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The Non-wanky Approach to Small Business SEO with Nikki Pilkington

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Nikki Pilkington

Nikki Pilkington, SEO & Content Consultant

Meet Nikki Pilkington, a distinguished SEO consultant and content maestro hailing from the picturesque Northamptonshire. With a career that took off in the early '90s, Nikki has been at the forefront of digital marketing evolution, navigating the shifting sands of internet promotion long before the advent of Google and the term SEO became household names.

Nikki's journey began in the realm of general business promotion in 1992, quickly pivoting to the digital sphere with the creation of a one-page website (designed in Microsoft Publisher) back in 1994. It was this early foray into the online world that unveiled her true calling. While graphic design may not have been her forte, Nikki discovered an innate talent for breathing life into websites through strategic promotion, making her a pioneer in what would eventually be known as search engine optimisation.

Dubbed by some as the 'grandmother of SEO', a title she wears with a mix of pride and bemusement, Nikki has spent the last three decades demystifying the complexities of SEO and content strategy for her clients. With a clear focus on smaller B2B enterprises, she brings a refreshingly honest and straightforward approach to an industry often clouded by jargon and empty promises.

Nikki prides herself on her ability to merge technical SEO prowess with stellar copywriting skills, challenging the notion that the two are mutually exclusive. Her commitment to 'non-wanky' SEO is more than just a catchy phrase; it's a philosophy that underpins her entire practice. Nikki is dedicated to providing ethical, clear-cut advice devoid of unnecessary fluff, ensuring that businesses can enhance their online presence without getting lost in the minutiae of backlinks and keyword densities.

For Nikki, the goal is simple: to make sure potential customers can find her small business clients website, with ease.

The Unscripted SEO Interview Podcast with Nikki Pilkington

Watch the interview

(click on the 'cc' icon to view subtitles)

Listen to the podcast

(55 minutes long)

Unscripted Small Business SEO Q&As with Mark A Preston and Nikki Pilkington

Can you introduce yourself and your expertise in SEO, Nikki?

I'm Nikki Pilkington, an SEO consultant and content specialist based in Northamptonshire, working primarily with smaller B2B websites.

How did you start in the SEO industry, Nikki?

My journey began in 1992 with marketing and promoting businesses. By 1994, I was creating one-page websites, which led me to focus on promoting websites in search engines before SEO was a well-known term.

What challenges do you face working with small businesses compared to larger brands?

Small businesses often lack a dedicated marketing team that understands SEO, making it challenging to communicate the value and nuances of SEO strategies. They also tend to have limited budgets and unrealistic expectations about keyword rankings.

How do you help small businesses with limited budgets?

I offer one-to-one sessions to teach them basic SEO changes they can make themselves, run free courses, and send email courses with actionable SEO tips.

What's your stance on using AI for content creation?

I strongly advise against relying on AI for content creation, as it can lead to low-quality content that doesn't engage readers or convert visitors into clients. Authentic, high-quality content is crucial for attracting and retaining customers.

How do you manage client expectations regarding SEO results?

It's essential to educate clients that SEO is an ongoing process, not a one-off task. Changes in Google's algorithms can significantly impact results, so it's crucial to stay adaptable and continuously optimize strategies.

What advice do you have for businesses bombarded with SEO information?

Businesses should critically assess the relevance and reliability of SEO advice, considering their unique context and goals. It's important to focus on foundational SEO practices and be wary of quick fixes or trends that may not be sustainable in the long run.

Can you share insights on the impact of recent Google updates on SEO strategies?

Recent updates have highlighted the importance of helpful, high-quality content and the need for websites to adapt to these changes. SEO strategies should prioritize the user experience and provide value to the audience.

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