Andrew Girdwood, Head of Search
Hi, I'm Andrew Girdwood, Head of Search at bigmouthmedia. It's fair to say that I'm a internet and search enthusiast. My job is to spend an inordinate amount of time online, ensuring that our strategies are the best and blogging. I love what I do and am glad to be part of the world's fastest moving industry.
About Andrew
A long standing digital devotee, Andrew is responsible for the development of bigmouthmedia's digital marketing strategies for major clients and is one of the industry most sought after commentators. With 10 years in the industry Andrew has been at the heart of digital marketing since Google was but a glint in the internet's eye.
Andrew is a prolific blogger and works tirelessly to keep a step ahead in the fast paced digital world.
Digital Marketing in 2009
Here's an exlcusive view from Andrew on the state of the digital industry in 2009 as he voices his opinions on some of the key issues facing brands right now. Here's what he has to say.
1) What’s driving the recent renewed interest in natural search?
There are three main reasons why brands are making time for natural or organic search.
- Natural search dovetails very neatly with online PR. Brands are able to score bigger successes with the same amount of effort by integrating both.
- Brands are looking to reduce their dependence and expenditure on paid search. Natural search can be used to enhance paid search campaigns as well as provide an alternative to it.
- Natural search can be an exceptionally powerful sales and marketing tool. The results of a successful campaign are impressive.
2) Not everyone can appear above the fold. How tough is it getting to beat the competition?
Everyone can be above the fold, but not everyone can be above the fold for individual keywords and in some areas the competition is really fierce. A key aspect in any natural search strategy is working out which keyphrases to target, when and how.
3) What misunderstandings still exist?
Brands still come to natural search too late. They’ll start to build the site and then try and bring in the right elements, but really that's too late. Having an SEO plan in place before the build starts is ideal.
Natural search is not quick. Searchers in the natural search area are often in a different mindset from shoppers clicking on paid search results. Brands sometimes struggle to understand that it can’t simply replace all of paid search in a digital campaign.
Marketers get hung-up on the wrong keywords too easily; a common problem is to chase competitive keyphrases with high search volumes but low intent. For example, “forex trading” has a high frequency but do many forex traders start their day by searching for forex trading?
4) Is Google clamping down on marketers trying to game its algorithm more?
Yes. Google continues to act against link sellers and is becoming more confident and aggressive with dealing with link buyers. Natural search strategies which include time for active reporting of competitors engaging are now common.
5) How easy are Google to work with on natural search?
You should not expect to work with Google on natural search. However, they will get involved when the search experience of their users is threatened or when there seems to be a genuine technical fault.
6) Will brands consolidating their web presence create opportunities?
Yes. Consolidations, mergers, de-mergers and re-branding create opportunities and risks. Very often natural search is an after-thought in these areas, however some consolidation efforts are part of a natural search campaign.
7) Why is integration between natural and paid search so important?
Integration between natural and paid search is something that brands both want and can see the benefit in. However, many agencies simply don't know where to begin. Some agencies still don't have an experienced SEO team which is absolutely vital. Integration is a hot topic because there is interest but little action.
8) Is it right to cut paid search budgets if you’re doing well in natural search?
It depends, and should be judged on a brand per brand basis. Properly tracked integrated search campaigns often show a click path between natural and search clicks and understanding this is vital. For example, if we can see two Google Content Network clicks from a searcher in the week before a natural search brand click and sale then we can see that the paid search campaign assisted that sale. The paid search campaign may have inspired the natural search in the first place. Essentially brands shouldn't be rash with cutting one when it may be having an impact on the overall result.
9) Is search still fun?
Absolutely. I wouldn't call Search a profession, it’s more of a lifestyle. If you don't have a passion for search then you’re not likely to be good enough.
Where has Andrew been a guest speaker?
In the past 12 months you could have caught Andrew speaking at SMX London, SMX Madrid, Search Engine Strategies, Internet World, the Online Marketing & Media Show, CAP.com European Conference, Fresh Business Thinking, European i-Gaming Congress & Expo, IAB Engage and Search Marketing World and several bigmouthmedia summits.
Still want to know more?
Andrew is a sought after speaker and spends a not inconsiderable amount of time 'on the road'. If you want to hear him speak, he can found at the upcoming Online Marketing & Media Show where he'll be discussing Affiliate Marketing in Social Media on Wednesday 1st July.
