Gavin Duff
Where is the Best Place to Hide a Dead Body? With Gavin Duff Ep 242 - The Global Discussion
The Global Discussion welcomes a true expert in digital marketing—Gavin Duff, the Head of Digital at Friday Agency, Lecturer, Keynote Speaker, and Author of the brilliantly titled book Hiding Dead Bodies: Your No-Nonsense Path to SEO Glory. Gavin catches up with Host Simon Hodgkins for a compelling discussion.
With over 20 years of hands-on experience in digital strategy, SEO, analytics, and e-commerce, Gavin has worked with some of the most recognized brands. Clients have included Bord Gáis, Bus Éireann, The Irish Times, AIB, Danone, Mason Hayes & Curran, Heineken, 3, Mazda, Dominos Pizza, AXA Insurance, 123•ie, Amazon, DIT, Sunway Holidays, Daft•ie, Temple Street. Barrettstown, Matheson, Dublin Business School, Oxfam, Harry Corry, Newstalk, 98FM, Gaiety Theatre, Aer Lingus, Hilton Hotels, HSBC, Ford, TV3, Tayto, permanent tsb, the HSE, MyHome•ie, Trinity College, and many more. His insights into search marketing and human interaction with technology are not just theoretical—they are battle-tested in the ever-evolving world of digital marketing.
A Career Built on SEO, Strategy, and Cyberpsychology
From his early days working with Yahoo—back when it was a major player in search—Gavin developed a deep-rooted expertise in SEO, content strategy, and search advertising. His experience spans client- and agency-side work, allowing him to advise businesses on creating winning strategies in an increasingly competitive online landscape.
Not only does he lead digital marketing efforts at Friday Agency, but he also shares his knowledge through lecturing at Trinity College and speaking at industry conferences. His ability to blend marketing psychology with technical SEO makes him a sought-after expert in the field.
The Story Behind Hiding Dead Bodies
One of the most intriguing parts of the conversation was Gavin's book title—Hiding Dead Bodies. While it might raise eyebrows when read in public, the phrase is an inside joke in SEO circles:
"The best place to hide a dead body is page two of Google."
The book isn't just a guide to SEO; it's a no-nonsense approach to helping businesses outmaneuver competitors, build trust signals, and ensure their content ranks where it matters—on page one. Written in a practical and engaging style, it's designed for marketing professionals who want to understand SEO without getting lost in jargon.
AI and the Future of SEO
With the rise of AI, many marketers are wondering: What does this mean for SEO? Gavin addressed this head-on, explaining that while AI is being rapidly integrated into digital platforms, the core principles of SEO remain unchanged:
Trust signals still matter – AI tools will prioritize content from authoritative, well-linked sources.
User engagement will shape rankings – Platforms like ChatGPT and Google's AI will soon analyze how users interact with content.
AI is a tool, not a replacement – While AI can help generate ideas and optimize content, it should not be relied upon to fully write SEO-friendly content.
For businesses looking to future-proof their SEO strategy, Gavin recommends focusing on quality content, strategic distribution, and optimizing for engagement rather than chasing quick AI-generated solutions.
How to Choose the Right SEO Partner
One of the most valuable takeaways from the episode was Gavin's advice on finding a trustworthy SEO partner. With so many self-proclaimed "SEO experts" sending cold emails promising instant first-page rankings, businesses need to be cautious.
His key tips for choosing the right SEO expert:
Avoid unsolicited SEO offers – If someone emails you claiming they can fix your rankings overnight, ignore it.
Do your research – Look up agencies, check their client lists and reviews, and see if they have real-world experience.
Meet them in person – SEO is a long-term strategy, not a quick fix. Build a relationship with a team you trust.
Ask for case studies – A legitimate agency should be able to demonstrate past SEO successes.
Gavin shared a real-life horror story of a business that unknowingly hired a bad SEO agency. The result? They got penalized by Google and disappeared from search results entirely. Recovering from SEO mistakes can take months or even years, so choosing the right expert is crucial.
Where to Find Gavin Duff
If you want to connect with Gavin, read his book, or explore Friday Agency’s services, here’s where to go:
📌 Website: Friday Agency
📌 Book: Hiding Dead Bodies – Amazon
📌 LinkedIn: Gavin Duff
About The Global Discussion
The podcast features carefully curated guests from an exciting cross-section of creatives, leaders, and thinkers. New episodes are available on Apple, Google, and Spotify podcasts and several leading podcast platforms. You can listen to and watch the episodes on our dedicated YouTube channel and the website.
To learn more about The Global Discussion, please visit:
https://www.theglobaldiscussion.com
Audio
Spotify: https://open.spotify.com/show/3QdMqfzyvca6EVlEJ80I4n
Apple: https://podcasts.apple.com/ie/podcast/the-global-discussion/id1668702566
Video
YouTube: https://www.youtube.com/@theglobaldiscussion
Website: https://www.theglobaldiscussion.com
Follow us on Social Media
LinkedIn: https://www.linkedin.com/company/theglobaldiscussion
Others: X, Instagram, and Facebook