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As announced on Wednesday, today's interview will offer readers an insider-peak into the realm of building and managing an Internet Marketing and Website Design company... a topic that has yet to be covered by mainstream SEMs. And just who is sitting in with me today... well that would be my good friend (and boss) Michael Roebuck, the General Manager at All Web Promotion.
Having started All Web Promotion in April of 1999 and forming it to successful state that it's in today, there's no doubt in my mind that Michael is the perfect person to talk shop with today. And besides... how often is it that you get to put your boss in the hot seat and fire questions at him?
In addition to his involvement with All Web Promotion, Michael runs his own website, offering similar search marketing and website design services, as well as his own Blog, which covers random rants and raves regarding his work and non-work life. I've had the esteemed privilege of knowing Michael, both personally and professionally, and understand completely just how passionate he is when it comes to his work and All Web Promotion.
Without further ado, here's the exclusive 1-on-1 chat with All Web's skipper:
Hey Michael... welcome to the Klog! Obviously, you and I are not strangers with each other, as we've been working together for more than 3 years now. However, I do believe this is the first time you've appeared on my Blog, which makes today's interview that much sweeter. I'm very pleased to have you aboard.
Thanks for having me. It's an honor to be featured on such a prestigious blog. I'm touched that I was selected to be the second interview.
Now I happen to already know the answer to this first question, but for the sake of this interview, and for our readers, can you tell me a little bit about your background, and how you first became involved in Search Engine Marketing and Website Design?
Before All Web Promotion, I was the Marketing Director for a manufacturing company called Badge-A-Minit. That was my background. Everything I learned in college or previous jobs just didn't matter anymore. I remember vividly that even the formula used to determine markup was different than I was used to.
Anyway, I was very interested in the Internet and getting the company web site designed and listed. I guess I spent too much time on it because shortly after I found myself running the mail machine for flyers.
LOL... times sure have changed. Such determination should have gotten you a promotion. At what point did you decide it was time to separate from Badge-A-Minit, and begin your own Search Marketing Company?
Because Badge-A-Minit is an entrepreneurial company, and I had the direct phone number of the owner; I explained that other people would want to pay for this service. The rest is history. One night in Chicago going through the thesaurus and studying other web sites, my dad, brother and I came up with a name. All Web Promotion was born!
Looking back to that night, how has your company progressed?
It's like night and day. I started the company alone and now we have 10 people. The early days were nice because we were very small and everyone kind of did everything.
Michelle [Plym] was my second employee and is still with us today. She started off doing SEO, and has since moved on to be a Yahoo! Store and RTML designer.
Over the years, the company has seen a few bumpy roads. I remember when an employee quit the day before I was to leave for an SES show in California. In fact she was supposed to go with me. I got a call at 9:00pm stating she wasn't coming back. Luckily for me, at that time my brother [Peter Roebuck] was doing some of All Web's accounting and billing on a part time basis. I heard he was looking for work and I offered him a full time position. A few years later I kind of split the company in half. Peter continues to do billing and at the same time oversees the SEO side of the company where as I oversee the Yahoo! Store design side, as well as everything else. This arrangement has worked out great thus far and has allowed me time to grow the company in different directions.
With you [Karl Ribas] on board now, you get to manage the SEO and PPC projects that come in, as well as cover me when I'm gone or unavailable.
To sum up your question, I guess the company has progressed due to the employees that work for it. We all are vital for the smooth operation. Everyone has a specialty and we all work together to remain cutting edge and knowledgeable in all aspects of the Internet. The company follows the growth of the Internet and I steer it with future perceptions in mind. Most have turned out positive so far.
All Web Promotion started solely as a Search Engine Optimization company. What made you later decide to incorporate website design services? Why did you choose to work with the Yahoo! Store platform?
I added website design because we wanted a way to create some e-commerce websites quickly. We chose Yahoo! because of the name, its ease-of-use, features, and the fact Yahoo! Stores were included in Yahoo! Shopping. After I set up a few stores for myself, it was determined that others needed help as well. Therefore, as a company, we started offering Yahoo! Store design services.
Having worked only two jobs my entire life; I can honestly say that I've never before worked for a company like All Web Promotion. The atmosphere is both fun, and very rewarding, almost to the point where "working" doesn't at all feel like work. Would you agree? How would you describe the overall work environment at All Web Promotion?
I think it's great. Employees all think for themselves and argue with me. I used to hang up signs reading, "Question Authority" and encourage free thinking and problem solving. It must have worked because as opinions differ, we all hear about it. I feel that is really important though. I don't claim to know everything myself, but put us all together and we could solve world hunger. Or at a minimum, what size bed to place in an airplane [referring to a recent argument between Google founders Larry Page and Sergey Brin].
How about the team? How would you describe those that work for you?
The people are great as well. It's taken a while to get here, but we're here. The employees love what they do and because of this, they perform well. I also try not to treat anyone as if they "work for me." As I see it, we all work with each other. We all have our job to do, and we all work together to achieve success.
Our team is strong in almost every sense. It seems as if everyone has a special talent that they can contribute, and often I'll look to incorporate their talents into actual services that the company can benefit from. For instance our Graphic Design and Photography services were created solely on the fact that employees had strong backgrounds in each of these areas. Like I mentioned earlier, I don't know everything, but together, as a group we are a powerful bunch of people.
Well said. We do have a great team with strengths in many areas, which I'm sure help to make your job a bit easier. As General Manager, what kinds of things do you do to improve employee morale?
I don't plan any official events or activities to improve morale. I treat people as I would want to be treated. Everyone is empowered to make decisions and think for themselves. I have a philosophy that goes like this: "As long as you can justify why you did something, you'll never be wrong. I might over-ride you, but as long as you can justify your actions, everything will be ok." I think living by that philosophy as well as treating everyone as equals, automatically boosts morale.
Not a bad philosophy at all. I happen to think it works very well for us, and maybe it could work for other companies too. What kinds of things do you do, or implement, to ensure that your team remains up-to-date and knowledgeable in their areas of expertise?
Together, we subscribe to numerous newsletters and industry blogs, manage a company iPod that is passed around with various podcasts on it, and attend various trade and industry shows. Apart from that we constantly test and try our own ideas.
The iPod is a great resource when downloading and listening to podcasts. I personally enjoy being able to pause and play shows on my schedule and as I have time. Moving forward... what is the best part about managing a company like All Web Promotion? What, in your opinion, makes showing up to work each day worth the trip?
I love what I do. Each day is different and I deal with a different set of challenges. Variety is the spice of life! Nowhere have I met so many interesting people all trying to get ahead or get out of the daily rat race. So when you ask me the best part about managing a company like All Web Promotion, it's the people. We're taking people's dreams and turning them into reality. Then we take that reality and ensure the world gets to see it. What could be more fun than that?
Great answer, and I definitely agree with you. We work with many interesting people, and helping them to create and market their "dreams" makes each day worthwhile. With that said, how would you describe the typical All Web Promotion client?
Because of our ability to create a fully functional, turn-key e-commerce web site for only $299; we get lots of inquiries. The average web site is a bit higher though, as some customization is usually requested. Regardless, most of our clients are small businesses. From the mom and pops who start a part time job to get out of the daily grind to the smaller corporations who need a better web site for less.
What would you say is your absolute favorite client-success story?
When I was starting out I received a phone call from a guy who was just getting into a particular niche market. He had spent everything he had and I was his last hope. He gave me a couple months to get his web site listed in the search engines. If I failed, he was going to have to go to school to become a home inspector and he didn't want that. He's still a client today, and is a considerable force to be reckoned with in his niche market. He's also a really nice guy and I'd do anything for him for that reason alone.
Great story! I'm sure you have several more "story-worthy" clients you could have mentioned. In fact, if you think about it... you're a small business success story yourself? As much as you were an influence to your client's success, there's probably someone who has influenced you in the same way. Who, if anyone, would you say has been the most influential person in your life?
My Dad. Hands Down. The older I get, the smarter he becomes. He is an engineer by trade and was able to take a comment made to him at a trade show and turn it into a dream come true. He took the risk of quitting his secure job with a stay at home wife and 3 babies to pursue a dream, and it has paid off for him. He answers to no one and is really a pretty smart guy. He got it going on.
I've actually had the privilege of knowing your dad. He's a great guy, and quite the poker player. How do you think your dad's influence has helped you to become a better leader and General Manager?
Probably his lack of influence has been the biggest factor. Apart from observing him for the past 30 some years, he stays away and lets me run things as I see fit. This means I make my own mistakes as well as solve my own problems. Sure, he's there if I have a question but he typically doesn't offer his advice. Because of this, I run the company as I would want to be run. I'm not simply an extension of him doing what he dictates.
You've been at this ship's hull for over seven years now. How have your individual duties and responsibilities changed since you first started?
I don't get to get my hands as dirty as I used too. I got into this job because I loved doing it. Now, I sit behind a desk managing employees and doing business tasks. I get to jump in every now and then, and I still oversee a few clients, but I'm more of a solutions provider now. I get to work on the really tough tasks and solve the big problems that no one else knows or wants to commit to. It's a different kind of fun. It's still crack and I need my daily fix, but it's a different, newer crack. A more potent Internet Crack maybe?
Potent Internet crack? Probably not the best way to describe one's job, but I like it! With that said, and looking back at the success you've experienced thus far with All Web Promotion, what if anything would you change or do differently?
I wouldn't do anything differently. I've learned a lot and have helped many people succeed. If I didn't do what I did, we might not be here now. On the other hand, I might have bought stock in Yahoo! before the crash or Google and be sitting on a beach somewhere now, but other than that, I wouldn't change a thing.
What unique characteristics help separate All Web Promotion from say other online marketing and design companies?
As far as design goes, we can turn out a beautiful e-commerce capable website for thousands less than a design company or advertising agency could offer. Companies love that!
Mom and Pops love the scalability and training we offer. We can build them a site and then train them to use it thereby eliminating the need to hire a designer in the future. We can start with a basic site and as they sell and make money, we can add more functionality. Also, being that a lot of our clients are small business, we created an after hours support line. No-one else offers this. If you are working on your site at night (which most part-time people do) and hit a snag, give us a call. Most likely we can help you.
As you're well aware, Search Engine Marketing seems to have the ability to change gears and progress without notice. Where do you see the Search Engine Marketing Industry being 10 - 20 years down the road?
I have absolutely no idea. This industry moves so fast, I don't know where we'll be 20 days from now. I presume in 20 years the search engines will be some form of artificial intelligence that has been implanted in your brain. All you'll need to do is think and the answer will appear.
Wow... what a concept. I guess 20 years is a little hard to predict considering the nature of this industry. Although, for arguments sake, let's assume that your theory is correct. Where do you see All Web Promotion being at that time?
We'll probably all be cross eyed and hunched over some form of computer. Our kids will be running the show and trying to get us old geezers out of the way so they can "modernize."
Whoa... let's remember that I'll only be 43 (yes... I'm only 23 now), and do not expect to be replaced until well after that. However, retiring early has its perks too... it's a shame we didn't get in on that Google Stock when we had the chance. Moving forward, what do you feel is the single biggest misconception shared by those looking to start an online business?
Build a web site and you'll get rich. It's the age-old problem of people thinking that all they need is a web site and customers will beat a path to their door. It's not true. It's hard, repetitious and tedious work. But the payoff is great.
Another problem is overnight success and Google. People want to be number 1 for Google only and they want it by tomorrow. I have to agree with them partly because they know that 80% of their sales come from Google so why spend so much time on the other engines? It's a tough sell trying to get people to understand that a presence across the Internet is needed.
As a business owner myself, I focus on Google as well. Who is this MSN fellow anyway? Do they really matter? To some clients, they aren't even a blip on the stats report.
Great answer, and so very true. It's disturbing to think about the number of people who have a website created, but don't have a marketing plan in mind... or at least an idea of how their going to get traffic to it. Some honestly believe that once their site is complete that they can just flick on the neon "open" sign and sit back to watch the orders fly in. This is a huge misconception, and I'm glad you mentioned it. Considering your experiences and everything that you've seen and done in this industry, what advice would you offer those looking to start a Search Marketing/Design company?
It's a tough market to get into nowadays. I started early but as long as you are knowledgeable and can perform, I think anybody can get involved. It takes a little while to learn this stuff though, and I still learn something new everyday, which is part of the reason I love it so much. You have to like challenges and be willing to work to overcome them.
It's obvious that after reading over this Interview and from knowing you personally that you're very committed to your work, and to your company's success. It's a great thing. What's not so obvious though, is how you find balance between work and the rest of your life. With that, what kinds of things do you do outside of work, or when not on a computer? What are your hobbies?
I fly every now and then but not nearly enough to keep current; or safe. On weekends, my wife and I like to go to my in-laws local tavern and socialize. Other than that, my job is my hobby.
Looking to the future, what can we expect to see from All Web Promotion, in regards to website marketing and design services and resources, in the not to distant future? What can we expect to see from Michael Roebuck personally?
Umm... don't know. What's new with the Internet? We are integrating more usability features into the sites we design and dabbling with various third party applications to make websites more advanced for less money. I guess as new features and functions get developed, we'll add them to our services. Basically, whatever we need to do to remain on the cutting edge of Yahoo! Store, and search technology that the common businesses can afford.
Regarding me personally, the only thing I can say is keep reading my blog. Apart from learning various Yahoo! Store tips and tricks, I also post about various random thoughts and activities that go on with me and the family.
Well... that's that. I'm out of questions, and that means that you're officially off of the hot seat. I set out to do an interview that would enlighten readers to the inner-workings of managing a Search Engine Marketing and Website Design Company, and together I think we accomplished just that. Thank you very much for taking the time to 'sit' and chat with me. I for one had a blast, and hope that you, as well as our readers, did too.
Thanks for having me. It's been a pleasure and I hope it's been enlightening. If I can have one last comment, anyone interested in Yahoo! Store website design or search engine optimization, please call All Web Promotion toll free at 888-883-9462. We turn your dreams into reality and ensure your reality gets found!
About Michael Roebuck:
Michael Roebuck is General Manager of All Web Promotion, Inc., a full service Search Engine Optimization and Yahoo! Store Web Site Design Company. Additional information and resources can be found on http://www.allwebpromotion.com/ or his personal blog located at http://www.michaelroebuck.com/blog
About Karl Ribas:
Karl Ribas is the Project Manager at All Web Promotion, and on the side runs his own search engine marketing Blog and consultant website. He has been designing websites since 2001, and began his involvement with search engine marketing in September of 2003. As both, Project Manager at All Web Promotion and owner of his own website, Karl provides up-to-date, valuable, and effect Search Engine Marketing and design services to a wide range of small to medium sized online businesses.
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