A summer interview with… Andy Betts (@andybetts1): “It’s good, but not good enough”
There are many great search-experts out there. We decided we wanted to give some extra attention to some of them. Therefore we will be interviewing some of these experts. During the entire summer you will be served with short interviews with influential people in the industry. You will be seeing interviews with the likes of Joost de Valk, Marcus Tandler, Chris Sherman, Mike Grehan and Danny Sullivan, and off course our bloggers! Be aware that some interviews will be published in the newsletter!
Today: a man with a view: Andy Betts
1- Can you introduce yourself in one paragraph?
My name is Andy Betts and I am a Strategy and Digital Marketing type. I started off in PPC and SEO in 2001 and since then I have helped agencies and direct advertisers not only grow and manage their search campaigns, but also helped businesses structure and grow their search and digital offerings. I’ve’ been lucky to work with some huge brands with DoubleClick and Google and with some smaller niche brands with search boutiques and specialist agencies. I have a real passion for digital, search and the people who make this work. I like to promote the value of people and their expertise across search disciplines such as SEO and PPC. I like to ‘join the dots’ and bring business people, marketers, and search specialists together at www.bettzi.com and at http://twitter.com/andybetts1
2- What are you doing this summer?
Really trying to blog some more and catch some sun. I’m not sure how that is going to work out though.
Ten years listening and no time blogging means I have some catching up to do.
3- What is the most hottest subject in search at the moment, what should every SEO be looking into?
That’s a tough question. Hot topics in search and SEO change constantly. I suppose that’s the hot topic in a roundabout way?. Keep up to date but remain focused on the core disciplines that got SEO’s to where they are now. I am also quite interested to see how Video SEO develops and how ‘black hat social media’ evolves as black hat tactics are now appearing in social media. I wonder if it becomes as hotly debated as it did with pure play SEO or if the very phrase ‘social media’ and its close association with online PR give it a little protection. I am also watching real-time search very closely.
4- What do you think is the “state of search” at the moment, is the industry doing good?
It’s good ,but not good enough. There is huge demand for SEO at the moment as advertisers look to drive revenue, and incremental revenue, from the most cost effective source. SEO is now in a position to can take the lead from PPC in certain sectors. Relationships with direct advertisers and with in-house development teams are pivotal to this growth.
It was only 2 years ago that 70% of search budgets were allocated to PPC with 30% spent on SEO. Now we see a reverse in this trend. In many cases PPC is used as a supplement to SEO for seasonality and specific targeted campaigns to support the SEO effort. I think the key to maximising this growth potential is to this is making sure SEO’s contribution is reported, tracked, and given credit when looking at cross channel attribution reports. You want CEO’s and budget holders to see this and go – Oh… I did not know that!
My only concern for SEO’s is that much conversation I see at conferences and events tends to put SEO in a separate silo/a vacuum. Clients want to hear about how SEO links to other forms of media and not just SEO as a standalone discipline. If SEO’s can do that that then they will win big.
5- What is your favorite website, apart from your own?
State of Search hands down. Hey – I want more interviews
6- Can “social marketing / media” and search survive apart from each other?
Just about but not for long. It makes far more sense, and provides much greater returns, when they are used in synergy. It’s a natural evolution.
7- What’s your search tip for the summer?
Spend some time understanding your clients before you even mention search. Find out what success means to them. Understand their market, business, targets, and their consumers in-side out. Then talk search and build a strategy around that. Understand your client, and if you are good at what you do, you will be thanked in £’s.