Our guest this week is Gael Breton, Co-Founder and Editor-in-Chief of Authority Hacker. An authority in itself, Gael tells us his fascinating story that stretches between Kuala Lumpur to Budapest, explores changes in the world of SEO, and talks about recent trends in content production.
Gael Breton began his career in 2009, as an intern at an SEO agency in Kuala Lumpur. He has come a long way since then, becoming an influential Online Marketing expert and educator, sharing his marketing strategies and practices on his website, Authority Hacker.
Gael has given talks at Oxford University, Harvard Business School, Wharton and General Assembly, and has appeared on countless podcasts and webinars.
Listen here to the full interview and read below about the major takeaways.
Who Wants to Read 5,000 Words on Mobile?!
The digital world is now focused on mobile. Video is the future of content creation, that’s why Gael is wondering why Google is still promoting 5,000-word articles as top search results. In this sense, Google is somewhat stuck in the past by pushing long-form articles that no one reads anymore.
Quality Over Quantity
In the last few years, the trend was to produce as much content as you can. But now marketers are back paddling from this, since the return on investment is not worth it. Gael estimates that he spent over million dollars on content during the last three or four years, yet only 10% of it did well.
People are going to produce less content, make it more targeted, and increase the production value, whether it’s video tutorials, podcasts, illustrations or any of these combined.
Design Like a Pro with Elementor
Until recently, Gael had to compromise on the design level of his websites. It was excruciating for him to work with freelancer designers, because it took forever for the smallest changes to be implemented.
Therefore, Gael and his partner gave up on the design side and ended up building sites that were not visually impressive (Authority Hacker was one of them). Elementor enabled them to incorporate fundamental design elements to create professional- looking websites, making them more competitive on the market.
Working with Elementor solves multiple communication hurdles and delays, and makes iterating much faster. It is a significant benefit for small businesses who just can’t afford to hire designers.
Walk the Talk
Gael is a firm believer in taking a ‘non-BS’ approach, which he implements in his online courses. This is appealing to those who are tired of those overly-polished turorials that comes across as fake. Practicing the methods you teach gives you credibility. People nowadays are making money by teaching others how to make money.
Email Outreach Is an Awesome Marketing Tool
If you are a web professional or a small agency who can’t afford to hire marketers or don’t have ‘learning money’, email outreach is by far the most cost-efficient marketing channel for you. Gael shares with us a simple, yet inspiring case study taking the art of Email Outreach to a whole new level.