William Andrew Marshall


mobile tel: 07969 778522 email: or

IT Skills

Search Engine Optimisation

Expert in organic SEO. Regular activities include:

  • Conducting keyword research and full analysis of websites, including; technical and structural elements, server responses, internal and external linking, text content and meta content
  • Recoding websites to improve search-friendliness as per the results of prior research
  • Writing, editing and structuring text content while maintaining or improving readability
  • Producing highly detailed SEO audits and strategies (most of which I’ve designed myself).

Web Design and Development

  • 23 years design and coding experience - Equally comfortable hand-coding or using Dreamweaver
  • Specialist in advanced CSS
  • Designing and coding database-driven sites and content management systems in PHP/MySQL
  • W3C valid code, SEO-friendly, and following Accessibility guidelines

Web Traffic Analysis

Detailed web traffic log file analysis and reporting, customising analysis programs such as Webtrends and Surfstats.


Expert in graphics formats and a wide variety of graphics creation and editing software (e.g. Fireworks, PSP, Photoshop, Gimp), and in scanning and manipulating images.

Databases, Office programs and DTP Software

Access, Approach, Foxpro, dBase, MySQL. Some knowledge of MSSQL. Some knowledge of data-mining. Word and Excel for about 17 years, Open Office Org, Lotus Smartsuite, etc. Various DTP packages such as Pagemaker and Page Plus.

Operating Systems, Networks, and Mail Servers

Administered Windows NT 4 networks. Fully experienced with Windows 3.1/95/98/2000/Xp/7/10. Administered bespoke stock control and accounts system based on SCO Unix. Administered Firewalls/Routers and VPN. Have set up and administered Seattle Labs SLMail mail server.

Management, Administrative, and Other Skills

Accomplished Administrator and Manager, having designed a customer relationships management system for Oyster-Web, developed many new systems of working during my time with James Thin Ltd, particularly as academic liaison and later in the IT Dept, and having held many voluntary positions within a number of organisations.

Experienced Writer, Editor and Proof-reader, having written content many different new sites, including having produced the content for most of the 600+ page James Thin website as well as numerous newsletters for them, having written and edited many clients’ sites from a search engine optimisation perspective, written blogs, written newsletters for various associations and clubs, and produced training seminars and help files.

Good communication skills with a relaxed manner and sense of humour. Particularly adept at acting as an interpreter and facilitator between technical and non-technical people, explaining support issues, and drawing out clients’ requirements. Comfortable managing staff, with whom I stress interdependence, loyalty, trust, and openness.

Wide knowledge of the book trade, gathered over 21 years of working for the largest bookshop in Scotland. Used to working with classification systems and databases, compiling catalogues and organising information.

Skilled photographer (landscape and theatre). Skilled sound engineer (live and recorded).


Intelligent, creative and adaptable with a wide range of knowledge and interests. A natural aptitude for technical subjects, strong IT skills, and a broad knowledge of the arts – music, photography and the visual arts, history and literature. Principal strengths are attention to fine detail and the complementary ability to see the bigger picture and balance the different requirements of a project. Constantly learning new skills and absorbing new information. Excellent problem-solving abilities but prefer to anticipate and avoid problems in the first place.

Highly self-motivating - committed to high standards of work and integrity while staying within budget and deadline requirements. Equally able to work alone or as part of a team.

Employment History - Current

Freelance Internet Consultant / SEO / Web Developer - 2009 - 2019

Operating under the name SpiderWriting and undertaking full Search Engine Optimisation audits and campaigns and website construction projects for a wide range of clients.

See (under Design Examples and under Contact/Links) which has examples and links to some of the sites I have built, and

Search Engine Optimiser and Web Developer - August 2004 – July 2009

Working for the combined company Oyster-Web (SEO), and Indicium Web Design in Livingston.

Managing and implementing full Search Engine Optimisation campaigns including rebuilding existing sites, managing client accounts, preparing SEO audits, developing client management systems, writing website content.

Designing/developing, new sites, mostly in PHP or DHTML and using advanced CSS techniques.

Employment History - Previous

During February and March 2004 I returned to the field of Sound Engineering - touring in Germany with the Natural Theatre Company of Bath, mixing sound for their production of Scarlatti in Paradise. I later redeveloped their website.

Web Developer and SEO Analyst - March 2002 – May 2003

for BigMouthMedia Ltd, Edinburgh.

Responsible for the project management, design, and coding of a number of web design projects, website technical assessment and reporting, and search engine optimisation and research. Specialised in traffic analysis for clients including the Scottish Executive and Sony Playstation.

From 1980 until Jan 2002 I held a range of positions with James Thin Ltd, Booksellers of Edinburgh.

Webmaster and Online Manager / Network Systems Manager 1997-2002

Responsible for all aspects of the corporate website - Overall direction, design, coding, and maintenance of over 600 pages of content which was continually being updated and developed. Writing 90% of the content along with my assistant, and commissioning articles/reviews from external writers for the remainder. Image selection and optimisation. Checking search engine rankings and traffic analysis logs and adapting pages accordingly. Working with Books in Print to produce the combined 1.2 million item online books database and with our consultant programmer on the Perl and Oracle database routines which drove it. Designing the ordering interface for it.

Collaborating with featured authors and their publishers; promoting their books and communicating with their readers. Writing email newsletters for customers on specific authors and on subjects such as new Scottish books, and Children’s books.

Compiling the web version of the quarterly Antiquarian Books catalogue.

Liasing with associate sites such as the Scottish Mountaineering Club and Electric Scotland.

Responsible for all aspects of Internet and Data Communications provision for the company.

Other duties included: general user support and training –including writing of training seminars, Co-Administrator for the NT network, database design and construction, and overseeing the web order processing procedures and staff.

Systems Manager 1994-1997

Responsible for day to day running of the company’s bespoke Unix-based distributed stock control/ordering/accounts system throughout the head-office store, maintaining the databases, sending and confirming book order to publishers, and liaising with the programmers/consultants on maintenance, programming changes, and developments. Also involved maintenance of till PCs and EPOS systems.

During this period I initiated the company’s first email accounts, and set up their first web pages, I also initiated the company use of DTP and produced most of the adverts that were sent to newspapers and magazines.

Assistant Manager of the Academic Books floor 1988-1994

With around 14 members of staff covering the departments of University Arts, Scientific, Computing, Business, and Foreign Languages. Primarily responsible for liasing with university and college departments for the provision of textbooks and reporting on their sales; stock control; development of the Computer Books Dept which I had converted from a small section to a department with over a £¼ million annual turnover; overview and control of the Scientific and Foreign Languages Departments.

Early Employment

Prior to joining James Thin Ltd in 1980, I had spent 5 years as a self-employed sound engineer, mixing live and recorded sound and working with rock, jazz, and folk musicians, theatre and ballet companies. Additional duties included hiring of equipment, organising transport and hotels, liasing with venue managers etc. for tours, and rigging lighting systems and general electrical work.

I also had temporary positions with the Lothian Assessors Office in Edinburgh where I investigated entries in the Voters Roll and Rates records, and with the Lothian Highways Dept where I conducted surveys. While a student I worked summers as a tourist guide at the Camera Obscura in Edinburgh.


Spent two years at Edinburgh University studying Chemistry and Physics. Dissatisfied with my choice of course I left at end of the second year to further a career in the music industry.

Secondary education at Boroughmuir High School achieving 2 CSYS, 5 Highers and 8 O Grades.

Interests and Hobbies

Chess - Represented Scotland at Junior International level before “retiring” at 19. Returned to the game in 1992. Have extensive experience of administering the game at local, regional and national levels. Currently President of the Edinburgh and Lothians Chess Association, and Membership Secretary of the Edinburgh Chess Club. Council Member of the Scottish Chess Association.

Literature and Reading – Former Chairman and Membership Administrator for the Dorothy Dunnett Society and owner/webmaster of the Dunnett site. Wide ranging interests in reading.

Hillwalking - have walked throughout Scotland and in a wide variety of European Alpine areas. Combining this passion with ...

Landscape Photography - Since 1985 I have been taking colour slide and black & white print photographs. Have been a member of the Edinburgh Photographic Society and the Gorgie-Dalry Photoworkshop. Examples of my work can be seen on the photographs pages.

Writing - Currently developing and exploring this subject, having been encouraged by a number of professional authors who are familiar with my work.

Music - interested in all types of music from classical to rock and jazz with a particular love of Celtic and Scottish folk music. I play guitar and mandolin.
History and Archaeology - I have a broad knowledge of Scottish history and an interest in European Renaissance history, as well as a fascination with Archaeology.

Example URLs

© Bill Marshall

Web Design and Search Engine Optimisation by Spiderwriting Web Design