Brighton SEO Week With Lavall Chichester
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
37 min
2 speakers
4 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the purpose of this episode and who is the guest?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello marketers and SEOs. My name is Jordan Cooney from Previsible. Joining me today is Laval Chichester, who is the founder and CEO at Growth Skills. Growth Skills helps brands optimize their digital presence to increase revenue and brand awareness using best-in-class growth marketing tactics. Today, Laval and I are going to discuss his session at Bright NesEo. This is the first of many Bright NesEO week episodes. Here's my conversation with Laval Chichester, the founder and CEO at Grow Skills. Laval, welcome to the Voices Search Podcast.
Jordan, thank you so much for having me.
Super excited to kick off our Brighton SEO week. You'll be speaking at the event. And by way of of this week, we're we're just introducing a lot of the speakers, getting them familiar with with not just our audience, our audience also has a has many attendees at the Brighton SEO event. But I'm I'm hoping to dive into kind of what your what your track is going to be about, what you're going to be sharing, what knowledge and information you're going to be sharing with the Brighton community as a bit of a teaser here on our on our podcast. Before we get into that, can you tell us a little bit about yourself, you know, your agency and kind of the background of your uh session or track at uh Brighton SEO?
Yeah, so Laval Chichester. Um I grew up in advertising, so I'm self taught. I'll I'll I'll start there because I think that's important because in being self-taught, you know, as a CEO or executive, if you'd like, I know the theory, but I I could do the hands on work. And I think that's very important, especially if you're an entrepreneur and just if you want to grow in your career. So I built growth skills. I came up through advertising. I I made ad ages 40 under 40 in 2015 for integrating search at a different agency and I helped that agency called Profero get sold to IPG. And throughout my years, I've you know I've always been an innovator, innovating and pushing the envelope. And um when I finally was able to start my own agency, you know, I wanted to do things a bit different.
And in that vein, the the story and the tale that I'm gonna tell. At Brighton SEO, my talk is about how to use audience data to build a multi-million dollar brand, right? From scratch. And um, and I think there's a world of people chasing keywords, but we've got a ton of data that we could use where we could actually create something that's useful for a client. And we did that when GSK, the pharma company, came and uh they gave us about Okay. $50,000 to spend to promote on Google, Facebook ads, uh, and meta-ads to promote their CBD brand that they're launching. And it was very hard. We figured out how to do it, but I knew instinctively that this was gonna be an SEO play because you could rank for all the words, all the cannabis-related words on Google.
And then we use audience data and research to figure out what we should actually build. And then we ended up Building flavorfix.com, which is the first platform that caters to people who are interested in cannabis, CBD, and alcohol.
Now I love this topic because it's quite unique in the sense that it resonates with a lot of other themes that that SEOs, content marketers, advertisers are are going to face, which is whether you're on the agency side or you're on the in-house side, hey, you know, your your your boss wants to invest or or the company wants to invest in a marketing channel, maybe content marketing, maybe advertising, maybe paid, maybe something else.
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Chapters
4 chapters
1
What is the purpose of this episode and who is the guest?
0:00–6:14
2
How did Lavall’s self‑taught advertising background lead to founding Growth Skills?
6:14–13:12
3
What was the GSK CBD project and why did Lavall decide to build a new platform instead of using the client’s site?
13:12–23:09
4
How did audience data and search volume drive the creation of Flavorfix.com?
23:09–37:42