As our agency continues to thrive, we are thrilled to introduce some of the exceptional people contributing to the success of PH while achieving consistently impressive results for our valued clients.
Today we chat to our Head of SEO, Doulya Bordjah, about the most exciting changes happening in the SEO space right now, and whether content really is King.
What do you do as Head of SEO at PH Digital?
As the Head of SEO, I develop and implement various strategies to optimise our clients' websites. I also focus on enhancing our SEO offerings. My daily routine includes client meetings to review KPIs, making hands-on website improvements, and crafting strategies to optimise their online presence.
What attracted you to this area of digital marketing?
That’s easy! SEO is incredibly diverse. There’s always something happening in the landscape, and something new to learn on the horizon. Working across so many different types of websites also broadens my knowledge, and collaborating with various clients allows me to explore different industries.
What are the most important SEO trends you’re currently following, and how do they influence your strategies?
The most significant trend is definitely Google’s generative AI and Overviews. Google has undergone many changes to improve its useability and functionality, but it is still not entirely reliable. To adapt our strategies to Google’s continuous updates, I ensure that our clients’ content is both helpful and comprehensive, providing the website user with as much information as possible while maintaining relevance.
What’s the key to a successful SEO campaign?
Clear goals and prioritisation are essential. It’s important to know what you want to achieve and to prioritise the steps needed to reach those goals. Implementation is another key factor; while we can create excellent guides, execution is what truly makes the difference. Although we implement many of our recommendations, sometimes we require a web developer's help to make necessary code changes.
What role do you believe content plays in SEO?
You may have heard the phrase, ‘Content is King’. Content is crucial because it informs Google about the page's topic and relevant keywords. Every page should have content to ensure it can be indexed and ranked effectively. However, while content is vital, it’s also important not to overlook the other pillars of SEO.
What’s a sign that someone’s SEO is underperforming?
A clear sign of underperformance is stagnant traffic. If there’s no growth over several months, the SEO campaign needs reassessment. In this case, it’s essential to consult with your SEO specialist to identify issues and develop a plan.
What advice would you give to businesses looking to improve their SEO strategy?
Establish a clear website structure, add relevant content, and optimise basic elements such as page titles and descriptions. Additionally, address other SEO aspects like resolving technical issues, building backlinks, and enhancing your brand’s reputation through PR and link campaigns.