Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Category: SEO

Is SEO Simpler Than We Were Told?


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SEO is a Black Art, SEO is Science-Based, SEO is Difficult, SEO is Time Consuming, SEO is Expensive. I’ve Been told that SEO is Expensive, Time Consuming, a Black Art, Science-Based and much more over the years. Wrong .. at Least in Many Cases. But Is SEO Simpler Than We Were Told?

I’ve been carrying out a series of SEO tests for a book I’ve just written. To test my SEO theories I’ve produced a relevant webpage and posted it on my website. The SEO I’ve done is VERY basic. It shouldn’t work according to all the advice I’m given. But it does work and I’ll prove it to you in the next few minutes .. in fact, you can test my page online and see what results you personally get from Google.  

The book is about How to Market a Restaurant, Coffee Shop, Café, Tea Rooms, Pub, Wine Bar and Other Food and Drink Outlets and my page focuses on Fair Trade Coffee shops in Naples, Florida. 


Test my SEO Results for Yourself 

So here’s the test. Get on your favourite browser and search for somewhere that serves Fair Trade coffee in Naples, FL. If my page is well optimised you should see me on Page One of your browser. If not .. well clearly SEO is harder than I thought. 

In case you wonder why I’m so confident here are some of the results of a similar test I carried out on LinkedIn.

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This is the result from Joe in Dublin. 

I was right at the top of the page when Joe searched and I’ll be discussing how I did it on Joe’s radio show later in the year. 


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Then there’s a result from Andrew in New Zealand. Andrew found me at position 4 on Page One of Google.





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On the other side of the world, in the UK, my page is still being found on Page One of Google by Chris.

I’ve now had dozens of replies to my request to test the page and every one of them has resulted in a Page One result. 

In a sense, I wish I’d had a few that didn’t work as these results make it look like I’m using a cheap blackhat trick. They make me sound like those people that email with a promise of guaranteed Page One positions. 


No one can guarantee you a Page One position. It isn’t possible with a 100% guarantee. 

But what can be done is to learn how to produce pages that stand a better than average chance of getting on Page One of the Search Engine Results  (SERPS).

The answer is to write good content and undertake the most basic SEO practices. Honestly, that’s all I’ve done. There have been no special technical techniques used and no secret tricks of any kind used.

I’ve just thought about what people are expecting when they make a search for Fair Trade Coffee in Naples and written content that fits that scenario. Then I’ve done the most basic SEO possible. The things I explain on this blog from time to time. Things like basic title, header and image SEO. Nothing more than that.


Learn More About SEO 

If you want to read more about how to do this just pick up my book. There are several sections that explain how it’s done. You can adapt them to fit any webpage and start to get better results immediately. 


Here’s a link to the book, How to Market a Restaurant, Coffee Shop, Café, Tea Rooms, Pub, Wine Bar and Other Food and Drink Outlets on Amazon. 


And there are more free restaurant marketing tips at




Email Delivery Problems: Is Email Marketing Dying?

I recently ditched my Email Lists in favour of more effective marketing tools (for me). I’m not suggesting you follow my lead on this but you do need to check what is working for you.


What was clearly working very well was my regular column in FE News.  The topic and headline were key, but overall the response rate was very good. I’m getting anything from a dozen to 170 shares from a single article; but better still the phone rings and I get messages via LinkedIn asking me to help solve business problems.

Speaking of LinkedIn. We are told it isn’t a sales tool .. and I agree. But I’m currently working on a piece of consultancy where the fee is a high five figure sum and that came in through LinkedIn. Fortunately this isn’t a one off. LinkedIn brings me in a lot of work and yet I never give out sales messages. 

The art of using columns, LinkedIn and PR is to evidence your authority and to “give in advance”. Giving in advance is easy to do. All that is needed is that you give away, to individuals or en masse, valuable advice, tips or tricks. Valuable to the recipient that is. The actual value to you might be nil or pennies. A bit of advice on a FAQ in your area is probably available on Google if someone looked,  It is the fact you give it away and demonstrate a context or similar that ads the value. 

And don’t worry about giving away your secrets. The FAQs are all answered somewhere online. What people will buy from you is probably far more than the answer to a FAQ. It is the service or product that supports it in many cases.