Susan Dolan is a Google Expert based in Manchester. She had the privilege of living and working in Seattle in 1999 where she witnessed the explosion of the World Wide Web and the birth of Google literally from the start.
Here’s what Susan Dolan had to say about her company and the future of digital marketing:
For those who aren’t familiar with you and your company, please tell us a little more about your company.
Susan Dolan is a Google Expert from the United Kingdom and the CEO of SEO Web Marketing. Susan and her team help companies and organizations around the world on Search Engine Optimization and integrated Social Media campaigns. Clients include Ivan Bitton, Timpsons, Russell Grant, Greater Manchester Police, MacMillan Cancer and CAFOD. Susan also gives Google and Twitter talks all around the world at Business Events and is a member of the Cruise Lecturer’s Association.
What would you consider the most important development in digital marketing in 2015? What are your top 3 digital marketing trends that you think will dominate in 2016?
I would say Twitter especially now Google has been given access to the Firehose, also more Mobile usage and of course, more wearable technology!
Most business owners want to follow their competitors’ digital marketing strategies. Do you think this is a good or bad practice, and why?
I think that depends on who your competitors are! This is not good practice and could be like the blind leading the blind. A bespoke holistic approach would be far more beneficial.
Today, a higher Google rank doesn’t mean you’ll get more organic clicks. What are your thoughts on this?This question is a little mis-leading, it may be that you are talking about two things here. A higher Google rank to me means the general rank of where you are, i.e. what mathematical position in the SERPs you have for a particular keyword not PageRank which I feel you are referring to. The PageRank algorithm is the part of the algorithm I figured out and had confirmed by Google NYC.
If you are referring to Google PageRank I totally agree. PageRank comes more into play when it comes down to trust and authority and a very competitive search.
PageRank is not where Google ranks your page but named after Larry Page, it is the original algorithm based on links so yes nowadays having a high PageRank is not the be all and end all of your Google performance!
What’s the single most effective way marketers can leverage big data in their marketing strategies?
Many companies just collect and analysis data while it should be used across the POS [Point of Sale] systems, platforms, social accounts with Consumer Management Technology in place in the first instance.
Do you think the other search engines like Duck Duck Go / some other will stop Google’s Monopoly?
In all honesty no but different clubs emerge. They may have the monopoly on search but people now find things online in a variety of ways so I would say no or maybe I should be rushing out to grab the @DuckDuckGoExpertUK handle! If anyone, I would say Bing might give them a run for their money considering they have the amazing Marissa Mayer on-board.
