About Me

My name is Ash Nallawalla. This website, CRM911, was built for a different purpose in 2002, when I planned to be a CRM consultant. I optimised it for the keyword “crm consultant” so well that it ranked #1 for that phrase for many years. This practical demonstration of my SEO skills led to a remote consultancy with RingCentral, then in San Mateo, California. I managed their SEO and PPC/SEM campaigns for over two years.

Next, I managed an SEO agency at Melbourne IT, with hundreds of SME clients. The next challenge was a consultancy with Sensis. It was rewarded with an in-house SEO role created for me, managing the SEO and PPC for Yellow Pages Online.

My greatest success came next at National Australia Bank, Australia’s third largest bank. A three-month consultancy included an SEO audit and recommendations. I was asked to continue to supervise its implementation. Their organic traffic doubled in 8 months, something I attribute to the total co-operation from all parts of the business and my tactic of empowering multiple teams to achieve SEO success without consciously thinking about SEO.

More SEO contracts at NAB kept me there, working on the UBank website, including its accessibility, on the Business Banking pages and web form optimisation. 

I owned (later sold) an SEO training company, TrainSEM, which offered classroom and online courses as well as custom training at customer sites in Australia and three times in Pune, India. 

An interesting challenge came in the form of a consultancy to ANZ Bank (Group), where I worked on six of their consumer websites in Singapore, Taiwan, Hong Kong, Indonesia, China and Vietnam. This involved working with keywords in English and regional languages/scripts, such as Chinese (Simplified and Traditional; Mandarin and Cantonese), Vietnamese and Bahasa Indonesia.

For five months, I commuted every week to Sydney to consult with SingTel Optus. I worked on their SEO and website rebuilding project. 

My final SEO stint at NAB was in 2015 as a fixed-term employee, and I worked on their Insurance portfolio. By then, my earlier groundwork and their hard-working teams had led to their organic visits rising to 350% of the 2010 benchmark.

From 2015 to 2019 I consulted initially, then worked in-house at Suncorp Group as SEO Manager. They own many premium insurance brands, such as AAMI, GIO, Suncorp and Apia, as well as several niche brands. My team looked after all of them. My last in-house role was at Carsales.com.au, where I looked after the SEO for numerous Australian and overseas brands.

I am also writing three books for SEO managers and the C-suite, a niche that few others have written about. The first “Accidental SEO Manager” was released in late 2022 and can be found on Amazon or via a dedicated site: https://accidentalseomanager.com.