Adroyt’s founder Saxon Henry has been involved in the marketing revolution that search engine optimization (SEO) has forced upon businesses in the interior design and furnishings industries since 2009. It has been quite a ride, as it was difficult to clarify the territory we were traveling through early on. Because we were involved in such a significant paradigm shift, no one knew exactly what the rules were or how the structure was going to look when we reached the first, second and third plateaus (and we are still climbing)! Here is a bit more about Adroyt:
The Content Strategy Puzzle
“Things are less volatile but the rules are still shifting,” she notes in early 2017. “Google continues to tweak its algorithms to reward the best content on the web, judging first and foremost by the quality of the experience a site provides its visitors. This is proven (or not) by the time someone spends on a site and how much of the site they are motivated to consume. But before someone who has no idea you exist can find a site, there are content demands that can give a brand a leg-up, such as clearing up duplicate content issues, developing healthy category and tag hierarchies, and implementing inbound and outbound link protocol. These are critical pieces of the SEO puzzle and it is our job to educate our clients or to put the pieces in place for them.”
Saxon spends her working hours strategizing how to gain and maintain relevancy for herself and for her clients. She understands that relevancy is not a fixed mark to be nailed once and then forgotten; it’s a moving target that shifts continually as search engine intelligence and sophistication evolve, and as taste in content shifts with generational influence.
“In 2009, we were still several years away from the Panda, Penguin and Hummingbird algorithms, and RankBrain didn’t appear until 2015,” she notes. “We are still in the first quarter of 2017 and SEO specialists have already seen four significant ranking updates.” The last one at this writing has been dubbed Fred due to a quip by Google’s Gary Illyes proposing all updates from here on out be named Fred: in our book this beats Pigeon and Possum, two identifiers given 2016 updates, by a long shot!
“It’s surprising to me to look back and realize how early I entered the game,” Saxon says; “and it’s quite rewarding to know that as an early adopter, I have developed such a significant storehouse of knowledge that we use daily in our Adroyt arsenal as we help clients build engaging sites.”
Through her expertise, we understand that to establish yourself on the digital communications map, you need a vernacular that speaks to your core values but is flexible enough to evolve with the larger milieu—the living, breathing, dynamic universe of digital consumers. New media has been the voice of revolutions and has altered news reporting; it has created consumer participation in marketing; and it has become a force in politics, the arts and nearly every aspect of culture. If you want a successful piece of digital real estate, you must craft a presence with the eye of a curator who understands what people are curious to know, what they are concerned about, what they are seeking solutions for, or what they are dreaming about having. The right strategy means the difference between attracting a dynamic community and shouting into the void.
If you’re a self-learner, we offer downloadable knowledgebase tutorials on adroytLABS.
We help our clients become notorious (without the jail time or trashing a hotel room or having to sing the national anthem twice)!