Get to Know Justin Knott, Owner & President, intrepy

June 6, 2023 | Interview

Justin Knott is the President of Interplay Healthcare Marketing. He founded his agency in 2014 to bring a hyper-specialized approach to marketing for medical and dental practices. His primary focus lays in digital marketing, SEO strategy and advertising to help practices generate new, targeted patients. Justin has been published as an SEO and marketing thought the leader in dozens of online publications focused on business and SEO. His agency website was recently named one of the top 50 healthcare marketing websites or blogs on the internet and focuses on delivery real-world marketing and advertising strategies that produce results

Please introduce yourself and where you work.


Justin Knott, Owner & President at Intrepy Healthcare Marketing, we are a medical and dental focused full-service marketing agency based in Atlanta, GA.

How do you think SEO has changed over the last 10 years?


SEO has seen a big shift over the last 10 years toward making SEO, as a whole, becoming less scammy as a result of search engines becoming more intelligent. In the past, SEO was much more of a game and less about strategy. If you could buy backlinks, regardless of their domain authority or relevancy, and keyword stuff your content there was a good chance you could rank highly in organic search. This gave way to link farming and other black hat techniques to game the system which, as a result, negatively affected the accuracy of search results and user search experience. Does purchasing backlinks and keyword stuffing a page that comes up as the first search result for say “how to change a tire” mean that it is the best resource and most accurately answers the searcher’s needs? More often than not no. However, Google has put a major emphasis over the last 5-7 years on refining the search experience and serving the most helpful and informative search result at the top for every single query entered. That means they are actively putting an end to games and scams to get you ahead and rewarding people that are investing in creating the best content for their given niche with the top search spots. SEO has become an all-encompassing approach that involves all aspects of a digital marketing strategy working together: web design & structure, social media, content creation, reviews, listings & paid search. Each component makes up a portion of a solid SEO strategy and the best strategies are rewarded.

How did you get introduced to digital marketing, more specifically SEO?


My career actually started in the venture capital, early-stage investing industry. We started most of our concepts in-house and as a result, I helped create the businesses brand identity, logo, website design, set up social media, etc. to help the CEOs get to revenue positive quickly. As a result, I became immersed in all aspects of digital marketing and caught the bug. When I initially founded my agency we did little to no web design, however, as we grew, it became immediately apparent how essential a well-built website is to a business. As we added on the service offering, I became engrossed in learning all of the ends and outs of WordPress web design and development so I could be a better owner and understand the needs of the client. This allowed me to make the jump into site SEO which evolved into offsite SEO as my knowledge grew. I think it gave me a major leg up on the competition with the level of web dev skills to understand how to structure a site that truly performs well down to every single ALT, H Tag & render blocking script that can affect a sites search performance.

What are the services you provide to your clients?


Intrepy Healthcare Marketing is a full-service medical marketing agency that provides: website design, SEO, business listing management, review generation, social media marketing & advertising, paid search (PPC), graphic design, content creation & a unique service called physician liaison marketing. We help practices grow new patients via digital services and utilizing physician liaison consulting to grow patients via new doctor referrals. This well-rounded approach helps ensure success and gives our agency a very in-depth understanding over specialities, patient flows, insurance reimbursements, etc that many agencies do not have insight to.

What strategy according to you will prevail in 2018 for SEO?


I believe two of the major strategy changes in 2018 for SEO is the increase in mobile first indexing for SEO and the continued, accelerated growth of voice search. With Google already beginning to institute mobile first indexing for websites, businesses are going to need to start looking at their website’s overall SEO strategy, UX/UI mobile design, site speed and integrating AMPs pages in 2018. Secondly, utilization of voice search will continue to grow in 2018 causing businesses to need to adopt a more fluid, natural long-tail search query strategy for SEO. When people search utilizing voice they tend to search incomplete statements, example: “How do I change a car tire?” vs “change car tire”.

What would your advice be to people who are looking to take up digital marketing as a career choice?


Never stop learning. Over the years of being in the digital marketing space, things have changed so much. I encourage anyone looking to enter our field to come in with a student’s mind and attitude. The second you get down a social platform someone will buy it or the algorithm will change. Once you master an SEO technique Google will release an algorithm update. Be fluid and roll with the changes and you can succeed. Too many people struggle to keep up or are unwilling to adapt and change which is detrimental to themselves and their clients.

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1 Comment

  1. This insightful blog helped me gain valuable knowledge and inspired me on my journey towards success. Thank you for sharing your expertise.

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