Pivoting with a constantly changing landscape — Michelle Robbins // Clearlink

About the speaker

Michelle Robbins

Clearlink

- Clearlink

For more than 20 years Michelle has lived at the intersection of technology, marketing, and data. She is an accomplished marketing, technology, and media professional with deep experience as an analyst, engineer, digital marketing, search and content strategist, editor and writer. At Clearlink, Michelle leads Consumer Brands' data and analytics team, leveraging her deep technology and analysis experience to oversee the development of a holistic end-to-end reporting and analytics system, and accelerate the organization's machine learning and statistical capabilities. A member of the digital marketing and search community since its beginnings in the late 90s, Michelle founded her own web development consultancy, worked agency-side at Aimclear, and spent 12 years at Third Door Media, serving as SVP, Content & Marketing Technology while also Editor in Chief for Search Engine Land, Marketing Land, and MarTech Today. She is a frequent keynote speaker, webinar presenter, and podcast guest on topics spanning martech, data, product development, content strategy, and search marketing.

Show Notes

  • 01:21
    The answer isnt always in the data
    Not all data is accurate, and that is regardless of the source. Its up to you to do your due diligence and evaluate and analyze in relation to trends.
  • 02:07
    How to successfully do SEO in an environment thats constantly changing
    It all boils down to understanding the value of trends versus a single data point. Take into consideration how seasonality or large events can impact your data.
  • 03:25
    Figuring out what your problem really is
    Is the data the problem or is the landscape just changing again? Dont over index on a single search feature because theyre temporary. So balance your search efforts.
  • 05:56
    How to be flexible to the changes
    Focus on the fundamentals of Google search. Plus, since search has been leaning more towards the technical side, try to work more closely with your developer.
  • 08:22
    The value of quality content
    Quality content will always outrank a beautiful website with low quality content. Content is a major part of Googles fundamentals. Other factors like site speed are the tie-breakers.
  • 10:03
    Creating quality content
    Creating relevant content has to do with understanding what your customers need. Your content should answer your clients search queries.

Quotes

  • "I think there's some data that's reliable. My concern is assuming that the answer is always in the data..." - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • "Successful SEO goes to understanding the value of trends. Looking at a trend versus looking at a single data point." - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • "When you're interpreting your data, understanding the context is what really matters." - Benjamin Shapiro, Host of VOS podcast

  • “That's Googles sandbox. That's Google's toy, their playground. You can play on their playground, but they can take their toys any time.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “I would suggest don't over-index on any given particular SERP feature...” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “If youve always been paying attention to Googles fundamentals, youre not going to be at risk for losing a lot of traffic in any situation.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “A lower performing site with better content will always rank for the query...” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “Google's mission is to answer the query for the user, not to serve fast for the sites.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “People are finally realizing maybe we should pay for good content because good content will win the day over.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “It's an understanding of your customer that really matters. And that's really what drives content.” - Benjamin Shapiro, Host of VOS podcast

About the speaker

Michelle Robbins

Clearlink

- Clearlink

For more than 20 years Michelle has lived at the intersection of technology, marketing, and data. She is an accomplished marketing, technology, and media professional with deep experience as an analyst, engineer, digital marketing, search and content strategist, editor and writer. At Clearlink, Michelle leads Consumer Brands' data and analytics team, leveraging her deep technology and analysis experience to oversee the development of a holistic end-to-end reporting and analytics system, and accelerate the organization's machine learning and statistical capabilities. A member of the digital marketing and search community since its beginnings in the late 90s, Michelle founded her own web development consultancy, worked agency-side at Aimclear, and spent 12 years at Third Door Media, serving as SVP, Content & Marketing Technology while also Editor in Chief for Search Engine Land, Marketing Land, and MarTech Today. She is a frequent keynote speaker, webinar presenter, and podcast guest on topics spanning martech, data, product development, content strategy, and search marketing.

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