Summary
Robin Macrae is an e-business consultant specializing in the marketing of companies using search engine optimization techniques in their websites.
His clients range from AT+T and Microsoft to professional service firms to industrial manufacturers to national governments to artists to luxury product retailers and everything in between.
Overview
I am the principal of Innisian Airware, an e-business consultancy which began in 1995. I have designed and developed web sites, hypertext content and attractions. Since the bursting of the dot com bubble and subsequent crash, I have specialized in SEO. In addition, I have worked in a number of knowledge management or KM projects using information architect and information retrieval expertise which is closely related to SEO.
The longer version
I am a web marketer with a specialization in search engine optimization.
In designing and developing more than 3 dozen public websites and private intranets and extranets over the last 5 years, along with many others, I have learned that building a site is not enough to make it a success nor are the conventional marketing methods particularly effective in promoting it. Yes, I and my colleagues employed search engine optimization techniques but the need to regularly maintain the sites' rankings simply did not fit into what clients thought was the project of building a website.
When I learned that only a quarter of websites have been built or retrofitted with search engines optimization techniques and that over 90% of Fortune 100 websites were not correctly optimized notwithstanding in-house personnel, I realized that this was a huge opportunity. I have focused on one of the key obstacles to e-business, accessibility and started a specialized consulting practice to address it.
With an extensive background in business-to-business marketing before the dot.com boom, an SEO specialization provided an opportunity to combine marketing, e-business and technical expertise with many years of professional consulting. Having worked for many prominent U.S. and Canadian companies, I saw this opportunity as one where I could bring this expertise and experience to smaller businesses and make a small scale practice a thriving business.
I also learned that SEO is both an art and a science and that it requires highly trained personnel and a program oriented, trial and error methodology as optimization tasks are complex, technical and time-consuming.
My background in professional practice is extensive. I started in owner-managed small business management consulting and then, after a stint as a technology lawyer, shifted to marketing and then computer and Internet technologies before the start of the Internet boom. I have held executive positions in manufacturing, advertising agency and law firms.
My clients are of almost every kind and size from the very large (IBM, AT&T, Microsoft and the Canadian Federal Government) to small, owner-managed manufacturers and a wide variety of service firms including professional practices in law, advertising, software development, etc.
Based in Toronto, Canada, I have worked extensively in the U.S. and Europe on behalf of clients. My education includes BA, LLB and MBA degrees.
