SEO Lead, Local Digital

Robert Hoang

SEO Lead at Local Digital, running the SEO team. Joined as a digital marketing executive in 2020 and worked up through consultant and senior consultant roles. Deeply technical, with a knack for building systems and putting AI to work in SEO workflows.

Sydney, Australia
At Local Digital since 2020 · 6 years
In search since 2020 · 6 years

About Robert

Robert Hoang is SEO Lead at Local Digital, in charge of the agency's SEO team and the strategies it delivers for Australian service businesses. Local Digital was his first job in digital marketing: he joined in January 2020 as a digital marketing executive, learned the ropes across the agency's channels and has progressed through the ranks since.

After excelling as an executive he was promoted to SEO consultant in November 2020, taking on his own clients and focusing on search. He became senior SEO consultant in January 2022 and was appointed SEO Lead in February 2023, taking charge of the SEO team.

Rob's work covers the whole SEO stack: onsite optimisation, technical audits, link building strategy, analytics, website migrations and conversion rate optimisation. If it is an SEO must-have, chances are Rob is on the case. He is a deeply technical SEO who is especially strong at building systems and using AI in day-to-day workflows, and he wrote Local Digital's guides to AI SEO, local SEO ranking factors, off-page SEO, SEO analytics and Google's algorithm updates.

He has appeared on The SEO Show four times: on natural language processing for SEO (episode 23), recapping both days of the 2023 Chiang Mai SEO Conference (episodes 88 and 89) and walking through three real-world conversion rate optimisation campaigns, including one that doubled a client's revenue (episode 107).

Experience

Feb 2023 – Present
SEO Lead Local Digital · Sydney
In charge of the SEO team: strategy, delivery and quality across the agency's SEO clients, plus the systems and AI-assisted workflows the team runs on.
Jan 2022 – Feb 2023
Senior SEO Consultant Local Digital · Sydney
Nov 2020 – Jan 2022
SEO Consultant Local Digital · Sydney
Took on his own client portfolio with a focus on SEO: onsite optimisation, technical audits and link building strategy.
Jan 2020 – Nov 2020
Digital Marketing Executive Local Digital · Sydney
First role in digital marketing, learning the ropes across the agency's channels.

Podcast appearances

Epic Conversion Rate Optimisation Results (Real World Examples)The SEO Show · Episode 107 · Jun 2024
Three real-life CRO campaigns Rob ran for clients, including one that doubled revenue, and the tools and process behind them.
Day 2 Recap: Chiang Mai SEO ConferenceThe SEO Show · Episode 89 · Nov 2023
Day 1 Recap: Chiang Mai SEO ConferenceThe SEO Show · Episode 88 · Nov 2023
Natural Language Processing = SEO SuperpowersThe SEO Show · Episode 23 · Nov 2021
The show's first guest episode: how natural language processing works and how Local Digital uses it in SEO.