In the final SEO leadership webinar of 2024, we had the pleasure of hearing from John Hutson, the Head of SEO at ink Digital.
With a rich background in SEO and digital marketing, John shared:
- His journey
- Strategies
- Insights
That has shaped his career and the success of ink Digital.
John’s journey into SEO began with a fascination for making money online, which led him to create his own websites.
Despite initial struggles, his persistence paid off, and he transitioned from a call center job to a role at Ladbrokes, a major player in the gambling industry.
This experience was pivotal, exposing him to a high-stakes environment that demanded innovative thinking.
Rebranding to ink Digital
One of the significant milestones for John was the rebranding of his agency from Mr. SEO to ink Digital.
This strategic move was meticulously planned over nearly a year to ensure a smooth transition and effective domain migration.
The rebranding reflects the agency’s expanded services beyond just SEO, aligning with its evolving identity and future growth aspirations.
Strategic Hiring and Team Structure
John emphasized the importance of strategic hiring and maintaining a balanced team structure. Here are some key takeaways:
- Proactive Hiring: Assessing capacity for at least two months in advance helps manage client workloads effectively and ensures the right skill sets are in place.
- Pod System: Utilizing a pod system with line managers facilitates accountability and supports individual development through quarterly development plans.
- Personal Development: Encouraging team members to explore their interests fosters a culture of continuous learning and growth.
Onboarding and Leadership Insights
John shared his approach to onboarding and leadership, which is crucial for anyone stepping into a new role:
- 90-Day Plan: Focus on observation and understanding rather than immediate change. Absorb the company culture and existing processes before implementing significant changes.
- Listening and Observing: Effective leadership involves listening to team members and observing the dynamics before making decisions.
- Clear Expectations: Setting clear expectations and boundaries while being open to feedback is essential for building rapport and trust.
Building Team Buy-In and Collaboration
Gaining buy-in from junior staff when implementing changes can be challenging. John offered valuable advice on this front:
- Sharing the Mission: Explaining the rationale behind decisions helps alleviate concerns and fosters a sense of ownership among team members.
- Regular Input: Seeking input from the team regularly creates an environment where members feel valued and empowered, leading to more innovative solutions.
The Future of SEO
As the industry heads into 2025, John shared his expectations and strategies for staying ahead:
- Decline in Organic Traffic: Organic traffic as a metric may decline, necessitating a reconfiguration of how success is communicated to clients. Agencies need to adapt their reporting methods and focus on delivering value beyond traditional metrics.
- Multimedia Approach: Acting like a media brand will be essential for survival. Optimizing content for various platforms and understanding user behavior will help agencies remain resilient regardless of changes in search engine algorithms.
- User-Centric Optimization: Optimizing for the user rather than solely for search engines is crucial. Leveraging knowledge across different platforms ensures the ability to pivot as needed in response to industry shifts.
Navigating New Platforms and Trends
While Google and Bing remain the primary focus, John acknowledged the importance of adapting to new platforms like TikTok:
Mastering Platforms:
Rather than spreading thin across multiple platforms, the focus should be on mastering each one based on audience needs and client goals.
The Role of Email Marketing
Email marketing remains a powerful tool, and John shared his insights on crafting effective campaigns:
- Ownership of Channel: Unlike social media platforms, email is a channel that businesses truly own.
- User Behavior: Understanding user behavior and crafting messages that resonate with the audience is key.
- Segmentation and Personalization: Successful campaigns rely on segmentation and personalized messaging.
- Copywriting: The art of copywriting is often overlooked but is crucial for engaging and converting recipients.
The webinar concluded with a sense of optimism for the future of SEO and digital marketing.
John’s extensive experience and insights provided valuable takeaways for both seasoned professionals and those new to the field.
The discussion underscored the importance of adaptability, continuous learning, and a holistic approach to SEO in an ever-evolving digital landscape.
As we look forward to 2025, the key to success will be staying ahead of trends, embracing a multimedia approach, and always optimizing for the user.
