We’re a remote, global team, and mighty proud of the fact.
Our experts span four continents, bringing with them a vast number of diverse ideas, original thought, and unique approaches to problem solving.
The power of face-to-face connection, is however, immeasurable. Video calls form an important part of our teamwork, and last week, our entire team gathered in Istanbul for a company meet-up.
Why we meet: The power of in-person collaboration
Something extra-special happens when we gather in person.
In addition to providing wonderful moments for team-building, these meetups are strategic cornerstones that help us maintain our position as leaders in SEO content. Being together in one room – aided by delicious Turkish apple tea and pastries – reinforces who we are, what we’re doing, and where we’re heading together.
Meetups are vital for us. As a remote-first company, we use these moments to align deeply on our vision, challenge our thinking together, and build more personal relationships. All of this combines to inspire our collaboration when we’re back in different time zones.
What we did: Strategic alignment in action
Our week in Istanbul centered around a clear purpose – strengthening the bridges between our Content, Strategy, and Writing teams to deliver even better results for our clients.
The sessions focused on the realities of digital marketing in 2025. SEO is rapidly evolving, and we must evolve with it to remain successful.
We tackled the ‘Goog Enough’ problem head-on – this is where content of mediocre quality ranks because Google hasn’t always had the nuance to distinguish truly excellent content from that which merely ticks the right boxes.
This shift is happening as we speak, and it would be foolish to continue with business as usual.
What makes us uniquely positioned to thrive in modern search is our longstanding commitment to quality, combined with a deep expertise across all facets of SEO content. While others may struggle to adapt as Google improves at recognizing content excellence, Ellipsis is already built for this future. By bringing together our Content, Strategy, and Writing teams, we identified specific ways to make an even greater impact.
Following some wonderful open forums and brainstorming, a real breakthrough came in understanding how we can bridge traditional team boundaries to deliver more cohesive, strategic, and valuable work to our clients.
Our ultimate goal is to ensure that ALL of the content we produce for our clients goes far beyond the realm of ‘Goog Enough’. Our organizational reset blurs the boundaries between our three teams and puts us in a fantastic position to handle the future evolution of search.
What we achieved: A framework for excellence
By the end of our Istanbul meetup, we’d aligned around four key pillars that will drive our evolution:
- Increase value: We developed concrete strategies to increase the value we deliver to clients, moving beyond traditional traffic metrics to focus on business impact. As Google gets better at recognizing quality, we’re getting better at proving its effects.
- Be more strategic: We mapped out approaches to increase our strategic thinking across all teams, ensuring everyone understands not just what they’re doing but why it matters to client success.
- Move faster: Search doesn’t stand still, and neither can we. We identified processes that will help us respond quicker to SEO changes, ensuring our clients stay ahead of the curve rather than scrambling to catch up with Google’s latest evolutions.
- Organize: Of course, excellence requires organization. We established new frameworks for cross-team collaboration to improve efficiencies while maintaining our high-quality standards. Breaking down silos between Content, Strategy, and Writing teams creates the foundation for everything else we aim to achieve.
Aspiration is one thing, but execution delivers results. These pillars are backed by specific action plans and ownership across teams, and implementation has already begun.
The collaboration between our different departments was particularly energizing, as we saw how our different perspectives could combine to create solutions that none of us would have developed alone.
Looking forward
As we return to remote work, we carry with us action plans, strategic frameworks, and a renewed sense of purpose and possibility.
As Google gets better at distinguishing truly excellent content, we’re perfectly positioned to help our clients thrive.
What impressed me most was how quickly we moved from identifying evolving search requirements to developing practical solutions. This kind of collaborative problem-solving is precisely what will keep us at the forefront of SEO content as Google continues to raise the bar on quality.
For our clients, our Istanbul alignment means launching content strategies that don’t just work today but will continue to deliver well into the future. For our team, it means work that remains challenging and fulfilling as we push the boundaries of what’s possible for our enterprise clients.
The path forward is clear – by working together across teams with a shared vision of excellence, we’ll continue to set the standard for what digital content can achieve.
As Google moves beyond ‘Goog Enough’, Ellipsis is fully charged and ever ready – and that’s precisely why we’re the best at what we do.
