Scott’s Story

After leaving school at 16, I embarked on a career in photography, specialising in studio photography and darkroom services. Unexpectedly, I found myself taking over the company when my boss fled to Spain to escape the taxman, leaving me in a difficult position with limited resources. I ran the company for 2 years, bought in a Wedding Photographer and started making some good profit. After a few years the owner reappeared and I ended up leaving as I was to used to making the decisions by myself. Through necessity and ingenuity I worked my way into a technical support role for Microsoft and later HP, focusing on HP Medical machines, which marked the beginning of my journey into the IT world.

In 1999, a fortuitous encounter led me to the field of cyber sales. Intrigued by the industry’s relevance during a volatile time for IT security, I secured a job at McAfee Security, where I first met Neville. From there, I spent around 20 years in the industry, running multiple startups and eventually operating my own business.

In 2018, I founded Wise Distribution Ltd, providing marketing services and sales support to international vendors targeting the UK market. When the COVID-19 pandemic struck and business slowed down, I shifted my focus to digital marketing. It was during this time that I discovered James and Gemma Pybus’s digital methodology, which emphasised the importance of establishing a robust digital foundation to boost online sales. Implementing this methodology for the vendors I worked with and on my own website yielded great success. As our collaboration grew, the opportunity arose to merge our skills, leading us to establish Digital Groundwork Ltd.

Throughout my journey with James, Neville, and the team, I’ve learned the crucial significance of “Keyword Research” in online marketing. It empowers businesses to understand the terms and phrases used by potential customers during searches, enabling them to create targeted content and advertising that reaches the right audience, driving traffic and generating sales. Unfortunately, I’ve observed that over 80% of companies approach keyword research incorrectly. They prioritize SEO metrics over relevance and user intent, often targeting high-volume keywords that hold little relevance to their business or the user’s search intent. This approach results in wasted efforts and ineffective marketing campaigns. Additionally, some marketing agencies overly rely on automated keyword research tools without fully grasping the nuances of language and how people search for products and services. Consequently, they miss valuable opportunities and inaccurately target their audience. To avoid these pitfalls, it is essential to prioritize relevance and user intent in keyword research, employing diverse research methods for accurate and effective outcomes.

This is precisely why James and Gemma developed the ‘Logic Digital Marketing Methodology.’ Their aim is to assist companies in establishing the right digital foundation to enhance online sales while reducing digital expenses. I am proud to be a part of a talented and diverse team that brings their unique skills to the business.