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

Marketing is free and I'll die on that hill.

There should be none of this 'we don't have the budget', or 'marketing is a cost we can't afford'.

Many businesses treat marketing like an expense.

They think, “How much budget can we allocate without hurting profits?”

But here’s the truth: Marketing 𝘀𝗵𝗼𝘂𝗹𝗱 be free.

How? It’s simple:

Marketing should be baked into your pricing just like cost of goods sold or overheads.

This way, every sale naturally funds your next campaign.

It’s not just sustainable; it’s scalable.

Imagine this formula:

Price = COGS + Overheads + Marketing + Profit

Let’s say you price a product at £10:

Cost of Goods Sold (COGS): £3
Overheads (e.g., rent, utilities): £2
Marketing (baked-in budget): £1
Profit (net margin): £4

With marketing integrated into every sale, you create a self-sustaining flywheel:

Revenue funds marketing.

Marketing drives new revenue.

The cycle repeats.

Still stuck thinking marketing is a “cost centre”?

You’re stalling growth.

Start thinking of it as the engine that powers everything.

Price your products and services accordingly.

SEO isn’t just about rankings anymore. It’s about building a brand that prospects can’t ignore.

For decades, our focus was on chasing keywords.

We wrote content for search engines, then, eventually we wrote for real people (but let's face it - still for search engines).

The traffic numbers looked fine.

But the leads? Not so much.

We saw the problem. Keyword-chasing was giving us less and less in return.

We made a shift.

Brand messaging and reputation became our new SEO foundation.

Every team got involved.

No more scattergun content.

No more mixed messages.

Here’s what changed:
1️⃣ We built consistency across every channel: website, social, even email. Prospects saw the same story everywhere.
2️⃣ Our domain authority climbed. Not overnight. But with every piece of brand-led content, we earned trust.
3️⃣ Inbound leads grew. Clients came to us already knowing who we are and what we stand for.

The lesson?

If you want to future-proof your business, make brand the core of your SEO.

Rankings matter, but reputation lasts.

We now treat brand as non-negotiable in every campaign. It’s not a “nice to have.” It’s the engine.

When’s the right time to make a new hire as a Head of SEO?

It’s a tough question because hiring in an agency setting isn’t just about filling capacity—it’s about timing, skills, and team dynamics.

Here’s how we approach it:

1️⃣ Capacity Planning: We map out estimated workloads at least two months in advance. This helps us spot when team allocation is creeping too close to the limit.

2️⃣ Skillset Evaluation: When we decide it’s time to hire, we consider not just SEO expertise but the specific skills the team needs. Whether it’s technical SEO, link acquisition, or content strategy, the right person must fill the gaps.

3️⃣ Finding the Right Fit: Beyond technical skills, it’s about soft skills and personality. Agencies thrive on collaboration, so we look for individuals who align with our culture and approach.

Hiring isn’t just about ticking boxes—it’s about building a team that delivers for clients while creating space for sustainable growth.

Check out the full video in the comments below 👇

Your marketing isn’t broken.

It’s scattered.

Here’s how to fix it step-by-step.

Most teams are running paid, organic, and social campaigns in silos.

Each channel is doing something. But nothing connects. Results get lost. Leads slip through gaps.

I’ve seen this with leading agencies (and fixed it).

Here’s my practical process for building a demand gen engine that actually works:

1️⃣ Map each channel’s role
→ Write down what each channel does
→ Paid = reach new eyes
→ Organic = nurture trust
→ Social = spark conversation

Draw a simple map: arrows show how one channel feeds the next.

2️⃣ Set up tracking in your CRM
→ Use custom fields for source tracking
→ Every lead: where did they come from?
→ Build dashboards to watch movement from click to close

No more guessing what’s working.

3️⃣ Plan your campaigns with templates
→ Create a one-page sheet for each channel
→ List goals, main message, and next steps
→ Share with your team (so everyone’s on the same page)

4️⃣ Automate follow-ups
→ Set up workflows in your CRM
→ New lead? Instant welcome email
→ No reply? Nudge them with value content

You never miss a touchpoint.

5️⃣ Review, tweak, repeat
→ Check your dashboards weekly
→ What channels drive real pipeline?
→ Adjust budgets and messaging

Data tells the story. Listen to it.

Scattered efforts waste budget and blur your brand.

Build a system where paid, organic, and social work together. Step by step.

That’s how you turn marketing chaos into a growth engine.

Your buyers don’t just search.

They want proof, side-by-side comparisons, and real-life stories.

The old way was simple:
→ Search Google
→ Click a site
→ Make a decision

Now? The journey is everywhere.

TikTok sparks curiosity.
YouTube builds understanding.
Reddit gives real opinions.
Amazon closes the deal.
AI tools like ChatGPT tie it all together.

When I help clients, I see the same thing every time:

They think ranking on Google is enough.
But most searches today don’t even end with a click.

Buyers look for trust. They want to see:

✓ Products in action
✓ Honest reviews
✓ Real stories from real people

Think of the last restaurant you picked.

Did you only use Google?

Or did you check TikTok, Instagram, Yelp, maybe even ask friends on Facebook?

Only then did you use Google Maps for directions.

That’s how fast search has changed.

If you want to show up where decisions happen, here’s the five-step strategy our team uses:

1️⃣ Map audience and platform intent
→ People search differently on TikTok, Amazon, LinkedIn, and Reddit. Match your message to the mindset.

2️⃣ Clarify your identity
→ Make sure your business name and story are consistent everywhere.

3️⃣ Create tailored content
→ Don’t blast the same thing on every channel. Build for the platform.

4️⃣ Power your content
→ Fast-loading sites, structured data, and clear information boost visibility.

5️⃣ Track and improve
→ Use analytics to see what works and double down.

The brands winning today aren’t everywhere by accident.

They map where buyers are, what proof they need, and deliver it.

SEO isn’t just about Google anymore.

It’s about showing up with the right story, in the right place, at the right time.

The most important quality any marketing team can have is an expert who genuinely understands and values SEO.

They'll prioritise user experience.

They'll stay updated with the latest algorithm changes.

They'll craft content that resonates and ranks.

They'll analyse data to continually improve strategies.

They'll optimise both on-page and off-page elements.

If you have someone like this on your team, you have a significant competitive edge.

If you don't have someone like this on your team - you can borrow one of ours 😊

We'll take care of your campaign and get you where you need to be.

There's a link to book a discovery call in the comments below 👇

Over £550,000 in hidden revenue from SEO.

We almost missed it.

And so did the client.

For months, we saw healthy traffic and conversions coming in from organic search.

But there was a problem.

Those leads closed offline. No tracking. No feedback loop. No way to prove the real value of SEO.

We knew enquiries were up. But what happened after? No idea.

Then we finally got access to the client’s HubSpot portal.

That’s when the real story came out:

→ Organic search leads were closing into customers at a strong rate
→ Those customers came back for more-multiple deals, not just one
→ Retention was high, lifetime value was huge

All of this was sitting in the data.

But nobody was looking.

When we showed the client the numbers, it changed everything.

They saw over £550k in revenue-directly linked to organic search.

The result?

The client increased their SEO investment. (Not a small step. A big leap.)

Here’s the lesson:

If you close deals offline, you could be blind to the real impact of your digital channels.

You might be sitting on a gold mine and not even know it.

Don’t let your SEO wins go untracked. Get your data connected-CRM, web, sales.

You might be surprised what you find.

Want to talk about uncovering hidden revenue in your business?

DM me or check the link in my profile.

Endless updates and algorithm changes = Overwhelm.

The constant scroll through new guidelines.

Trying to keep up with ever-changing algorithms.

The uphill battle to stay relevant.

We’ve all been there.

It can feel exhausting, but this is where the real opportunities lie.

Trying to stay current isn’t just about survival; it’s about thriving.

Staying ahead of these changes sets you apart from competitors who are stuck with outdated strategies. It’s not just about staying current; it’s about leading the charge and anticipating what’s next.

So here’s my advice: Embrace these updates as opportunities.

Here’s how:

▶️ Innovate your campaigns with new features: Experiment and see what works best

▶️ Test different approaches: Don’t be afraid to pivot and try something new

▶️ Never stop learning: Keep yourself updated with the latest trends and changes

Remember, progress doesn’t happen by staying in your comfort zone.

Stay curious, stay ahead.

SEO isn’t just about “engines”—it’s about platforms of all kinds.

It’s about distributing content where your audience spends time—whether it’s video, audio, or long-form writing.

It’s about slicing and dicing your content to create micro-moments that meet your audience at every stage of their journey.

We often think of SEO as technical optimisation, but the reality is: search experience optimisation is about building awareness and engagement across diverse mediums.

So, are you just optimising for algorithms, or are you creating multi-platform brand experiences that truly pay dividends?

Check out the full video in the comments below 👇

Google is dying a slow death.

SEO is no longer Search Engine Optimisation and just about Google.
 
For over two decades, Google dominated search. If you wanted answers, you "Googled" them.
 
But times have changed.
 
Today, Google accounts for only 18% (8 billion) out of 45 billion daily searches.
 
Meanwhile:
 
→ Instagram: 6.5 billion searches/day 
→ Amazon: 3.5 billion searches/day 
→ Pinterest: 2 billion searches/day 
→ ChatGPT: 1 billion searches/day
 
Why?
 
1️⃣ Shifts to User Behaviour: 
- Younger users prefer TikTok or Instagram for product searches. 
- Voice search is growing rapidly (thanks, Alexa). 
- Conversational tools like ChatGPT deliver direct answers, skipping Google's ad-heavy results.
 
2️⃣ Competitors Out-Innovated: 
- ChatGPT gives instant, conversational responses. 
- Amazon simplifies product searches with reviews and recommendations. 
- Instagram inspires with visuals and reels.
 
3️⃣ Google's Ad-Centric Model: 
- Ads dominate search results, frustrating users who want quick, organic answers.
 
So, what does this mean for SEO?
 
SEO isn’t dying. It’s evolving.
 
Brands must now think beyond Google.
 
It’s about Search 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Optimisation:
 
✅ Build your brand presence across platforms. 
✅ Engage users with content they love. 
✅ Get mentioned, reviewed, and rated (think "votes" for your brand).
 
Your customers are everywhere.
 
Your brand should be too.

Your webinars are drawing crowds, but how many leads are you losing without a follow-up plan?

Most B2B events stop at the applause. The room is full, the Q&A is buzzing, then the energy disappears.

Your best-fit prospects go cold in days.

I’ve seen it happen again and again.

Here’s what we do instead:

1️⃣ Tailored nurture sequences
→ Every attendee gets mapped to a track based on engagement and fit.
→ No “one size fits all” emails.
→ Each message answers their specific questions, not generic blasts.

2️⃣ Automated segmentation
→ We use HubSpot CRM tagging to sort leads by role, intent, and interest.
→ Triggers fire off based on their actions: clicked a link, asked a question, filled a poll.
→ This way, every follow-up feels relevant.

3️⃣ Multi-touch workflows
→ Attendees don’t get a single “thanks for coming.”
→ They get a timed series:
- Immediate recap
- Value add (case study, guide, or replay)
- Personal check-in
→ All automated, all tracked inside the CRM.

The tools?

Exact email templates for each stage.

Tagging strategies that keep lists clean.

Triggers that never let a warm lead slip away.

When you treat your follow-up like part of the event, you capture real pipeline, not just names on a list.

You can fill a webinar. But if you don’t have a plan to move people forward, you’re leaking revenue.

We 𝗱𝗼𝗻'𝘁 do SEO, but we 𝗱𝗼 do SEO.

🤯

Search 𝗘𝗻𝗴𝗶𝗻𝗲 Optimisation is focusing on improving visibility within search engines.

Search 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Optimisation is expanding that focus onto other platforms to become more discoverable.

Don't get me wrong - the fundamentals of Search Engine Optimisation plays a huge role in how you can become more visible to your target audience.

The content production process allows you to:

- Research into search trends and demands
- Brief content writers on those considerations
- Optimise for visibility in search
- Guide website visitors to further educational content and the core offerings

But it goes further than that, it acts as a source for:

- Video production (long form)
- Video production (short form)
- Emails that can promote this content
- Social posts for organic
- Social content for paid promotion
- Content that you can share as a podcast guest
- Content that you can create a podcast around
- An audio version of the content
- Graphical representation of the key points / data (infographic)

And this is where you can distribute all those formats across the respective platforms that your prospects are on a day-to-day basis.

Success isn't just about how much traffic you're getting to your website from search engines.

It's about growing your visibility across all the platforms via the mediums that make sense to your business, all the while, putting your business high within the consideration set.

37 discovery calls in 30 days.

From one event.

Using a retargeting strategy most teams ignore.

Events are not dead ends. They are the start of your ABM flywheel.

Here’s what worked for us:

→ We hosted a webinar with strong attendance.
→ Instead of letting the attendee list gather dust, we built a post-event nurture.
→ Every attendee got mapped to our ABM target list.
→ Personalised follow-ups went out within 48 hours. No generic “thanks for coming.”
→ Each message spoke to the pain points discussed in the event.
→ We layered in ads and email sequences to keep the brand top-of-mind. (important and not to be forgotten!)
→ Outreach focused on warm leads, not cold lists.

The result?

✅ 37 discovery calls booked in 30 days
✅ Shorter deal cycles
✅ Higher intent meetings (because they already knew the value and knew us)

Most teams treat events as one-offs. They miss the real power.

Your next client is already in your attendee data.

The difference is the follow-up process.

You need:
1️⃣ Clear ABM targets
2️⃣ Fast, relevant outreach
3️⃣ Multi-channel nurture (not just email blasts)
4️⃣ Messaging that connects back to the event topic

Events fuel your pipeline. 𝗜𝗳 you have a system.

If you ignore your post-event data, you leave deals on the table.

SEO isn’t just about Google anymore.

It’s about building pipelines that convert.

Relying on Google alone?

That’s a risk I’m not willing to take.

User journeys are scattered across Google, LinkedIn, YouTube, forums, even Slack groups and a hell of a lot more.

If your brand only shows up on search, you’re invisible everywhere else that matters.

That’s why we shifted to a ‘search-everywhere’ approach.

Here’s what changed:
1️⃣ We stopped seeing SEO as a Google-only game.
→ Now, every asset we create: long-form, short-form, video, Q&A lives on multiple platforms.

2️⃣ We roll out new channels step by step.
→ First, we nail the process on one platform.
→ Then, we repurpose content for the next one.
→ No burnout. No wasted effort. Just momentum.

3️⃣ We build resilience and reach.
→ If Google’s algorithm tanks, we’re still visible on LinkedIn.
→ If social traffic drops, our forums and newsletters keep the pipeline full.

It’s not about doing everything at once.

It’s about a phased rollout:
→ Start with your best-performing channel.
→ Repurpose original content for a second platform.
→ Layer on the next, only when you’re ready.

That’s how you avoid team burnout and build a growth engine that lasts.

SEO now means being present wherever your buyers are searching, asking, or lurking.

Hot take: Most brands aren’t wasting money on ads…

they’re wasting it on the wrong audience.

I’ve seen it play out for years.

Big paid media budgets.

Fancy reports.

Impressions and clicks going up.

But when you check the pipeline?

Crickets.

Here’s what’s happening:

→ Broad targeting boosts vanity metrics
→ The wrong people see your ads
→ Your CRM sits on an island, not talking to paid ops

I’ve watched budgets bleed for months.

No qualified leads.

No real revenue.

The root cause?

Paid strategy is not joined up with CRM data.

- You spend to reach “everyone”
- You win numbers, not customers
- You celebrate engagement, not conversions

I’ve learned the hard way (trust me, it stings):

If your paid media isn’t laser-focused
If your CRM isn’t feeding your targeting
If your ops live in silos
You are burning cash.

What works instead?

1️⃣ Link paid campaigns to CRM insights
→ Target people who actually buy
→ Personalise messages based on real data

2️⃣ Kill broad targeting
→ Focus on the segments that move the needle
→ Ignore the rest

3️⃣ Make every click count
→ Track journey from ad to closed deal
→ Measure pipeline—not just clicks

I care about results that build a business.

Not tick boxes.

If you want your budget to drive growth, stop chasing big numbers.

Start chasing the right audience.

I used HubSpot's Snippets and saved hours every week.

Are you still typing out every email from scratch?
  
Here’s how Snippets transformed my workflow: 
 
Every time I wrapped up calls, I’d send follow-up emails with links.

Typically, I’d type out: “Thanks for joining me. Here’s [link to resource].” Over and over again.
  
(If you’re doing this too, you know how repetitive—and time-consuming—it gets.)
  
Now, I use Snippets.
  
With just one shortcut, I can instantly pull up pre-written text for common responses:
  
→ FAQs? Covered.  
→ Pricing details? Done.  
→ Meeting follow-ups? Effortless.
  
Here’s how you can start:
  
1️⃣ Go inside HubSpot’s Library and create your most-used replies.  
2️⃣ Add shortcuts for easy access (think #ResourceLink or #Pricing).  
3️⃣ Use them whenever you need—no more typing from scratch.
  
It’s not just about speed; it's about consistency.

Every message feels polished and professional.
  
And here’s another game-charger:
  
Combine Snippets with other tools like meeting schedulers or dashboards. Suddenly, your communication isn’t just faster—it’s smarter.

A B2B fintech client boosted qualified leads by 112% without spending a penny more on ads.

Here’s how we did it:

1️⃣ We stopped recycling the same paid media campaigns.
The results were flat. Leads plateaued. The sales team felt it.

2️⃣ We re-engineered their approach.
We brought in SEO insights to shape a more targeted audience.
We synced this new pipeline with their CRM.
No more guessing who to target. Now every campaign fed real, usable data.

3️⃣ The outcomes:
- Qualified leads more than doubled in 6 months
- Cost-per-lead dropped
- Sales got actionable intent data, not just raw contacts

The difference?

Paid and organic channels finally worked together.

We moved from broad reach to focused intent.

Every lead was tracked, scored, and followed up.

This was not a bigger budget or a fancy new tool.

Just a smarter, joined-up system built on what the business already had.

If you’re stuck with paid ads that don’t move the needle, maybe it’s time to connect the dots between your channels.

Brand Awareness ≠ Demand Creation

Let’s clear up the difference:

Brand awareness is about familiarity and recall. It’s the level of recognition your brand has in the minds of its audience. It’s how often your brand comes to mind when people think of a specific product or service.

Brand awareness can be built through activities like advertising, PR, sponsorships, and word-of-mouth referrals. It’s all about making your brand memorable.

But here’s where many get it wrong:

Demand creation is not the same as brand awareness. It goes beyond just being known; it’s about generating interest in your specific products or services.

Demand creation involves educating prospects, nurturing leads, and engaging with them until they’re ready to take action.

Tactics include content marketing, digital advertising, and community engagement on social media.

The reality:

Both brand awareness and demand creation are crucial for a comprehensive marketing strategy.

Brand awareness builds recognition, while demand creation drives interest and action for your offerings.

TL;DR: Brand awareness = recognition. Demand creation = interest in specific offerings. Both are essential for scaling your business.

Team development is at the heart of successful SEO leadership.

In my role, I’ve always prioritised structuring personal development plans that adapt to the evolving needs of our team members.

For example, helping someone transition from general SEO to technical SEO isn’t just about setting new objectives—it’s about evaluating competencies, providing targeted training, and ensuring their growth aligns with both their career goals and our team’s objectives.

But effective leadership doesn’t happen in isolation. Collaboration is key.

Within our team, we operate with a three-tier system:

🔹 Account Directors like Charlie and Kasey manage client relationships and team development.

🔹 Head of SEO (my role) oversees operational processes and ensures alignment across the board.

🔹 Together, we refine workflows and development plans to maintain consistency and quality.

This approach not only drives client success but creates a clear path for team growth and professional advancement.

Check out the full video in the comments below 👇

Why staying informed is your best defence against disruption

Imagine sticking to horse and cart deliveries when vans started rolling out.

Those who ignored the change were quickly left behind.

The same applies today with the rise of AI and other emerging technologies.

Here’s what you need to do:

🔷 Keep abreast of new developments
You don’t need to dive deep, but staying updated on what’s coming is crucial. Just keep an eye on trends and innovations—don’t let them catch you off guard.

🔷 Don’t dismiss new technologies
It’s easy to dismiss early versions of AI because of their flaws—like image generation with weird hands. But remember, that’s the worst it’s going to be. From here, it will only get better. Dismissing it now could be a costly mistake.

🔷 Cultivate a curious mindset
You don’t have to be obsessed, but maintaining a bubbling interest and keeping tabs on developments through podcasts, articles, and discussions will ensure you’re prepared for whatever comes next.

🔷 Take action now:
Stay curious. Stay informed. Because those who ignore these shifts risk being left behind by those who embrace them.

Link to the full episode in the comments below 👇

Founder of BitBlaze LTD - an award-winning Business Growth Consultancy committed to empowering independent tradesmen and small businesses across London, Essex, and the wider UK. I understand that as a busy professional in trades or service industries, your priority is your craft, not navigating complex digital strategies.

Many UK small businesses struggle to cut through the digital noise, attract new clients, and manage their online reputation effectively. I aim to simplify that journey, providing a seamless, one-stop partnership designed to boost your online visibility and drive tangible results.

Our comprehensive suite of digital marketing solutions ensures your business gets found by the right customers. Through expert local SEO, we place your services directly in front of those actively searching for what you offer in your specific area. Beyond visibility, our refined Sales strategies are engineered to help you convert every lead into a loyal customer, optimising your conversion rates and profitability.

Building and maintaining a stellar reputation is crucial. Our proactive and automated Review Management Service streamlines customer feedback, helping you build trust and showcase your quality work, which is vital for attracting new business.

To further enhance your efficiency and free up your valuable time, we integrate cutting-edge technology. Our innovative AI Employee acts as your dedicated 24/7 digital assistant, automating routine tasks and ensuring your operations run smoothly behind the scenes. For ultimate control and simplicity, our powerful Digital Growth Platform provides a single, intuitive hub to manage all your leads, client interactions, appointments, and marketing campaigns in one place.

At BitBlaze LTD, we pride ourselves on being more than just a service provider; we are your strategic growth partner. We deliver cost-effective, high-quality solutions, allowing you to focus on providing exceptional service while we handle your digital expansion.

taplio

The Battle

John Hutson

Tomas Piktozis

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The Battle

John Hutson

Tomas Piktozis

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}John Hutson's LinkedIn Performance

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