Content is SEO with Casey Nifong of Mountain Laurel Digital
Search engine optimization is in a state of constant change, so it’s important to keep moving to fit with the algorithm. If you can do this, you can boost your online presence and maximize the traction you get from it.
Today we speak with Casey Nifong, the founder of Mountain Laurel Digital, a full-service digital agency in Asheville North Carolina. In this episode, we go into great detail about SEO, discovering its mechanics and how its technical nature is becoming more dynamic. Early in the show, we talk with Casey about SEO as a method, and the ingredients it takes to make its recipe. We discuss research elements, the need for creative strategy, and how SEO’s characteristics are pushing for more holistic content.
As our conversation develops, we dive into the actual mechanics of SEO and learn about how to effectively curate your keywords, create better titles, and furnish metadata correctly. We then focus on the nuances of SEO and take a detailed look at why it is now necessary to consider the seasonality of keywords, moving with keyword trends and topic ideation. Algorithms aside, we also talk to Casey about the power of vulnerability, how to create a cohesive team, and moving toward a more sustainable world. For more on SEO and how to tap into digital mastery, be sure to tune in today.
Key Points From This Episode:
We welcome today’s guest, Casey Nifong.
Casey tells us about her professional background.
Hear some of the reasons why Casey loves SEO.
Casey walks us through what life is like launching an agency and starting a family.
Find out Casey’s “why” and how it has influenced the way she goes through business.
How Casey, as a leader, fosters a good team culture.
Casey shares how she creates a good platform to communicate with her clients.
Hear how SEO has changed over time and what good SEO requires today.
Casey tells us why Google looks for quality, not quantity.
Becoming an authority on a niche topic versus exploring uncharted topics.
Casey shares her knowledge on the relationship between keywords and titles.
We discuss the benefits of refurbishing previously successful content.
How Mountain Laurel’s plastic-free challenge was a fantastic exercise for the business.
We talk about food packaging solutions.
Casey shares a glimpse of what Mountain Laurel’s future may look like.
Tweetables:
“No one knows for sure how SEO works. It takes a lot of research and creative strategy and you have to have an open mind and be okay with not a lot of structure. And I think that’s why I’m drawn to it.” — Casey Nifong [0:03:38]
“I started a business to meet great people and make good friends. It’s turned into that purpose being around the community and I think that businesses can’t flourish without that purpose of giving back to the community.” — Casey Nifong [0:09:01]
“SEO is a very technical area, and as the algorithms have changed over the years, it has become a much more creative space and it is so much more about context.” — Casey Nifong [0:11:14]
“The longer I’ve been a business owner, the more I understand it to be an evolution. It’s being okay with change and being adaptable. That means that as a leader I have to take on the role of the listener.” — Casey Nifong [0:13:14]
“When you think about SEO, you also have to think about PR and how other sites are talking about your brand.” — Casey Nifong [0:19:09]
“When we do topic ideation, there is a lot of low-hanging fruit when it comes to writing about something that is trending. But you have to do it in a way that is laid out so Google can crawl it. It also has to be posted within that trending time.” — Casey Nifong [0:25:32]
“It’s not just using your semantics. It’s actually taking semantics that is already working in the search engines and then branding them.” — Casey Nifong [0:27:22]
“From a big picture perspective, we will be adding more teammates to try and create a more sustainable balance. Right now we are a little bit too busy.” — Casey Nifong [0:41:30]
Links Mentioned in Today’s Episode:
Casey Nifong on LinkedIn
Mountain Laurel Digital
American Psychological Association
ASHVILLE GREENWORKS
Parkway Picnics
