As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Janet Camilleri.
Based in Brisbane, Australia, Janet Camilleri is the founder of Front Page SEO, where she blends her background in teaching with over a decade of SEO expertise. She specialises in ethical, practical training and services that empower small businesses, marketers, and creatives to grow online with confidence.
In this interview, she opens up about the strategies, challenges, and key turning points that have fueled her decade-long career in the digital business space.
What inspired you to start your business, and what problem were you passionate about solving?
I kind of fell into SEO! After a redundancy, at the end of 2012 I decided to start my own business, providing all kinds of digital marketing support. At the time I still had two children at home and really didn’t want to commute to the city every day, or deal with another toxic workplace – and so my business was born. I was good at what I did but had NO CLUE how to run a business … needless to say I learned!
How has your business evolved since its launch, and what key decisions helped drive that growth?
The business I have now is very different to the one I started with!
Keeping up with all the changes in digital marketing was a full time job in itself, so I focused on what I loved. Along the way I discovered how much I enjoyed helping other small business owners get found on Google. Most of them felt overwhelmed or had been burnt by dodgy operators, so I wanted to make SEO simple, transparent and effective—without all the smoke and mirrors.
About five years ago I also started growing my team.
In your view, what truly sets your brand apart in today’s competitive market?
To use a couple of common Australian phrases, we are “dinky di” or “true blue” – genuine, transparent and authentic, not something you find very often in the world of Search Engine Optimisation (SEO).
Plus, these days I teach others about SEO, drawing from my background as a primary school teacher. While there are definitely others providing SEO training, my point of difference is that I qualified as a teacher so I know how to pass my knowledge on effectively!
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Despite my love of SEO – and yes, it definitely works for my business – I think the most effective marketing involves having several “eggs” in your marketing basket. For me, that includes face-to-face networking at my BNI Chapter, as well as being active on social media platforms, EDM’s, etc.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I’m active in various online and in-person networks so am meeting and chatting with small business owners all the time. I’m in the trenches with my clients and students every day, so I see firsthand what they struggle with.
What’s one branding move or campaign that helped elevate your business to the next level?
Leaning into my “white hat” branding has been a game changer! It’s a fun prop and great conversation starter, while perfectly summing up my approach to SEO – ethical, transparent and effective.
While I traditionally wore it in branding photos and as a trainer, I was shy about wearing it to networking events. Some in the digital marketing world love to criticise, insisting “there’s no such thing as white hat SEO.” That kind of negativity can really get in your head!
This year I’ve been slowly working my way up to actually wearing it, by carrying it to networking events. One lovely group of female entrepreneurs encouraged me to WEAR THE HAT next time, so I did!
It’s amazing how many people actually recognise me in real life now I wear the hat, and want to chat – whereas before, they didn’t make the connection!
What does success look like for you, not just in numbers, but in purpose or impact?
Success is when a client tells me their phone is ringing, or they’ve had their best month ever thanks to SEO. I love knowing that I’ve helped my clients and SEO students build a successful business!
How do you personally define success, beyond revenue and growth metrics?
Put simply: it’s doing work I enjoy, making a difference for my clients, and still having time for family, friends and life outside of my business.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Losing my team member Lisa in early 2023 was heartbreaking—she passed away just three weeks after being diagnosed with a terminal illness. It was a huge setback, but it also reminded me why having strong systems matters (that’s what helped me keep the business going), and gave me a deeper sense of purpose in carrying on the business.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I book out my calendar very intentionally. Mondays and Fridays are for deep work (or the occasional day off), Tuesdays are training days, and I cluster meetings in the middle of the week. It keeps me focused and in control of my time.
How do you approach innovation and risk in your business strategy?
I’m not a huge risk-taker personally, but I know that professionally, sometimes it’s necessary. While I still approach risks and change with caution, I remind myself of the old saying that goes, “Insanity is doing the same thing over and over and expecting different results”!
What advice would you give to someone starting a business in today’s fast-changing digital world?
It’s a piece of SEO advice, because I am still astounded by how many small businesses don’t have a Google Business listing, let alone make the most of it. When done well, this can be one of the fastest ways to come up to the top of Google and gain calls, clicks, and customers! Home-based businesses are often reluctant because they don’t want to publish their address online, but you CAN have a listing without your home address!
Where can our audience connect with you and learn more about your work or offerings?
The best place to go is our website, or look for us on Facebook, Instagram, and LinkedIn.
