About Matthew Gibbons
Matthew Gibbons is a Senior Data & Tech Writer at WebFX, where he writes about SEO, content marketing, martech, and whatever else needs explaining to businesses that don’t have a marketing background. He joined the company in 2020 and has since written more than 1,000 pieces of marketing content, with his byline showing up across the WebFX blog, SEO.com, Nutshell, and TeamAI, plus scripts for the WebFX YouTube channel and videos on both WebFX.com and SEO.com.
Matthew holds a B.A. in Professional and Public Writing from Auburn University, and his particular strength is using plain language and analogies to make dense topics click for people without a technical or marketing background. His industry experience spans manufacturing and roofing, and it’s given him a practical, no-nonsense approach to explaining what actually moves the needle for a business’s search visibility.
Matthew has written extensively about the kind of SEO that matters most to local, service-based businesses. He’s broken down how to get listed on the directory sites that actually help, like Google Business Profile, Bing Places, Yelp, the Better Business Bureau, and Yellow Pages, and why the SEO benefit comes less from a direct ranking boost and more from putting your business in front of people already searching those platforms, plus the trust signal that comes with being an accredited, verifiable listing on a site like the BBB. He’s also written one of SEO.com’s most complete guides to roofing SEO specifically, covering everything from building out location pages for multiple service areas to real, current pricing data. He also lays out a clear checklist for vetting a roofing SEO agency: look for real experience in the trade, transparent reporting, a custom strategy instead of a cookie-cutter package, and ethical linkbuilding practices that avoid the kind of black-hat shortcuts that can tank a site’s rankings.
Matthew has also covered the fundamentals that trip up even experienced marketers. He’s laid out the eight SEO mistakes he sees most often, including keyword stuffing, ignoring search intent, poor site speed, weak mobile optimization, sloppy internal linking, duplicate content, neglected local SEO, and a lack of multimedia. On the content side, he’s put together a practical roundup of the tools that actually support a content marketing strategy day-to-day, from Ahrefs and Semrush for keyword and competitor research to Grammarly for editing, Yoast for on-page optimization, and Canva for the graphics that break up long blog posts. He’s upfront about where AI fits into that toolkit too: tools like Grammarly can generate text from scratch, but his advice is to use that sparingly, since the goal is content that’s genuinely yours, not something a bot assembled for you.
Matthew has also turned his attention to AI Overviews and what their growing presence in search means for businesses trying to stay visible. His take is direct: AI Overview visibility is becoming the next real battleground in search, and businesses that treat it as an afterthought risk losing ground to competitors who don’t. That view runs through his broader writing on SEO strategy, where he consistently pushes readers past surface-level tactics toward the kind of foundational work, clear content, technical soundness, and real expertise that actually holds up as search keeps changing.
Outside of work, Matthew is deep into Tolkien’s work (Lord of the Rings especially) and fantasy novels more generally, and he’ll happily spend time with other people’s pets even though he doesn’t have any of his own. He’s also usually in the middle of some creative side project, whether that’s drawing, video editing, or creative writing, and has a genuine interest in linguistics. Though he’s quick to admit that his knowledge of Dutch amounts to maar een heel, heel klein beetje, not nearly enough to hold an actual conversation.