Why this marketer chose SEO (not ads) to kickstart growth

Written By Rachel Lewis

Sam Robb went into lockdown with a job and a young child and came out the other side with a new business- Journey To Grow Marketing.

With a 9-year background in marketing, Sam upskilled in digital marketing and has narrowed her niche to help small business owners organically attract more eyes on their websites using the power of SEO.

Below, Sam shares her journey with us, from starting out during Covid, to deciding her niche and making it through the typical startup struggles of being a parent in business.

You started your business after having your first baby during lockdown. Can you tell me more about what it was like for you during that time?

Scary. Lonely. Dark. Lockdown was a dark and beautiful time! It’s taken a long time to move forward from here. This period changed everything, I wasn’t the same person.

I always knew I wanted to be a present mother. I never wanted my child(ren) to be raised by anyone other than myself or my family, which heavily influenced my decision to start my own business.

What motivated/ inspired you to start your business?

Out of necessity. After Lyra and Lockdown, I no longer could survive in my white-walled prison called an office. 

It wasn’t easy – juggling a three-year-old and learning to run a business from scratch – but it was the most empowering thing I could have done for myself and my family.

You're niching into SEO services- tell me more about that. Why SEO?

I knew early on that I had to upskill- a lot had changed since uni- and I decided I didnt want to completely start over so thought I’d become a digital marketer and learn Paid Ads. I didn’t enjoy the case study part. It felt icky and businesses were unrealistic about budgets and the ‘learning phase’. Fast forward a year. 

I felt like every business owner I was talking to wanted to do ads but didn’t have the budget. Bear in mind we were entering a recession, and a food crisis.  

Everyone wanted a website, had a website- but never got any leads. I realised that most web designers/developers don’t focus on SEO they just deliver a website that looks the part and says what you do. 

I began to realise that businesses were so focused on getting a “pretty” one, they never even realised the opportunities for organic leads if only they looked at the words they used. 

If only they planned out their pages with Google and Users in mind they might get more web enquiries - SEO (Search Engine Optimisation). It really came about after helping build a new website and revamping one. 

All my research kept sending me back to SEO. Chat GTP kept prompting me to do keyword research and understand user searches. 

I took Sarah Davis's course to learn about marketing myself 🤣. She sings songs about niching and messaging and I decided then to become a self-taught SEO strategist. I haven’t looked back since.

SEO is like the unsung superpower for marketing businesses. It's one of those things that can feel overwhelming and technical, but it’s such a game-changer when you get it right. 

And if by now you still have no idea what the heck SEO is? SEO is about making your website easier to find on Google so more of your ideal clients (users) find it organically and visit your website. Hello, I’m Sam 😄

For me, helping businesses climb those Google ranks, organically, is so rewarding. Plus, SEO is never boring! Google is always switching things up, so I get to keep learning and evolving. Did I tell you that 96 % of websites get no organic traffic? 

I’m starting a new business. What would you tell me to do when it comes to SEO?

Oh, haha! First —-- Plan it out. 

Every page on ‘Your Website’ has an opportunity to get found. 

Who is your audience and what are your services/products? Then, think about what your dream customers are typing into Google (to find similar services, do competitor research) and use those keywords on your site. 

Don’t just focus on the obvious; dig into those long-tail keywords too! Make sure your website is easy to navigate and optimized for mobile (like use your mobile and test it 😆). 

Also, please, please, claim/create your Google Business Profile and keep it updated – it’s free real estate!

Who’s your ideal customer and why? How can you help them?

My ideal customers are hands-on business owners who don’t want to watch oodles of YouTube learning yet another skill. They are just not getting regular website leads (because their competitors are showing up above them). 

They have previously relied on word of mouth, networking or socials but it is just not sustainable. They’re incredible at what they do, they know that having a strong online presence is important, but the technical aspects—like SEO, web optimisation and navigating Google—are confusing and intimidating to them. 

They prefer straightforward, jargon-free explanations and want to work with someone who can make their website more visible to the right people without getting bogged down in complex tech talk. 

That’s where I come in. I help by making Search Engine Optimisation understandable and accessible.  Whether it’s through a workshop, one-on-one training or a done-for-you package, my goal is to empower them to feel confident that their website is working for them, they know they are using the right words to connect with their ideal client, and getting found by the right people.

In other words, I help business owners get found on Google, resulting in more sales and leads.

What have been some of the biggest challenges you’ve faced so far as a business owner? How have you overcome them?

Finding balancing and letting go. Being a mum (the kaitaiki), running a business, and staying on top of my journey to heal has been tricky. 

I am learning to put everything in my calendar, being okay with not doing everything at once, and not looking at the clock (reminding myself I am not in an endless rush and I am not always late 🙃).

Oh, and letting go of perfectionism – is it functional? That is ok. 

Surrounding myself with a supportive network has also been a lifesaver. It’s easy to feel isolated, but connecting with other business owners helps remind me I’m not alone in this - cue hosting Hamilton meetups🙌.

What’s worked best for you to build brand awareness and get customers?

My journey into business has not been linear (why couldn’t I pick the easy route), and my services have changed like ‘Taylor Swift switching eras’. For me, it’s been all about building relationships and word-of-mouth. 

Hosting workshops has been huge for getting my name out there. Which I wrote on a Post-it at last year's She Owns It Christmas party!

They allow me to connect with people in a real, hands-on way. I wish I could say that I also focus heavily on organic SEO –but…do as I say not as I do! Picking a website platform has been a hard decision for me, knowing what I know. 

2025 watch this space. #notanotherprettywebsite 

What do you do to help maintain your energy, focus, and mindset?

I try to start my mornings with some mindfulness and movement – even if it’s just a few minutes. 

I describe myself as wild and woo-woo. 

I’m also big on getting outside, eating outside, barefoot standing in the sun and making time for things that fill my cup, whether it’s playing with my daughter, enjoying a hot chocolate, or sneaking in a fascial maneuver session. 

Balance, boundaries and remembering my values are what hold me together-ish. I remind myself regularly that I can’t pour from an empty cup, so self-care is non-negotiable. 

What’s next for Journey to Grow?

There’s so much I’m excited about! I’m currently developing a new mini-course for DIYers — breaking down my SEO workshop into 8 sessions to support them in getting optimised 1 web page at a time. 

I am planning to become an RBPN service provider, and they may be eligible for funding (up to 50%) so they can confidently tackle their own website. 

I’m also focusing on growing partnerships with web designers, helping them add SEO to their client packages. And moving all but 1 of my SEO for beginners workshops online in 2025 so that I can help anyone, anywhere get more visibility on Google. 

I’ve also got to make working remotely from the UK work for a few months 🤣. 

Next year is going to be exciting.

Fast Five

  1. One thing you’d tell your younger self starting out?

Do your research, test it out FIRST.

2. Your favourite biz or personal development books or podcasts?

Dr Joe Dispenza 

3. How many tabs do you have open right now? 

15

What's your go-to power song?

How do like me now - The heavy

Favourite quote?

I am enough, I do enough, I have enough + You don’t find time you make time.

Rachel Lewis
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Hey Rach! Should I just go and get a job?