Strategising SEO with Ben Dubuc

SEO v2

Recognising the need for on-the-ground SEO leadership, FCB Media recently appointed Ben Dubuc to head up our in-house SEO operation. We sat down with Ben and asked him about what brands have to gain from incorporating SEO into their business strategy.

So Ben, what exactly is SEO?

SEO is a fundamental for anyone active in digital media or with a website…. So, everyone! I’ll explain what is it and why you should care about it (and I promise I’ll do my best to avoid the geeky words!).

SEO or Search Experience Optimisation (previously Search Engine Optimisation) is the process of improving websites visibility on search engines by improving user engagement and making sure a website fulfill their intent. We help brands and services to appear in higher in organic search results.


SEO also helps to improve the technology and the user’s experience of a website, increasing the efficiency of all digital and acquisition channels. I like to say that we are the architects of the web as we help brands to create useful and visible websites, in much the same way real architects build brick and mortar stores.

While SEO has been quite a dark area over the last decade, SEO has evolved and is now a must for all brands who are serious about online marketing.


Why should brands care about SEO?

SEO helps brands to create the biggest store in the busiest street. If you’re still not convinced, here are five key reasons to ensure your brand has an SEO strategy:

  • SEO improves brand visibility on Google
  • Increases customer trust & loyalty
  • Improves user experience
  • Increases conversion rates
  • Improves efficiency of other channels
  • Prepares your brand for the upcoming voice search movement

SEO offers brands a competitive advantage. The bigger your organic real estate is, the more “free” traffic you’ll get -  and the earlier you start building SEO content, the harder it will be for your competitors to catch up with you.

SEO is incredibly important in our mobile-first world, especially as voice search rises in popularity. Voice search is a hot topic right now, but only a few people know that SEO has a lot to do in shaping users’ experience of this tech: Google and Microsoft use top organic search results (Position Zero, Rich Snippets and Knowledge Panels, etc.) to generate text-to-speech answers, so brands should be harnessing the power of SEO to secure these top spots.

I do paid search, why should I do SEO?

While Google has increased the visibility of search ads over the last few years, organic click-through rates are still high. In fact, the top five organic listings still get 67% of the clicks where no ads are displayed. This figure remains highly competitive even when search ads appear: organic results achieve 40% to 50% of clicks when four search ads are displayed, so ensuring your website is appearing prominently in organic results is a must.

Paid search and SEO actually work well together, as SEO can reduce the cost of your CPC by improving the quality of your landing pages.

Who should do SEO?

Any businesses who are serious about online marketing with a decent target audience, B2B or B2C, especially if you have e-commerce capabilities.

Want to know if SEO can help your business?

Contact your FCB Media Account Manager to schedule in a time for us to talk about how SEO can help your business grow. We look forward to hearing from you!

Date: April 05, 2018