Rob Sherwood – Unveiling the Dynamics of Digital Marketing

Navigating Innovation, Synergy, and the Human Touch in the Digital Landscape

Rob Sherwood, an expert in digital marketing, discusses audit methodologies, tailored PPC strategies, PR-SEO synergy, and the impact of AI in the industry

Enter Rob Sherwood, a seasoned professional in the field, whose journey from the vibrant streets of London to the dynamic landscape of digital entrepreneurship has been nothing short of remarkable.

Rob’s tale intertwines with Repeat Digital, a company he joined in October 2020 and witnessed burgeon into a thriving entity. Armed with a degree in Business Management with Marketing from Nottingham Trent University, his expertise in sales and marketing found fertile ground in Repeat Digital. Yet, beyond the corporate corridors, Rob is a spirited enthusiast, finding solace in sports, travel, and underwater adventures, with scuba diving being a profound passion that has led him to explore the depths of 42 countries.

As our dialogue unfolds, Rob unveils the intricacies of digital marketing audits, shedding light on the methodologies employed to unearth hidden opportunities and bridge existing gaps within a prospect’s online presence. From the nuances of SEO audits to the multifaceted approach towards PPC campaigns, Rob elucidates the tailored strategies crafted to resonate across diverse platforms, be it Google Ads or Bing Ads.

The conversation transcends conventional boundaries, delving into the symbiotic relationship between PR and SEO services. Here, Rob articulates the synergy between the two, illustrating how strategic integration enhances brand identity and secures high-authority backlinks, pivotal in navigating the labyrinth of search engine algorithms.

Yet, amidst the fervor of innovation, Rob confronts the looming specter of AI, acknowledging its burgeoning influence within the digital realm. With an astute perspective, he emphasizes the need for a harmonious coexistence between AI and human ingenuity, underscoring the irreplaceable essence of the human touch in crafting authentic narratives and resonating with audiences on a profound level.

As the digital marketing landscape continues to evolve, Rob Sherwood stands as a beacon of insight, navigating the currents of change with unwavering resolve and a profound commitment to excellence. In this exclusive interview, Rob’s wisdom transcends mere professional discourse, offering a glimpse into the ethos that propels the industry forward, one innovative stride at a time.

What specific methodologies does your digital marketing audit employ to uncover hidden opportunities and gaps within a prospect’s online presence? 

Our digital marketing audits offer invaluable insights by taking a deep dive into a prospect’s website. The aim is to uncover any issues that’s holding back a business’ performance, identifying areas for improvement and gaps in strategies which may help a company catch up with its competitors. 

During an SEO audit specifically, we take a look at a website’s overall health, honing in on any critical errors which may be easily fixed as a quick win. Content marketing forms a big part of our audits too, and we make this very actionable by offering prospects a bespoke content matrix featuring 80+ ideas and a content calendar. 

PPC audits are a multi-step process and can differ slightly depending on the age of an account, the service offering and the general strategy employed (if one is already in place). This typically involves us assessing the current and historical performance of any existing campaigns and looking at whether the account structure is set up correctly to achieve what the client wants. Ad copy will also be analysed – is it clear and concise? Is it written in the correct tone? This is such a key component of PPC but it’s easy to miss the boat if you don’t fully understand your client. 

For PR services, we prefer to offer a consultancy call over an audit as PR, by nature, involves a lot more discussion, and the data in front of us wouldn’t necessarily give us the full picture. 

In terms of PPC campaigns, how do you tailor your strategies to target audiences across different platforms such as Google Ads and Bing Ads? 

Google and Microsoft Bing are very similar with regard to approach and have a lot of overlapping features. There are numerous ways to target your desired user, and you want to stack some of these options to really narrow it down and ensure your budget is being spent on the right users, at the right times.

Search ad campaigns are built up of many components that can be customised to fit individual strategies and requirements. To name a few, these include keywords, location, device preference (mobile, PC, tablet), demographics, ad scheduling, lookalike audiences, etc. For example, if your desired user is looking for digital PR services in Nottingham, you may want to use ‘Digital PR Services Nottingham’ as your keyword, whilst ensuring the campaign in question covers the Nottingham area. If you have set opening hours of 8am-8pm, you may want to schedule your campaigns to only show ads during these times when someone is available to answer a call.

No one rule will apply to every account. It’s about testing to figure out what works best for you. 

Regarding SEO services, what are the key components of your on-page and off-page optimisation strategies, and how do they contribute to driving organic traffic?

While on-page and off-page optimisation strategies go hand in hand, it is wise to make sure a website is technically sound, with high-quality content and imagery throughout before investing in off-page activity. This typically involves ensuring there is sensible focus keyword distribution in main content and headings, as opposed to keywords being ‘stuffed’. Google doesn’t like this as it highlights you’ve written it with SEO in mind, as opposed to the end user – your audience. Internal linking and external linking structures are also vital on-page components, along with mobile responsiveness, site speed and image/video optimisation.

On-page sets the stage for high-quality link building, whereby a website gains valuable links through relevant and reputable publication. We always stress these links must be acquired naturally, as opposed to paid-for, as the latter is against Google guidelines and could lead to penalisation. Links are still considered to be a top ranking factor, and can often have a positive impact on keyword positions, providing they are built on a solid foundation.

For PR services, how do you integrate PR efforts with SEO to enhance brand identity and secure high-authority backlinks?

While PR and SEO can be treated separately, the two are most effective when applied together. In an ideal world, PR and SEO teams will work closely to establish the areas of a client’s site where high-quality backlinks will have the most benefit. These pages are typically those with ‘on-the-cusp keywords’ – keywords in positions 3-10, where link building is likely to help move the needle.

The SEO will ensure these individual landing pages are technically sound with well-optimised content, while the PR will create campaigns to secure relevant backlinks. Backlinks are still considered to be a core ranking factor, with links indicating to Google that a website is authoritative and trustworthy, which it will reward with a boost in rankings. 

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