A completely new approach to digital marketing
Dávid Minorics, senior SEO consultant, a leading professional in digital marketing, was the guest lecturer in professor Éva Radvány’s Entrepreneurship module.
David spent almost all of his digital marketing career with SEO, starting @The Pitch Education, then @Intellyo. After being a freelancer for a year, he joined Mito, one of the leading Hungarian marketing agencies as a Senior SEO consultant.
This is not the first time that you came to IBS, either as a guest lecturer or as a jury member of students’ competitions, however, you are not much older than the students who are sitting in the classroom. What were the major steps of your career?
I studied at Corvinus University, as an agricultural economist, BA, then as a business developer at MA. I was also a member and, for a while, the financial manager of EVK (Egyetemi Vállalkozói Kollégium, University Entrepreneur Club), a college of advanced studies that focuses on the business sphere.
During my studies, I was immersed in numbers, and this is how I began working in finance. My first job was in a bank at its agricultural lending department, but it turned out, banking did not really suit my interests. I studied half a year with Erasmus at Bocconi University in Milan, and this is when and where I began dealing with small business development and start-ups. As a next step in the learning curve, online marketing came into the picture. Data-driven marketing is the analytical field where I felt comfortable enough to start my real career.
In my graduation year, I worked with my mentor, Gábor Papp, mainly on The Pitch Education. Then I began working for a start-up, called Intellyo, and later I worked as a freelancer.
I consider online marketing not something that will redeem the world or something superior to other types of marketing but rather as a tool from among many. The aim is to help companies develop and to do so, online marketing should be carefully planned. When I work with a company, it often occurs that the leaders of the company ask my opinion about their strategy, designers about how user friendly their websites or apps are. I can contribute to the work of developers as well, although I just work in digital marketing.
So, this is a large field which means that one needs some kind of specialization to be really outstanding. My special field is search engine optimization (SEO). The aim is that a given company’s content should be visible for as many relevant search words in Google as possible. Organically. For example, to generate more visits or to improve brand awareness in order to increase the number of sales.
What kind of competencies does it require to be good at SEO?
We need all kinds of competencies, to be honest. SEO’s focus is pretty wide. We have to be able to talk to marketing or even company leads about the strategy, numbers and focus, while there are content marketers who seek our input (or we even help to create different content pieces), PR experts and link builders who focus on the visibility of the company on others’ platforms. They are developers, as well, as the site has to be as user friendly from an SEO point of view as possible. And this is really just the core focus of the field. As one cannot be outstanding in all the different fields of SEO, one should specialize within SEO.
Let’s see an example for the content part: keywords research. Simply using data and our common sense, we clearly know what those keywords are worth optimizing for a given company. We are sitting in a café. This place, of course, needs to be optimized for “coffee” but “coffee mug” or “mug” can also be keyword options. The content should be created in a way that is appropriate to Google’s principles. We even have a joke for that:
Content optimization in itself is no longer enough as the competition is intense, everybody would like to generate attention and “free” visitors to the website. There is practically no way to get to the first place in Google search with just “one thing”. If we type in one term, then the competition is enormous. There are many factors that need to be considered. Technical options, content, authority, and authenticity building. In the background of the work that I do, there are many excel tables, statistics, and analyses of business models.
All that you talked about during your classes are very new, including professions, jobs that we did not hear about let’s say 5 years ago, or so.
This is partly true. When I worked on my thesis paper at the university in 2016, we had a textbook that discussed in details if Google can prevail Yahoo... in 1998. And when I put it in my paper that we cannot study and learn online marketing from printed textbooks, because by the time they get into the market they have already become obsolete, I received really huffish criticism. Today, it is a generally accepted truth and luckily there are innovative professors who think outside the box, like Éva, who invite professionals to their classes instead of just using textbooks.
On the other hand, these professions have existed for a while. Search engine marketing has existed since search engines and social media; that was a thing before Facebook even though most people hadn’t heard about it back then.
If I wanted to increase the number of visitors who read this interview with you in our IBS blog, what were the terms and words that you would emphasize?
This is a good one. Though I would tell you not to focus on this piece of content but rather do research based on competitors and keywords, and come up with a proper content strategy that can lead to improvements in terms of website traffic. Work smarter not harder.