The Art of SEO: A Conversation with Shivani Dhiman

Welcome to another exciting edition of Marketer Interview!

In this episode, we are privileged to sit with the accomplished digital marketer Shivani Dhiman.

With a commitment to her craft and an insatiable curiosity for the ever-evolving world of marketing, Shivani has carved a niche for herself as a Performance Marketer at Axelerant Technologies.

Her expertise in SEO and data-driven strategies has enabled her to shape successful campaigns that drive business growth while maintaining a harmonious work-life balance.

Join us as we explore Shivani’s journey, experiences, and insights in digital marketing.

Can you tell us about your journey into the marketing world and how you became a dedicated digital marketer?

I discovered the world of marketing while I was in college, thanks to a Google course about digital marketing. Learning about how everything was going digital fascinated me, and I realized the massive potential in this field.

After I finished college, I took a deep dive into digital marketing. I got an internship in SEO, and that’s when my journey as a dedicated digital marketer began.

Working with clients’ needs and goals, I found my passion in creating unique strategies for each. What gets me excited is experimenting and researching. I love trying new things and measuring how successful they are.

Seeing concrete results and knowing I’m at the forefront of new marketing trends keeps me motivated.

Your passion for continuous learning is evident. Could you share some pivotal moments or experiences that have shaped your skills and approach to digital marketing?

Learning is a continuous journey that enriches our skills and perspectives. In my digital marketing journey, a few key moments stand out that have significantly shaped my approach:

Exploration of Diverse Campaigns: One pivotal experience was working on diverse marketing campaigns across various industries. This exposed me to different challenges and target audiences. The insights gained from these campaigns have given me a holistic understanding of practical strategies and the importance of tailoring approaches to specific audiences.

Embracing Data Analytics: Learning to harness the power of data was a game-changer. I vividly remember a project where I dove deep into data analytics to refine a campaign. The ability to interpret data allowed me to optimize strategies in real time, leading to remarkable improvements in campaign performance.

Navigating Algorithm Changes: Adapting to the ever-evolving digital landscape, especially algorithm changes on significant platforms, has been crucial. I recall an instance when an algorithm update impacted our campaign’s reach. This taught me the significance of staying nimble and quickly adjusting strategies to maintain success.

User-Centric Mindset: A turning point was when I realized the importance of putting the user at the center of everything. Through user feedback and interaction, I learned to develop campaigns that genuinely resonate with the audience, fostering stronger connections and engagement.

Collaborative Learning: Engaging with peers in the digital marketing community through workshops and online forums exposed me to diverse perspectives. These interactions often led to insightful discussions that challenged my thinking and inspired fresh, innovative ideas.

These moments have expanded my skill set and reinforced my belief in the dynamic nature of digital marketing. They remind me that adaptability, creativity, and an unwavering commitment to learning are vital in this field.

As a Performance Marketer at Axelerant Technologies, what does a typical day in your role look like?

My daily routine centers around optimizing our digital impact.

I begin my day by meticulously scrutinizing prevailing traffic and ranking data, aiming to uncover discernible patterns or shifts. If any anomalies arise, I dive deep into deciphering the underlying causes and pinpointing actions that may have prompted these alterations.

Subsequently, I comprehensively assess our website’s technical health, employing a blend of manual examination and specialized tools. This commitment to seamless functionality and user experience is fundamental.

A substantial portion of my role involves ideating novel strategies to enhance performance. This involves staying attuned to industry trends and adopting innovative tactics that resonate with our audience.

Furthermore, I dedicate time to refining existing content, mainly focusing on well-performing blogs. These optimizations strive to amplify their reach and resonance.

I also undertake thorough research to identify industry-specific marketplaces where our engagement could flourish. This includes devising strategies to excel within these platforms extending our digital footprint.

SEO is your expertise. Could you elaborate on some of the most effective SEO strategies you’ve employed in your career?

My approach amalgamates research-driven keyword targeting, content excellence, technical finesse, local relevance, and data-informed optimization to achieve sustained SEO success.

Technical optimization is another cornerstone. I ensure our website is easily crawlable by search engines, employing tactics like optimizing site speed, improving mobile-friendliness, and using structured data markup to enhance the presentation of search results.

I prioritize creating high-quality and engaging content. This meets user intent and encourages backlinks from authoritative sources, an essential aspect of search engine algorithms.

Leveraging the power of local SEO has also been beneficial. Optimizing our online presence for local searches ensures we connect with nearby audiences, driving relevant traffic to our physical locations.

Regular monitoring and data analysis play a pivotal role. I consistently track performance metrics and refine strategies based on real-time insights, adapting to algorithm updates and shifting user behaviors.

Staying ahead of trends is crucial in a field as dynamic as digital marketing. How do you keep yourself updated with the latest industry developments?

In the dynamic realm of digital marketing, staying informed is critical. I stay updated by:

• Continuous Learning: Regular courses and webinars.
• Industry Sources: Following blogs, newsletters, and publications.
• Networking: Engaging in forums and groups.
• Conferences: Attending industry events.
• Experimenting: Trying new strategies and tools.
• Case Studies: Learning from successful campaigns.
• Curiosity: Maintaining a keen interest in new trends.

This approach keeps me ahead of the curve, adapting to the fast-paced changes in the field.

Data-driven marketing is a cornerstone of your approach. Can you walk us through translating data insights into actionable marketing strategies?

Indeed, data-driven marketing is integral to my approach. To translate data insights into actionable strategies, I follow these steps:

• Collect Data: Gather data from various sources like analytics and customer behavior.
• Analyze Insights: Identify patterns and trends within the data.
• Set Goals: Define clear marketing goals based on data findings.
• Create Strategies: Develop tailored strategies to achieve the goals.
• Segment Audiences: Use data to target specific customer segments.
• Test and Adjust: Implement strategies and refine them based on real-time data.
• Measure Performance: Track KPIs to assess strategy effectiveness.
• Optimize Continuously: Adjust strategies based on performance data.
• Report Results: Compile reports showcasing strategy outcomes and insights.

This process ensures that marketing efforts are guided by data, leading to impactful results.

Collaboration often plays a vital role in marketing. How do you effectively collaborate with cross-functional teams to ensure the success of your campaigns?

My approach to effective collaboration encompasses clear communication, shared objectives, regular updates, inclusive planning, a feedback loop, collaborative tools, conflict resolution, recognition, and a reflective analysis.

This holistic strategy ensures that cross-functional teams operate synergistically, maximizing the potential for campaign success.

Maintaining a work-life balance is a challenge for many professionals. How do you balance excelling in your role and pursuing your passion for exploring new places?

I prioritize effective time management, setting clear boundaries between work and personal time. By adhering to a structured schedule, I ensure that work commitments don’t encroach on leisure and exploration.

Embracing flexibility also plays a crucial role. Leveraging remote work options and technology allows me to fulfill professional responsibilities while accommodating my passion for travel. I integrate work tasks with travel plans, allowing me to explore new places without compromising work quality.

Additionally, I allocate dedicated time for relaxation and rejuvenation. Engaging in activities that recharge me, whether reading, exercising, or spending quality time with loved ones, ensures I maintain mental and physical well-being.

My approach centers on efficient time management, flexibility, and dedicated self-care. By seamlessly blending work and travel aspirations, I achieve a harmonious work-life balance that nurtures personal growth and professional excellence.

Could you share a particularly challenging project you’ve worked on? How did you overcome obstacles and achieve positive outcomes?

One of my most challenging projects involved a well-known hair fall expert brand in India.

While the hair care industry presents numerous concerns, the brand focuses exclusively on hair fall. This posed a unique challenge, as hair care encompasses a range of issues like frizz and dandruff. We had to navigate strict constraints on the language we could use due to potential legal repercussions for the brand.

Complicating matters further, the brand lacked a quality website, as numerous technical issues plagued its existing site. However, the project faced budget constraints, and the brand’s limited team bandwidth posed a challenge to addressing these technical hurdles comprehensively.

Despite these obstacles, our team persevered. We adopted a systematic approach, acknowledging the constraints but focusing on the areas that could yield the most significant impact. With meticulous planning and strategic execution, we gradually improved the website’s technical performance, ensuring a smoother user experience.

Simultaneously, we crafted a creative content strategy emphasizing the brand’s commitment to combating hair fall while adhering to linguistic limitations. Leveraging SEO, we strategically positioned the brand’s offerings to address users’ needs while complying with regulatory considerations.

Although progress was deliberate due to the restrictions, our efforts culminated in impressive outcomes. The website’s performance improved notably, increasing user engagement and reducing bounce rates. Our strategic content approach generated enhanced organic visibility, contributing to a surge in relevant traffic and conversions.

This challenging project highlighted the significance of resourcefulness, adaptability, and strategic thinking. By focusing on achievable goals, optimizing available resources, and consistently iterating our strategies, we overcame obstacles and achieved outcomes that positively impacted the brand’s online presence and user engagement.

Tools and technology are integral to modern marketing. What are some of your favorite tools and software that you rely on for your role?

I rely on essential tools and software to enhance my marketing efforts. SEMrush and Google Keyword Planner empower precise keyword targeting. Ahrefs and Moz offer valuable insights into backlinks and SEO performance.

For user behavior analysis, I turn to Crazy Egg and Hotjar, which provide visual heatmaps and user recordings. Additionally, Screaming Frog aids in technical SEO audits. These tools collectively equip me with actionable data, enabling strategic decisions that optimize campaigns and enhance overall performance.

Looking ahead, what are some aspirations or goals for your digital marketing career?

Thank you for your kind words.

Looking ahead, my aspirations in digital marketing are to evolve into a marketing leader. I envision myself crafting remarkable strategies across diverse fronts – from paid media and SEO to marketplaces and LinkedIn – to extract optimal outcomes from projects.

Being a problem solver and an adept leader, I aim to steer teams toward success by leveraging my expertise to address challenges and inspire innovation. Ultimately, I strive to contribute significantly to the growth and impact of organizations in the ever-evolving landscape of digital marketing.