Forget SEO; think trust and influence says digital marketing guru - IT Brief Australia

Ian Hopkinson was frustrated with the music industry when he pivoted to start Mad Scientist Digital.

In its 12 years, the digital agency has built 500 websites and been involved in countless social media and content campaigns.

Mad Scientist has a consultative approach to onboarding a client. In some ways, Hopkinson saw this as a rescue service for a client's website. Many new clients have had trouble understanding their last agency and problems measuring their previous campaign and website effectiveness.

With measurement and effectiveness in mind, they had ten or so tools that would provide analysis on a client's website. Then Mad Scientists weaved together this data into constructive feedback for the client. Some would call this an advanced website audit.

This reached the point where Hopkinson and his team had so much experience auditing clients' websites that the external tools weren't cutting the mustard.

At that point, 4-5 years ago, they launched Terminology, a tool to replace all of the auditing tools they had been using.

Hopkinson believes it's a big deal and that their tool is unique. Instead of seeing it as a search engine optimisation (SEO) auditing tool, they see it as pioneering the search engine influence (SEI) space.

"This isn't just an SEO tool; we see it as a tool to help you to not only build trust with customers but with Google," says Hopkinson.

The word 'trust' is used a lot in their tool. This is because they also see that Google is moving in that...

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