Everything you need to know about SEO!


Marcus Tober is the Founder of Searchmetrics, a company that’s a global leader in SEO marketing and analytics, SEO optimization, social and content marketing.

Marcus is responsible for product innovation and the development of products at Searchmetrics. Currently, Marcus has over 100 people in his teams, working on different aspects of Search Marketing.

Searchmetrics is a software company with an Enterprise platform for Search Engine Optimization and Content Marketing. “That means we enable companies to understand their visibility in Search, their competition and guide them in the process to create more relevant content for their audience” – says Marcus Tober, the godfather of SEO.

In our recent conversation with Marcus Tober, we discussed his presentation topic at 3XE Search Conference 2018 and the future of Search Marketing. Marcus is a keynote speaker at 3XE Search Conference on 18th October, 2018 at Croke Park.

He will deliver a keynote presentation on the topic ‘When they go big, we go better: A New Take on Understanding Google Rankings’ at 3XE Search Conference.

Read the event schedule for more details.

What will you be speaking about at 3XE?

Basically, my topic is that there are not many general SEO tactics anymore. Each business has to deal with numerous other factors to be successful. For some it is more content driven, for others more about speed or user experience. SEO is now very much based on your market.

What are the 3 takeaways that you think delegates will get from your presentation?

– Audience will understand the still common Search Engine Optimization factors

– Understand why SEO has changed that much and companies need to adopt. Also I will show many custom ranking factors and examples.

– See best practices and companies that do it right

What are the most common SEO mistakes that you come across?

People often see SEO as marketing, but it is rather product management. They need to understand the business, the audience, the developers and many other things that enables the SEO to be very close to where the work happens. And because of that, many companies fail in Search Optimisation as they are not really centred around search. But the most successful companies in SEO like Tripadvisor are built around SEO as a core competence.

Which SEO tools would you recommend?

Basically, everyone should use Google Search Console. As a second software, it’s really up to the purpose of what you need. When you need good and transparent reporting for your management you need a software like our Searchmetrics Suite. If you are an Excel junkie or do SEO alone, you can combine tools like Majestic, GSC and other to get your insights out of it. So, besides GSC, the ‘must-use-tool’ is completely up to your need.

Google Search Console, SEO Tool | 3XE Digital Conference

Searchmetrics Suite | 3XE Digital Conference

What websites and people influence you on a day to day basis?

I rather look at websites where SEOs or journalists publish content. I learn the most out of successes or mistakes from others. My curiosity to dig into their website and analyse what’s going on keeps me moving forward more than reading only blog posts. This is something I can recommend to any SEO professional –  that, being curious and doing your research is more important than following the crowd.

Tell us about your journey in the digital world and one thing that inspired you here.

I truly take inspiration from people like Simon Sinek, Charles Duhigg, Steve Jobs or Ben Horowitz. But honestly, I follow a few podcasts about founders and startups and there are so many smart people in the world, it would be wrong to just admire some people with great books. When I walk to my office or being on travel I listen to podcasts and that inspires me so much, learning from successes and failures of others.

Your thoughts on the future of SEO – What’s next?

SEO is in a drastic change. It’s desperately needed by many companies, but not many build SEO teams or integrate it in their product teams or product decisions. And SEO is not that sexy anymore as it used to be, but more important than ever. That creates a future with high demand for SEO, but lower supply. That will change SEO a lot. Also, the general SEO person that could do everything is going away. SEO in its breadth is so diverse when you think about technical SEO, user experience and content (strategy) as three very different sectors. It is very likely that SEO as a job title will disappear and be replaced by SEO Product Manager, SEO Content Strategist, SEO Analyst etc. This transition has started already and will continue.

Reserve your seat at the conference – Book Now

To connect with Macrus Tober, follow this link – 3XE Search Speaker, Marcus Tober