We’re excited to have interviewed Los Angeles SEO expert Angelo Frisina from Sunlight Media for the next installment of our Featured SEO Expert Series!
Frisina has been involved in the creative IT world for more than 20 years. He built his first website back in 1998 using Dreamweaver, Flash and Photoshop. He expanded his knowledge and expertise by learning a wider range of programming skills, such as HTML/CSS, Flash ActionScript and XML. Frisina completed formal training with the CIW (Certified Internet Webmasters) program in Sydney, Australia, learning the core fundamentals of computer networking and how it relates to the infrastructure of the world wide web.
Having worked with a variety of companies in Australia and the United States, Frisina has a diverse set of communication skills and a strong understanding of individual customer needs. Sunlight Media strives for 100 percent customer satisfaction. Frisina’s primary role is to ensure that this objective is met with each and every project the team encounters. He is also a triple-national of the U.S., Australia and Italy and enjoys watching European Soccer, MMA and Australian Football.
What would you say is unique and/or challenging about the Los Angeles SEO industry?
“Digital marketing agencies throughout LA are very competitive. This includes competition in web design and other agencies with online marketing type services. Regarding challenges within the LA SEO industry, it is important to be aware of the changes occurring with Google’s algorithms. Commonly, it is becoming more difficult and challenging to position a brand higher on search engine results and rankings. For example, a typical search for “web design services” usually signals to users four ads at the top of the search results. To entice more users towards ads, the highly competitive keywords generally refer to more Google ads. After ads, the results show Google maps with local agencies in the area. Within the “people also ask” section, users find Google’s links to relevant articles, blogs and topics. Finally, the organic results require users to scroll for results halfway down the page. Due to the self-promotion of Google’s services, organic results are pushed further from the top of the search results page.”
How does your SEO agency stand out in a crowded market like Southern California?
“Through ongoing online reputation management, the Google search ‘Sunlight Media LLC,’ displays numerous positive five star reviews. Currently, about 30 reviews appear on Google, with additional positive reviews on UpCity.com and on Clutch.co. These two sources are popular creative design and development directories. Also, we have a strong online presence on Yelp and various other business directories. Along with online reputation, we provide value through the brands portfolio. Individuals interested in the company’s portfolio review large selections of custom web sites and mobile apps provided by Sunlight Media. Overall, this combination of online reputation management and an impressive portfolio separates Sunlight Media with competitors in the industry.”
Can you share a success story from a local SEO campaign centered around the LA area?
“Due to confidentiality and the competitive market, Sunlight Media does not disclose SEO results from prior and existing clients. Sharing a client’s keyword rankings and targeting campaign results potentially positions companies in less advantageous positions. However, success stories for our site SunlightMedia.org include numerous keyword rankings. For the last three months, competitive keyword phrases such as “web design Los Angeles” has recorded over 6,000 impressions. ‘Best web firms Los Angeles’ has 530 impressions. Also, the keyword phrase ‘website design Los Angeles’ has more than 4,000 impressions, ‘web development company in Los Angeles’ shows more than 300 impressions. The company has a high number of highly competitive keyword phrases based around web design and Los Angeles showing up on page one and two of Google. As a result, there is a healthy amount of organic clicks on a monthly basis. On the other hand, keywords beyond web design, such as app development, digital marketing, video production and product photography also produce clicks when searched within Los Angeles county.”
What is the best advice you ever received in business?
“Three pieces of advice I have here. Number one, do not be afraid to take risks.
“Secondly, focusing on quality not quantity. Reason being, most websites post multiple blogs weekly that are poor quality, low word count and lacking vital information. In content creation, the best advice is always quality over quantity.
“Number three, always have a marketing budget in place. A lot of clients approach Sunlight Media with website and mobile app concepts and ideas but have not considered marketing budgets. Even with the greatest website or app concept on the planet, a lack of planning and of effective marketing strategies generate ideas that fail. Including a marketing budget in the finances when starting a new business is the best advice I have received.”
What do you think is the most important quality that makes an agency truly great?
“Although there are many factors the most essential is customer service. If more customers are satisfied, they will organically continue to promote more business. Those customers will be repeat customers and refer you to friends, family, colleagues and leave positive online reviews. For developing a great agency, focus on quality customer service.”
Any predictions for the future of SEO?
“My predictions are to expect more voice search optimization with home smart speakers, mobile phones and other devices. This means web and mobile sites will be required to optimize for voice search. Also, brand and reputation over keyword rankings will be more beneficial. For instance, users searching for founders, such as ‘Angelo Frisina’ and specific brand labels such as ‘Sunlight Media,’ will improve overall SEO rankings in terms of keywords.”
What is your reaction when you hear that “SEO is dying”?
“I think that’s false. SEO is most definitely changing due to previous mentions of voice search, focus on quality, focus on brand names over keywords etc. It is becoming more difficult and challenging but SEO is also evolving and agencies need to increase awareness of changes to follow trends.”
What do you think is the most important contributor of keeping clients happy?
“Customer service and the aspects of communication is number one. Returning emails, phone calls and constant communication with clients is very important. Letting clients know of any delays, ideas for content and feedback is, in my opinion, key. With quality customer service and effective communication, I always experience happy clients.”
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