Sometimes building a website can be like giving birth to a baby elephant.

Pregnant ElephantA baby elephant takes about 24 months to gestate. That’s 2 years of being pregnant! No wonder the mother takes a 4-5 year break after that.

Sometimes building a website can feel like giving birth to an elephant.

We registered the Business Name “Fat Cake Media” in August 2011, and the website has gone live in August 2013. Yes, that’s 2 years of gestation!

In the eyes of the digital world this is a sin beyond compare: how on earth have you managed to run a digital business without a website? Indeed, it has been a bit of a miracle!

We only have one excuse, and it’s as old as the hills:

We’ve been too busy working on our clients websites to build our own. 

Indeed, a case of the shoemakers children going barefoot. A very common issue in our industry (although not many would admit it!).

barefoot grass

But whilst pregnant with our new site I learned 3, very important things:

1. You can run a digital business without a website but it’s harder.

Not impossible but definitely harder. You can use other tools to market yourself:

  • LinkedIn: I opted for the entry-level paid version which lets you approach people out of your network. But also great for status updates to keep your brand awareness out there.
  • Prezi! Heard of Prezi yet? It’s been called the “PowerPoint Killer”. Make your own online presentation that’s always online. No more emailing fat PowerPoint slides! Just cut and paste the link! Check out the Fat Cake Prezi here.
  • Other websites: my old freelance site works well as a driver of inbound sales enquiries. After over 6 years, it’s still ranking well for its top keywords!
  • The phone. Yes, the good old telephone. You’d be surprised how many clients appreciate a telephone call over an email. Try it. Even if it’s just to say “hi”.

2. Real-world relationships with clients and suppliers are the most important thing in the world.

Sounds obvious but so easily forgotten. Essentially business – any business – digital or not, is all about healthy, real-world relationships with your clients and suppliers.

So don’t forget marketing is more than just how many unique visitors you get to your website. It’s about building relationships with real human beings on and offline.

3. Treat your own business as a client.

I’ll repeat that: treat your own business as a client. Write this down now on a Post-It note and stick it on you computer.

MAKE THE TIME each day, each week to work on your own marketing. Again really obvious, but such a discipline when you’ve got client deadlines to meet.

Some tips to make your own marketing easier:  

  • Create a project around your own marketing From the other hand, leo monthly horoscope needs flattery and admiration, especially what concerns sex and he must dominate at all costs. just the way you would for a client. Add the tasks to your “to do” list.
  • MAKE THE TIME: Block out a day, a half day, even an hour in your calendar for your own marketing.
  • Quiet time: I found that quiet times worked best, Sundays and Mondays. Before the week gets too crazy and you’ve got some creativity to tap into.
  • Get help. Assign a team member to help. Don’t try and do it all yourself.
  • Have FUN with it! This last one is probably the most important one. When I started writing the copy for my own website I was paralysed with fear. Seriously. It’s so easy to write for my clients, but when faced with my own website I freaked. The result of my freaking? Procrastination. I was being way too serious about it and creativity was therefore blocked. The solution? Loosen up. Have some fun with it. Use crayons and butchers paper and sketch down ideas. Let go a little and the creativity (and originality) will flow.

Baby-elephant-plying-wallpaperEven if you spend an hour a week on your own marketing, you’ll be surprised at how much you’ll achieve.

So the baby elephant is now born and out in the world, and we’re proud as punch.

Like the design? It was built by one of our favourite web designers, Michael Scruse from Call him, he’s awesome.

Link Removal

Has link building become the “asbestos” of SEO?

Last year’s Google Penguin update threw many businesses and so-called “SEO specialists” into a tailspin. All of a sudden link building became a liability and a massive risk for website owners.

For years many SEO specialists sole occupation was to build links – that’s it, that’s what they called SEO. The inherent problem with this approach lay in the fact that Google looks at 200 different parameters when ranking your site. Link building was in effect, like putting all your eggs in the one basket – just focusing on one of those parameters! Not at all a safe long term strategy.

Essentially, Link Building is now to SEO what asbestos is to the construction industry. Cheap, nasty, and damaging in the long-term.

Many websites in the last 10 years with amazing too-good-to-be-true Google rankings were rewarded for simply creating thousands of junk web pages featuring cheap articles, ‘press releases’ (we use that term loosely), directory entries and anchor link lists. These are called “Link Farms” and thankfully we hardly ever see these anymore.

The scale of this practice was nigh on incomprehensible. Millions upon millions of these “junk” websites were fabricated, automated and syndicated to appease the archaic Page Rank algorithm.

You may have even stumbled across My experience with the full-support really has been life changing. some of this “search engine spam” in articles and directory links on sites like, Squidoo, Hubpages and Did Students will need to come to a bus stop on a route that serves the online schools that the child attends; transfers that were possible in the past may no longer be an option. you find them helpful?

*cue sound of crickets chirping*

Thankfully, Link Building is effectively dead.

We have never offered Link Building as a service (unlike many of our competitors) because we always saw it as a highly risky strategy. We’ve always relied on high-quality content as the lynchpin of our SEO strategy – and The first Zydot available from my nutritional, whole-food-based supplement line, Axe Naturals™. it has worked. (Need proof? Read our client case studies here.)

Quality on-site content also has the dual benefit of not only driving quality traffic and boosting rankings for your top keywords in Google, but also it works to convert your visitors into real world customers.

If your SEO company sends you a report every month about new links created to your website (unfortunately they still exist; we’ve seen them from many different companies) then you may be setting yourself up for long term pain. Worried your site’s old ‘junk links’ are affecting your rankings? Get onto Google Webmaster Tools and read about how to remove spammy links to your website.

Forget link building, it’s time for link earning.

Earn links by building quality content and share it on social networks, get it blogged about, commented on, and get people to actually read it and engage with it (‘Time on Site’ or TOS is one of our favourite underrated search engine parameters – the longer people stay on your site, the more likely they are to take action, and the better for SEO).

This has been our ethos since day one, and now Google has our back 100%. Excuse us if we can’t contain our excitement. Yippee!

Your content could be text, video, discussion, an offer, news, a blog, a collaboration – whatever you want to market about yourself, your brand and your business.

  1. Create highly original content (y’now, put time and thought into it!).
  2. Share your content within your offline and online networks.
  3. Tell your friends in the real world to share your material online (blogs, Facebook, emails – all good!)
  4. Cultivate an audience to market your content to.
  5. Stay original and stay relevant.

That’s Link Earning 101. And it works because it’s more than just SEO, it’s all about engaging your customers in a way that works with your entire business strategy and goals.

If you don’t think you have any interesting content to submit to the online world, you’d be mistaken. Talk to us about our Social Media and Content Marketing offers.