We caught up with the brilliant and insightful Robert Portillo a few weeks ago and have shared our conversation below.

Robert, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At Nimbus Marketing, we pride ourselves on taking a unique approach to SEO and CRO that sets us apart from the industry standard. While many in our field offer SEO services for various scales of businesses, we go the extra mile by ensuring a two-way educational process with our clients. Every month, we sit down with our clients to provide a transparent view of our strategies, showing them exactly what we’re doing and why. This not only builds trust but also empowers our clients with knowledge. As they gain insights into our processes, they, in turn, educate us about their business nuances, allowing us to tailor our strategies even more effectively.

Furthermore, our commitment to Conversion Rate Optimization (CRO) is another area where we diverge from the norm. In an industry where many companies, including website design and marketing agencies, often prioritize company-centric designs, we firmly believe in a customer-centric approach. By focusing on the end-user, we ensure that websites are not just visually appealing but also functional and intuitive, leading to better user experiences and, ultimately, higher conversions. Ignoring CRO in a marketing plan is akin to leaving money on the table, and we’ve seen firsthand the transformative impact of our approach on businesses.

To illustrate, one of our local service business clients once shared how our SEO strategies, combined with our CRO-focused website redesign, led to a significant uptick in phone inquiries. Not only did they rank higher on maps, but their website also became a powerful tool in converting visitors to loyal customers. This success story, among many others, underscores the importance of our divergent approach and its tangible benefits to our clients.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hello to all the readers out there! My name is Robert Portillo, and I’m a proud Angeleno, born and raised amidst the hustle and bustle of Los Angeles. My journey into the world of digital marketing and technology began nearly two decades ago. With 16 years dedicated to the intricacies of SEO and another 8 years honing my skills in conversion rate optimization, I’ve had the privilege of diving deep into the digital realm, helping businesses navigate the ever-evolving landscape of online marketing.

I founded Nimbus Marketing with a vision to redefine the standards of digital marketing. But my entrepreneurial spirit didn’t stop there. Recognizing the immense potential of conversion rate optimization, I co-founded Conversion Rate Optimization Consultants and later established CRO Junkies, a Facebook community where business owners and marketers come together to share insights and learn about the art and science of conversion optimization.

Throughout my career, I’ve been honored to share my expertise on various platforms. From speaking at events like SEO Spring Training and the Valley Economic Alliance Conference to sharing insights on shows like The SEO Video Show and Marketing Sherpa, I’ve always been passionate about educating others and elevating the industry.

Beyond the confines of the digital world, I ventured into the tech industry, founding Tech Studio and PC Fixer. Our team has had the privilege of serving over 10,000 customers, including industry leaders like HBO, Sony, and Marvel Studios. It’s been a thrilling journey, and I’m incredibly proud of the impact we’ve made.

But life isn’t all work and no play! Outside of my professional endeavors, I’m a dedicated father to two amazing boys. My love for sports and music knows no bounds. From mountain biking and skateboarding to exploring new bands from around the globe, every day is an adventure. I believe in living life to the fullest, whether that’s teaching my sons the nuances of tennis or discovering a new hiking trail.

What sets me apart? It’s my unwavering commitment to excellence, innovation, and passion. In an industry that’s constantly changing, I pride myself on staying ahead of the curve, always learning, and always pushing boundaries. I want potential clients and followers to know that with me, they’re not just getting a service; they’re partnering with someone who genuinely cares about their success.

In conclusion, I am Robert Portillo, a beacon of dedication and passion in the digital and tech world. Whether I’m optimizing a brand’s online presence or enjoying a day outdoors with my family, I give my all, and I’m excited to share my journey with all of you.

How about pivoting – can you share the story of a time you’ve had to pivot?

The onset of the Covid-19 pandemic was a challenging time for many businesses, and our carpet cleaning clients were no exception. As the world grappled with the unknowns of the virus, there was a palpable hesitation among people to allow outsiders into their homes or businesses unless absolutely necessary. This posed a significant challenge for our clients, whose primary service offering was suddenly deemed non-essential by many.

Recognizing the urgency of the situation and the need to adapt swiftly, we decided to pivot. We leveraged our expertise in digital marketing to create “Covid Cleaning Service” pages for our clients. Our goal was to address the immediate need of the hour: specialized cleaning services that adhered to the stringent safety and hygiene protocols necessitated by the pandemic. We optimized these pages meticulously, and in a short span of time, we managed to rank them on the first page of Google for nearly 1,000 keywords. This strategic move not only helped our clients stay relevant during those uncertain times but also enabled them to generate significant revenue.

However, as the world began to understand and manage the pandemic better, and as Covid-related concerns started to fade, the demand for specialized Covid cleaning services began to wane. It was time to pivot again. We undertook the task of transitioning our clients back to their core service offering: carpet cleaning. This required a comprehensive re-strategizing of our digital marketing approach, ensuring that our clients regained their foothold in their primary domain.

The entire experience was a testament to the importance of adaptability in business. It was indeed a lot of work, but it underscored the value of being agile and responsive to external circumstances. Through these pivots, we not only helped our clients navigate a global crisis but also reinforced our commitment to their success, come what may.

We’d love to hear a story of resilience from your journey.

In the dynamic world of digital marketing, SEO stands out as one of the most mercurial elements. Its ever-evolving nature means that strategies that work today might be obsolete tomorrow. I recall a period where, despite our best efforts, the algorithms seemed to be perpetually one step ahead, rendering our tried-and-tested methods less effective. It was a phase filled with challenges and frustrations, where the results didn’t always mirror the effort and dedication we poured into our projects. However, instead of succumbing to the mounting pressure, I took this as an opportunity to recalibrate and innovate.

Embracing an open-minded approach, I dedicated myself to continuous learning, ensuring that I stayed abreast of the latest trends and shifts in the SEO landscape. I realized that resilience in this field wasn’t just about weathering the storm, but also about proactively seeking new horizons. This led to an intensive phase of testing and experimenting with novel SEO strategies, some of which became instrumental in our future successes. This journey underscored a vital lesson for me: in the face of adversity, resilience is not just about endurance, but also about evolution and growth.

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