Disclosure: Hobo Web uses generative AI when specifically writing about our own experiences, ideas, stories, concepts, tools, tool documentation or research. Our tool of choice in this process is Google Gemini Pro 2.5 Deep Research. This assistance helps ensure our customers have clarity on everything we are involved with and what we stand for. It also ensures that when customers use Google Search to ask a question about Hobo Web software, the answer is always available to them, and it is as accurate and up-to-date as possible. All content was verified as correct. See our AI policy.
My name is Shaun Anderson, known since 2006 on online forums as Hobo, or Hobo Web, and primary editor at Hobo Web, a Digital Marketing Service provider based in Inverclyde.
For over two decades, my work in search engine optimisation (SEO) and website development and management has taken me across the globe, serving thousands of businesses from small local sites to large international enterprises.
My blog on the subject has reached over 8 million people, and the SEO tools I’ve developed are used by some of the most respected marketing professionals and best-known companies in the world.
But my operational base, my home, is here, in Greenock.
After 20 years of analysing Google’s algorithms and developing strategies for a global audience, I am making a deliberate and focused commitment to the business community of Inverclyde.
I see a profound opportunity to apply the same sophisticated, data-driven digital marketing principles typically reserved for corporations with multi-million-pound budgets to the local businesses that form the backbone of our community.
My mission is to provide you with a competitive advantage that is usually out of reach, levelling the playing field and empowering you to thrive online.
This is not just a business decision; it is a personal commitment authenticated by my company’s structure.
Hobo Web’s official editorial policy and operational standards are rooted in Greenock.
Furthermore, our binding Confidentiality and Non-Disclosure Agreement, which protects every client, explicitly states that it is governed by the laws of Scotland, with any potential dispute resolution to be mediated in Inverclyde and fall under the jurisdiction of the courts of Greenock.
This brings me to the core of my proposal.
The potential paradox of a globally recognised expert focusing on a local market is, in fact, my unique strength and your greatest opportunity.
My international experience has not made me distant; it has equipped me with the knowledge to build a set of proprietary, automated tools that solve the biggest challenges in digital marketing with unparalleled efficiency.
This automation eliminates the high overheads and expensive software licensing costs that make traditional marketing agencies so costly.
It allows me to offer a service of a higher calibre – more precise, more data-driven, and more effective – at a price point that is viable for a local Inverclyde business. You get the benefit of my global expertise without the enterprise-level price tag.
The Digital Crossroads for Inverclyde’s SMEs: Challenges & Opportunities
I understand the immense pressure on local business owners.
Your challenges are not just theoretical concepts to me; they are the practical realities I have helped businesses navigate for over 20 years.
Research and experience show that small and medium-sized enterprises (SMEs) consistently face a core set of digital marketing pain points:
- Prohibitive Costs: Many businesses find that partnering with a digital marketing agency is simply too expensive. These agencies often have high overheads and rely on costly third-party software platforms for SEO, social media, and content management, with these fees passed directly on to you.
- The Lead Generation Struggle: The number one challenge for many UK businesses is generating a steady flow of new, high-quality leads. Attracting website visitors is one thing; converting them into paying customers is another, and it is a persistent source of frustration and wasted resources.
- Overwhelming Complexity: The digital world is in constant flux. Google’s search algorithms are updated continuously, social media platforms change their rules, and new technologies like Artificial Intelligence (AI) are reshaping the landscape. For a business owner focused on their day-to-day operations, keeping up is a near-impossible task.
- Intense Competition: Standing out online is harder than ever. You are not just competing with the business next door; you are up against larger companies with significantly bigger marketing budgets and established online authority.
- Lack of Time and Expertise: Most small businesses do not have a dedicated digital marketing expert on staff. As the owner, you are often the chief marketer, salesperson, and strategist, leaving precious little time to execute a complex digital plan effectively.
These universal pressures are amplified by the specific economic landscape here in Inverclyde.
With a local employment rate of 68.4% and an economic inactivity rate of 27.5% – both lagging behind the national average for Scotland – every marketing pound must work harder, and every new customer is vital for sustainable growth.
The sheer number of businesses listed across Greenock, Gourock, and Port Glasgow in local directories highlights a crowded marketplace where digital visibility is not a luxury, but a necessity for survival.
However, Inverclyde is at a pivotal moment.
Our area has been officially designated a “priority area” within the Glasgow City Region’s economic strategy.
This is not just a title; it has unlocked over £11 million in City Deal funding specifically to build and upgrade commercial facilities, addressing growing demand and stimulating the local economy.
The Inverclyde Chamber of Commerce is actively championing this new chapter, working to attract investment and drive growth.
This creates a “rising tide” moment for every business in our community. But this top-down investment requires a bottom-up response to be truly effective.
The single greatest barrier preventing SMEs from capitalising on such opportunities is a lack of effective marketing and lead generation.
My service is designed to be the catalyst that removes this barrier.
By providing an affordable, transparent, and exceptionally powerful digital marketing engine, I can help you ride this wave of investment, capture new market share, and contribute to our shared ambition of reversing decades of industrial decline and unlocking the huge potential of Inverclyde.
The Hobo Web Advantage: An Automated Engine for Growth
The fundamental problem with the traditional digital marketing agency model is its inherent inefficiency.
Agencies typically rely on a patchwork of expensive, licensed third-party software tools like SEMrush for SEO, Hootsuite or Buffer for social media scheduling and others, and the substantial cost of these licenses is built directly into your monthly retainer. Their work is often manual, repetitive, and time-consuming, which further inflates the price you pay.
My approach is fundamentally different.
Over my 20-year career, I have engineered a private, secure suite of proprietary “robots” that automate the most complex and laborious aspects of digital marketing.
This is my core differentiator, and it translates directly into superior results and significant cost savings for you.
- Hobo SEO Dashboard: This is my autonomous SEO reporting system, which operates entirely within Google Sheets and Gmail.2 It seamlessly integrates with the data from Google Search Console and the industry-standard crawler Screaming Frog to produce and automatically email sophisticated SEO audit reports. For you, this means you get enterprise-level analysis and transparent reporting on your website’s performance without having to pay for the expensive software subscriptions that other agencies rely on.
- Hobo SocialBot: This is my private, powerful social media scheduling tool that also lives inside a Google Sheet you control. It enables unlimited, automated posting to X (Twitter), LinkedIn, Facebook, and Bluesky without the monthly fees associated with platforms like Buffer or Hootsuite. In my own testing, this tool drove a +351% increase in impressions and a +773% increase in replies. For you, this means a consistent, strategic, and engaging social media presence without the recurring software costs.
- Hobo WP Agent: This tool automates the entire process of managing a WordPress website directly from Google Docs. It handles everything from content creation and optimisation to image compression, broken link repair, and secure publishing. For you, this means your website content can be updated and new articles published with incredible speed and technical precision, saving countless hours of manual work.
- Hobo Robot: This is the integrated heart of the system, an “autonomous marketing solution” that brings all these functions together into a single, streamlined workflow.
This automation is how I pass value directly to my clients.
By eliminating thousands of pounds per year in third-party software fees, I can offer a more comprehensive and technically advanced service at a highly competitive price.
Beyond cost savings, this proprietary system offers a crucial benefit that most agencies cannot: superior data security and sovereignty.
When you work with a typical agency, your sensitive business performance data is spread across a dozen different third-party cloud platforms.
My system is different.
The core tools, like the Hobo SEO Dashboard and SocialBot, operate securely within your own Google account.
As detailed in my strict Confidentiality Agreement, your data is handled with the utmost security, is used solely for delivering your service, and remains under your control.
For any business that values its data privacy—a cornerstone of building trust online—this is a significant and powerful advantage.
A Foundation of Trust: Evidence of Global Expertise
My goal is to build a partnership based on transparency and proven results.
For any local business owner, investing in marketing can feel like a risk.
I want to remove that risk by providing clear, verifiable evidence of my expertise and the effectiveness of my methods. This is not marketing fluff; this is a track record built over two decades.
Endorsements from Globally Respected SEO Authorities
The most knowledgeable minds in my industry have validated my work. Their endorsements speak to the quality and practicality of my approach.
- The late US SEO Bill Slawski, founder of SEO by the Sea and one of the world’s foremost experts on Google’s patents, validated my real-world application of SEO, stating: “I believe that Hobo_Web does, because he shows his knowledge.”. This confirms my methods are based on practical experience, not just theory.
- Cyrus Shepard, a leading US SEO expert formerly of industry giant Moz, endorsed the quality of my core processes: “Absolutely killer/comprehensive SEO audit template… better than 99% out there.”. This speaks directly to the robust, systematic foundation of my work.
- Aaron Wall, the influential US founder of SEOBook, recognised the long-standing value of my contributions, calling my site “A great blog about SEO.”.
Proven Results with Long-Term Clients
My partnerships are built to last, delivering sustained value over many years.
- Matt Dobson, Marketing Manager at GWP Group, a client for over eight years, confirms this: “GWP has worked with Hobo Web for around 8 years, and in that time the performance of the site has gone from strength to strength – considerably outstripping expectations. Hobo has provided timely, considered and expert advice which has always proved beneficial.”
- Crucially, I also have a proven track record of helping local businesses succeed. A testimonial from The Tontine Hotel, a client for over a decade, highlighted this perfectly: “Shaun and his team got involved and the next thing an all new singing-and-dancing website was up and running and ranking well for local business keywords.”.
Quantifiable Success and Industry Recognition
The evidence extends beyond testimonials to measurable achievements:
- Industry Accolades: I was voted the ‘Most Influential’ UK SEO in a 2010 peer-driven industry poll.1
- Audience & Influence: The Hobo SEO Blog, which I personally write, has garnered an audience of about 65,000 email subscribers and over 8 million lifetime visitors.
- Widespread Tool Adoption: My proprietary tools are not just for my clients. They are used by “some of the best SEO in the world and some of the best-known businesses in the world,” with over 500 users for the Premium SEO Checklist and 350 for the SEO Dashboard (NDA).
Each piece of evidence is a specific proof point for the claims in this proposal.
The endorsements validate my practical expertise and the quality of my systems.
10 thousand people follow me on X (Twitter).
The client testimonials prove my ability to deliver long-term value and, specifically, to help local businesses rank for the keywords that matter.
The numbers demonstrate the scale of my influence and the trust the global SEO community places in my work. This is the foundation of expertise I am now focusing on in Inverclyde.
A Partnership for Comprehensive Digital Success
Achieving sustainable growth online is not about isolated tactics; it requires a holistic, integrated strategy where every component works in concert.
My service is built on four interconnected pillars designed to deliver comprehensive digital success.
Pillar 1: Technical & Website Excellence (The Foundation)
This is the non-negotiable starting point. Before you can worry about ranking, your website must be technically flawless. It must be fast, secure for your customers, and provide a seamless experience on mobile devices.
The data is unequivocal: a page load time increase from 1 to 3 seconds raises the probability of a user leaving by 32%. In fact, 40% of consumers will abandon a website that takes longer than 3 seconds to load.
Technical SEO is the practice of optimising your site’s infrastructure so that search engines can efficiently crawl, understand, and index your content. Without it, even the best products or services will remain invisible.
My automated tools are engineered to build and maintain this perfect technical foundation.
Pillar 2: Strategic SEO & Content (Building Authority)
Once your website is technically sound, we need to ensure it gets found by the right people.
This is achieved by building what Google calls E-E-A-T: Experience, Expertise, Authoritativeness, and Trust.
For a local Inverclyde business, these are not abstract concepts:
- Experience: We demonstrate this by showcasing photos of your completed jobs in Greenock, sharing case studies of local clients, or detailing your hands-on process.
- Expertise: We highlight your years of service in Port Glasgow, your professional qualifications, and the deep knowledge you have of your trade.
- Authoritativeness: We build this by earning features from local publications like the Greenock Telegraph or tourism sites like Discover Inverclyde, and by aiming for recognition in local business awards (potentially like the ICON Awards).
- Trust: We establish this with the basics: a clear business name, address, and phone number (NAP) that is consistent across all online directories, a secure website (HTTPS), and a wealth of positive customer reviews highlighted in proper places.
My service focuses on creating high-quality, “people-first” content that naturally demonstrates these signals, aligning perfectly with what Google’s ranking systems are designed to reward.
Pillar 3: Automated Social Media Management (Maintaining Presence)
Social media is essential for staying connected with your local community and remaining top-of-mind for potential customers.
However, the declining organic reach on platforms like Facebook and Instagram makes it a frustrating and time-consuming task for business owners.
My Hobo SocialBot tool solves this problem by executing a consistent, high-quality posting schedule automatically, ensuring your business maintains an active and professional presence without the daily manual effort or the cost of third-party scheduling tools.
Pillar 4: Transparent Reporting & Analysis (Measuring Success)
Accountability is paramount.
You deserve to know exactly what you are paying for and what results your investment is generating. Many businesses feel left in the dark by their marketing agencies, receiving vague reports with little actionable information.
I provide the opposite. Through the Hobo SEO Dashboard, you will receive clear, automated, and data-rich reports that show precisely how your rankings are improving, where your traffic is coming from, and what is driving your success.
This is a partnership built on complete transparency.
Your Investment in Local Growth: Hobo Web Service Packages
The service I offer is not a standard agency retainer. It is a technology-powered partnership that delivers the strategic thinking, technical execution, and creative output of a much larger team for a fraction of the cost.
My proprietary automation allows me to offer world-class digital marketing at a price point that is accessible to the Inverclyde business community.
For context, comprehensive digital marketing packages from UK agencies frequently range from £2,000 to over £4,000 per month.
My packages are designed to provide a clear growth path, from establishing a dominant local presence to expanding across the region.
They are transparent, all-inclusive, and represent a direct investment in the sustainable, long-term success of your business.
| Feature | Local Foundation | Inverclyde Growth | Regional Dominator |
| Ideal For | Start-ups & sole traders establishing a professional online presence in their town (e.g., Greenock, Gourock). | Established SMEs looking to become the go-to provider across Inverclyde. | Ambitious businesses aiming to expand their reach into the wider Glasgow City Region. |
| Monthly Investment | £995 + VAT | £1,995 + VAT | £3,495 + VAT |
| Website & Technical Management | |||
| Monthly Technical SEO Health Audit (via Hobo SEO Dashboard) | ✔ | ✔ | ✔ |
| Website Speed & Core Web Vitals Monitoring | ✔ | ✔ | ✔ |
| Security & Uptime Monitoring | ✔ | ✔ | ✔ |
| WordPress & Plugin Management (via Hobo WP Agent) | ✔ | ✔ | ✔ |
| Search Engine Optimisation (SEO) | |||
| Google Business Profile Optimisation & Management | ✔ | ✔ | ✔ |
| Local Citation & Directory Management (NAP Consistency) | ✔ | ✔ | ✔ |
| Foundational Keyword Targeting (up to 10 terms) | ✔ | ||
| Comprehensive Keyword & Competitor Analysis | ✔ | ✔ | |
| Advanced Keyword Targeting (up to 30 terms) | ✔ | ||
| Enterprise Keyword Targeting (50+ terms) | ✔ | ||
| E-E-A-T Strategy & Implementation (via Hobo EEAT Tool) | ✔ | ✔ | ✔ |
| Monthly Performance & Ranking Report (via Hobo SEO Dashboard) | ✔ | ✔ | ✔ |
| Proactive Link Building & Digital PR Outreach | ✔ | ||
| Social Media Management (via Hobo SocialBot) | |||
| 2 Platforms Managed (e.g., Facebook, Instagram) | ✔ | ✔ | ✔ |
| 4 Platforms Managed (e.g., FB, Insta, LinkedIn) | ✔ | ||
| Posts Per Week | Unlimited | Unlimited | Unlimited |
| Basic Community Engagement & Monitoring | ✔ | ✔ | ✔ |
| Proactive Community Engagement | ✔ | ||
| Content Creation (via Hobo WP Agent) | |||
| SEO-Optimised Blog Posts / Local Content Articles per Month | 1 (up to 1,000 words) | 2 (up to 1,500 words each) | 4 (up to 2,000 words each) |
| Creation of New Service/Location Pages | As needed | As needed | As needed |
| Quarterly Strategic Content Planning | ✔ | ✔ |
To discuss how we can begin this partnership and tailor a strategy for your specific business goals, contact me
I look forward to helping your business achieve the success it deserves.