Peter Phillpot, our new Head of SEO is in the spotlight for the latest in our series of probing interviews. In this interview Peter tells us why performing SEO is so relentless.

Who are you? – Peter Phillpot,  the Head of SEO here at ClickThrough Marketing.

When did you start at ClickThrough? – I joined at the start of July so I am now into my third month here – and really enjoying it so far!

What will you be doing at ClickThrough? – As Head of SEO it is my job to ensure that the SEO team remains a cut above the rest. I will be working with each member of the team to ensure that they continue to keep up to date with the latest SEO developments through organised on-the-job practical training. The primary focus of my role will be developing successful strategies and establishing a winning “SEO philosophy” throughout the company based on a creative application of new and existing SEO techniques.

What were you doing before you arrived at ClickThrough? Where did you work? – I have been working in SEO for six years having graduated in Computer Studies. After graduation I went on to work as a Web Project Manager and Web Design Tutor, before moving on to work as a Search Engine Optimiser for a Spanish property company – a pretty competitive market due to the potential revenue from each sale. That job meant living in Fuengirola, Spain.

After moving back to the UK I worked as an SEO Manager for a number plate company, where I created a number plate site to help manage the 29 million number plates on their database! I then moved to work for a well-known super affiliate company, developing campaigns for clients mainly in the financial services sector. Working alongside other SEO’s was a great way to build on my knowledge and learn what works (and what doesn’t work) online in a rapidly-changing environment.

I left to work for an affiliate network, where I managed to secure some great keyword positions – and met John Newton, ClickThrough’s Chief Operating Officer. Once I had taken that role as far as it could go I left to work on a number of different projects in the legal and property sectors before being asked to come in and head up the SEO team here at ClickThrough.

What do you love about your job? The best thing about working in digital marketing is the fast pace.  Nothing is ever set in stone and as a consequence it is relentlessly challenging.  Everything changes so quickly and so such you are constantly having to develop new skills through self-learning. To be honest, it’s not everyone’s cup-of-tea but I love a challenge!

What do you think is the number one thing for online marketers to watch out for in the next year? – Increased usage of social media metrics and social rankings in algorithms will be something to really look out for – and Facebook and Twitter may be the biggest components within these calculations.

What is your favourite book? – It has to be ‘1984′ by George Orwell. I have probably read it 10 times – including once already this year! I recently re-read Aldous Huxley’s ‘Brave New World’ and found it to be very much of its time (1930’s). However, ‘1984′ still seems as fresh and relevant today as the day it was written.

What is your favourite film? I don’t really have a favourite film  – but I could list you about 30 I like.

What do you like doing in your spare time? – SEO! OK, I do a fair bit of other stuff too but the honest truth is that I don’t really have that much spare time – ClickThrough keeps me busy!

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About the author:

John Newton has 14 years of strategic marketing experience across Online Display, Search Marketing and TV and Outdoor Advertising, in companies which include Yahoo!, ITV and TNS Global. John has written on blog monetisation for Web Designer magazine and was the editor of ClickThrough’s two books. John is a CIM Chartered Marketer.