Understanding the Digital Marketing Evolution
The landscape of digital marketing has undergone seismic shifts since its inception, particularly over the last few decades. Joseph Mas, Chief Knowledge Officer at Razor Rank, has 32 years of hands-on experience and discussed with us how he blends traditional SEO methods with innovative AI solutions, ensuring that businesses can grow qualified visitors, clicks, and leads better than traditional advertising.
A Foundation-First SEO Approach
At Razor Rank, a structured method lays the groundwork for organic SEO growth. This begins with comprehensive discovery sessions, identifying unique client needs tailored to their specific business goals. As Mas states, "The first thing we do usually is make sure that the base of the platform is smooth—no technical errors, no crawling and indexing issues." This solid foundation allows for a customized content plan, executed through biweekly meetings and a firm adherence to ethical (white hat) practices.
The Challenge: Understanding Diverse Client Needs
The complexity of SEO arises from each client’s unique requirements. As Mas highlights, even businesses in similar industries like e-commerce have distinct goals and challenges. This necessitates what he calls "brain work"—deep strategic thinking to formulate effective SEO strategies tailored to individual client needs.
AI: An Augmentation, Not a Replacement
While some in the industry fear AI will replace human expertise, Mas takes a measured perspective. "I think a lot of people overblow it," he says. "They're like, 'oh, it's gonna take my job.' No, it's not gonna take your job. It's an augment to your job." Razor Rank is cautiously integrating AI tools, maintaining high-quality standards while exploring its vast potential.
Taming the Fragmented Tool Landscape
SEO tools are plentiful yet fragmented, often requiring marketers to navigate multiple platforms. Mas points out that while tools like SEMrush and Ahrefs excel in their niches, there is no singular solution that brings all of these tools' strengths together. Customers face difficulties juggling these disparate tools, highlighting the demand for more cohesive solutions in the future.
Innovative AI Solutions for Advertising Efficiency
One novel approach Razor Rank employs is the Full Circle Attribution (FCA) system, which addresses gaps in PPC advertising. This system uses AI to analyze conversion data and feedback into Google's algorithms, transforming ad performance. The result? Higher-quality leads at more affordable costs—an appealing prospect for businesses looking to maximize ROI.
Custom AI Solutions Tailored to You
Razor Rank is not just about tools but about creating customized solutions. They use unique AI models based on client data gathered through detailed questionnaires. "We send them a content questionnaire and get all their logo colors and information and input it into a GPT," Mas describes. "Now we have a GPT that is specific for that client, has every single thing that they've sent us." This personalized approach allows the team to generate client-specific content efficiently while maintaining quality through manual editing and review.
Viewing the Future with Balanced Optimism
Mas maintains a clear-eyed approach to the evolving role of AI in digital marketing. While some may see AI as overhyped, he recognizes it as an essential tool to complement human ingenuity. The key lies in thoughtful integration, ensuring that AI enhances rather than replaces the skilled human touch that has driven successful campaigns for decades.
The future of digital marketing lies in the balanced integration of AI with human insight, focused on the unique needs of every client.
In this rapidly changing environment, the opportunities are vast for those willing to embrace a forward-thinking approach.
