Steve O’Brien is co-founder of digital marketing agency Woya Digital, he is a seasoned marketing professional with nearly 20 years of experience in SEO and digital marketing. Known for his straightforward approach to search engine optimisation, Steve has helped countless businesses thrive online. In this exclusive, he shares his insights on personal branding, digital marketing trends, and actionable advice for business growth and success.
Can you tell us about your journey into digital marketing?
I started my digital marketing career nearly two decades ago when SEO was still in its infancy. I felt like a pioneer at the time when people still referred to Yellow Pages, not Google! In Y2K, it was all about basic keyword strategies and easy backlinks, the focus on content and user experience was minimal. Over the years, I’ve witnessed first-hand how SEO evolved into a dynamic, multi-faceted and data-driven field.
Woya Digital was born out of my desire to simplify SEO and get results for businesses. Many clients came to me feeling overwhelmed by technical jargon and undelivered, flashy promises from consultants and agencies. I wanted to create a transparent, approachable brand that not only delivers results but also educates clients along the way. It’s about empowering businesses to see SEO as an investment, not just an expense. Over the years we have expanded, specialising on other digital marketing solutions, but keeping online visibility at our core.
Why is personal branding so important in today’s digital landscape, and how can SEO support it?
Personal branding is critical because it helps professionals stand out in an increasingly crowded market. Certainly in my focus business sectors of healthcare, finance and sports, it’s your way of showcasing your expertise and building trust with potential clients. SEO is a powerful amplifier for personal branding, it ensures your content, whether on LinkedIn, YouTube, blogs or your website, is visible to the right audience. In 2025 authority is everything!
How has AI impacted digital marketing, especially in areas like search optimisation?
AI has transformed SEO in remarkable ways, so quickly. Tools like ChatGPT and AI-driven analytics are integrating incredibly well into professional software, making content research, keyword research, and audience targeting more efficient than ever. AI can analyse search intent better, helping businesses create content that directly answers user queries.
However, the human element remains vital, and this is part of our current growth and success without doubt. AI provides incredible insight (not sure it is always correct?), but it’s still the marketeer’s creativity and understanding of the audience that bring strategies to life. I see AI as a partner in delivering smarter, more personalised marketing campaigns, not a replacement for human expertise, penned content and review.
What common mistakes do businesses make with their digital marketing strategies, and how can they be avoided?
One major mistake is trying to do everything at once without an initial clear focus. The saying, run before you can walk, stands true! Many businesses spread their efforts and budget too thin, trying to reach every platform, this dilutes their impact. Another common issue is neglecting the foundational aspects of SEO, like technical optimisation and quality content, in favor of quick wins.
The solution is to start with a clear brand strategy. Identify your goals, understand your audience, and prioritise the channels that align with your objectives, viewing SEO as a long-term investment. Short-term tactics like paid ads have their place 100%, but sustainable growth comes from building authority and a strong organic presence.
Finally, never forget user experience. UX and CRO (conversion rate optimisation) is becoming increasingly important, your website visitors are more savvy, impatient and demanding. Sending more traffic and visitors to a poor UX store or website, will have them leave just as quick!
What’s your advice for someone just starting in digital marketing or SEO today?
Stay curious and keep learning. Digital marketing evolves rapidly, and staying ahead means continuously educating yourself. Focus on mastering the basics; understanding search intent, keyword research, and content optimisation, and then build on those skills with tools and strategies.
Most importantly, prioritise authenticity in your personal brand. Whether you’re starting a blog, creating social media content or engaging with clients, let your passion and expertise shine through. In SEO, as in life, consistency and authenticity are the keys to success.
Last Thoughts
Steve O’Brien’s practical insights highlight the importance of clarity and strategy in digital marketing. As the industry continues to evolve, his emphasis on authority growth and authentic personal branding provides valuable marketing guidance for businesses and professionals alike.
