Welcome to AMPLIFY

At White Knight, we’re all about amplifying voices through storytelling. That’s why we are excited to introduce our new web series called AMPLIFY that will be available to watch on YouTube and all of our social media platforms. In this series, we’ll be connecting with industry professionals who are here to share the valuable tips and experiences that helped lead to their success.

In our first interview, our team member Gavin had the pleasure of sitting down with digital marketing expert and SEO pro Rod Holmes. Rod is the Managing Partner and the Director of Sales at Pilot Digital Marketing. Rod has been working with the web since its inception in the mid-90s and has been focused on digital marketing for more than 10 years.

In our interview with Rod, we were able to talk about digital marketing strategies, keeping up with algorithms, and more!

We hope you enjoy our interview with Rod!

Video Transcript:

That is, in my opinion, the most powerful brand and messaging tool available in marketing, period.

Welcome to Amplify with White Knight Productions.

I’m your host, Gavin Tice. At White Knight, we’re all about amplifying voices through storytelling. And in this series, we’ll be connecting with industry professionals who know how to boost messages far and wide. Today, we’re very excited to have on our show, Rod Holmes, managing partner and the director of sales at Pilot Digital Marketing. Rod began working in digital marketing by doing. His history in web development provided the foundation for learning the technical aspects of SEO and the combination of his math statistics and writing background provided the basic skills for excelling at PPC. Welcome, Rod.

Thank you very much. It’s good to be here.

So for those watching today, who may be new to SEO, can you give an overview of what the term means and how it’s important to digital marketing?

Sure. So SEO stands for search engine optimization. By and large, we’re trying to make Google happy. We’re trying to make the website and put it in a way that Google is going to reward, that Google is going to say this is authoritative content. And when people are searching for this topic, we should show this page in our search results. There’s a lot that goes into making that happen. But bottom line, that’s what we’re trying to do is make the website and its content very Google-friendly.

At White Knight, our clients trust us to create quality videos and animations. Once we deliver the final product, how can we help them get their video to the front of the line and reach multiple audiences?

So from an SEO perspective, one of the things that Google’s looking at is time on page, how long do people spend on that page. And if there’s an embedded video on that page, you tend to have a lot longer time on page and Google’s comparing you to your competitors. And if you have a time on page of three minutes, four minutes around a really important keyword – that’s going to help you from an SEO perspective. So we love to embed video on really important pages on websites because it makes Google comfortable that the content on the page is strong.

One of the most powerful things you can do with video is – actually you’ve all experienced – the pre-roll video ads on YouTube. Those are the ads that you see that you can skip after five seconds before you get to watch the video that you wanted to see on YouTube. That is, in my opinion, the most powerful brand and messaging tool available in marketing period. Better than TV, better than print, better than anything. It’s unbelievably powerful.

A lot of people don’t do it, one because they think that making video is difficult, or it’s going to cost a lot of money or whatever. So that’s usually the first hurdle. But then they also seem to think that, you know, putting an ad on YouTube must be super expensive. And it’s the exact opposite. It’s really, really cheap. So that is one of the main things that we really push for our clients is develop a 30-second video and use it on YouTube. And the beautiful thing is, if people click Skip, if they don’t watch the video, you don’t pay anything. So you get 5 to 10 seconds worth of branding or messaging for free.

Algorithms are constantly changing. How do you keep up with the changes and measure your success?

Well, it’s a team effort. Everything changes on a daily basis with Google’s algorithms and Bing’s algorithms and YouTube’s algorithms, they all change, just non-stop. So our whole team contributes. We are constantly on chat, sending each other articles and making sure that everybody understands some of these changes.

There was a massive change to Google Ads yesterday. And lots of links and comments and conversations going on about it and how we’re going to have to restructure a whole lot of things for our clients. But every day, something new comes out and I – one person can’t just take it all in, it’s impossible. You have to make it a team effort. And that’s, that’s how we stay on top of it.

Thank you so much, Rod, for sharing your expertise and insights into digital marketing. To learn more about Rod and his company, Pilot Digital Marketing, visit pilotdigital.com, and to hear more insider scoops on how to Amplify your story, be sure to follow White Knight Productions on your preferred social media for updates on future episodes.