🎙️ Unscripted SEO Podcast
Navigating the Complexities of Modern SEO with Gerry White
VP of Growth at Mirador Local on enterprise SEO, newsjacking, local trust signals, and why understanding your customer’s full journey matters more than any single tactic.
Gerry White, VP of Growth at Mirador Local & Co-organiser of Take It Offline Conference
Described by peers as an “unconventional innovator,” Gerry White’s career trajectory in digital marketing and web development illustrates a dynamic blend of technical prowess and strategic growth expertise. Beginning his journey around the turn of the millennium, Gerry discovered his knack for web development while at university, quickly mastering the art of building and hosting commercial websites.
His technical journey deepened as he integrated tools like Dreamweaver and various payment gateways, setting the stage for a diverse career. Gerry has taught web design and development, sharpened his skills in local and national government roles, and made significant impacts in various private sector positions. His stint at the UK government’s Directgov (now UK Gov) steered him towards SEO, leading to his role at Razorfish where he honed his expertise in analytics and search engine optimisation.
His leadership in SEO was further solidified through roles at major organizations including the BBC and Just Eat, where he became a recognisable figure. Gerry’s diverse experience spans several high-profile companies and agencies, including Rise at Seven and Oda, a Norwegian supermarket, where he led initiatives to grow the brand internationally.
Currently, as VP of Growth at Mirador Local, Gerry drives advancements in managing Google Business Places at scale through innovative SaaS tools. He is also an author, having penned a book on Google Data Studio, reflecting his deep engagement with data-driven decision making.
Outside of his professional roles, Gerry is a passionate co-organiser of the Take It Offline Conference, an event that champions the unscripted exchange of ideas within the digital marketing community.
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The Unscripted SEO Interview with Gerry White
Who is Gerry White, the SEO?
It has indeed been a lengthy journey. I began exploring the world of web development around the year 2000 while at university, where I discovered my ability to build and host websites. This led to mastering the technical aspects of website development, particularly focusing on commercial sites integrating tools like Dreamweaver and various payment gateways. Over the years, I transitioned from teaching web design to working in both local and national government roles, enhancing my project management skills and steering me towards SEO. My career has included positions at Razorfish, where I focused on analytics and SEO, and prominent roles at organisations like the BBC and Just Eat. Now, I am the VP of Growth at Mirador Local, managing Google Business Places on a large scale and co-organising the Take It Offline conference, which fosters community and cultural exchanges within the industry.
Has being known as an SEO who works for big brand names helped propel your career?
Absolutely, it has. Being associated with large corporations, such as Google, certainly boosts one’s profile. It provides a trust factor and a certain prestige. Although I left Just Eat a few years ago, and have since been involved with other significant names like the BBC, these associations continue to benefit my professional image.
What was it like working on a government website?
Working on a government website was both brilliant and challenging. My role primarily involved enhancing onsite search functionality, which offered profound insights into user behaviour and search patterns. For instance, common terms like “will” posed unexpected challenges due to their status as stop words in our search engine. This role highlighted the importance of user-centric design, especially when working with civil servants who initially perceived the internet more as an annoyance than an essential tool.
Is it important to understand how your customers search?
Yes, absolutely. Search behaviours are constantly evolving, and people are becoming more adept at using search engines. It’s fascinating to consider how searching has changed from simply entering text to retrieve relevant pages, to now posing questions to Google about recent events or unique queries. During my time at the BBC, I had access to a vast array of search data, which revealed not only popular searches like ‘Top Gear’ or ‘Doctor Who’, but also a myriad of unusual, long-tail searches that resembled conversations with the search engine.
Can SEOs benefit from real-time changes?
No, you certainly cannot always predict or benefit from real-time changes; however, sometimes we do have the opportunity to shape outcomes. By employing techniques such as digital PR, SEO professionals can anticipate and leverage trends. The buzz around the new Fallout TV series has been a prime example — it’s quite a sensation among fans of the game and has become a focal point for generating engaging content and discussions online.
How valuable is craze-driven content after the craze has diminished?
Generally, it’s not that valuable. Most content doesn’t garner significant traffic over time; it’s usually a static amount. However, tapping into current events can lead to substantial traffic spikes, particularly from platforms like Google Discover. While this burst of traffic rarely leads to direct conversions, it can significantly boost brand awareness and engagement.
How can an SEO influence a brand search?
Influencing brand search can sometimes yield surprising successes. Success on platforms like TikTok hinges on consistency and the ability to engage with your audience repeatedly on a specific topic. Those who can maintain this consistency, offering valuable and interesting insights, often see their personal and associated brands thrive.
How can nationally based businesses benefit from having a local SERP presence?
There are two main benefits. Firstly, it’s crucial for any online business to establish trust by displaying clear local signals, such as a physical office address and phone number. These details reassure customers about the legitimacy of your business. Secondly, if you have a Google Business Profile, ensure it’s fully optimized with photos, posts, FAQs, etc., to enhance visibility in your local area.
How important is it for SEOs to study the capabilities of AI?
It’s crucial for SEOs to familiarize themselves with AI technologies like ChatGPT. While it’s exciting to explore these capabilities, it’s vital not to rush into using them recklessly. As much as technology advances, the necessity for fast, efficient, and functional websites does not wane. In our rush to embrace cutting-edge tools like AI or the latest social media trends, we must not neglect these foundational elements that ensure a website’s effectiveness.
Connect with Gerry White
- Twitter/X: @dergal
- LinkedIn: Gerry White SEO
- Mirador Local: miradorlocal.com
- Take It Offline Conference: takeitoffline.co.uk
The Unscripted SEO Podcast features candid, unscripted conversations with SEOs and digital marketers. Hosted by Jeremy Rivera.
