As 2025 begins, I reflect on something I wish I had done more of last year: creating content to share what I've learned over the years. My goal has always been to help others—especially fellow parents—spend more quality time with their families while building a sustainable income stream. For me, this has meant leveraging the power of websites, SEO, and digital advertising to create opportunities and value for businesses and individuals.
Over the last 15 years, I've built and ranked countless websites, driven targeted traffic through Google and Facebook ads, and learned the ins and outs of digital marketing. It's been a journey of trial and error, constant learning, and persistence. While the path hasn't always been easy, it's one I'm deeply passionate about and eager to share.
From Passion to Profession
My love for creating began in the late '90s when I started experimenting with Photoshop. By the early 2000s, I designed gaming forums' buttons, interfaces, and layouts. Coming from a humble immigrant family, I started building websites for friends, neighbours, and family because we couldn't afford to pay others. That hands-on experience deepened my appreciation for the craft and eventually became my career.
I started with small, basic sites, gradually learning how to improve them. At first, I didn't understand how search engines worked or what it took to get a website to rank. But I dove into forums, courses, and online resources, spending countless hours experimenting with techniques. Through trial and error, I began understanding what made websites rank and what didn't.
Building, Testing, and Scaling
One of the most valuable lessons I've learned is the importance of testing. Over the years, I've created hundreds of websites—some that thrived and many that didn't. Every site taught me something new, from understanding the importance of keyword targeting to discovering which platforms and tools were most effective.
I also learned that the easiest platforms to set up aren't always the best for SEO. In my tests, WordPress consistently outperformed simpler website builders like Wix, and to this day, it's my go-to platform for building scalable, rankable websites.
When I started taking on clients, I realized the value of niching down. Instead of trying to rank a generic website for "injury lawyers," for example, I targeted specific suburbs and underserved keywords. This approach made ranking easier and provided a clear roadmap for scaling. Whether it was "mechanics near me" or "cafes in [suburb]," going local and specific was a game-changer.
The Power of Owning Digital Assets
If there's one piece of advice I could give anyone starting in this space, it's to own their digital assets. I treat websites like digital real estate. Like owning property, owning a website that generates traffic gives you incredible leverage. That traffic can be monetized in many ways—through ads, leads, affiliate marketing, or even selling the site outright.
Ranking a website takes time and patience, but the long-term rewards are worth it. While it might take years to see results from SEO, combining organic efforts with paid campaigns can generate immediate leads. For my clients, I often pair Google and Facebook ads with SEO to start driving inquiries within the first month, even while the organic strategy is still maturing.
Strategies That Work in 2025
Building and ranking websites is both an art and a science. It requires understanding the latest trends, tools, and techniques while adapting. Over the years, I've refined my approach, focusing on a few key strategies:
- Creating Valuable, Optimized Content: Content is still king, but it's no longer just about keywords. Content needs to be engaging, authoritative, and aligned with user intent. I've found that structuring content into clusters—grouping related topics under a main theme—helps establish topical authority and improves rankings.
- Prioritizing User Experience: Fast-loading, mobile-friendly websites are essential. Google rewards sites that offer a seamless experience, so I ensure every site I build is optimized for speed and usability.
- Leveraging AI Tools: The rise of AI has made it easier than ever to streamline processes like keyword research, content creation, and even website design. Tools that seemed out of reach are now accessible to everyone, levelling the playing field.
- Targeting Long-Tail Keywords: I focus on intent-driven keywords that align with specific user needs. These are often less competitive and can drive highly qualified traffic.
Diversifying Monetization Models
Over the years, I've explored various ways to monetize websites. While I love working with clients through the agency model, I've also embraced affiliate marketing and the rank-and-rent model. Both offer unique opportunities to generate passive income while controlling my assets.
For example, with the rank-and-rent model, I build websites in specific niches, rank them, and then lease the leads to businesses. It's a win-win: businesses get qualified inquiries, and I earn a recurring income without the day-to-day demands of client work.
Affiliate marketing is another avenue I've found rewarding. I can generate commissions by recommending products or services related to a site's niche while adding value for my audience. Whether it's "best tools for arborists" or "top cafes in Melbourne," the possibilities are endless.
Why I'm Still Passionate About This Work
Fifteen years in, I still love what I do. Building websites, driving traffic, and helping businesses grow never gets old. Each project is a new challenge, and I always learn something new. Whether it's a new tool, a fresh perspective on SEO, or an innovative ad strategy, there's always room to grow.
I've learned that success in this field requires persistence and adaptability. The digital landscape is constantly changing, and staying ahead means being willing to experiment, fail, and try again. Above all, it's about creating something of value—whether that's for a client, a business, or myself.
Looking Ahead
As I move forward into 2025, my focus is on sharing more of what I've learned. Whether through videos, blogs, or hands-on workshops, I want to empower others to build their digital assets and create financial independence. It's not always easy, but it's possible with the right mindset and tools.
If you're ready to take the first step, start small. Build a site, learn the basics, and keep experimenting. The journey may be long, but the financial and personal rewards are worth it. Here's to a year of growth, learning, and success!
