Interview with Inbound Marketing Guru Gianluca Fiorelli
Well this interview is of a celebrity in field of SEO. I can bet if you are in the field of SEO you know his name and you certainly have followed his suggestions. I am really grateful to Lord for granting us people like Mr Gianluca Fiorelli. What else to write for his introduction I wonder his name is his intro… He is a specialist of inbound marketing, a Associate Mozzer. He is the most esteemed inbound internet marketing consultant in the internet space of Italy. A TV content manager turned to SEO is now the owner of ILoveSeo.net and ItaliaSeo. Most worth mentioning aspect is his helpfulness for his juniors and fellow professionals.
So let’s begin questioning him:
• Would you mind sharing how you became a search marketer? What’s your background?
I started working as search marketer by mistake. In fact, in 2003, I was working as head of programming for a cable TV station in Italy, and my professional future seemed quite firm in the Italian television industry.
But, due to a merge between platforms, it happened that those TV channels I was working for disappeared.
It was under those circumstances that I was moved by my boss at those time to the web departement of the Network.
So, after short time, I started getting into SEO and Paid Search and here I am, working as an inbound consultant.
• Due to the merger of social media and search engine what in your opinion are the challenges in link building?
I think that Social Media and Link Building are good allies since a long time. With that I mean that Link Building, at least for me, since quite many years already wasn’t meaning article marketing, directories et al, but producing content (or, better, suggesting what content to produce) so that the audience of the sites of my clients is interested about, and using social media both as an immediate way of promoting that content within the audience, and promoting it especially within that people, who influence that same audience, the so called influencers.
• How would you adjust SEO in the bigger picture of content marketing/strategy? Please give your views on it.
I usually say that Content, meant both as Content Strategy and Content Marketing, is the fuel, without which our car (the site) can’t go. And without it, SEO and Social Media too are not going to be so effective they could be.
Hence, Content surely is at the fundament of a great working site, and SEO cannot but be helped by it.
Said that, I want to state clear that in my honest opinion SEO should be trying to be Content Marketers, but be very good in working with a group of specialized content marketers, having common objectives and influencing one each other.
• What’s your strategy of optimizing a site from scratch for search engines? What steps you always follow?
Optimizing a site from scratch is like building a house. First of all I take care that the structure is perfect, and this means that I pay special attention to everything technical: IA, navigation architecture, canonicalization, keyword targeting.
At the same time, though, I also care a lot that “the house” is designed for those, who will live in it: the users. Hence, UX, pagespeed, but also – or, better, especially – defining the voice and the content the site will have over the base of very detailed audience analysis.
• Can you please enlist the issues you faced regarding SEO while working with enterprises for redefining their marketing strategy?
The biggest issue is agility. When SEOs say that big businesses companies are like dinosaurs, they are right. Enterprises act slowly because of many reasons, the first being the bureaucracy usually established in the companies. And somehow it can be understandable: big companies works with a lot of money, and every decision can seriously affect negatively/positively their revenues.
Nonetheless, when it comes to Internet Marketing, their long decision times are many times too long indeed. For that reason it is always a wise move to target and having as client partner someone – person or team – that is able to take important decisions with a certain grade of autonomy.
• Which tools you rely on for efficiency and increase in productivity please share them?
The tools that daily save my productivity are:
1. Screaming Frog Spider SEO;
2. Open Site Explorer and Majestic SEO;
3. The Keyword Difficulty Tool (a Moz Pro tool);
4. The Moz Campaign manager, and the new Moz Analytics, which I am already able to use being a Moz Associate;
5. Buzzstream and Trello;
6. Obviously, Google Webmaster Tools and Google Analytics and Excel.
• Well the most important question of your followers? What are your tips and suggestions for doing great SEO (inbound marketing)?
My biggest suggestion is: “Make your SEO invisible”. SEO should never be perceived from the users, as you don’t perceive consciously that an engine is working when you’re driving, because you are just enjoying that: driving.
With this I mean that we should not work thinking a Google, but thinking at the users. If we will be able to orcherstrate an Inbound Strategy with our Audience as central point, and not the search engines, then we will seriously have the opportunity to have success. If you create a site that responds to your audience needs, then your audience will start trusting you more and more. You will gain followers, who will be your first commercial force.
Doing so, brand recognition (meant also as entity recognition), natural links, citations and co-occurrences and links will come quite easily.
But that needs constance, a very well done audience analysis and the ability to deliver into a series of consistent action the strategy you may have drawn.
Thank you sir, for your time and answering all questions. I am sure this will help our readers to understand SEO better!