I'm thrilled to have a chance to interview Ray Martinez, the VP of SEO at Archer Education. Ray is a seasoned SEO professional who has built his expertise over the past decade, with a particular focus on technical SEO and driving enrollment marketing results for higher education clients. In our conversation, Ray shares his insights on the importance of strong technical foundations, the continued allure of .EDU domains for black hat tactics, the power of strategically leveraging anchor text, the value of cross-channel collaboration, and the necessity of maintaining a curious, learning-oriented mindset as an SEO.

Download The Whole Interview

The Importance of Technical SEO

According to Ray, "technical SEO is so important - it's the foundation that everything else is built on." He shared an example of a university that botched a website migration and saw a 60% drop in organic traffic due to improper 404 handling. Ray emphasized that being able to properly crawl and index pages is crucial for SEO success.

Proper technical implementation is the bedrock of any effective SEO strategy. Ray's cautionary tale highlights how a lack of technical expertise can cripple a website's organic performance, even for large, established institutions. Understanding the technical underpinnings of how search engines operate is essential for SEO professionals.

The Allure of .EDU Domains

Ray noted that ".EDU domains are very attractive targets for black hat SEO tactics" due to their authority. However, he believes "Google will never give a .EDU a manual action" due to the potential regulatory backlash. Ray has even "tested and purchased .EDU link injection services" that have successfully indexed in Google, highlighting the ongoing battle against these tactics.

While .EDU domains may seem like a tempting shortcut, Ray cautions that the risks often outweigh the potential rewards. The strong authority of these domains makes them prime targets for exploitation, but the consequences can be severe. Savvy SEOs must remain vigilant against black hat tactics and focus on building sustainable, ethical link profiles.

The Power of Anchor Text

"Anchor text is one of the biggest indicators of relevancy," Ray emphasized. He stressed the importance of having the right balance of branded, exact match, and generic anchor text to signal topical relevance to Google. Properly leveraging anchor text can be a powerful way to drive targeted traffic and improve rankings.

Anchor text provides critical signals to search engines about the context and relevance of a webpage. As Ray notes, getting this balance right is crucial for SEO success. Incorporating a diverse mix of anchor text types allows you to both capitalize on brand recognition and demonstrate deep topical expertise.

User beware: The scalpel of disavow can cut deep. If you find your anchor text messed with, like Ray did, then you can correct the problem. But Disavow is a dangerous tool. Use with caution!

The Value of Cross-Channel Collaboration

Ray explained that at Archer Education, he works closely with the paid media, creative, and content teams to develop integrated marketing strategies. "The cross-channel is what's gonna be that saves us," he said, noting that great SEO performance alone doesn't matter if it doesn't translate to strong conversions. This holistic approach helps ensure all marketing efforts are aligned and driving tangible business results.

SEO cannot exist in a vacuum. By aligning with other marketing disciplines, SEO professionals can ensure their efforts are contributing to the overall success of the business. As Ray emphasizes, optimizing for search alone is not enough - true impact comes from integrating SEO into a cohesive, cross-functional strategy.

Staying Curious and Continuously Learning

Ray's top piece of advice was to "keep learning technology" and maintain a "curious mindset" about how search engines and the web work at a fundamental level. "We're at a very interesting time where we don't know what the future of search is," he said, so adaptability is key. Continuously expanding one's knowledge is essential for keeping up with the ever-evolving world of SEO.

The landscape of SEO is constantly shifting, and those who are unwilling to learn and adapt will quickly fall behind. As Ray emphasizes, maintaining a curious and inquisitive attitude is crucial for SEO professionals who want to stay ahead of the curve. Embracing a lifelong learning mindset will enable SEOs to navigate the uncertainties of the future and continue providing value to their clients and organizations.

How We Grew a Bootstrapped SaaS to Over $10mm ARR with SEO

If you’re taking Ray’s advice, and want to satisfy that inquisitive attitude then this free guide from my friend Greg Digneo is a good first step, you will learn his exact SEO content strategy from keyword research, to building high quality links, and converting readers into paid users.

Get the guide HERE.

His guide has been read by thousands of SaaS founders and marketers who are looking to learn how to:

– Do keyword research to find content that your buyers are looking for

– Create content that answers your customer’s questions 

– Build backlinks to rank the content in the top 5

– Convert your readers into trials and increase your MRR

Click here to check out the guide and learn how to increase your MRR with SEO.