Meet Michael DiMarco, SEO Manager at EGC
Michael DiMarco joined EGC earlier this year as SEO Manager. With an impressive credits that range from having worked at Havas—one of the world’s largest global communications groups—to Advice Media, which has been included on the “Inc. 500/5000” list, Michael is well-versed in the world of search engine optimization. Find out what he has to say about the experience of working remotely in the era of COVID-19, the rise of local search marketing, and the most important digital media best practices of today.
Joining a new team remotely comes with its innate challenges. What have been the benefits?
The greatest benefit has been being able to schedule time to work, and take the breaks that I need—when I need them. This means that when I do come back to work with a client’s website, I am fully refreshed and can put in 110 percent effort with whatever project I am tackling.
Local search marketing has been more relevant than ever, and some have done a better job than others to keep up with the trends. What brand do you think is doing it right? Why?
Lidl ran a local campaign where they addressed concerns about their suspiciously low prices. They invited naysayers to the farms and fisheries where their food came from to show that it was fresh. It not only provided a positive experience for those involved but was later used as marketing materials to show Lidl in a positive light.
Digital media best practices are always changing. What’s one thing you’re learning now, and why is it important?
Digital media always changes, and there are always new things going on that catch my interest. Most recently, I have been fascinated with the trend of user privacy. Google just released a new update called “FLoC,” or Federated Learning of Cohorts technology. Essentially, this allows Google to track everything you do without the need for third-party cookies in order to tailor results exactly to what it thinks you want to see based on past browsing history. According to some research, people don’t want to be tracked with targeted ads. Now we’re seeing the rise of search engines like DuckDuckGo, which grew over 60 percent average monthly searches in 2020, and are entirely focused around removing as much data collection as possible. What fascinates me is how do you take this information and direct a marketing strategy that addresses it? I think that is why I’m always fascinated by campaigns like the Lidl example I mentioned. It’s something that has a tangible effect. It doesn’t just happen via a targeted ad or through a TV, computer, or smartphone. I believe as we become further engrained in digital spaces that physical experiences—even just marketing campaigns—are going to leave larger footprints. And those who are living exclusively in a digital world will still get to can catch up on what’s happening through social media, or news publications, or elsewhere.