Get to know Michael Pomposello, Managing Partner & Co-Founder, Blue Polo Interactive

My name is Michael Pomposello and I’m the Managing Partner and Co-Founder of Blue Polo Interactive

The changes to SEO pre-2008 were pretty obvious to see coming. I remember the days of when people would have a site about one thing and stuff keywords into the meta tags to rank for unrelated keywords for easy traffic and obviously that got clamped down on when Google started to pay most of their attention to the content on the page as opposed to what it was being fed via tags. On a related note, shortly after that people knew that the keywords they wanted to rank for had to be “on the page” so they would do shady tricks like putting a huge slew of keywords on the bottom of their page in a font that was the same color as the page background to blend in. Of course, Google quickly wised up and bonked that as well. Eventually, Google started giving more and more credit to the anchor text in the links that were pointing to a site, which in turn led to anchor text link spam and they proceeded to tackle that as well.

While these were all primitive SEO strategies, we keep seeing these one-off tactics eventually fail and strong, frequently updated sites move to the top. Short term is dead and long term planning is key to long term success. Just because a tactic that was easy to automate is dead, doesn’t mean the strategy that’s at the core has died along with it, eg creating authoritative content that links back to your site is and always will be important to SEO; what once could be done relatively easily via automation now requires relationships, quality writing, distribution and content of value to readers which send signals to the algorithm that the content being linked to is worth featuring in the SERPs.

My segue into digital marketing was as a content writer in 2008 when Google made an update so that all sites needed a steady flow of high quality, relevant content if they wanted to stay ranking in the SERPS. At the time, I formed an agency that did the backend content production for several sites and our clients were marketing or SEO agencies. This gave me good insight into SEO strategy which led to me moving up the ranks into becoming a supplier of SEO solutions for clients as opposed to just the content.

SEO, content creation, PPC, social ad buying, social content creation, influencer marketing solutions on YouTube and Instagram

People genuinely talking about your brand is going to be the best form of SEO. Regardless of if it’s on social media platforms or in a blog post, any mention of your brand with some way that links back to your brand (either via a link or social tag) will be very powerful for your business.

Digital marketing is the fastest evolving medium of advertising in history. Be prepared to invest a lot of time in keeping up-to-date and staying ahead of the trends.