Head of SEO | Ink Digital

If this sounds familiar, you’re who I work with:

🟣 You’ve got SEO, Paid, Social, email and events – but each channel runs its own agenda.
🟣 HubSpot (or another CRM) exists, but it’s basically an expensive address book.
🟣 Sales say “the leads aren’t great”, Marketing say “no one follows up”, and Ops are stuck in the middle.
🟣 Dashboards don’t line up with reality, so big decisions are made on gut feel.
🟣 You can’t clearly answer: “What’s actually driving qualified pipeline and expansion revenue?”

At Ink Digital, my job is to connect the dots between marketing, sales and operations so growth is designed, not accidental:

🟣 Aligning SEO, Paid, Social and content around clear ICPs, offers and journeys.
🟣 Designing capture and nurture flows that plug directly into HubSpot and the sales process.
🟣 Building lifecycle stages, pipelines and automations so nothing falls through the cracks.
🟣 Cleaning and structuring data so reporting is boringly reliable.
🟣 Turning one-off wins into repeatable playbooks the team can run again and again.

I work hands-on across HubSpot Hubs with our channel leads and client teams, so the strategy we agree actually shows up in:

🟣 How campaigns are briefed and reported on.
🟣 How deals are created, routed and followed up.
🟣 How customers are onboarded, supported and grown.

The result for you: fewer “random acts of marketing”, more clarity on where revenue really comes from, and a system you can scale without adding chaos.

If you’re a B2B leader who suspects you’re leaving money on the table because your marketing, CRM, sales, and operations don’t talk to each other properly, let’s connect.

📩 DM me here if you’d like to see how we’re solving these problems at Ink Digital and how the same principles could work in your world.

John Hutson

E.E.A.T is crucial for online credibility – it’s not just about SEO.

E.E.A.T, or Experience, Expertise, Authoritativeness, and Trustworthiness, forms the backbone of your site’s trustworthiness and success.

I'll break down these elements with examples to clarify why they’re so impactful:

🔷 Experience: It’s more than just your job history. Think of it like you’re sharing insights about a personal hobby. Your unique journey and lessons learned make your content stand out.

🔷 Expertise: Mastering E.E.A.T is like levelling up in a game. Expertise requires depth, dedication, and continuous learning, just like improving your skills over time in your favourite game.

🔷 Authoritativeness: Consider two doctors in your area; both are skilled, but one has a long-standing reputation in the community. That’s authoritativeness in action.

🔷 Trustworthiness: This is the keystone, especially for sensitive fields. Reliable sources and thorough information help audiences trust your content.

To enhance your E.E.A.T:

✅ Share unique insights and stories.

✅ Dive deep into relevant topics.

✅ Collaborate with other trusted experts.

✅ Ensure every piece of content is actionable and engaging.

E.E.A.T isn’t a direct ranking factor, but it shapes the way users and search engines perceive your site.

Google isn’t the king of search anymore.

And SEO isn’t what you think it is.

Speaking on several webinars, I share my take: SEO isn’t dying. It’s growing into something much bigger.

We’re in the era of Search 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Optimisation.

People search everywhere now:

→ LinkedIn
→ TikTok
→ Instagram
→ ChatGPT
→ YouTube
→ They even discuss brands inside Slack or Discord

If your brand only shows up on Google, you’re invisible to most of your audience.

The rules have changed:

→ It’s not about blue links on page one
→ It’s about being seen where decisions happen
→ It’s about building trust across every channel

Here’s what I learned stepping outside my comfort zone (and yes, speaking on webinars felt surreal):

1️⃣ Visibility is multi-channel now
- You need mentions, engagement, and authority on ALL the platforms your buyers use

2️⃣ SEO is about brand, not just keywords
- People trust the names they see everywhere, not just the top Google result

3️⃣ Real breakthroughs happen when you’re uncomfortable
- Sharing my views in front of several crowds grew my network and deepened my expertise

I used to think SEO was about rankings.

Now, it’s about relevance wherever your audience is searching.

The landscape is shifting fast.

The brands that adapt win.

The rest get left behind.

Remember, stepping out of your comfort zone is where the real growth happens.

Stop harvesting demand without planting brand seeds.

Way too many businesses focus only on demand capture.

They chase leads that are ready to buy right now.

That group is typically about 5% of your market-at best.

Everyone else? They’re not buying today.

If you only play in demand capture, you’re fighting over the same small crop as your competitors.

It’s a dog fight.

What happens when that crop runs out?

Or when the market shrinks?

Your opportunities vanish. You’re left scrambling for scraps.

I see this mistake all the time.

Teams drive hard for the quick wins. But they ignore the bigger picture.

The brands that grow over time do one thing differently:

They plant seeds.
1️⃣ They build awareness early-before buyers are in-market.
– Share your story.
– Show your expertise.
– Stay visible, even when no one is buying.

2️⃣ They nurture trust with value, not just offers.
– Helpful content.
– Genuine engagement.
– Consistent presence across channels.

3️⃣ They reinvest profits from demand capture into brand growth.
– Use today’s wins to fuel tomorrow’s pipeline.

If you only harvest, you’ll soon run out of fields.

If you plant as you go, you always have something growing.

Brand building is not a luxury. It’s your insurance.

It keeps your pipeline healthy. No matter what the market looks like.

"SEO, please make our website increase rankings and traffic overnight." 🤯

5 things SEO can't fix:

1️⃣ Lack of Competitive Advantage - SEO can help highlight your strengths, but it can't create a unique selling proposition if there isn't one.

2️⃣ Mediocre Content - Over-optimising poor content won't engage your audience or convert visitors into customers.

3️⃣ Broken Website Structure - Great SEO efforts won't help if your site has technical issues that hinder user experience.

4️⃣ Lack of Clear Goals - SEO isn't a silver bullet; it works best when aligned with specific, measurable business objectives.

5️⃣ Poor User Experience - SEO can drive traffic to your site, but if the user experience is poor, visitors won't stay or convert.

SEO can achieve significant improvements in visibility and traffic.

But it can't perform miracles without a solid foundation.

Keep this in mind.

SEO is fucked.

Google’s market share is under threat. And even with what they still control, they’re sending less and less traffic your way.

So yes. SEO is screwed.

If your SEO strategy is ONLY about ranking on Google, you're setting yourself up for disappointment.
 
SEO is no longer 𝗷𝘂𝘀𝘁 about Google.
 
Done right, SEO transforms your ENTIRE business.
 
Here’s how:
 
✅ Your website becomes faster and easier for users. 
→ Speed and usability aren’t just for rankings—they keep visitors coming back.
 
✅ Your content aligns with your customer’s journey. 
→ Answer their questions, solve their problems, build trust.
 
✅ Your content works across platforms. 
→ Blog posts turn social media gold. FAQs fuel email campaigns. Endless repurposing potential.
 
✅ You dominate visibility where competitors give up. 
→ When others pause SEO, you win.
 
SEO principles go beyond search engines.

They’re about meeting your audience wherever they are.
 
Because today’s user journey?
 
It’s more fragmented than ever.
 
Your future customers could be:
 
- Watching videos on YouTube. 
- Reading guides by influencers. 
- Clicking links on niche forums.
 
SEO helps you connect these dots.
 
Stop chasing organic traffic.

Start building an SEO strategy that fuels your entire business.

A, D, and E.

These three letters have helped produce consistent results for every campaign I have applied them to.

Over the years, I’ve refined my digital marketing approach into something I call the A.D.E. Framework—and it’s been the backbone of successful strategies for businesses across the many industries I have worked across.

Here’s how it works:

Analyse: It all starts with gathering every bit of data about the business, the market, and the digital landscape. This means understanding keyword trends, audience behaviour, and the competitive space.

Develop: Armed with data, I develop a strategy tailored to the unique needs of the business. This stage is all about crafting a roadmap that aligns digital objectives with measurable goals.

Execute: Finally, the plan comes to life. This is where we implement technical SEO, content strategies, and ongoing optimisations, and any other tactic across the to achieve results—following a precise timeline to achieve and sustain growth.

Why does this framework work?

Because it’s data-driven from start to finish, leaving no room for guesswork.

The results?

Sustainable growth in search visibility, more relevant traffic, and ultimately, conversions.

4 months. 1 messy content calendar. Countless missed leads.

That’s what we found when we stepped into this B2B client’s world.

Content was everywhere:
→ Blog posts with no clear direction
→ Social posts that never linked back to the site
→ Teams working in silos, each with their own plan

The result?

Leads were slipping through the cracks.

No one owned the journey from click to conversion.

Everyone felt busy, but pipeline was flat.

Here’s what we changed:

1️⃣ Unified the team
- Brought content, SEO, and operations together
- Set one shared goal: qualified inbound leads

2️⃣ Built a real content system
- Mapped every piece of content to a buyer stage
- Synced calendars, so SEO and brand worked as one
- Tied every post to an action or offer

3️⃣ Focused on rankings that convert
- Targeted high-intent keywords (not just traffic)
- Optimised pages for lead capture, not vanity metrics
- Set up tracking so every win was visible

The impact?

+120% growth in lead capture (yep, more than doubled)

Organic traffic up, but more importantly, the right people were reaching out.

No more guessing if content worked. We saw the pipeline move, week after week.

Here’s my biggest learning:

In B2B, alignment between content, SEO, and operations is non-negotiable.

Fragmented efforts waste time and burn budget.

A unified strategy builds real, compounding results.

Relying solely on Google for traffic? It's a ticking time bomb.

Here’s why:

User behaviour is changing:

▶️ People are increasingly using different platforms—whether it's forums, video, or audio—to find the information they need. If you’re only focused on search engines, you’re missing out.

▶️ Google is evolving:
With features like quick answers and content scraping, Google is serving more information directly to users, often without sending them to your site. This means your traditional SEO efforts might not yield the same results as before.

▶️ The risk of being a one-trick pony:
If all your traffic relies on one source—be it Google or any other platform—you’re vulnerable. One algorithm change or policy update could severely impact your visibility and traffic.

The solution?

✅ Start thinking like a media brand.

✅ Leverage your SEO research fundamentals but don't stop there.

✅ Repurpose your content—turn long-form articles into infographics, videos, podcasts, and social media posts.

✅ Distribute your content across multiple channels to ensure you’re not putting all your eggs in one basket.

If you don’t diversify now, you’re running out of time.

Don’t wait for Google—or any other platform—to pull the rug out from under you.

Link to the full episode in the comments below 👇

The fundamentals of SEO haven’t changed.

Yes, the industry is evolving—LLMs, YouTube algorithms, and multi-platform optimisation are reshaping the landscape. But here’s the core truth:

Search engines still thrive on the basics:

🔷 Crafting title tags.
🔷 Understanding link equity.
🔷 Mastering platform-specific ranking factors.

At its heart, SEO is about visibility—ensuring brands resonate with audiences across all the platforms they frequent.

I call it "search experience optimisation," or “brand discoverability optimisation.”

Whatever the name, the mission remains:

Get your audience to see and engage with your brand everywhere they are.

So, for those starting out:

1️⃣ Nail the basics like a martial artist perfecting foundational moves.
2️⃣ Diversify your skillset. Be SEO + Content. SEO + Technical. SEO + Data-driven.

And for everyone else:

Evolve by analysing why others dominate spaces and learning from their strategies.

Never stop experimenting. Success is cutting through the noise and amplifying what works.

Check out the full episode with lots of opinions from greater minds than mine! Link is in the comments below 👇

Three things you need to beat your competition.

Every.

Time.

Understand, articulate, solve.

1️⃣ Understand Your Prospects
Dive deep into their challenges and aspirations.
Listen to their feedback and use it to refine your approach.
Become the go-to expert who truly gets them.

2️⃣ Articulate Clearly
Explain your solutions in plain, relatable terms.
Align your messaging with their goals and journey.
Highlight the unique value you bring.

3️⃣ Solve with Precision
Leverage advanced tools for laser-sharp targeting.
Refine through iterative testing to maximise results.
Prioritise actions that drive high-intent outcomes.

Buried in your data are moments that make prospects buy.

The fastest-growing firms blueprint every trigger and strike before rivals even react.

They OBSESS over every audience trigger point. They map these to content that lands at the right time, on the right channel.

Most teams still build content calendars and hope.

But hope is not a strategy.

Here’s the exact process we use (from blue-chip launches to B2B scale-ups):

1️⃣ Collect insights from the front lines
→ Sit with sales and service teams.
→ Extract real pain points and questions prospects ask.
→ Look for the triggers—moments when a prospect moves from “interested” to “ready.”

2️⃣ Codify journey stages
→ Break down the customer experience into clear stages.
→ Map each pain point to a stage.
→ Spot the gaps where your content is missing.

3️⃣ Script targeted content (for every trigger)
→ Write content for each journey stage and trigger.
→ Make it cross-platform: web, email, social.
→ Every piece should guide, not just inform.

This turns your demand-gen engine into a SYSTEM.
→ Insights feed your CMS and CRM.
→ Every campaign is trackable.
→ All efforts pull together, not apart.

When you understand what moves your audience, you stop wasting time on generic content.

You start creating moments that actually drive demand.

If your plan still relies on broad personas and spray-and-pray campaigns, it’s time to rethink.

This week, I helped a client successfully align their SEO and PPC strategies for better results.

Here are 5 ways I wouldn't recommend approaching SEO and PPC alignment:

❌ Running SEO and PPC in isolation.

❌ Treating them as separate entities leads to missed opportunities for data sharing and strategic alignment, resulting in inefficiencies and suboptimal performance.

❌ Using different keywords for SEO and PPC campaigns. Failing to coordinate keywords can lead to inconsistent messaging and missed opportunities to dominate search results for high-value terms.

❌ Neglecting to analyse combined data.

❌ Ignoring the insights gained from both channels means missing out on opportunities to refine strategies and improve overall performance.

This is how I'd do it instead:

✅ Integrate SEO and PPC strategies. Ensure both teams collaborate and share data to create a cohesive approach that maximises visibility and performance.

✅ Coordinate keyword strategies. Use the same high-performing keywords across both SEO and PPC campaigns to reinforce your presence and messaging in search results.

✅ Analyse combined data for insights. Regularly review data from both channels to identify trends, opportunities, and areas for improvement.

Remember:

Aligning SEO and PPC strategies leads to a more effective, efficient, and comprehensive digital marketing approach.

Think marketing is all about creativity?

It's actually about consistency.

Here's why.

Creativity grabs attention, but consistency builds trust.

You might remember a viral campaign or a clever ad—but you trust a brand because it delivers, 𝗮𝗴𝗮𝗶𝗻 𝗮𝗻𝗱 𝗮𝗴𝗮𝗶𝗻.

Here’s how consistency transforms your digital marketing campaigns:

1️⃣ Clear Goals → Clear Actions
Want more leads? Better traffic? Higher conversions?
When you define success, every campaign gets 𝗽𝘂𝗿𝗽𝗼𝘀𝗲. No more guessing.

2️⃣ Know Your Audience → Build Relevance
Understand their pain points, preferences, and platforms.
(Gen Z won’t be impressed by your LinkedIn post, but a B2B buyer might.)

3️⃣ Right Channels → Right Impact
Focus where your audience 𝗹𝗶𝘃𝗲𝘀.
→ Instagram / TikTok for visuals.
→ LinkedIn for professionals.
→ Email for nurturing.

4️⃣ Consistent Content → Consistent Engagement
Content that 𝗲𝗱𝘂𝗰𝗮𝘁𝗲𝘀, 𝗲𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻𝘀, 𝗼𝗿 𝘀𝗼𝗹𝘃𝗲𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 is the real winner.
Pro tip: Repurpose it across formats (blog → video → post).

5️⃣ Measure and Improve → Rinse and Repeat
Use tools like HubSpot and Google Analytics to track what works (and what doesn’t).
Refine. Test. Grow.

Flashy campaigns fade. But consistent strategies? They 𝗰𝗼𝗺𝗽𝗼𝘂𝗻𝗱.

I’ve seen this first-hand—whether it’s mapping customer journeys, combining SEO with performance marketing, or using CRM to boost conversions.

Consistency isn’t boring.

It’s your best growth hack.

We tore up a 12-month SEO deal after just 2 months.

Why? The truth hurts.

We had a choice:

→ Keep going with SEO, knowing we could not drive real results
→ Or, change the whole agreement and start again

The client signed for SEO.

But their CMS? A nightmare.

Every small change cost them big money.

Progress was slow. Too slow.

After two months, the facts were clear:

→ SEO alone would not move the needle
→ We would only tick boxes and waste time
→ The business would not grow

That’s not why clients come to us.

Clients want business growth. SEO is one path, but not the only one.

We decided to do what was right.

We switched from SEO to a full website build.

This gave the client control over their site.

It also unlocked the real SEO opportunity.

Why did we do it?

→ We want long-term partnerships
→ We care about real results, not ticking off tasks
→ We believe in doing what’s right, even if it’s hard

Sometimes, you need to break the plan to deliver real value.

That’s how you build trust.

That’s how you grow together.

Most B2B funnels fail because their CMS and CRM don’t talk to each other. Fix this, and watch your pipeline explode.

I see it all the time: paid, organic, and CRM teams working in silos.

Leads slip through the cracks.

Pipeline dries up.

Everyone blames the channel.

Nobody looks at the system.

Here’s what works when you want a true growth engine (not another “quick fix”):

1️⃣ Map your systems step-by-step
→ Track every touchpoint from first click to closed deal
→ Spot overlaps, gaps, and dead ends (they’re always there)

2️⃣ Select the right tools
→ Pick tech that connects your CMS and CRM
→ Prioritise tools that make data flow, not just dashboards
→ If a tool doesn’t talk to the rest, it’s a bottleneck

3️⃣ Move fast on implementation
→ Build in phases: start small, automate core flows, expand
→ Get quick wins - see what breaks, tweak, repeat
→ Measure every handoff: does marketing feed sales? Does sales feed back?

Done right, you get:

✅ No more “lost” leads between channels
✅ Real-time visibility across your funnel
✅ Data-driven decisions that drive revenue (not hunches)

I’ve seen B2B teams double pipeline velocity without more spend by fixing these basics.

Most companies chase new tactics.

Few fix the foundation.

Why Netflix's real rival isn't Disney+ — It's Sleep.

The rules of competition have shifted.

It’s not just about creating the best content; it’s about winning the ultimate prize—your focus.

Here’s how you can navigate and thrive in this battle for attention:

1️⃣ Understand Your Competition:
You’re not just up against brands in your niche.
The real competitors? Social media, gaming, and even basic human needs like sleep.

2️⃣ Win the First Transaction:
Attention is the gateway to all conversions.
Without capturing it, even the best product or service can go unnoticed.

3️⃣ Break the Mould:
The antidote to sameness? Being bold, unique, and impossible to ignore.
People remember what surprises them.

4️⃣ Use Tools That Think Ahead:
Tools like HubSpot enable you to personalise experiences.
Map out the customer journey to meet your audience where they are.

5️⃣ Master Storytelling:
Stories are hardwired into our brains. Make yours connect emotionally.
Authenticity and relatability are the foundation of loyalty.

The key is understanding that attention isn't freely given—it's earned. And earning it starts with rethinking your strategy.

Stuck on which SEO keywords to prioritise?

Try this…

Leverage your PPC data as your "canary in the coal mine." 🐤

Here’s how:

1️⃣ Consult with your PPC team
Start by asking, “What keywords have been converting in our PPC campaigns?” This gives you an early indicator of which keywords are worth your SEO efforts.

2️⃣ Assess your current rankings
If you’re already ranking for those high-converting keywords but sitting lower on the page, focus on pushing them to the top. The conversion data tells you it’s worth the effort.

3️⃣ Decide on your next move
Not ranking at all for those PPC-converting keywords? Consider whether it’s worth the time and resources to target them in your SEO strategy. If PPC shows they aren’t converting well, you might decide to deprioritise them for now.

Why this works:
Using PPC data as a quick, actionable insight lets you refine your SEO efforts, save time, and focus on what truly matters—driving conversions.

⚡ Actionable tip:
Before launching any new SEO campaign, have a chat with your friendly neighbourhood PPC expert. The insights could save you time and effort on keywords that just aren’t worth it.

How are you integrating PPC insights into your SEO strategy?

Link to the full episode in the comments below 👇

Paid media isn’t broken. It’s just misused.

Here’s how we turn money pits into profit machines for B2B marketers.

Most B2B ad budgets go to waste. Not because the channels are bad. But because campaigns run in a silo.

No link between media, CRM, or real nurturing.

If you want every pound to work harder, you need a different approach.

Here’s our tested process:

1️⃣ Segmentation comes first
→ We separate audiences by intent, industry, and behaviour.
→ No more spraying ads to everyone.
→ Each segment gets the right message and offer.

2️⃣ Dynamic creative - always
→ We build ad sets that adapt to each segment.
→ Messaging matches their pain points, not mine.
→ Relevance goes up. Costs go down.

3️⃣ Full-funnel measurement
→ We track every stage from first click to closed deal.
→ No more counting leads that never convert.
→ Real ROI, not vanity metrics.

4️⃣ Automated follow-up with CRM
→ Every lead flows straight into the CRM.
→ Nurturing is instant and personal with no manual chasing.
→ Prospects hear from us at the right time, every time.

The result?

✅ Less wasted spend
✅ More pipeline you can actually track
✅ Sustainable growth that compounds

Paid media should FEED your growth engine, not drain it.

If you feel like your campaigns are leaking budget, try connecting these dots.

Inefficient processes cost 30% of revenue annually*.

30%. Thrown in the bin and you don't even see it happening.

On top of that, 70% of business transformation initiatives fail due to poor operational frameworks**

But because businesses often rely on outdated practices or ad-hoc solutions, they face recurring challenges:

- Missed deadlines
- Employee burnout
- Rising operational costs

Here's how to reclaim that lost profit.

Four frameworks I often recommend (there are plenty more available):

1️⃣ Lean Six Sigma: Perfect for reducing waste while improving quality. It's all about data-driven decisions.

2️⃣ OKRs (Objectives and Key Results): Aligns teams with measurable goals. Keeps everyone on the same page.

3️⃣ Agile Methodology: Ideal for businesses needing flexibility. Rapid adaptation is the key.

4️⃣ Sprint Methodology (my favourite): Drives innovation by compressing problem-solving into focused, time-boxed sessions.

Take 30 minutes TODAY to audit your processes against these frameworks.

You'll uncover at least one area where optimisation can yield measurable results.

Make a commitment to review this periodically. Pick a pain point, analyse, and map out a better way.

Remember: Adapting your operational framework isn't just about efficiency.

It's about reclaiming lost profit and driving your business forward.

*Source: IDC Research, 2022
**Source: McKinsey & Company, 2021

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