Martin Hayman - The Organic Advantage: Master SEO and natural traffic generation for your ecommerce business to achieve reliable, sustainable growth

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First published in Great Britain in 2019 by Rethink Press (www.rethinkpress.com)

Copyright Martin Hayman

All rights reserved. No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording or otherwise) without the prior written permission of the publisher.

The right of Martin Hayman to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out, or otherwise circulated without the publishers prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.

Cover image Shutterstock | Vector Goddess

Contents

Introduction: My Story

When I was at college, I had ambitions to become a pilot. But things didnt quite go to plan for a number of reasons and that goal quickly faded into the distance. My experiences flying Chipmunks and Bulldogs and learning aerobatics during my Air Training Corps days will remain as amazing memories but in the end, things went in a quite different direction.

After a stint in telecoms, I found myself in the thrilling world of IT and once Id gained some experience, I started my own IT support business in 2007 just before the recession kicked in. Fantastic timing! There I was, trying to squeeze in sales, marketing and my actual job of supporting clients, while businesses were cutting their IT budgets. It didnt help that I hated any form of cold selling. Despite this, I managed to keep things going for two years and it was during this time that I started to get my head into the world of Search Engine Optimisation (SEO).

At the two-year mark, though, it was time to call it a day. Things werent going anywhere and I also took the time to drop an honesty bomb: I hated what I was doing. I had no love for the work and I was never going to succeed at something I had no passion for.

A job came up at a media business that owned about eighty web properties. It was a junior SEO role and the money was low but boy, am I glad I took the job, because that was the turning point. They were great at developing people and I learned a huge amount during my time there. And I loved what I was doing. When I moved to an agency in Brighton, I was able to apply what Id learned there and I climbed into a senior role fairly quickly. The time I spent there was another great experience, working with some massive brands; after some time in this role I was invited back to the media business where it all started, to run their small digital marketing agency. It wasnt long before the groups Head of SEO left for Japan and the company asked me to fill the role. I then moved to a business on the south coast of England who had a small agency and a few ecommerce websites. Although this was a smaller business, their approach to online marketing was quite different and it was a good learning curve.

Leaving there to go freelance was a scary move, but an exciting one. I had been in the industry around a decade by that point and had made some good contacts; I already had a small pool of clients. I wanted to focus on ecommerce as that was where a lot of my experience sat. I also believed that my strong technical SEO experience could benefit larger national and international websites.

I decided early on that I wanted to grow my team using freelancers and partnerships. Its a model that works and enables me to build more flexible, skilled and specific teams for clients. As the team grew, it no longer made sense to call myself a freelancer. Wild Sprout was born. And today Wild Sprout helps ecommerce businesses and other large websites turn flatlines and declines into upward curves.

Why I wrote this book

When I talk to business owners, they often have similar questions; questions that show how hard it is to keep up with this ever-evolving industry. Some people still think of SEO as a magical quick fix. Some people still think you need to blog everyday about anything, no matter how irrelevant just to keep your content fresh. Some people have had bad experiences with marketing services, often due to a lack of knowledge and a feeling that they were just being bombarded with excuses and buzzwords. I have also come across digital marketers and even small agencies whose knowledge is severely lacking.

I was asked to help train the team at one of these agencies to enable them to get better results for their clients. I wanted to write a book that would help people like this a book that would bring people up to speed on what works today, and the strategies and tactics they can use most effectively. I also wanted the book to help those less knowledgeable to gain a better understanding of online marketing, putting them in a stronger position when theyre talking to their internal teams or outsourced resources.

Who this book is for

Because Ive worked with so many ecommerce business owners, ecommerce directors, marketing managers and those responsible for the online marketing of ecommerce websites, Ive written this book with those groups particularly in mind, but its scope is broader than that. The book will also be of value to SEO team members, other marketing professionals, business leaders and anyone looking to get a better understanding of what is required to make SEO work for their business in todays world of search.

These people often have three major problem areas: growth , trust and insight/knowledge:

• Theyre struggling to grow their website traffic.
• They dont know who to trust to help them and may even have wasted money on substandard services in the past.
• They dont necessarily understand what the issues are, what needs doing or what the best strategy is. They also hate being drowned in technical jargon and fancy buzzwords.

The big question is: how do you get results from your SEO activity? Ill show you why you need to invest in SEO, what you need to do to get results, and who should be doing it within (or outside) your organisation.

Why you need this book

There are millions of ecommerce websites worldwide. Only a small percentage of them make any meaningful revenue. These huge numbers are misleading; its fairly straightforward these days for anyone to launch an ecommerce store and try their luck at drop shipping or launching a product. But when it comes to online strategies, most of these failing ecommerce sites just arent doing everything required to succeed in these competitive marketplaces.

On the other hand, those who are putting time, money and effort into their online strategies sometimes find its just not working out for them. Does this sound like you? Is your ecommerce business performing to its full potential or are you leaving a ton of money on the table? Whats going wrong?

Read the following list of questions. How many will you answer yes to:

Has your overall traffic seen a dip or been flatlining over the past year?

Has your organic traffic seen a dip or been flatlining over the past year?

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