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Author: Helene Hall


I joined Gravytrain in January 2013 with a remit to lead Gravytrain’s fast-growing digital marketing team and to drive innovative and cost effective campaigns both in the UK and internationally.  Moving from Lastminute.com as global head of SEO for Holiday Autos I returned again to agency life.  Prior to this client side role I worked as both an ecommerce and SEO & social media account director at online marketing agency Jellyfish.  This was preceded by running an online marketing company offering SEO, PPC, web design and development to SME's.  My background also includes working for corporations such as Toshiba within the consumer products and computer systems divisions, as well as large pharmaceutical companies such as Lundbeck, GSK and Janseen Cilag.

Defining digital marketing strategies

How do you define your digital marketing strategy?

A common practice when working in a digital agency is defining a marketing strategy based on specific goals, targets, budget and timeframe.  

This is one of the reasons why I wanted to make a chart which would easily demonstrate the process and metrics you can use for measuring performance and what channel works best for specific goals.

Reducing value of links

We’ll stop building links when they stop adding value

We’ll stop building links when they stop adding value”. This seems to be the motto around at the moment and it’s probably due to the high value that gaining links still offers to sites.

Within the industry we are always striving to keep one step ahead of the curve, to ensure that our client’s rankings continue to progress whilst keeping ourselves afloat within the search engine results pages (SERP’s), and link building is still a very powerful tool. 

I believe that this is changing and that Google will devalue the power of links over the next few years, defending against the manipulative optimisation trends and habitual forms of online marketing taking place.  

Bearing this in mind, I believe that now is the best time to start adapting your search engine optimisation (SEO) for this change if not already.