This week’s Fast Five interview takes us to São Paulo to meet Victor Rossini Magalhães, SEO and UX director at Cadastra, a full-service digital marketing agency specialized in business consulting and performance marketing, which provides digital transformation and consumer journey-focused strategies to its global clients. Steeped in technological developments, Cadastra is known for being a pioneer in search marketing in Brazil.
Since 2012, Victor has been the focal point for SEO-related matters at Cadastra. During the interview, Victor shared with us his thoughts on the future of SEO, its challenges and told us what would be an an easy-to-achieve SEO optimization for e-commerce.
- What was your first SEO project, and how did it go?
It was for Insper, in 2007, their focus was to reach the first place for the Keyword “MBA”. The ability to mix technology, content strategy and link building to generate business results was like discovering a new World.
We achieved the goal after 6 months, learned a lot about it and it helped the business to have more students.
- What are the main challenges of SEO in 2022 ?
For this year, I think updates related to Page Experience will still be the focus on most of ecommerce’s sites, but at the same time, for me It’s kind of dangerous to lose focus on other priorities like content rendering that always should be prioritized.
- What is your favourite SEO software ?
Screaming frog is still the one for me, it’s incredible how they keep adding new features. I’m also all in on tools that help us leverage our content production process using GPT-3 like frase.io, I am cheering for them to teach Portuguese faster.
- What is the most common SEO mistake you see people making?
For the ecommerce projects we work on, there are three main areas where people make mistakes:
(i) Understanding the intent of the keyword and the desired target page/content,
ii) Internal link structure to get there (orphan pages) and
iii) duplicate content.
- What is a typical low-hanging fruit optimization to make in SEO for e-commerce?
Low quality pages and where this content will be delivered on mobile, is always an easy win, to make the content better and adjust to respond the user needs, nevers get old.