Nichola Stott is the MD and Founder of Erudite Agency. Nicola has been involved in Digital Marketing for 20 years. She worked as Digital PR & Head of Commercial Partners for Yahoo in the UK. She is passionate about search and decided to start her own SEO agency, Erudite, 10 years ago providing SEO, CRO & web analytics services.

There are two big questions regarding SEO: 

1.    What is working? 

2.   What is not working in SEO?

First, Nichola explains what isn’t working - inauthenticity in campaigns, giving Pure Gym as an example. They did the campaign regarding Black History month which severely backfired.

Nichola illustrates that if you want to use digital campaigns, the most important thing to understand is the audience. It is imperative to be passionate and authentic.

Build your own story and thoughts. Don’t use it if you don’t fully understand it as this could backfire on you.

Next, Nichola explains what is working right now. She defines working as “Improving Visibility”. With greater visibility comes greater potential to convert sales.

Whilst discussing visibility, she adds that the strongest criteria is speed. Better speed helps to improve the ranking. Image size makes a huge impact on page speed. Adding a video is also a great way to get ranking. Users have the option to use 3D modeling, or animated images of the products.

Nichola goes on to say that the age of your website visitors is an important factor to understand.  The younger visitors like videos. 70% of web traffic is video related, especially on mobile phones.

-      “There are now two different Googles: Mobile Google and Desktop Google.

Visitors Prioritise fast websites specific for mobiles

-      “ With greater visibility comes greater potential to convert sales”

-      “If you want to scare the living daylights out of a group of entrepreneurs, talk about technical information.

-      “70% of web traffic is video related”

-      80% of website visitors are likely from mobile phones.

In This Episode:

[ 2:40 ] About Nichola Stott

[ 7:10 ] What isn’t working in the SEO

[ 7:10 ] Pure Gym Inauthentic campaign

[ 15:40 ] 5000 podcast download milestone 

[ 17:30 ] What is working in the SEO

[ 25:40 ] Serving Video for SEO

[ 33:00 ] Why Consider age for using Videos

Links Mentioned:

Contact Nichola : https://erudite.agency/

Nichola’s Twitter: https://twitter.com/nicholastott

Nichola’s LinkedIn: https://www.linkedin.com/in/nicholastott/