How to Improve Organic Search: Q&A with Will Robins of Manscaped

“Organic marketing has evolved for many to match Google. Focusing on quality of content and user experience is the root of organic marketing.”

In this MarTech Interview, the Director of Organic Marketing of Manscaped, Will Robins talks about how organic marketing has evolved in tandem with Google’s evolution and algorithm changes. He says that organic marketing has developed for many to suit Google. Will discusses how the root of organic marketing is to focus on content quality and customer experience.

Will’s expertise lies in concentrating on content and traffic. At Manscaped, he leads the brand’s organic search efforts. Additionally, he also explains to marketers how paid media can help the brand and create demand. However, in his opinion, organic marketing is where they should be building their internet asset-based piece.

He provides insights into why organic marketing plays a central role in e-commerce marketing for any digital brand. In this candid conversation with MarTech Advisor, Will guides marketers on his two-step strategy that’ll help to increase the quality of traffic to their websites.

As organic marketing picks up momentum in the SEO landscape, Will answers our questions on:

• How has organic marketing evolved over the years?
• Should marketers focus on organic marketing strategies over paid tools?
• How to approach content creation in today’s SEO space?
  
   

Key takeaways from this Q&A with Will Robins:

• Find out how to increase the quality of traffic to your website
• Learn how to select the right partner for your martech stack
• Follow the latest trends in organic marketing for 2020
  
   

Here’s what Will shares on how organic traffic generation can benefit your site:

Will, to set the stage, tell us about your career path so far and what your role in Manscaped entails.

For the last fourteen years, I have grown online brands, affiliate websites, and worked behind the scenes for agencies. Most of my focus has been on SEO, organic media, and influencer marketing. I have taken countless number of courses online as well as written for many publications. All of that being the learning process it takes to compete online in today’s environment. My role at Manscaped is director of organic marketing. When we started, there was just a handful of us, and we worked together on everything. We grew close like a family and remain that way today as we have grown. My channel now focuses on the organic rankings from outreach to onsite SEO.

How has organic marketing evolved over the years?

The base of organic marketing changes along with the evolution of Google and their algorithm. Organic marketing has evolved for many to match Google. Focusing on quality of content and user experience is the root of organic marketing. Today you must answer the questions that your audience has before they even know what the questions are.

Splitting your time between on page and off page factors are the two hats. They are not black or white. Anything remotely black hat has a very short shelf life. Today, the real factors are about how many ways can you take your core concept and match it to marketplace sophistication. The evolution of a market and their education about your mechanism (unique strategic position) determines how rapidly you can grow organically.

Should marketers focus on organic marketing strategies overpaid tools?

Paid tools that focus on content curation and traffic may be great. Paid media has its place in driving brand value and creating demand. Organic marketing is where you really build a real asset-based piece of real estate online. They all go together in a marketing plan.

Organic continues to feed and grow as you continue to create interesting, informative content and branded terms. Owning the search around your branded terms is a real differentiator in today’s economy online. Reviews, trust, and growing competition in every market can drive your sales down if you don’t own the real estate around your branded terms.

Learn More: The Art of Starting a Real Conversation through Social Media

Tell us about your two-step strategy to increase the quality of traffic to Manscaped’s website for increasing conversions.

The two steps are on page mechanisms that relate to the customer. Safety first with a superior product. Nothing I do could be done without a better product. Design, dev, and the team that built the product created that. The quality of traffic comes from a deep understanding of the audience. Knowing who our customer is and growing the width at every phase of the marketing funnel is how we have grown conversions and conversations.

What does the MarTech stack at Manscaped look like? How did you go about selecting the right partner for your MarTech stack and what are the lessons learned?

Our MarTech stack at Manscaped focuses on the people that manage the process. While the tools and team around the tools are important. That is the best stack advice I could give. Find a team that can work seamlessly together and let them create and evolve. It is by far the most amazing thing I have ever been apart of. A team full of empathetic fast-moving marketers that love what they do. We work well together and focus on results with goals that align to our core vision.

How do you approach content creation in today’s SEO space?

Content creation is a process. We do a lot of the same things that you can find in any blog around the subject. The difference maker for us is understanding the search intent around the title and keywords we are building the content for. By understanding the search intent of the phrase, we can develop content and a process for content development that satisfies Google’s interest for what should appear around various search terms.

This can be very complex, but we follow a process for how we choose keywords to write about and then the content structure around the major search intent surrounding that keyword. Another important key in content creation is to create readable, interesting content that keeps the customer on the page and then interested in your product.

Which are the initiatives at Manscaped that rely on automation to make sure you are future ready?  

Automation comes with a team of professionals that focus on providing us real data. We back everything we do with data science. Automating the view and understanding of that data is how we keep moving in the future. Everything from the stats we track to the content we produce is built around that data analysis. Our team member Max Wong working with Paul Tran, CEO make this very fluid within our organization.

Learn More: Demystifying Search Engine Optimization (SEO)

If you would want your MarTech solution provider/s to address one specific issue in your existing stack, what would it be?

We are constantly evolving so the one specific issue would-be time-tested results. How our solution providers have evolved what works and made it structured so that we can plug and play. This seems to be the hardest part of growth. Finding the right tools that give you a competitive advantage and are priced in a manor that make them accessible. They still must provide results and be able to match a changing ecosystem.

Can you tell us what are the upcoming projects in organic marketing at Manscaped?

We are moving the blog post to a daily format. We are also increasing our output of video. Those two items have continued to have success for us, and we continue to develop and adopt strategies to improve them.

When you look at 2020 – can you share any predictions, trends or technologies for this space? 

While 2020 is just around the corner we know for sure that our products will still be standing at the head of the pack. We continue to develop enhancements to every facet of our marketing and products. We also teamed up with The Testicular Cancer Society to make saving balls our strategic position. With that said, I believe 2020 will continue to grow the marketplace and understanding around our core concepts of male grooming. There will be brand extensions and even more creativity to educate the growing market.

Neha: Thank you, Will, for sharing insights on organic marketing and how can marketers drive organic traffic to their websites. We hope to talk to you again soon.

About Will Robins:

Will Robins is the Director of Organic Marketing for Manscaped, a niche product line, created specifically for a man’s distinctive grooming needs, below the waist! Will oversees Search Engine Optimization, Influencer Marketing and Branded Content. He also runs a successful online media company that publishes over 10 websites with distinct audiences.

About Manscaped:

The Manscaped product line was created specifically for a man’s distinctive grooming needs, below the waist! Featuring specially formulated products to cleanse, moisturize, and deodorize, Manscaped also offers tools engineered to give every gentleman a close, refined appearance. Manscaped empowers men by providing the right tools for the right job.

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