Hubka, Hubka - who loves ya baby! - A very talented and experienced business that makes furniture and fitted furniture dreams come true!

I've known this client for over 30 years ... mainly because we played, very briefly ... in a band together. We headlined at Clyro Court ... I'm going to leave that story there as it sounds pretty bloody good so far.

Anyway, as time has gone on, and on ... and on ... we have re-kindled our friendship and as luck would have it, our professional paths have crossed also.

I've really enjoyed this project and love the clients business approach, results and passion. Really fits with my approach and is definitely the kind of customer I can't do enough for.

First stop - create a website that fits with their aesthetic, that conveys their approach and gives the presentation that the product deserves. Simple, picture led work examples - that show the craft work, the skills and the attention to detail.

Second; get the site live and start to look at the detail, the perceived and actual competition and the Search Engine landscape.

Currently we're in the process of analysing the digital landscape and searching for their perfect traffic.

I'll report back once they are where we want them to be!!!

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Do you have real keywords?


Search terms that users enter, from one word to a full sentence/paragraph.


Anyone brave enough to enter something into a search engine, such as; Google / Bing.

The problem with users, is that they are not always looking for what you think they are looking for. There's usually a subtle, and often not so subtle difference to your industry knowledge & terminology.


I've spoken with many different business types and worked through a lot of data - the approach has always been the same;

  • understand the business needs
  • understand the customer base
  • review the competition (actual, perceived & digital)
  • review existing keyword lists
  • review traffic data

Real Keywords

With all that digested, I get my full nerd on.

note: my superhero outfit would be a duffle coat with gloves attached via elastic & a satchel (never owned one - always wanted to).

Finding keywords / search terms that fit the business and the customer and weeding out all the noise.

Keyword Noise

Any traffic to your project that is not relevant is noise.

Just because you have a lot of traffic, doesn't mean that traffic is serving your business or is filled with your customer base / fit.

There are plenty of businesses out there that will tell you that they've increased your traffic. If they haven't got to know your business properly, they are going to send you rubbish and its just a numbers game imho.


Every Search/SEO project I have worked on in the last 3 years has seen real world improvements for each business, no matter what sector. I get these results because I like to understand, unravel and care about the project.

If you would like to know more - get in touch!

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Digital Search Strategy

So, when should you think about your online strategy? Ideally, before you build the website and pay for a domain name (it can be done after that, it just means a lot of changes).

What should it contain? Firstly and most importantly, it should be built around your business and what stands you out from the crowd. What makes you unique.

Customer analysis? Definitely! Who's your ideal fit ... what solutions do you provide to them? What are the issues you fix and why do you fix them better than your competition?

Competitor analysis? See above - without a doubt.

Now take what you know and think you know and go and look at that online landscape. Use the search terms you think you should concentrate on. What do you see? What's missing? What's wrong with those page 1 answers? Does Google understand your subject search? Is there confusion in the results?

Digging into all those questions and doing the research is key.

You may have a list of keywords ... but are they really relevant? Have you looked at the data? Have you checked the search volumes? Does Google have the subject matter correctly listed and indexed?

Digital Strategy built on what you know of the industry you play in is good and puts you where everyone else is.

Digital Strategy built on what you know of the search landscape is how you carve your path.

Traffic is nothing if it brings zero customers.

Digital Strategy is nothing without research and analysis, done by in-depth knowledge of the subject matter.

The Right Idea for Digital Strategy :)

PS. I know I have not mentioned social, that's been covered here.

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Local Search & How to Smash it - I've been working with a client since March. Her business is in a competitive market, but She is very good, knowledgeable and truly cares about her work.

We built the site quite quickly, based on a sit down meeting and getting a list of services offered. I learnt a lot about that sector in a very short amount of time, by co-creating content and researching the online market and competition.

The site went live with the key services catered for.

Once the site was live (late April), I made sure everything was being tracked and started to do more work on integration and content over the next month.

In mid-June, we had another sit down meeting and I explained SEO (Her eyes glazed over - most people do and I don't blame them), I gave her a few examples on where we were so far (30-40th place based on chosen search terms) and how the techniques to place the site higher in Google is time well spent.

So we agreed some hours for June and we went to work ...

By taking content already on Social Media channels, I was able to put together a blog and start a Youtube channel and started a change, monitor, analyse process.In short, using my knowledge of how it works - I did my thing:

Blue Line is my Clients new domain and new content - the line goes up and down, due to the change process. The site entered Google at ~0.1% (when first crawled), it is now at ~21% (with a peak of 30%)
Blue Line is my Clients new domain and new content - the line goes up and down, due to the change process. The site entered Google at ~0.1% (when first crawled), it is now at ~21% (with a peak of 30%)

I've been told to keep doing what I'm doing!

I can help you compete - no matter what you are selling!

The Right Idea for Search Visibility!

Edit - in a competitive environment being on page one gets you more traffic, being in the top 3 gets you more again (see chart below). SEO does take time, but the ROI (return on investment) is far better and once you have all the building blocks - it takes less time to keep yourself there.

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Social Media-aargh!

Should you be using Social Media for your business? It really does depend on where your customers 'are' and whether your brand will resonate with the users/platform. If your customer profile fits on the platform and you can see conversions and referral traffic increases, then it's worth having as a channel and tracking.

Don't rule anything out until you've looked at it from a functionality point of view. There are many ways to integrate these platforms into your website and directly to your business.

Are 'likes' important? If you are looking for advocacy of your message/product, maybe/maybe not, it really depends on what you are selling/offering. If you are looking for reach/awareness, no. The number of times your message has been viewed means your followers are absorbing your message, so if you're looking to resonate, that's where you should track.

Having a post with 2 likes and 1500 views can be interpreted many different ways, that's why profiling your customer is so important. Because you then know what it means to you.

Your Customer & Lead Data

As easy as these platforms are to use, they will try and keep you within their boundaries. That's why getting as much of the traffic they generate to your website, is so important.

Building a following and having permission to communicate with that following directly, is where you need to be. Those contacts have, or are ready to hear what you have to say.

Post, Post, Post and Tracking

You do not have to post over and over again. There are platforms and free tools that allow you to post your message once and tailor it to each platform. Giving you some centralised data that you can track.

Knowing which channel gives what your business needs, is the key to using your time wisely!

The Right Idea for Social Media Integration! Here to help :)


A Warning on Social Media Advertising: If you have business pages on these platforms - your content reach is purposefully reduced by those platforms to increase their revenue. The more you spend, the better results you get. The question is whether the increase gives you the results you want and whether you can afford it.

You sharing as an individual always helps boost your business page posts. This will help to push past some of the hiding of your messaging.

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Troy Redfern - AWESOME Blues Slide Guitarist

Also happens to be my brother from another mother. We've been raising hell since primary school. OK, maybe that's an exaggeration; we were at the very least, annoying some low level demons.

It's been a while since we did the last website (2014) & given the exceptional effort that Troy has put into his music and career since then - I thought I'd better put the same effort into his new site.

It's a complete overhaul and totally new platform that should see him through to the next 7 years.

We have also raised the bar with a full ecommerce solution that sells direct to his fan base.

I'm going to write some more on this, the different approach to social - the breadth of the coverage and the work a musician has to put in to keep his train in motion ...

In the meantime - go to the website and have a mooch (I get no royalties - they all go to him - so there's literally no reason for me to send you there .. other than being nice :D

Mobile experience - easy, responsive design
Mobile experience - easy, responsive design
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Variety is the spice of life

One of the things I am enjoying most with my new job; Variety. I really do enjoy getting into the depths of other peoples passion and working out what is required to get that across digitally.

A recently completed phase 1 project for Lydia @ The Clinic Aesthetics - based in Hereford, is a great reminder of that. I am blown away by the number of treatments and it really opened up my understanding of the 'why' of it all.

Scar removal as a shining example, to be able to give someone more confidence, by removing a daily reminder ... is a wonderful thing!

Lots more to do, but with time taken to understand the key elements of the business, the customer profiles and the search landscape, will pay off and get the right traffic flowing!

So, that's another happy customer and a very much appreciated opportunity to convey the unique aspects of a great brand!

Onwards and upwards!

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IoMech - EdgeBX® Promo Video

With IoMech's continued drive toward easy entry to Industrial IoT, a successful installation required a video promotion to see the system in action.

The client shot the video at the facility in London and then via DropBox and a little bit of editing, we managed to produce something that is informative and shows the value of the system.

We then created the YouTube channel to interact with the website, allowing easy additions and video updates to be central to the messaging.

Awareness is key to this systems take-up and with strategic targeting and continued communication, the message is reaching it's audience.

SEO & Video are great partners.

Talk to us about making your Digital Presence shine ...

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eCommerce Project - WordPress

I love coffee ... Seriously! I'm sat here with a large cup of it now. Fresh, strong and a dash of milk (with 42 sugars*).

When the opportunity came up to work with an ecommerce start-up that lives and breathes coffee, I could not resist.

Kappa Coffee Roasters are a start-up business with a sustainable and conscientious supply route that benefits everyone, from the growers to the drinkers.

The brief was to identify suitable solutions for the website and back end system, with a scalable solution that would easily allow for growth. The Branding, Creative and Wireframes were supplied by Lil & Lisa @Fizzy Compass and we worked closely together to produce a polished, fast, mobile friendly & secure solution. This project pushed me to embrace new tools and really dig into my web designer, hosting & business systems brain matter. I know that both the customer and ourselves, are very proud of the end result and I'm truly grateful for the following feedback from the Team at Kappa:

Project Feedback

1. Do you feel that TRI understood your business and its requirements?

I believe Alan had a very good understanding of our business needs and also took the time to learn more about the product we were selling.

2. How easy/difficult was it to work with TRI?

Alan was always quick to respond to enquiries and was always on hand to chat over zoom when we needed it. There was also the offer to provide further training if we needed it to keep the website running.

Kappa screenshot - homepage
Kappa screenshot - homepage

3. During the project, did you get the response time and support you required?

Alan’s communication was excellent – quick and efficient. The evening before the launch Alan went above and beyond to run a fine tooth comb through the website so that we were more than happy to launch the next morning.

Product information, variants and add to cart
Product information, variants and add to cart

4. How effective and straightforward was the solution TRI delivered?

Whenever I had a question or problem regarding the website or back office of Shopify, Alan was very helpful with either finding a solution or guiding me to the correct solution.

5. How likely are you to use TRI again for Marketing support?

We are looking at expanding the website and are looking to use Alan to assist in implementing this for us.

6. Anything else you want to say?

Nothing was too much trouble for Alan. We really enjoyed working with him. He did a great job and we look forward to continuing to work with him to develop our website.

So ... If you have a project, if you're not sure how to proceed, or want someone with experience to help you on your way ...

I can probably help :D

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Project #1 = Happy Client!

With any leap, comes self doubt and a fear of the unknown ... I'm happy to say that I have faced my fears and pushed through - reminding myself that my track record for getting through tough times is 100% (Memes ftw).

IoMech Ltd. is the brainchild of Dr Ioannis Michalakoudis. Ioannis is an expert in the fields of Product Design and Lean Manufacturing and his passion is clearly seen in all he does. It's been an absolute pleasure working with him and getting his Marketing approach up and running.As with any project I take on, understanding the core of the business and where the service/product resonates is key to getting results. The following is the feedback I have recently received:

LinkedIn presence
LinkedIn presence

Brief Description of Project: IoMech Ltd. Initial website build, launch and promotion of business to targeted market space. Plus using LinkedIn for Market Research and promotion.

  1. Do you feel that TRI understood your business and its requirements? TRI quickly understood my business and assisted me to define my marketing plan and website
  2. How easy/difficult was it to work with TRI? It is a smooth and pleasant experience
  3. During the project, did you get the response time and support you required? Yes, I’ve got a full website and email campaign material from an incomplete plan delivered exactly when I needed it.
  4. How effective and straightforward was the solution TRI delivered? TRI delivered on its promises and beyond.
  5. How likely are you to use TRI again for Marketing support? I would definitely use them again when the next opportunity arises

What makes me happy? Delivering on what I promise and helping businesses achieve.

Can I help you? I'm pretty sure I can! Please get in touch and allow me to smooth out your Marketing process.

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