Kirsty Hulse is Head of SEO best practice at Lindex, one of the UK's most exciting marketing tech startups. Having worked on both the agency side and now at a marketing product company, she has a particularly interesting perspective. We're really looking forward to welcoming her to Edinburgh, and we can't wait to hear what she has to say..
What does Linkdex do?
We're an enterprise SEO platform.
What's your role there? What does a regular day look like for you?
I'm Head of SEO Best Practice, so I'm responsible for making sure our clients get the most from our data, and making sure we stay ahead of industry (and Google!) trends.
Tell us a little about your professional background.
I've been in SEO since 2009, when the search landscape looked very different. Since then I've always been agency, always with a focus on SEO — but inevitably I've become au fait with social, content and paid media along the way. I've been fortunate enough to work with some of the world's biggest brands, along with some exciting startups too.
What are you going to talk about at Turing Festival, and why do you think it is important?
My talk is entitled 'Audience Analysis for More Powerful Content Marketing.' We all know that to succeed in our marketing efforts long term we need to create engaging, user centric content. Essentially, we need to be better brands and do better things.
However, this is no easy feat; content-driven SEO can be difficult to quantify, is resource-heavy and may not always yield the results we were hoping to achieve. Understanding who your audiences are, recognising how they behave online and tapping in to the core of your user behaviour enables us to create content that users are likely to like.
For companies that are getting serious about marketing for the first time, where do you think they can get some quick wins?
Don't skimp on your keyword and market research. If you invest time in fully understanding your market, that's where you'll unearth some untapped opportunities. We tend to make the mistake of all chasing the same spaces, and money can be left on the table.
What common mistake do you see marketers making that drives you nuts?
We still, often due to organisational structure, work in siloes. We have channel-specific budgets, channel-specific KPIs and channel-specific activities. I think we'd be much more effective if we communicated and joined together as teams, but this requires a much bigger shift than just implementing Slack. It requires a fundamental shift in the way we allocate marketing resource. From my experience, companies who have overarching marketing budgets (rather than a set SEO/social allocation for example) have greater flexibility to adapt to changes in their market.
And lastly, some quick-fire questions, just to help our readers get to know you a little better...
Tea or coffee? Tea
Wine or beer? Wine
Twitter or Facebook? Twitter
iPhone or Android? I crumbled and got an iPhone and Mac, but miss Android and Windows, daily. Nobody told me you can't get Paint on a Mac.
Favourite city? London
Last book you read? Roadside Picnic (if you like sci-fi, it's great.)
Last gig you went to? Bob Dylan. That makes me sound cooler than I am.