In this episode of the DevReady Podcast, host Anthony Sapountzis is joined by Stephen Kee, Head of Business Growth at SME Digital. Stephen shares his journey from financial mathematics to digital marketing, recounting his move from South Africa to Australia in 2011 and his entrepreneurial ventures. After building a successful Airbnb business that generated $1 million in turnover, the COVID-19 pandemic forced him to pivot. This led him to SEO and web design, where he now helps businesses optimise lead generation and conversion. Drawing on his mathematical background, he highlights the similarities between Airbnb’s algorithm-driven marketing and search engine optimisation, laying the foundation for his current role at SME Digital.
Stephen’s transition into digital marketing was shaped by his corporate experience and an intensive business course that equipped him with both technical web design skills and essential business knowledge. A pivotal moment in his journey was attending a bootcamp, where he realised the power of networking and the adage that “your network is your net worth.” Initially developing a web agency to support his Airbnb business, he soon recognised a greater opportunity in helping service-based businesses enhance their online presence. He reflects on the evolving nature of SEO, particularly the growing influence of TikTok and AI-driven searches, emphasising the need for businesses to adapt to shifting digital trends.
Discussing marketing strategies, Stephen explains that while psychology plays a role, data and mathematics are equally crucial in ensuring success. He underscores the importance of a structured approach, using data-driven insights to refine marketing efforts. Anthony shares his experience with social media advertising, highlighting the necessity of experimentation to find the right approach for audience engagement. They discuss the challenge of balancing budget constraints with the time required to identify effective strategies, reinforcing the value of incremental progress. Stephen also outlines the key elements of SEO, stressing the importance of aligning content with search intent and leveraging over 2,300 ranking factors to improve visibility.
Client expectations play a critical role in digital marketing success, and Stephen highlights the importance of managing them effectively during onboarding and discovery calls. He explains that many clients base their keyword strategies on anecdotal advice rather than data, making it essential to guide them towards evidence-based decision-making. Comparing Google Ads to renting and SEO to property ownership, he demonstrates the long-term value of organic search rankings. He also advises businesses to calculate their customer acquisition costs to assess SEO viability, noting that ranking highly in both paid and organic search amplifies visibility. The discussion further explores how lifetime customer value shapes digital marketing strategies.
The episode concludes with a cautionary discussion on the risks associated with unregulated industries like software development and SEO. Stephen shares a case where a client lost $1.4 million due to poor supplier choices, highlighting the need for businesses to work with credible experts. Anthony draws parallels between software development and construction, stressing the importance of proper planning before execution to avoid costly mistakes. Stephen advocates for industry education, warning against misleading SEO metrics and urging businesses to prioritise tangible results over vanity metrics. The conversation serves as a valuable guide for businesses looking to navigate digital marketing with a strategic and data-driven mindset.
Topics Covered
- Stephen Kee’s journey into digital marketing
- Transition from corporate to entrepreneurship
- The role of data in marketing success
- Managing client expectations in SEO and digital marketing
- Digital marketing strategy and business viability
- The risks of unregulated industries
- Best practices for sustainable digital growth
Important Time Stamps
- From Airbnb to SEO: Stephen Kee’s Growth Journey (0:07 – 4:05)
- “Your Network Is Your Net Worth” – The Secret to Business Success (4:06 – 10:05)
- SEO Secrets: How to Rank Higher on Google (10:06 – 17:35)
- Google Ads or SEO? Stephen Kee’s Property Analogy Will Change Your Mind! (17:36 – 25:22)
- SEO & Software Traps: How to Spot Red Flags Early (25:23 – 32:10)
