Jonny Ross was recognised by the Yorkshire Business Insider as a top business person in their “42 under 42”.



He actually started by retailing eyewear. In ’99, Jonny Ross set up the leading Sunglasses site on the internet. They were at the top of the Google rankings for many keywords and sales were phenomenal. For many years they maintained their leadership position.

Until 2004. When their sales dropped off like a stone. They had been pushed down to page 7 or 8 of Google. They spent lots of money with digital agencies.

This was the Google Slap. Or Google Penalty. Jonny eventually found an expert from New York who identified around 20 issues they were following, which the previous SEO agencies had not addressed. So what type of thing was he doing?

Hiding text. White text on a white background with loads of keywords. At the time everyone was doing it and being encouraged to do it by SEO agencies.

Digital marketing was always a passion for Jonny. He self-taught himself. He wins clients through his knowledge and experience. He used his frustration with the SEO industry in that they weren’t helping people overcome these problems. So Jonny set out to do so.

Five years ago Jonny started his own consultancy. He believed in himself. He believed he could do it. His skills came from retail experience, from bring n buy sales at age 7, to being a director of an eyewear business.
So how would Jonny Ross advise us about steps we should be taking in the next 100 days?
SEO.
Jonny advises to take it back a step. There are a lot of things you can do with SEO, but for the majority of businesses, Jonny advise they start be examining the following…

Work out what they are trying to achieve?
Who are they trying to target?
What are your business goals and marketing goals?
Write down the measurable goals

How many clients do you need?
How many products do you need to sell?
What is the average value of those services?
Who are the best people to buy those services?
Can you look at previous clients?
Look at 5, 10, 100 previous clients and really describe them in detail.
Are they male/female, their age, where they live, their job titles
All this helps us to define your content you need and WHERE you need to deliver that content (Jonny notes it might not be even be Google).



Jonny advises there are 2 parts to SEO. The onsite and the offsite.

ONSITE - This is about the technical aspect. The usability of your site. Is your website easy to use? Does it have the right content for a particular keyword? Jonny stresses that keywords are still key. But it is all about context.

OFFSITE - What happens around the world-wide-web. All about links. Jonny says it’s about the type of links. It is about the relevancy and quality of those links.

ONSITE Tools – try out these tools today!

“Google Mobile Friendly Test” – 52% of websites will be accessed by mobile in 2020.
Put your website URL and google will tell you whether your site is mobile friendly.
“Google Page Speed Test” – can you increase your page speed?
“Woo Rank” – great tool to fix obvious things to fix.
and then hand these over to your developer to fix for you.
Content
Define a list of words you want to found for. When people ring your company write down what they are asking for. Type things into Google, because it gives you suggestions. The bigger the list the better.

“Moz Keyword Tool” you get 2 free searches per day. Each will give you 1,000 ideas for keywords.

Long strings of keywords is better.

Jonny Ross advises that if you rank for say “TV” then there is a good chance you are NOT READY to buy! You are better targeting people at the buying point – so target the things they write into Google at the point they are ready to buy, such as “SONY 50inch TV Flatscreen”

It means you need to be at the top for lots of different buying options and Google will only promote your page if the context of your website...

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