Sanhita Agarwal Unravels the Secrets of SEO and Content Marketing
We had the great pleasure of speaking to Sanhita Agarwal. She is an accomplished SEO and Content Marketing expert with years of experience under her belt. Currently, she is the Head of SEO at QuillBot. She is responsible for the company's SEO strategies and content marketing efforts. We spoke on a wide range of topics, including the constantly changing landscape of SEO. We also spoke about the importance of content marketing and the role of AI in SEO.
Businesses today rely a lot on their online presence. In such a case, staying on top of the latest SEO and content marketing trends is vital for success. Sanhita delves into the factors that influence Google's search algorithm and the best practices for businesses to stay ahead of the curve. We also discuss the importance of creating quality content that appeals to both users and search engines alike. She has a lot of unique insights and practical advice to share. She provides valuable guidance for anyone looking to improve their online visibility and drive business growth.
1. Can you share with us how your journey into marketing and SEO began? What led you to choose this niche?
My journey into marketing and SEO began completely by coincidence about 10 years ago. At that time, not many people in India knew about digital marketing. After graduating in 2012 with a degree in CSE, I realized I didn't have a passion for coding. While searching for a job, I stumbled upon an opportunity as an SEO executor with a digital marketing agency that had an office in my hometown, Jaipur. I took the chance, and over the last 10 years, I've witnessed the tremendous growth and popularity of digital marketing. I eventually developed a love for SEO. It has provided me with unique insights and experiences in this field.
2. You have a decade of experience in SEO. What is your expert opinion on its role within digital marketing? What are the key disruptors you have observed in recent years?
In my 10 years of experience, I've seen that SEO is a domain within digital marketing that constantly faces challenges and evolves. Google continually makes changes to its algorithms to maintain market share and provide the best user experience. At first, SEO focused on backlinks. It then shifted towards quality content. Later on, it became about technical SEO and user experience. SEO professionals will always have new algorithmic updates to work with. There's never a dull moment in this career. SEO is a great choice for those who want to be passionate about their work and avoid repetitive, mundane tasks.
SEO is one domain of digital marketing where there are continuous challenges. There is literally never a dull moment in it.
3. What has been your journey with your career? Have you been with the same company in your career? Or have you changed roles and experienced distinct learning opportunities with different companies?
My career in SEO has evolved. I have gained experience with different companies. I started with an Irish agency. I worked on international projects with diverse brands and business types. This allowed me to learn how SEO works differently for various businesses. After 4 years, I moved to Gurgaon and worked with companies like Yatra and Paytm. Two years ago, I joined Quillbot, an AI-based platform for academic writing. It has been the best choice of my career so far. My job is now entirely remote. I believe that will continue to be the norm for digital marketing professionals.
4. Do you have any advice for someone just starting a career in SEO?
My advice for someone starting their career in SEO is to begin by working with an agency. This is because agencies offer exposure to different brands, services, and website types. This allows you to learn how SEO strategies vary. In my first 4 years, I worked with an Irish agency managing 30 projects simultaneously. It gave me valuable experience with various niches and clients. After gaining this exposure, you can choose to work as an in-house consultant for brands. However, it is essential to have a solid foundation in diverse SEO strategies before making that transition. It helps a lot.
5. Which companies need SEO? Which ones can do without it in the current business ecosystem?
SEO, I feel, is a basic hygiene check that every business should consider, regardless of its size or domain. It helps users and search engines understand what a page is about through a page title and description. For businesses considering investing in SEO as a long-term strategy, it is important for those who aim to build a strong brand. If a company is not concerned with building a brand and is only focused on short-term gains, it might not need to invest heavily in SEO. However, businesses that want to grow as a brand and have customers believe in their brand value should definitely consider SEO as an important aspect of their marketing strategy.
6. What has been the biggest pain point in SEO for you and your team over the years?
The biggest pain point in the SEO industry is the underpayment of professionals. SEO teams often bring in more than 60% of a business's traffic. Yet, their salaries are not commensurate with their contributions. This issue affects not only SEO professionals but also content marketers. Companies should fairly compensate their SEO and content marketing teams. They play a crucial role in generating leads and driving business growth.
7. How has AI impacted the SEO industry? What is its future impact?
AI has changed the game for the SEO industry. It has removed much of the manual labor and made tasks more efficient and interesting. AI is especially helpful in content marketing, where it can suggest headings, keywords, and competitor analysis. This allows for more engaging and informative content. It can also help teams publish more content at a faster rate. AI tech, when combined with human expertise, creates a powerful combination that can greatly enhance SEO and content marketing efforts.
With AI, there are so many tech advancements. We are seeing that our job has become easier. At the same time, it has become more interesting.
8. Imagine that you have no restrictions. What is your dream SEO tool? What features does it have?
That's an interesting question. There are so many things I can think of. I feel one of the main concerns I have is the confusion that arises when Google releases a new algorithmic update. Businesses often struggle to understand what went wrong and how to adapt to the changes. Google provides some guidelines, but they can be quite vague. They mention quality factors that websites should follow. SEO professionals then have to dig in and try to figure out whether the issue is technical, content-related, or related to backlinks. It makes the job quite messy. If it were in my power, I would work with the Google team to develop a system that provides more detailed guidance and better advice, at least for those who are doing a good job. At the same time, I would want a more efficient way to identify and penalize those who are not following SEO guidelines and are still ranking higher than they should. This would ensure a fairer system where businesses that adhere to best practices are rewarded appropriately. So yes, all in all, such a tool would be great.
