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Being Different and Unique in Search: An Interview with Ira Kates





Thanks to our sponsor, Local Site Submit! Take Control Of Your Data TODAY! Run a FREE Online Visibility Report. Visit LocalSiteSubmit.com/pub. Kelsey Jones talks with Ira Kates of 360i Canada during Pubcon Las Vegas about being different and unique in search. For more news & interviews from marketing experts around the world visit us at http://www.searchenginejournal.com/. Follow Ira: https://twitter.com/IraKates Follow Kelsey: https://twitter.com/wonderwall7 Follow Search Engine Journal: https://twitter.com/sejournal and https://www.facebook.com/SearchEngineJournal




Video Transcript


hi everyone this is kelsey jones
00:04
executive editor of search engine
00:06
journal and i'm joined here today by ira
00:08
cakes he's the search in social lead
00:10
Canada for 360 I I read thanks for
00:13
joining me thanks for having me again
00:14
Kelsey this is our second annual
00:17
interview of no con absolutely it's fun
00:20
yeah I know this year we wanted to talk
00:23
a little bit about being different and
00:25
unique in search because I think you had
00:27
mentioned you kind of see a lot of
00:28
people just doing the same thing over
00:30
and over and not getting the results
00:31
they want yeah I found a lot when I'm
00:34
working especially with new clients we
00:35
we inherited campaign or we inherited in
00:38
the count and it's all just built the
00:40
same with the same ad copy all over the
00:42
place and we really believe and we
00:45
really instill in our in our teams to be
00:48
different when you're writing ad copy
00:49
when you're doing stuff different and
00:51
and I believe it's so important to get
00:53
the results that you but you need for
00:55
your business small big massive medium
00:58
whatever it is being different in search
01:00
is fundamental now do you ever see and
01:04
this this happened to me a lot when I
01:05
worked in an agency a lot of our clients
01:07
would say well here's what our
01:08
competitors doing let's just follow what
01:11
they're doing do you see that a lot or
01:12
yeah but the problem is when you just
01:15
follow what your competitors are doing
01:16
you have a really high chance of just
01:19
rear-ending them at some point because
01:21
you're just following your tailgating
01:22
what they're doing being different and
01:24
being able to change the lanes and go
01:25
around them is I mean what-what paid
01:28
search especially is like and when you
01:30
get into the SEO world when you're not
01:32
duplicating what everybody else is doing
01:33
it's very important rand fishkin just
01:36
had a great a great keynote hear about
01:38
being different and being looking to see
01:41
look into the future to build what
01:42
you're building now and it's fantastic
01:44
yeah and when you don't just copy your
01:46
competitors then you're the unique one
01:48
that people in a copy so it works out
01:50
exactly exactly I'm there's a there's a
01:53
great I used to cook for a living
01:56
and there's a great chef Marco Pierre
01:58
White and what he says is great food
02:01
doesn't come from following a recipe but
02:03
to the letter what it comes from is
02:05
having the courage to test and learn and
02:07
be different so when you're when you're
02:10
creating the dish that you're going to
02:11
be putting in front of the searcher
02:13
you're writing something different
02:14
writing being risky and you're in your
02:17
ad copy if you have a playful brand be
02:19
playful with it we just got a great
02:20
quick serve restaurant account that that
02:24
they're very playful brand and when we
02:26
were pitching that I'm talking to them
02:27
we showed them all types of examples of
02:30
fun ways we could get there their search
02:32
across and get their message across with
02:33
this big promotion that's launching and
02:35
they loved it they ate it up good haha i
02:38
like i like when clients are willing to
02:41
try something new i know sometimes it's
02:43
scary to venture out there and do
02:45
something new that people aren't used to
02:47
small start small starting small is the
02:50
most important thing you're not going to
02:51
go out and sell your cell your hard to
02:54
convince client on a big massive project
02:56
yeah the first go-around but showing
02:58
them the results that they're going to
03:00
get after you convince them of this
03:02
little test and building on that and
03:04
iterating on that nobody Google wouldn't
03:07
even be around if everybody just if
03:09
nobody tried anything new right you're
03:11
right exactly right so in search
03:14
particularly being different what are
03:16
some tools or research tools that you
03:19
guys use or recommend for people that
03:21
want to do good research to be unique
03:23
the great tool I use there's some free
03:27
ones google trends is fantastic
03:30
especially when you're dealing with
03:32
people who are used to traditional media
03:33
because it shows the relationship
03:35
between search and what's happening in
03:38
your offline plans if you have TV on you
03:40
know people are going to be searching
03:42
more for your brand yeah but then
03:43
there's also some really cool ones like
03:45
sem rush i love using sem rush to
03:47
discover my competitors SEO keywords and
03:50
target those on paid search because
03:53
they're they're golden they're the
03:55
golden key words that your competitor
03:56
has if you could focus in on them
03:59
you're paid and impact their SEO results
04:01
that's gaining you more market share
04:03
it's tangible yeah it's kind of
04:04
accessing or targeting their stuff in a
04:07
different way yes and we all don't have
04:09
millions of dollars to spend so you know
04:11
targeting your fifty dollars a day in
04:13
conquests on their golden key words and
04:15
getting those three four or five clicks
04:17
can mean a big difference of you getting
04:21
more business have you found that it
04:23
varies by industry how unique you can be
04:25
or do you think any industry could have
04:28
it something that makes them special or
04:30
unique yeah every industry has their own
04:32
unique selling proposition so yeah
04:34
focusing on that and understanding what
04:36
the people who use your website look for
04:39
sort of gives you that idea of what you
04:42
need to be different in if you know
04:43
people consume more long-form content on
04:46
your on your website understand what
04:49
that's about when you're writing your
04:50
themes and reflect that in your ads or
04:53
even your keywords or just straight up
04:55
in the content good advice well thank
04:58
you so much for joining thank you for
04:59
having me again this is ira cakes and
05:02
kelsey jones with search engine journal
05:07
healthy Jones executive editor of search
05:09
engine journal and I'm here to do a guy
05:11
kawasaki chief evangelist of kamba guide
05:14
thanks so much for joining us I know you
05:16
did a keynote today at PubCon about
05:18
personal great comfort as I attendant
05:21
just because it's fantastic weather here
05:23
I've been amazing i mean this location
05:25
the hotel thing i'm really liking about
05:28
three takeaways yes sir yeah leaving
05:32
with way more i also like a single
05:35
session formats conferences i agree to
05:36
be a speaker here because i think above
05:39
all else equal
05:41
something to be said about the fact that
05:44
time you can't just a it's by invitation
05:46
only whatever really like about because
05:49
of that it's a very well-rounded he's
05:52
focused on content generation




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