A Happenstance Innovator
By Michael “Buzz” Buzinski
I have never considered myself an innovator. In fact, as
a young musician, I frequently found myself one step be-
hind the curve when it came to creating the next cool sound.
During the formative years of my professional career, I was
constantly told there are very few new ideas and more regur-
gitation and repackaging of old ones. So, my creative motif
became one of making what already existed better. That was
until what I wanted to make better didn’t exist.
I began my journey to innovation in 2005 when I opened
Buzzbizz Studios. It was a recording studio and marketing
firm for working musicians. As a veteran musician, I wanted
to make sure no new recording artist had to go through the
terrors of what I experienced during my 15-year part-time
career. Of course, it only took about one year to realize that
making a living off starving musicians was a bad business
proposition. So, I pivoted to what paid the bills throughout
my musical career and focused the marketing of my media
production services on small, locally owned businesses. The
company is now 21 employees strong and known as Buzzbizz
Creative.
16 July 2017
In 2010 I decided to add Search Engine Optimization
(SEO) to the list of services Buzzbizz Creative offered. SEO
is the practice of optimizing websites in a manner that is
favorable to search engines like Google in an effort to be listed
on the first page for search terms profitable to one’s particular
product line or service. I adopted the service because there
were no reliable and local opt ions to refer my website devel-
opment clients at the time. In 2010, SEO was still what many
called Voodoo Magic and not necessarily understood by small
companies. The basics philosophy was simple – the higher you
rank the more traffic to your site sees from the search engine
– but the execution at the time was spotty and expensive.
My goal was to create a system that would create substantial
results without an exorbitant cost to the business owner.
For the first four years, our process and outcomes were
fine tuned to a point that we were actually performing our-
selves out of a job once we obtained the target rankings for
our clients. This was because that even with top listings in
the most profitable keyword terms, clients were not getting
more business. Basically, the clients didn’t care that they were