Growthack Digital

Director

SEO & Content lead for businesses that are positioned for growth. 

Clients include a leading law firm, an HR SaaS tech company and a global, financial services company.

SEO Specialist & Co-Founder

Nottingham Trent University

Mentor - NTU Black Leadership Program

The Youth Group

Helped launch the new website and delivered technical improvements as well as ongoing strategic support, after pledging my SEO skills in support of The Youth Group's mission to help empower young people.

SEO Advisor

Experian

SEO Specialist, part of the B2B Digital Media marketing team across the UK & Ireland (previously including the EMEA regions). 

Delivering strong website performance for lead generation through digital initiatives and projects. 

My responsibilities included assisting with the delivery of Experian's growth strategy through online channels, with a key focus on Technical Organic Search performance (SEO), Analytics, Research, and Conversion Rate Optimisation (CRO).

SEO Specialist

KEVK Digital

Providing support in my spare time to high-potential businesses, helping them scale their online revenue using specialist digital marketing strategies such as:

- Technical SEO
- Content Marketing
- Email Marketing
- Paid Advertising
- Creative Campaigns

Freelance Marketing Consultant

Hallam Internet

Worked with clients such as WEX Europe Services (Esso Fuel Card), British Gypsum (Saint Gobain), Trent College and more. 

Here are some of my highlights:

► Leading the introduction of CRO as a new service offering for Hallam’s clients

► Improved website architecture and increased business leads by over 30% YoY with over 40% Organic growth for a leading, global exhibition stand supplier

► +1,000% in Organic growth YoY for a local Leeds home improvement company and having an immediate impact on leads and organic growth within the first 2 months of SEO

► Improved content effectiveness for several websites with content marketing plans which add true business value as well as traffic, usually over double-digit increases

Owned Media Consultant (SEO, CRO & Content Marketing)

I was promoted to this role and successfully retained a portfolio of over 15 clients. I grew accounts to increase their marketing spend following the implementation of proven digital marketing strategies that ensured a positive ROI and client satisfaction. 

As a Digital Account Manager and Strategist, I had the following achievements:

► Achieved strong performance results for the majority of my clients which led to some accounts doubling their marketing retainer with the agency.

► Managed a portfolio of over 15 clients and provided effective top-level strategies leading to business growth for clients as well as the agency.

► Attended account management training at Google’s London HQ to further improve my account management skills.

I successfully worked with key stakeholders to ensure a clear digital marketing strategy was in place in line with business or financial goals. 

These activities included:

► Digital marketing (SEO, PPC, CRO etc)
► Digital strategy planning
► Project management
► Account management
► Building client relationships
► Business development

Working with specialist teams in:

► Owned Media (SEO, CRO, Content Marketing) 
► Earned Media (Social Media, Link Building, Outreach) 
► Paid Media (PPC, Google Ads, Bing Ads, LinkedIn Ads, Facebook Ads) 
► Web Development (New Website Builds, UX, Design)

Digital Account Manager & Strategist

► SEO for new websites, developed content strategies to grow organic traffic and provided general consultancy

► PPC campaigns to drive more leads and sales for businesses within Google AdWords, Bing Ads and LinkedIn Ads

► Client management skills to allow for client retention and growth

Digital Marketing Executive

NRS Healthcare

Worked in an in-house digital marketing team, gaining insight and knowledge within e-commerce for a healthcare retailer which stocks over 3,000 products. 

Main highlights included:

► Managed Email Marketing: consistently increased revenue month on month at record levels with effective campaigns

► I trained two new starters on how to use Google Analytics due to my proficiency

► Helped achieve the year's PPC revenue target with a spend of over £1m

► Took sole responsibility for updating the CMS: Icon (in-house) and Magento

► Leading calls with agencies namely CRO (Fresh Egg), SEO (Bronco) and PPC (RocketMill) to improve website performance

Junior Digital Marketing Executive

Specsavers

► Responsible for all transactions relating to over 200 Specsavers stores and reconciling the transactions

► Working directly with store directors and relevant departments within head offices to improve the accuracy and integrity of financial records

► Planning daily activities and executing proactive solutions to outstanding issues

► Resolving outstanding queries whilst adhering to monthly deadlines, ensuring the complete reconciliation of store accounts

► Ensuring deadlines, SLA's and KPI's are adhered to.

Bank Reconciliations

► Responsible for extracting financial information (payroll data) whilst producing HMRC and pension contribution returns within strict time-lines

► Advised pension members on schemes and recommended suitable options using payroll systems and data from pension provider

► Worked directly with office staff and stores to resolve complex queries 

► Implemented Auto-Enrolment for any outstanding Specsavers stores due to be in line with new legislation

Pension Analyst

► Exceeded accuracy targets, processing high volumes of Dutch and Irish Stores supplier invoices on a right first time basis, achieving a consistent rate above 99% 
► Analysed received invoices and identified compliance issues
► Pro-actively reviewed entered transactions for errors as per "In house" quality check and amend accordingly, prior to payment
► Ensured evidence of regular reconciliation of financial information and statements are kept by contacting relevant suppliers and store directors in a timely manner 
► Assisted with other tasks as well as my own on an ad-hoc basis due to absences/illnesses.
► Trained new team member

Euro Accounts Payable Administrator

► Nominated for overall Specialist of the month on 3 occasions.
► Won 100% Club award on 5 occasions for great call quality and received positive customer feedback via email on one occasion
► Advised previous Specsavers Lensmail customers, resolving their issues and retained them on the scheme using a soft sales approach 
► Helped Increase team retention rates well over the monthly target of 65% on calls with high performance

Customer Loyalty / Service Specialist

► Won the election to be appointed in the role in which the application process involved a vote after performing a speech addressing all present and future society members
 
► Led the creation of the society's new professional logo to see us into the new academic year and proved so successful that the following year adopted it as well 

► Raising awareness around campus about the society, its events and engaging with students of all backgrounds 

► Actively involved in meetings for the creation of events, the marketing and the sales of tickets

African Caribbean Society (Committee Member) - Marketing & Promotions

Well-rounded digital marketing professional with 7+ years of experience in improving performance for B2B, B2C, e-commerce and lead gen websites.

Rather than grab a slice of every pie going, at Growthack we focus on what we do best: SEO and Paid Media (PPC). If there’s something else, we need to meet our clients’ goals, we’ll hook them up with hand-picked designers, writers, developers, and strategists – resulting in first-rate technical expertise and laser-focused advice from people who really know what they’re talking about. 

It doesn’t matter what you do, or how long you’ve done it. We’ll get results you can really see.

I just got married. 💍

And I owe a huge part of who I am to my wife...

However, there have been real tough moments building this business.

• Getting new clients through the door.

• One of our largest clients left last year.

• The constant pressure of performing every day.

• Never really knowing how the future will play out.

• My business partner resigning to focus on his personal life.


But she’s been my rock through it all.


• She’s always the bright light during my darkest moments.

• She’s my best friend and counsellor when times are tough.

• She’s an amazing mum (we have a toddler and a 5 month old 😅).

• She’s taken a break from being an intensive care nurse to support our family.


She’s also my biggest fan and believes in me when I don’t.

...

I'm truly beyond excited to share the next chapter with this sweet one! 🖤🤍

#married

📸 Michael Danso 

Kevin Kapezi

I just finished up a guest lecture at Nottingham Trent University.

I dived into all things Digital Marketing:

- What this looks like in 2024
- The impact of the pandemic 5 years later
- How AI is changing the game

It takes some time out my busy working week, but I do this because:

1. The education system needs real-life experience and examples.  

2. Representation is important: my story could inspire someone.

3. Giving back makes me feel good about the work I do! 🤗

This is the bit I love most about the job.

Going full-circle, going back to where I started and inspiring the next generation.

Thanks for having me Nottingham Trent University ❤️

#ForeverNTU | #DigitalMarketing

I live and work in the UK.

But until 17 I was raised and educated in Zimbabwe.

When I came to the UK, I embraced:

- Society: I’m now labelled an ‘ethnic minority’
- Opportunities: jobs are plentiful regardless of skill
- Economy: hard work can change your circumstances

In Zim, it's a very different world out there:

- Society: much larger disparities in class and wealth
- Opportunities: high unemployment + political instability
- Economy: hyperinflation struggles and lack of investment

You have to be 100% focused. 🎯

My takeaway: experiencing both countries allows me to appreciate my privileges in life while also gaining empathy for those with fewer resources and opportunities.

Has anyone else lived in another country?

What did it teach you?

….

Here’s a throwback to simpler times... 

One of my first Christmas holidays in England with my mum. 

Without her, I wouldn’t be here today.

I've been an SEO consultant for 8 years.

The no.1 problem I see? The content creation system is a mess.

❌  There are no systems in place

❌  Content is scattered across a variety of media

❌  There is no clear editorial calendar or publishing schedule

This creates inconsistent and sporadic content.

Here's how I solve this problem.

📌 Phase 1

- I run a gap analysis (search trends, competitor content, user intent, etc).
- We select content that aligns with the target audience’s needs
- We agree on the key content topics to focus on

📌 Phase 2

- Create a plan (search terms, formats and publishing schedule)
- This lays out a roadmap for the entire content creation process
- It keeps us focused and aligned with our SEO objectives

📌 Phase 3

- Set up an editorial calendar (ClickUp, Google Sheets, Notion etc)
- It’s a hub for all our content-related tasks, deadlines, and assignments
- It streamlines the collaboration between the whole team

The benefit of setting up this system:

1. Produce consistent, high-quality, and engaging content
2. Which positions you as trustworthy in the eyes of search engines 
3. Improve your relevance with your audience
4. Improved productivity and collaboration with the content team
5. A well-defined system that works for your business

This will require an initial investment of time and resources.

But the long-term benefits and business growth make it worthwhile.

#SEO #B2B #ContentMarketing

I was the 1st SEO hire at Experian B2B.

Together we grew monthly blog traffic by 2.8x in 2 years.

This is what I’ve learned when creating a high growth B2B SEO strategy.

(18 point SEO strategy breakdown)

1. I host meetings with marketing and leadership teams.
2. I identify key areas of business growth over the next 12-18 months
3. I audit the website and ask: is it technically set up to achieve these goals?
4. I perform research and competitor analysis to understand the search landscape.
5. I gauge how well the website is performing within each priority category.
6. I identify industry leaders in the space.
7. I ask: how can we best compete against them?
8. I define the audience with internal stakeholders.
9. I select the key issues we’re going to solve for them.
10. I present content ideas that speak to their problems.
11. I present back an SEO strategy in line with the initial commercial needs.
12. I get sign off on the approach
13. I create content briefs with a winning framework for organic growth.
14. I work with subject matter experts in the writing team to produce content.
15. I look for opportunities for internal linking and product/service promotion. 
16. I look for technical adjustments to make the pages perform even better.
17. I host regular check-ins with the main stakeholder(s) to to keep work aligned with commercials.
18. I produce a monthly KPI report to measure progress and make necessary adjustments.

The 18-step B2B SEO strategy helps me to:

- Tie content back to commercial outcomes
- Involve all necessary stakeholders in the process
- Get buy-in to make the sign off processes faster
- Achieve the best results we can from our efforts
- Provide assurance that our work is going to add value

Strong strategy upfront = Strong ROI from our effort.

#SEO

European Search Awards here we come!

We're nominated for 'Best Local Campaign [SEO]' for our work with Ampa.

Wish us luck in Prague 🇨🇿

And all the best for the other finalists. 

Let's go!

Don't Panic Events | We Are Search

#EUSearchAwards #SEO

I’ve worked with 50+ clients on their SEO Strategy.

This is how I build a strategy from the ground up (in 6 steps).

📌 STEP 1 - Understand the market

I identify competitors and industry leaders. I then analyse the types of content they produce, topics they cover, content depth, and niches they cater to, and then determine how to position the brand within the key content gaps.

📌 STEP 2 - Identify topic areas

This step involves exploring content types like guides, how-to's, best practices, industry insights, tips, comparisons, etc., and selecting topics that align with market gaps, target audience needs, and opportunities to showcase unique insights or data.

📌 STEP 3 - Break down topics in a content plan

Once I’ve identified the key audience problems, I present content ideas that address those problems and position the product or service as the solution, focusing on the audience's problems with a soft sell into the product.

📌 STEP 4 - Create content briefs

In this step, I produce documents to guide writers in content creation (preferably by an in-house team for better quality and cost-effectiveness), involving constant feedback loops to ensure alignment with the target audience.

📌 STEP 5 - Produce content

Subject matter experts create the content, positioning themselves as trusted sources for search engines and users. We also leverage existing content by enhancing it through additional briefs to drive growth while new content is produced.


📌 STEP 6 - Improve

I identify opportunities for internal linking, implementing structured data, and making technical adjustments to improve page performance while measuring success against business goals like increased product visibility, lead generation, and sales qualification for B2B scenarios.

The above process works across:
- Landing pages
- Blog content
- Buyer guides
- FAQs
- etc.

What else would you add?

#SEO

This is my friend Kareem. He’s an audiologist.

In a 2-month project, he improved his organic visibility in his local area.

- He’s increased his bookings
- He has more reviews on Google
- His website is now fit for purpose

We worked really well together.

Of course, we did all the basics:

- Research
- Structured data
- New page templates
- Content improvements
- Local citation campaigns

But the truth is, that’s not why he’s doing so well.

This is what he said in a review after 30 days:

“Kev was really good at keeping us informed throughout the optimisation process and giving clear instructions on improving our online presence. I highly recommend Growthack Digital for a clearer, defined plan and strategy for your marketing. We’ve seen improvements and positive feedback already!”

Sometimes, SEO takes months, but with a local approach, you can get immediate results quicker.

It also helps that Kareem’s customer service is impeccable!

If you are a local business that needs to target customers nearby, I offer a package to help you do just that.

Click the link above this post.

Perhaps I could help.

#ClientStory #LocalSEO #SEO

Unpopular opinion: the best SEO strategies aren’t sexy.

As much as our industry LOVES:

- Automation / AI
- Programmatic SEO
- The next big breakthrough

I think there are 3 key components of a successful SEO strategy we don’t talk about enough.

1. Understanding the customer

You can gain great insights from: Interviews, Surveys, Roundtables, etc. 

Recently, I looked at competitor reviews to understand how my client could position their product better. This approach requires significant time and effort to engage with customers individually. However, the insights can inform keyword research, content strategy and on-page optimisation in a way that generic or automated approaches can't.

2. It’s easier to sell great products

No marketing budget will compensate for bad product/market fit. 

Think IBM, Adobe, Experian, Airbnb etc. Yes, they are brilliant at marketing. But they also are perceived to have the best products in their industry over a long period. The strongest brands with great positioning win because the product almost sells itself.

3. Talented teams make the difference

I’ve worked with a client who had a ‘swiss-army-knife’ of a person. 

Super talented commercially and could create brilliant content. Since they left, their replacement was by all accounts a bad fit. The quality of our work dropped and we had to part ways with them.

If you get the recruitment wrong, you can forget everything else. 

I’m lucky to work with some incredible in-house teams and professionals. 

Case-study-level results wouldn’t be possible without them!

...
What else would you add to the list?

#SEO #B2BMarketing

 I know that AI has taken a lot of heat in the SEO community… 

- Automatically generating ‘useless’ content at scale
- Creating potentially harmful misinformation
- Mass-scale spam (bots I’m talking to you)

But…

You can use AI.

AND still adhere to guidelines.

Here are 5 ways that I use AI (responsibly):

- Improving my writing
- Competitor content discovery
- Assessing and filling content gaps
- Compiling thorough content briefs
- Summarising data analysis and reporting

𝟏. 𝐈𝐦𝐩𝐫𝐨𝐯𝐢𝐧𝐠 𝐦𝐲 𝐰𝐫𝐢𝐭𝐢𝐧𝐠

I use writing suggestions to help improve the quality, clarity, and flow of my writing. 

These tools can assist with tasks like rephrasing sentences, suggesting alternative word choices, and improving overall readability. 

I usually write in long-form and often forget to summarise my points. So to make the info easier to digest – I use AI tools because it’s perfect for this.

𝟐. 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐝𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲

I discover competitors' content, identify gaps, and uncover opportunities for creating better and more comprehensive content. 

Using AI, I can understand what competitors are covering (and what they're missing).

I then aim to create more valuable and informative content that resonates with the target audience.

𝟑. 𝐀𝐬𝐬𝐞𝐬𝐬𝐢𝐧𝐠 𝐚𝐧𝐝 𝐟𝐢𝐥𝐥𝐢𝐧𝐠 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐠𝐚𝐩𝐬

I use AI-powered content analysis to quickly evaluate existing content and identify areas that need improvement or expansion. 

I use tools to assess comprehensiveness, readability, and alignment with search intent. 

These tools can help identify and fill gaps, ensuring that we meet the needs of the audience.

𝟒. 𝐂𝐨𝐦𝐩𝐢𝐥𝐢𝐧𝐠 𝐭𝐡𝐨𝐫𝐨𝐮𝐠𝐡 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐛𝐫𝐢𝐞𝐟𝐬

I manually provide relevant information, insights, and suggested outlines.

I then use these tools to save time by summarising the needs within each heading.

I ensure that each brief is comprehensive and aligned with business goals.

And every copywriter that I’ve worked with loves them!

It makes the writing process easier and faster.

𝟓. 𝐒𝐮𝐦𝐦𝐚𝐫𝐢𝐬𝐢𝐧𝐠 𝐝𝐚𝐭𝐚 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬

I sometimes use AI tools to assist in summarising and interpreting complex data sets.

This makes it easier for me to communicate insights and findings to my clients. 

My favourite tool at the moment is Microsoft Clarity when analysing user behaviour.

Tired of watching countless hours of website user recordings? 

Well, Clarity does a half-decent job. 

It breaks down interactions for videos that I manually select.

And it’s free.

Leveraging AI ethically and adhering to guidelines = an enhanced SEO strategy.

#SEO | #AI

SEP 2023: 765K website vivstors.

MAR 2024: 155K website visitors.

WooCommerce has lost ~80% of its website traffic.

Now, I assume the SEO team did all the right things.

However…

If I’m involved in changing a domain, I make 3 things clear:

1. Why now?

- Why are we migrating in the first place?
- Is there a compelling business need to do a rebrand?
- Is the new search-friendly domain really worth the risk?
- Is it absolutely necessary during a merger or acquisition?

2. How fast can we do it?

- Can we minimise the transition period?
- How can we ensure a smooth migration?
- Do we have enough resources to migrate swiftly?
- Is there a detailed timeline and plan for everyone?

3. What do we do if it all goes wrong?!

- Can we rollback to the old domain seamlessly?
- At what point should we go back to the old domain?
- What metrics will we use to evaluate success or failure?
- Do we have thresholds for traffic, sales or other key KPIs?

Nothing is certain in SEO.

And web migrations are great examples of this.

Sometimes going backwards is undoubtedly necessary.

#SEO | #WooCommerce

I’m nearly 10 years into marketing. 

And I’ve learned how to keep a client the hard way.

SEO needs less of this:
- Focusing on vanity metrics like traffic
- Reporting on results without the context of quality
- Optimising for search engines instead of user experience

And more of:
- Aligning with metrics like MQLs, SQLs, and pipeline
- Collaborating with other teams like sales and product
- Understanding the user journey to convert customers

We’re all fed up with seeing graphs without context.

One of my client's months so far:

1. We’ve doubled up on quality leads
2. 40% of MQLs are being sales accepted
3. We’re on target to hit our pipeline objective

This hasn’t happened overnight!

But I’ve focused on the things that can make a tangible impact. I need to understand the role and impact of SEO on a business and what’s important.

What kind of results does your business care about?

Please let me know in the comments or like the post if you agree 👍

Let’s discuss.

#SEO #B2BMarketing #Marketing

I think the real value in SEO comes from the strategies that don’t scale.

- Content creation
- Technical improvements
- Improving page templates

All important and scalable bits of the process.

But I believe the real value is in:

- Speaking to customers
- Creating a trusted brand
- Hiring great talent

Those activities are more time intensive. 

Their impact is not instantly measurable.

But I’ve seen time and time again, the teams that prioritise the ‘non-scalable’ end up outperforming those that don’t.

Scale the unscalable.

#SEO #B2BMarketing #ContentMarketing

I achieved a 140% increase in organic enquiries for a national law firm.

- 35% increase in conversion rate
- 77% increase in sessions
- 2x nominations for awards

Working with the client, together we:

- Improved their local presence
- Reconfigured the navigation
- Completed a web migration

All the typical SEO activities that you’d expect.

BUT most importantly, we solved the problem: 

How best can we target our ideal customers via organic search? 

- Previous SEO strategies just didn’t stick
- We needed to go back to basics
- So, we took a local approach when considering a nationwide strategy.

A clear strategy aligned with customers = more chance of SEO success.

#SEO

I just completed an SEO project for my client. The results:

- 33% of all MQLs are from Organic Search
- 28% of these convert into Sales Pipeline
- 1 out every 5 SQLs are now SEO-related

We had 1 primary focus.

Improve the positioning. 🎯

So I conducted a two-day in-person workshop at the start of our relationship.

This is the 15 step checklist I used to improve how the website speaks to (and converts) the target audience.

1. Define ‘audience’: pain points, goals etc.
2. Learn how competitors position themselves
3. Identify any positioning gaps or opportunities
4. Develop a clear and compelling positioning statement
5. Demonstrate differentiated value and point of view
6. Map the positioning statement to the customer journey 
7. Improve site structure with new targeted landing pages
8. Develop content that speaks directly to the audience
9. Have sessions with the sales and marketing teams 
10. Advocate for alignment across all channels
11. Ensure effective comms of the new proposition
12. Use customer stories that bring the positioning to life
13. Continuously test and optimise the new positioning
14. Monitor market trends and competitor shits 
15. Learn why certain deals fail / succeed

We’re now in a strong position for the year with:

- a fit-for-purpose website that converts
- an aligned approach to marketing across teams
- a clear unique selling proposition that resonates
- increased sales-qualified lead volume and velocity
- a strong foundation for long-term, sustainable growth

Start with the audience.

#SEO | #B2BMarketing

Although leaders pay attention to competitors, they obsess over customers.

That’s a quote from, ‘Leadership Principles’ at amazon. jobs

And one of my first jobs was a Customer Service Rep at Specsavers.

I would:

- Advise previous customers about our benefits
- Resolve any issues or customer complaints
- Renew their subscription on the phone

The goal was to increase customer retention rates by at least 65%.

In terms of incentives:

- Our department had a ‘100% Club’ award: where you would receive the top success metric for delivering great customer service on a call.

- We also had a customer service ‘Specialist of the Month’.

The job didn’t pay me much

However… 

It really taught me A LOT about how important it is to look after customers:

- Taking the time to listen before speaking
- Earning their trust so they take my advice
- Aligning their pain with the business aim

(And honestly, I enjoyed it).

I try to bring that forward today at Growthack.

Of course, first and foremost, clients hire me for my knowledge and experience.

But I noticed at their previous agencies how they were often left disappointed. 

Not because of a lack of expertise, but because they didn’t feel cared for.

Half the job is delivering the service…

But the other half (which I think people forget) is looking after the person you’re delivering the service for.

#CustomerService | #SEO

I've now completed the final guest lecture for Nottingham Trent University.

I talked about:
- Understanding UX design
- Principles of good UX with examples 
- The UX design process

We also watched a great overview of Duolingo as an example thanks to Michael Danso 🤝

If you're a student reading this please follow your passions and you won't go wrong.

- Take that extra course 
- Build that side hustle project
- Learn that new transferable skill

Also, slide into some DMs of people who can help you. 

Didn't imagine I'd be doing something like this 10 years later with a friend I met on a uni night out in my first year!


The wrong question: How long does it take to see SEO results?

A better question: What impact can SEO have on our revenue?

Optimisation is never-ending. 

Typically, each website performs at its own pace according to:

• Maturity: has the brand gained sufficient trust over the years?
• Opportunity: are our goals realistic AND achievable?
• Risk: what level are we prepared to accept in pursuit of growth?
• Market: new unexpected players emerging 

These variables make it impossible to guess how long a specific result will take. 

I know budgets come with time frames.

Businesses must grow to survive. 

So I understand the need for specifics. 

But just like with financial investments, there are no guaranteed returns in SEO within a year – I’d question anyone who tells you different!

Instead of asking ‘How quickly can we get results’.

I prefer to ask:

• Is SEO the right long-term investment for us?
• Are we committed to this process?
• Are we moving in the right direction?
• Is our effort impacting our future revenue?

• What other effort (brand, PR etc) do we need to support this?

A well-defined strategy + long term thinking = huge potential for growth.

#SEO #B2B #B2BMarketing

Harsh truth: Outsourcing content works.

But it’s better to take writing in-house.

Even the best writers:

❌ Tone of voice doesn't quite hit the mark
❌ Lack technical depth for REALLY valuable content
❌ Multiple rounds of amends and approvals
❌ Prices make the investment too expensive
❌ Will never understand the customer as deeply as the in-house team

I get why we do it.

Internal marketing teams are under a ton of pressure to deliver for 101 different people.

And content writing is at the bottom of the list.

But it’s just not the best way of working.

Hiring in-house for content writing means:

✅ Subject matter experts draft engaging content
✅ Speak your customer’s language
✅ Production is more efficient over time
✅ Output ramped up without increasing cost
✅ Stay as close to the customer as possible

This means, over time:

1. More high-quality content. 

2. At a lower cost.

3. Better ROI.

It also makes my job a lot easier!

Do you agree?

#B2BMarketing #SEO

I’ve worked on 10+ website migrations.

In the past 6 months, I helped my client triple their MQLs.

(Here’s my 18-step migration process)

Preparation
1. Plan the move and benchmark the site
2. Crawl and compare it against changes
3. Check tracking and ensure updates

URL mapping
4. Create a list of current URLs
5. Find URLs that require redirects
6. Create a 301 redirect map

Starting migration
7. Check server settings are updated
8. Check all temporary blocks are removed
9. Check redirects and remove any chains
10. Crawl the new site and check for errors
11. Check tracking and make updates
12. Submit old + new URLs to Google
13. Check ads, priority backlinks, etc.

Monitoring migration
14. Add a note in analytics tools
15. Troubleshoot and check for any issues
16. Check speed, mobile, traffic etc.
17. Track indexing of new pages
18. Report on migration status

❌ If the migration goes wrong…

A rollback plan can include:

- Reverting to the previous site
- Reversing 301 redirects
- Updating tracking

✅ Planning each step helps me:

- minimise downtime
- ensure a smooth transition
- maintain search engine visibility
- avoid losing traffic and revenue

Failing to prepare = preparing to fail.

What else would you add to the list?

#SEO | #B2BMarketing

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