sit down and really focus. All these tools designed to help us work, actually do everything but.
On top of this, there’s other day-to-day pressures. You’re below targets, your boss is unhappy, they wanted results yesterday, and so on, and so on…
At least that’s the perception. What we say as an excuse.
But those painters in the promenade, they sit in a crowded area and are able to focus on nothing but their work. No people watching, no phone checking, no incoming emails.
It’s still possible to create a masterpiece. It just requires patience and focus a lot of us don’t want to deal with.
I find the challenge with local search marketing is that you need to put yourself into the shoes of the local business in order to really focus on what is best for their business.
You have to consider any issues and constraints of a small business, the importance of measuring around real world goals and making suggestions as actionable as possible so that changes can make an impact in the short-to-medium term, not just long-term.
Here’s what I would do if I ran a local company in Putney!
Despite content frequently being looked at as the answer, that doesn’t mean that it’s always the first solution for your business.
I’m often asked the question “why great content matters”, and that can be very difficult to answer, mainly because despite running a large amount of content campaigns for clients, it’s never a question we would start with first.
Going back a step, it has to be about strategy. You really need to think about your business goals and marketing objectives.
Looking back at Google’s algorithm updates over the last 12 months, I think we’re seeing a very similar trend:
Panda = penalising websites with thin or weak content
Penguin = penalising sites which have links from thin or weak content
When you think about Penguin and Panda updates in this way — in combination with the huge range of brand and social signals that Google are getting much better at reading and bringing into their algorithm — it becomes clear that human engagement and activity is starting to have a much greater impact on search results.
In my opinion, this type of advertising is genius. Firstly, it’s getting people to find out for themselves about the product from existing customers using third-party endorsements for honest reviews and showing that they are putting their money where their mouth is.
And secondly, Sonos are sending Google one the best messages you can: people are “talking” about their brand. We all know Google loves brands and they’re getting much better at reading the signs. So whether it’s branded anchor text or brand queries, Google knows there’s a popular brand behind this traffic increase, and maybe that brand deserves a bit more attention in the search engine result pages (SERPs) as a result.
That to me is the biggest shift — it’s now much more about building high quality links as a by-product of great content. Look at page authority in many ways, more than you would domain. If you have an active audience there, it’s relevant to readers or users;
I spent last week in Tampa at the BlueGlassX conference. Upon returning from BlueGlass LA earlier this year, I said it was the best conference I’d ever been to, so I knew what to expect this time. BlueGlass LA was not only a great learning experience, but also was a pivotal point for me in deciding to join BlueGlass.
I learned a lot during the event. There were some truly great actionable takeaways. Although there are already great recapposts, I wanted to share some of the most useful tips and soundbites I found tweetable during the event. Here are my 95 takeaway tips from BlueGlassX in the form of tweets:
There’s no longer a debate whether or not content works. Google has made it the only way to go. @GregBoser
Chase quality not money. Quality, method, and patience pay off. @GregBoser
I ask potential clients more questions than they ask me – it’s an equal interview @GregBoser
@lauralippay: I love hearing @GregBoser talk about agency structure and processes and especially *thinking ahead.*
Radio ads that tell people to ‘google you’ are genius. Not only do you show up #1, but you give Google signals that matter. @GregBoser
Brand queries associate your business with your industry/keywords with Google. @GregBoser
85% of @copyblogger‘s sales process is done through content marketing. It’s the invisible sales process.
Main problem with SEO industry is people just look two weeks ahead!