October 26, 2021

In the penultimate episode of season two of Inside your Brand, host Daniel Fellows –  founder and CEO of Optimal – was joined by a digital problem solver and onboarding specialist at Moz, Ola King.

The Nigerian-born, Canadian-based SEO whizz introduced himself to listeners as a “problem-solver and innovator in the space of technology, helping solve problems for people through empathy” – something which got the host’s seal of approval. “Empathy is like a superpower,” said Dan.

Ola was quick to concur: “For sure. I had to learn that from starting a business that failed. I realised we had to have way more customer empathy. Empathy solves all problems in business, I find.”

After Ola’s introduction, Dan cut to the chase and announced: “We are here today to talk abt SEO – so let’s strip it all back. What is SEO?”

Ola explained: “It’s the process of increasing the quality and quantity of traffic coming to your website through organic means so basically optimising your site so that you show up correctly on whatever platform your audience is using without spending any money.

“It’s a bit slower compared to ads posted on social media but very passive in the long run. You don’t have to do much work to reap the rewards over and over again – without spending money on ads or efforts on social media.”

Dan spoke on the importance of SEO in Job Ads – knowing what keywords candidates are searching for because a Job Ad post is useless if no one sees it.

“Yes,” agreed Ola, before adding: “Not only that but search engines such as Google can penalise you in the long run too. Look at the long-term potential of hurting your brand’s reach.”

Continuing on this theme, Dan revealed how Google for Jobs had recently announced “that they plan to overhaul the quality of content. They will be making sure that there aren’t 10 versions of the same job. This is great news for Optimal, of course, because we are about creating relevant content, specifically from an SEO perspective. If you don’t do this, in the long run, you are going to damage your brand, aren’t you?”

Ola concurred: “Yes, for sure. You need to optimise your site correctly if you want to be part of Google for Jobs. You can’t reuse the same Job Ad you used a week ago. You have to put in the effort.

“Ultimately Google is a business – they are in the business of providing a very enjoyable search engine experience for their customers who are regular people searching for information.”

Wrapping up the 20-minute episode, Dan asked Ola to share “three simple opening strategies for someone who is a little lost in the woods when it comes to SEO, today?

Moz’s onboarding specialist responded: “SEO can be very complicated but at surface level, it’s a very simple concept. There are three main aspects. The first, and most important, is technical. There’s no point in having a Job Ad if search engines can’t find it!

“Then we move onto content – and the significance of using relevant keywords. For instance, if we take a software developer job, for example, there are certain terms that describe it so you have to make sure you are using them.

“Lastly, don’t forget links. Think of links as a jet-pad for everything else you do. They give you a boost. Having the right links will never hurt you and help you with visibility.”

To discover the full benefits of SEO, check out episode 19, season two of IYB over on Optimal’s YouTube channel.