Jon Falgate
 

Jon Falgate

Head of Organic Search

Area of expertise

What the job title doesn’t say…

Jon’s job is to help clients increase their online exposure and touch points via search and coverage.

Search and SEO always sounds technical to the exclusion of everything else, but Jon’s approach to boosting a brand’s search visibility is more human. “I make sure we’re customer focused at all times, because data can only tell us so much. To make the best recommendations, we need to understand what customers want, how they behave and what they really care about.”

Jon has a background in content, PR and digital marketing, but found himself drawn more towards SEO: “I was less interested in creating the content and more interested in figuring out how to make it visible to Google.”

“Everyone knows a few good hacks and tricks to help pages rank, but the only long-term solution is to relentlessly focus on over-servicing keywords but understanding intent and exceeding expectations.”

Jon’s data + human approach gives him a deeper understanding of the search landscape, users intents and understanding how search engines rank pages.

As a thought leader and public speaker on the topic, Jon often explains how many SEOs are too blinkered and granular in their approach, not including insights on the company themselves: what do they sell, how do people purchase, who are their competitors etc.

“SEO is about getting everything on-site and off-site working together, to be more than just the sum of its parts.”

Like others at Further, Jon’s favourite part of the job is where disciplines and clients collaborate, bringing and combining different areas of expertise for a single objective.

“You can’t do SEO from your desk alone,” he says. “For all the keywords we can mine and analyse, we still need to get to know clients, their products and their customers. I love working closely with engaged clients: them as experts in their jobs, use as SEO experts – the combination is an unstoppable SEO force!”

Jon’s team work closely with the Content Marketing team and have delivered great results for clients, including taking boat holiday company Herbert Woods from a Google ranking of 14 to two (2018), car insurance broker Adrian Flux from position 11 to three (2018) and a stellar result for artificial plant specialists Blooming Artificial who saw their ranking go from page three to position four on page one in 2017.

 

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