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Below is our recent interview with Antonin Pasquereau, the Founder of BlackcatSEO:
Q: What is the story behind black cat SEO; how did you start?
A: I never really expected to start a company but after a short immersion into very competitive markets, I started working for a B2B company managing different internal clients. I started implementing the strategies I learned some time ago and noticed important benefits. From this day I started receiving personal request from colleagues and friends and it took me one full year to implement my own protocol for onsite and off site optimization. After a few months I had no choice but to incorporate lackcatseo.
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Q: Where do most businesses get it wrong when it comes to actually doing search engine optimization themselves?
A: Most of business owners think their understanding of their own market is strongly relevant. When it comes to search engines the game is different end a strong experience is required to be able to translate human content for crawlers : from the long tail keywords to specific technical aspect of the website like canonical tags or performance optimization, generally what is not seen by the eyes is crucial in web marketing.
Another important misconception about SEO is the trend to focus only on internal content and strategy. One should never forget that’s any efforts for your own website deserves external references. The way Google works to display relevant rankings is based on external links and social signals. So what is not shared has no authority and will most likely get no traffic or results.
Q: Why should business care about SEO why is it so important?
A: Search engine optimization allow any businesses to be directly presented in front of a prospect actually looking for your specific service or product. So it’s not about selling it’s about answering. Any other marketing channel acquisition is somehow pushing the information in front of anyone. SEO therefore is crucial for lead nurturing and to be able to give valuable information to valuable people. Not only traditional print marketing or PPC campaigns will cost you more money on the long run but it will be also less effective.
Q: What are your tips for improving the reputation of a brand?
A: Consistency. This one is easy : you cannot fake reputation whether it’s in the real word or in the web! But giving the best perspective on your products and company just help you with reputation. Once you have a solid website you need a strong content strategy on the long run. By putting always relevant information before prospect eyes, your company becomes a reference and any reference has good reputation.
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Q: How is online marketing different today than it was just a few years ago?
A: Deep learning make it somehow harder to cheat. Signals not only are based on numbers and algorithmic calculation from an initial logic; it progressively becomes a new set of logics based on previously observed patterns. Let’s add the engagement data like click through rate or time spent on site and it becomes Google in 2019. It’s not easy to build relevant backlinks nowadays! Any spammy content will eventually be deleted overtime; that is the reason why we spend so much time on quality articles
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