Ink Digital

Head of Digital Operations

Head of SEO

Storm Creative.

Head Of Digital Marketing

Climb Online

DigitasLBi

•	Help shape the agency offering of blending organic and paid media channels in delivering against targets and KPIs
•	Senior point of contact for clients
•	Crafting, collaborating with other agency disciplines (creative, UX, CRO, Design and Build) and presenting strategies to clients
•	Involved in Pitches for new business, and cross selling other services to existing clients
•	Collaborating with International offices for cross-territory campaigns and clients

SEM Strategy Lead

•	European Search Awards Finalist – Best use of Local SEO 
•	Developing client relationships to learn about their needs and expectations
•	Developing and agreeing the right objectives, goals and KPIs to tie client business objectives into SEO objectives
•	Devise the long term SEO strategy for a portfolio of clients
•	Collaboratively working with the wider SEO team, including Technical, Creative and Outreach and Engagement specialists
•	Build relationships within the agency to increase awareness of SEO and the role it plays across the wider Digital Marketing mix in the form of Knowledge Shares / Lunch and Learns and other internal initiatives

SEO Strategist

•	Managing a team of 6 SEO Account Managers
•	Provide training and development plans
•	Maintain client relationships and act as a point of escalation

SEO Team Leader

•	European Search Awards Winner – Best use of SEO
•	Keeping up with industry developments and sharing with the wider team through internal forums
•	Understanding the wider digital marketing arena and PR principles to develop innovative SEO strategies and tactics
•	Main point of contact for clients for SEO delivery

Senior Digital Search Manager

Digital Account Manager

I Spy Marketing

Handle Multiple clients and their natural search campaigns
Produce technical and content audits
Create link building strategies

SEO Account Manager (Natural Search)

Ladbrokes

To improve and maintain all on page optimisation factors such as Titles, Meta Descriptions, Internal Linking, Content Optimisation, Site Structure and Navigation;

Manage link building campaigns with external agencies by creating a strategy and schedule for link building activities - also conducted link building directly;

Build strong relationships with online marketing team by educating them on how their activities affect SEO;

Host training sessions and workshops with internal teams about the fundamentals of SEO to increase support within the business;

Keep up to date with latest SEO trends and techniques in order to anticipate any algorithm changes that could affect rankings  

Key Achievements
Reporting to SEO Manager and Acquisition Manager from Online Marketing Team I was accountable for proving the ROI of the SEO campaigns by using Traffic, Ranking and Gross Win (Profit)

Worked closely with the web development team to produce a new SEO friendly casino site that was coded cleanly and friendly and structured in a way that was ideal for the search engines

Currently dominate the top 3 results on Google.co.uk for “Roulette” (1st), “Online Roulette” (2nd &amp; 3rd), “Play Roulette” (3rd &amp; 4th), “Roulette Online” (1st &amp; 2nd), and “Play Roulette Online” (1st &amp; 2nd)

Introduced and held Social Media Workshops for the Casino, Games and Bingo Teams to showcase how Social Media can be used in conjunction with our current marketing activities. These workshops included the MD's of each product and the feedback received was excellent.

Worked closely with an external agency to create a custom Facebook Fan Page landing tab, advise and help; Currently at over 600 fans this has proven to be a success on driving extra traffic and game play.

Seen spikes in Fan recruitment after extra promotional steps have taken place, banners, fan boxes, and newsletters have all resulted in an increase in fan base.

SEO and Social Media Executive

E.ON

Managing a team of call centre agents
Making sure key KPIs were met
Training agents on call quality and system processes
Undertaking key projects to help make the call centre run more efficiently
Used Lean principles in order to minimise waste
Dealt with customer complaints once escalated

Team Manager

Responsible for training new recruits on the billing system and customer service.

Trained existing agents on call quality and new techniques

Was point of contact for any trainee issues, such as sickness or disciplinary

Would be responsible for anything up to 20 new recruits at a time

Call Centre Trainer

Call Centre Agent

Head of SEO | Ink Digital

Is your B2B marketing engine misfiring at every stage of the funnel?

Without a coherent awareness strategy, your ideal prospects never even know you exist:

> Scattered content calendars and no clear brand narrative
> Events and webinars that draw a crowd but zero follow-up plan
> ABM initiatives stuck at “nice to have” rather than driving real pipeline

When you do get eyeballs, you need the right capture tactics in place or you’ll watch them slip away:

* SEO that’s optimised for rankings, not for qualified leads
* Paid Media campaigns bleeding budget on broad audiences
* Social outreach without a conversion-focused hook or nurturing sequence

Imagine instead a unified growth engine where:
✔ Every demand-gen effort feeds your CMS and CRM seamlessly
✔ Paid, organic and social channels are laser-targeted and trackable
✔ Automated lifecycle programmes and retention plays unlock repeat revenue

📩 Ready to overhaul your digital marketing and RevOps?

DM me to discover how we’ll architect a fully integrated, data-driven growth machine.

I'm a freak.

What I do isn't just a job—it's a hobby.

I find my mind buzzing with ideas during my 'downtime' walks with the dog.

It's amazing how these moments turn into valuable strategy sessions.

Here's why I love these walks:

1. Uninterrupted Focus: 
 → No screens, just pure thought. It's where I come up with fresh ideas.

2. Learning on the Go:
 → Podcasts and audiobooks are my go-to. They fuel my curiosity and spark new tactics.

3. Connecting the Dots:
 → Those quiet moments help me link user intent, SEO trends, and business strategy seamlessly.

Then, of course, I spam the Knowledge Share channel we have on Teams to share my lightbulb moments.

John Hutson

Huge congratulations to Michael Ryan ! Well deserved!

As for the Ink Digital team, what can I say? Amazing work and well done!

🏆 Double win at the Business Awards! 

We’re incredibly proud to have taken home the Sales & Marketing Award, and a huge congratulations to our Founder, Michael Ryan, for winning the Business Person of the Year. 

These awards mean a lot to us. They’re not just recognition of the results we drive for our clients, but also a reflection of the people, culture and relentless graft behind the scenes. 

From building campaigns that convert, to scaling with purpose, it’s all part of creating permanent digital success. 

Big thanks to the Brentwood Chamber of Commerce and well done to all the other winners and nominated businesses. And of course, a huge shoutout to the entire Ink team 💜

#BrentwoodBusinessAwards #DigitalMarketing #SalesandMarketing #BusinessAward #SEOAgency #EssexBusiness

No alternative text description for this image

"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.

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.

When did you buy something after seeing a billboard once?

When did you last buy something after hearing a radio ad just once?

How about after reading one LinkedIn post?

Or receiving one email?

Or visiting a website once?

I bet you didn’t.

So, why do we try to measure every individual marketing action based solely on direct conversions?

Next time you’re tempted to focus on short-term results, take a step back. Take a breath, and ask yourself this...

How much more effective would your strategy be if you viewed marketing as a holistic journey rather than isolated touchpoints?

It’s not just about outdoing other businesses anymore.

Here’s the real challenge:

The cost of reaching your audience through ads is skyrocketing—and it’s eating into profits.

So, how do you thrive despite these rising costs?

💡 AI-Powered Ad Strategies
Target with precision and adapt campaigns in real-time to maximise ROI.

💡 Prioritise High-Intent Keywords
Less volume, more value. Drive conversions instead of just clicks.

💡 Optimise the Customer Journey
Ensure a seamless experience from the first click to conversion.

Ad costs are increasing faster than we’d like, but the tools to combat this are evolving too.

AI and smarter strategies, businesses need to think differently to reduce the impact.

Why do so many businesses struggle with their digital marketing efforts?

Because they believe that a one-time setup is enough.

Here’s my strategic approach to help you achieve sustainable growth:

The reality is, digital marketing is an ongoing process that requires consistent effort and adaptation.

The secret lies in continuous optimisation and monitoring.

Benefits of this approach include:

✅ Improved search engine rankings
✅ Increased organic traffic
✅ Higher conversion rates

Adopting a continuous optimisation strategy eliminates stagnation and unlocks long-term growth.

Here’s how to think about it:

💡 Think of digital marketing as a marathon, not a sprint.
💡 Focus on providing value over time rather than quick wins.
💡 Regularly update your strategies based on performance data.

So when you plan your strategy, here are 5 things to consider:

1️⃣ Conduct regular keyword research: Keep up with changing search trends.
2️⃣ Update your content frequently: Ensure it remains relevant and valuable.
3️⃣ Monitor analytics closely: Use data to guide your decisions.
4️⃣ Engage with your audience: Build a community around your brand.
5️⃣ Stay informed about industry changes: Adapt to new tools and algorithms.

Here’s an example:

Instead of setting up a website and forgetting about it, try this:

🔷 Conduct a monthly SEO audit to identify areas for improvement.
🔷 Update blog posts with new information and keywords every quarter.
🔷 Monitor Google Analytics weekly to track traffic patterns and user behaviour.
🔷 Engage with followers on social media daily to build a loyal audience.
🔷 Attend industry webinars and read blogs to stay updated on the latest trends.

If you follow these steps, you can ensure that your digital marketing efforts remain effective and continue to drive results.

Initiative often serves as the catalyst for growth and innovation.

Here's how you can contribute to growth and innovation in your day-to-day role:

1️⃣ Conduct a Thorough Analysis:

Start by conducting an in-depth analysis of a project, identifying key areas where improvements could make a substantial impact.

2️⃣ Develop a Strategic Proposal:

Leverage your expertise and craft a comprehensive plan to address the identified gaps and drive better results.

3️⃣ Present the Initiative:

Present the plan to your team and/or management, making clear the potential benefits and the roadmap for implementation, whilst being ready to address concerns and feedback.

4️⃣ Foster Collaboration:

Encourage open dialogue and collaboration, and work to build consensus and support for the proposed approach, emphasising the benefits of the plan.

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.

Why do people question SEO costs but not rent for brick-and-mortar stores?

Think about this: starting an online business today is easier than it's EVER been.

You can launch from your bedroom and scale globally.

Amazing, right?

But here’s where things get tricky.

This low barrier can create unrealistic expectations:

→ “Why does SEO cost so much?”
→ “Why is website development so expensive?”
→ “Why do I need budget for ads?”

We don’t ask these questions about traditional businesses.

Brick-and-mortar stores needed:
• Rent for their premises
• Funds for renovations
• Marketing budgets for foot traffic

They knew upfront: INVESTMENT is non-negotiable.

Now, let’s look at today’s biggest brands.

Do you think they got where they are without investing?

✅ They invested time.
✅ They invested money.
✅ They invested expertise.

Because growth doesn’t happen by accident.

Whether you’re building online or offline, success requires commitment—financial and otherwise.

Digital businesses might not have “rent,” but they DO have costs:
• SEO strategy for visibility
• Paid ads for targeted reach
• Tools and platforms for scalability

If you’re serious about building something great, you need that same mindset.

Invest. Commit. Grow.

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.

Don’t let search volume dictate your SEO strategy.

Focus on intent instead.

Here’s why:

🔍 Search volume is often outdated. It's a general scale, not a precise indicator of current search behaviour. Plus, new emerging queries will have zero recorded volume—don’t let that fool you.

💡 What truly matters is search intent. If a keyword reflects high intent, it’s worth targeting, even if the search volume seems low. With billions of searches on Google every day, the idea that some queries have zero searches is just not realistic.

Take action:
Stop hanging your hat solely on search volume. Look deeper into what your audience is actually searching for and why.

We’ve disregarded search volume for years, focusing on intent-driven keywords instead, and the results speak for themselves.

If you're still relying heavily on search volume to guide your SEO, it's time to rethink your strategy.

Link to the full episode in the comments below 👇

Your email list is one of the few digital assets you truly own.

Unlike social media platforms (which could cut you off at any moment), email and SMS let you communicate directly with your audience—on your terms.

So, what makes a great email campaign? It’s simpler than you might think:

1️⃣ Understand your audience's behaviour. Align your messaging with how they interact with your brand. Generic “blast emails” just don’t cut it anymore.

2️⃣ Prioritise great copywriting. It’s not just about cramming in a subject line or throwing together a sale message. Copy is your bridge to engagement—it should inspire action and emotion.

3️⃣ Segment your audience. Treat your subscribers as individuals, not numbers. Personalisation isn’t just a buzzword—it’s how you make an impact.

Crafted thoughtfully, email marketing can outperform even the shiniest new platform.

Check out the full video in the comments below 👇

How to get your content performing in search engines in 10 steps.

Some people say it's overkill. But when you're consistently driving results, why would you do anything less?

Here are the 10 stages that get our clients' content ranking, every time:

1️⃣ Kick-off Strategy Session
A session to understand the business, who they target, their goals, and their tone of voice.

2️⃣ Competitor Analysis
We review the key competitors blog / resource section to understand the landscape.

3️⃣ Keyword Gap Analysis
We determine keywords that they have little-to-no presence for vs. their competitors.

4️⃣ Topic Analysis
Topics are researched for relevance, demand, and intent to feed into topic clusters.

5️⃣ Calendar Creation
Once topics are approved, a calendar is created to plan out the production timings.

6️⃣ Content Briefing
A full brief is produced outlining the target audience, topic, keywords, internal linking, and more.

7️⃣ Content Production
Content is produced from the brief, ensuring all fundamentals are in place.

8️⃣ Editorial Phase
Content output goes through an editorial phase to expand upon, add internal linking, and review SEO factors.

9️⃣ Content Sign-Off
The sign-off phase allows for a round of feedback and amends before going live.

🔟 Content Go-Live
Content is now live and can be reported on against KPIs.

These steps might seem rigorous, but the result speaks for itself – more traffic, more engagement, and more conversions.

Consistency is key to performance.

If you're skipping any of these stages, you're leaving rankings on the table.

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.

I’ve seen hundreds of landing pages fail.

The #1 reason?

They don’t focus on conversions.

B2B teams pour hours into design, copy, and traffic—but miss the single goal that matters:

Turning visitors into leads.

Here’s my step-by-step process for building high-converting landing pages 👇

1️⃣ Concept
→ Define your target audience
→ Pinpoint their pain points
→ Craft a value prop that answers, “Why should I care?”

2️⃣ Design
→ Keep it clean and simple
→ Use a headline that is clear and direct
→ Place CTAs where users can’t miss them
→ Show social proof (testimonials, case studies, logos)

3️⃣ Launch
→ Double-check every form, link, and CTA
→ Set up tracking from day one (no guessing)
→ Test on mobile and desktop (skipping this kills conversions)

4️⃣ Optimisation
→ Run A/B tests on headlines, CTAs, and layouts
→ Use a tool such as Microsoft Clarity and watch where users drop off and fix those spots
→ Keep forms short—every extra field means fewer leads

Must-haves for every landing page:

- Compelling headline (no jargon, no fluff)
- Proof that backs up your claims (real names, real results)
- One clear action (not three, not five—just one)

Common pitfalls I see:

❌ Confusing layouts
❌ Weak value props
❌ Asking for too much info
❌ No trust signals

When you get this right, you don’t just get more leads, you get better ones.

Here are 3 things you don’t want to rely on for your growing business:

❌ Manual sales processes
They drain your team’s time and energy, reducing efficiency and limiting the number of prospects you can handle.

✅ Instead: Leverage automation in a CRM to streamline your workflow and focus on relationship-building.

❌ Inconsistent customer interactions
Without a centralised system, delivering consistent and personalised communication becomes a real challenge.

✅Instead: Use a CRM to provide a unified customer experience and improve conversion rates.

❌ Error-prone manual tracking
Manual data entry leads to mistakes and missed opportunities.

✅ Instead: Let automation handle data management, reducing errors and ensuring accurate tracking.

Scaling your business requires the right tools—make sure your systems are up to the task.

Meet Gen Alpha

Don’t overwhelm your clients with data.

Instead, follow these steps to build trust and keep them informed:

🔷 Drip feed results as you go:
Clients and stakeholders can get nervous if they don't hear from you for a while. When you spot an initial positive result, like a keyword improvement or a spike in traffic, send a quick one-liner update. It’s important to give them a heads-up early on, even if it's just a small win.

🔷 Balance the data:
Be mindful of how you present data. Zooming in too much can skew perceptions—what seems like a dramatic decline might just be a short-term fluctuation, and vice versa. Always provide context to ensure the client understands the bigger picture.

🔷 Simplify the language:
Not everyone speaks in analytics, so break down the data into layman's terms. Avoid throwing too many numbers at them without context. This not only helps them grasp what’s happening but also builds their confidence in your approach.

🔷 Set realistic expectations:
Make sure to include caveats when discussing initial results. Let them know that the data set is small and that things might change as more data comes in. It's better to under-promise and over-deliver than to set unrealistic expectations.

Simplifying your updates and setting clear expectations will go a long way in managing client relationships effectively.

Link to the full episode below 👇

We unlocked 3X pipeline velocity for a b2b client by syncing paid, organic, and social strategies.

Before, every channel ran its own race.

→ Paid media spent big, but leads slipped through the cracks
→ SEO focused on rankings, not buyers
→ Social built awareness, but nothing tracked to revenue

The problem?

Siloed teams. Separate tools. No single source of truth.

I’ve seen this story too many times, so we flipped the script.

Here’s what changed:

1️⃣ Connected the dots
- Paid, SEO, and social teams met every week
- Shared audience insights and campaign data
- Set one goal: qualified pipeline, not vanity metrics

2️⃣ Synced the stack
- Every touchpoint fed into the client’s CMS and CRM
- Built clear attribution (no more guessing where leads came from)
- Automated handoffs kept follow-up tight

3️⃣ Tracked, tested, improved
- Weekly reviews to see what worked (and what didn’t)
- Doubled down on high-converting channels
- Cut wasted spend fast

The impact?

→ Pipeline tripled in two quarters
→ Sales teams saw better-fit leads, ready to buy
→ Marketing finally proved its value with real numbers

The real lesson: Growth engines are powered by cross-channel, ops-driven collaboration.

Not more noise. Not bigger budgets. But real teamwork, with every channel working together.

Taplio

John Hutson's Linkedin Analytics

John Hutson

Performance ScoreJohn Hutson's LinkedIn Performance

What is John talking about?

Who is engaging with John

John Hutson's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}John Hutson's Linkedin Analytics

John Hutson

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

What is John talking about?

Who is engaging with John

John Hutson's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

John Hutson's Linkedin Analytics

Performance ScoreJohn Hutson's LinkedIn Performance

John Hutson's Best Posts (last 30 days)