Paul Mackenzie Ross, Digital Marketing Expert

I Finally Made it to Brighton SEO

May 4, 2026June 7, 2018 by Paul Mackenzie Ross

After 18 years of “doing SEO” I finally made it to the Mecca of search marketing conferences and paid a visit to Brighton SEO. The event has been on my radar for a few years but all the barriers have been in place to prevent my attendance – everything from other commitments, forgetfulness, denying myself … Read more

Ready Player One: The References

September 2, 2019March 31, 2018 by Paul Mackenzie Ross

SPOILER ALERT I hadn’t heard about Steven Spielberg’s new film Ready Player One until this week. It cropped up somewhere as a reference in itself and that was it, as far as I was concerned. No trailer, no previews, no idea. But then the wife said she was taking the children to see it and … Read more

Identifying Thin Content for SEO

October 5, 2025November 29, 2017 by Paul Mackenzie Ross

Have you heard of the term “thin content” in the world of Search Engine Marketing? It’s when websites contain very short articles, in their blogs, news channels, or even on main pages and the word count is extremely low. Why is Being Aware of Thin Content important? Once upon a time (think 2008), websites stuffed … Read more

Go See Blade Runner 2049

November 30, 2025October 15, 2017 by Paul Mackenzie Ross

Blade Runner is one of my favourite films. It’s sci-fi, it’s got a great cast, it’s cult, seminal and influential, and the Iron Maiden album cover for “Somewhere in Time” owes a lot to it.

What, Your Web Designer didn’t SEO your Website?

March 8, 2026October 6, 2017 by Paul Mackenzie Ross

Remarking “What, your web designer didn’t SEO your website?” might sound like a flippant remark, but it’s quite common. The situation usually goes something like this; I’ll be talking with business owners about how things are going… Me: “How’s your website doing?” Client: “Very good, thank you, everyone loves how it looks.” Me: “Are you … Read more

I Love Bad Data

October 16, 2017July 13, 2017 by Paul Mackenzie Ross

As a digital marketer and copywriter, I love bad data… NOT. When I have to look at web traffic, organic visits, pay per click, social media… I look at the data. When I write a report… I look at and present the data. Writing a blog post or news article? You have to look at … Read more

What a Website Audit Will Not Pick Up

December 29, 2025June 7, 2017 by Paul Mackenzie Ross

NB: I wrote this article for another digital marketing agency back in 2017 but they removed by name from my work in 2025, so I am re-publishing here to preserve the piece as my work. They’re all good, these free website audit tools. They look at performance, mobile-friendliness, speed, SEO and security… But when you … Read more

A Big Cog in a Small Machine Once Again

May 3, 2025March 1, 2017 by Paul Mackenzie Ross

In my 16 + years as a digital professional, I have worked for small businesses, a couple of charities and a global corporation. And now I am a big cog in a small machine once again. Working for Johnson & Johnson for the last 15 months was about as a big a business as I … Read more

Have You Seen this Digital Marketing Map?

May 2, 2025March 1, 2017 by Paul Mackenzie Ross

Last night at college someone showed me The Digital Marketing Map. I was impressed. The digital marketing landscape is a complex and sprawling beast and this was the first time I’d seen an attempt to tame and visualise the sector. And what better way than an infographic and a London Underground/tube map to boot!

Also, this is a digital marketing roadmap and a mind map too, so the digital landscape has been clearly and logically laid out and all the connections made…