AI Is Changing SEO, But Strong Marketing Is the Key to Success With Tom Vaughton

AI Is Changing SEO, But Strong Marketing Is the Key to Success With Tom Vaughton

Search is changing faster than it has in years. With ChatGPT, Google AI Overviews and AI-powered search tools reshaping how people find information, many agencies are wondering what this means for their clients—and for their own marketing. Tom Vaughton, founder of Varn, joins me to explain what’s really changing, what isn’t, and why AI search is making strong brands, clear positioning and good marketing more important than ever. Learn More... Tracey Burnett LinkedIn: linkedin.com/in/traceyburnett Website: www.marketingmomentumforagencies.com Book a call: calendly.com/tracey-burnett/triage Email: tracey@leadstosuccessglobal.com Phone: +44 7877 042 804. Contact Tom http://www.varn.co.uk/ https://www.linkedin.com/in/tomvaughton/ For a FREE 30 minute SEO CONSULTATION to discuss your marketing, GEO, SEO, data, email contact@varn.co.uk As the founder and CEO of Varn, Tom Vaughton has been in SEO and search marketing for over 25 years, growing a successful and expert SEO agency team. Tom is regularly invited to share his insights on the evolving landscape of search and GEO at leading industry events and conferences, such as BrightonSEO. About The Host Tracey Burnett is the founder of Leads to Success Global and host of Marketing Momentum for Agencies. With decades of experience in lead generation, marketing and sales, including roles at Unilever and Barclays, she helps agency and consultancy founders sharpen positioning, build trust with the right buyers and create more consistent pipelines. She’s known for practical, no-fluff advice. Expert in LinkedIn. Marketing Momentum for Agencies is for agency and consultancy founders who want a stronger pipeline and better sales conversations, without gimmicks. Expect plenty of straight-talking with expert guest interviews packed with practical ideas to help you win attention, build trust and convert more opportunities. Top 5% of podcasts globally (ListenNotes)

Can Speaking Become Your Agency’s Best Growth Channel?

Public speaking is one of the most powerful agency growth channels many founders avoid. In this episode, Tracey Burnett pulls out key moments from her conversation with Jack Porter-Smith on how speaking can help agency owners build trust faster, create better sales conversations, and turn expertise into a serious business development tool. You’ll hear why speaking is not just about visibility, how it can outperform other acquisition channels, why you do not need to be a 'natural speaker', and how to structure a talk using stories and solutions. Learn More...       Tracey Burnett LinkedIn: linkedin.com/in/traceyburnett Website: www.marketingmomentumforagencies.com Book a call: calendly.com/tracey-burnett/triage Email: tracey@leadstosuccessglobal.com Phone: +44 7877 042 804. Listen to the full conversation with Jack in episode 55.  LinkedIn: linkedin.com/in/jackportersmith jack@inflectivgroup.com Book: https://www.amazon.co.uk/Sixty-Seconds-Glory-Selling-Predictable/dp/B0FD7Z92VJ/ Jack Porter-Smith is an agency founder, speaker, advisor and partner at Inflectiv Group. After starting in PPC in 2006, he launched his Toronto-based agency in 2013 and scaled it to an 8-figure revenue and 7 figure profit within seven years. He later joined Google’s Agency Executive Council, toured the Americas speaking with Google, headlined industry conferences, and published three books. After exiting his agency in 2024, Jack now advises agencies on growth, leadership and values-led decision-making. About The Host     Tracey Burnett is the founder of Leads to Success Global and host of Marketing Momentum for Agencies. With decades of experience in lead generation, marketing and sales, including roles at Unilever and Barclays, she helps agency and consultancy founders sharpen positioning, build trust with the right buyers and create more consistent pipelines. She’s known for practical, no-fluff advice. Expert in LinkedIn. Marketing Momentum for Agencies is for agency and consultancy founders who want a stronger pipeline and better sales conversations, without gimmicks. Expect plenty of straight-talking with expert guest interviews packed with practical ideas to help you win attention, build trust and convert more opportunities. Top 5% of podcasts globally (ListenNotes)

The Painful Reset Behind Moburst’s Incredible Growth

From the outside, Moburst looks like the dream: global brands, awards, acquisitions and serious growth. But in this shorter teaser episode, I pull out one of the most powerful parts of my conversation with founder Gilad Bechar: the painful reset that came before the growth accelerated. Gilad talks about the year Moburst was bleeding, the lack of systems that left them flying blind, the uncomfortable conversations that followed, and the hard decisions they had to make on clients, pricing and team structure before the business could grow properly. If you run an agency or consultancy and suspect your business might look healthier from the outside than it feels underneath, this episode is for you. And if this resonates, listen to the full Gilad Bechar interview, where we go much deeper into positioning, niching, PR, podcasting, acquisitions, AI search and what it really takes to scale an agency that lasts. Learn More...       Tracey Burnett LinkedIn: linkedin.com/in/traceyburnett Website: www.marketingmomentumforagencies.com Book a call: calendly.com/tracey-burnett/triage Email: tracey@leadstosuccessglobal.com Phone: +44 7877 042 804. Listen to the full conversation with Gilad in episode 43. Connect with Gilad Bechar: https://www.linkedin.com/in/begilad/ https://www.moburst.com/ [https://www.moburst.com/] About Gilad Gilad Bechar is the visionary founder and CEO of Moburst, a world-renowned, mobile-first digital agency that has become a trusted growth partner to some of the most recognizable tech brands on the planet. Over the last eleven years, Gilad has scaled Moburst into a global powerhouse, working with industry leaders such as Google, YouTube, Uber, , Dropbox, and Samsung to unlock breakthrough results in user acquisition, retention, and mobile innovation. Gilad identifies the trends, tools, and tactics that give brands a strategic edge in a saturated digital landscape. About The Host     Tracey Burnett is the founder of Leads to Success Global and host of Marketing Momentum for Agencies. With decades of experience in lead generation, marketing and sales, including roles at Unilever and Barclays, she helps agency and consultancy founders sharpen positioning, build trust with the right buyers and create more consistent pipelines. She’s known for practical, no-fluff advice. Expert in LinkedIn. Chapters 0:00 — Introduction to Gilad Bechal and MoBurst 0:28 — The Hidden Struggle: Bleeding Money 01:12 — The 2016 Financial Turning Point 02:00 — Identifying the Systemic Issues 04:18 — Analyzing the Fundamentals 04:53 — The Human Element: Rebuilding Internal Trust 08:14 — Hard Commercial Decisions and Modeling 10:14 — Termination Notices and the "Painful Reset" 11:42 — Recovery and Explosive Growth 13:00 — Leadership Lessons: "It’s Not You, It’s Me" 16:03 — Summary and Full Episode Preview Marketing Momentum for Agencies is for agency and consultancy founders who want a stronger pipeline and better sales conversations, without gimmicks. Expect plenty of straight-talking with expert guest interviews packed with practical ideas to help you win attention, build trust and convert more opportunities. Top 5% of podcasts globally (ListenNotes)

Why Traditional Agency Models Are Cracking and What Comes Next with Stephen Knight

Most agency models are shifting faster than ever and many are failing to adapt quickly enough. In this episode, Stephen Knight, founder of Pimento, reveals the counterintuitive strategies that can help your agency stay relevant in an increasingly automated world. If you’re feeling uncertain about the future, this episode is crucial listening: it’s about understanding where real value now sits and how you can leverage it to thrive, not just survive. You'll discover how the traditional agency model is cracking, and why independence and specialisation are becoming more vital than ever. Stephen shares concrete data on industry restructuring, revealing why smaller, more agile agencies have a distinct advantage and how client expectations are evolving toward strategic, Insight-driven partnerships.  Learn More...       Tracey Burnett LinkedIn: linkedin.com/in/traceyburnett Website: www.marketingmomentumforagencies.com Book a call: calendly.com/tracey-burnett/triage Email: tracey@leadstosuccessglobal.com Phone: +44 7877 042 804 www.pimento.co.uk  :https://www.linkedin.com/in/stephen-knight-uk/  About Stephen Stephen is a former Advertising Executive, Brand and Marketing Director, CMO and business leader with over 40 years’ experience in sales and marketing. He has held senior leadership roles at major international advertising agencies as well as senior client-side positions such as The Walt Disney Company. Stephen founded Pimento in 2005, which has since grown to become the UK’s largest independent agency network. Alongside his role at Pimento, Stephen is a Trustee and serves as Chairman of utc.travel and Now Next Why, an agency advisory firm. About The Host     Tracey Burnett is the founder of Leads to Success Global and host of Marketing Momentum for Agencies. With decades of experience in lead generation, marketing and sales, including roles at Unilever and Barclays, she helps agency and consultancy founders sharpen positioning, build trust with the right buyers and create more consistent pipelines. She’s known for practical, no-fluff advice. Expert in LinkedIn. Chapters 0:00 – Introduction to the Shifting Agency Landscape 3:42 – The Rise of Specialist Independents 6:00 – Reclaiming Brand Value & Attribution 9:33 – Client-Agency Relationships: "Marriage vs. One-Night Stands" 17:11 – AI: Tool vs. Replacement 23:28 – Data, Noise, and Strategy 28:02 – Positioning and Commercial Strategy 36:33 – Advice for Agency Founders 48:00 – Closing & Pimento Network Marketing Momentum for Agencies is for agency and consultancy founders who want a stronger pipeline and better sales conversations, without gimmicks. Expect plenty of straight-talking with expert guest interviews packed with practical ideas to help you win attention, build trust and convert more opportunities. Top 5% of podcasts globally (ListenNotes)

Why Agencies That Build Real Human Relationships Will Win in the AI Era With Si Elliott.

Many agencies risk damaging the very relationships that fuel their growth by becoming overly automated and distant. So in an AI-driven world, could human connection become the real competitive advantage? In this episode, strategic marketing leader and customer service expert, Si Elliott, explains why understanding human psychology still matters deeply in business and how behavioural science can help agencies build stronger client relationships, loyalty and trust. You’ll discover: Why most buying decisions happen subconsciously How human chemistry influences long-term client retention The behavioural biases shaping customer and client decisions Why agency culture and authentic storytelling matter more than ever How slowing down and gaining an outside perspective can unlock growth This conversation challenges the obsession with automation and reminds us that, ultimately, people remember how you make them feel. Learn More...       Tracey Burnett LinkedIn: linkedin.com/in/traceyburnett Website: www.marketingmomentumforagencies.com Book a call: calendly.com/tracey-burnett/triage Email: tracey@leadstosuccessglobal.com Phone: +44 7877 042 804.                             Si Elliott https://fabricx.agency.        https://www.linkedin.com/in/si-elliott/                                                            Buy 'Customer Experience Thinking https://mybook.to/CXThinking About Si Si Elliott is a strategic marketing leader, agency co-owner and customer experience specialist with more than 20 years’ experience helping brands build deeper customer relationships. As co-owner of creative agency Diversity and founder of behavioural science consultancy Fabricx, he combines customer psychology with practical strategy to create experiences that genuinely connect. An award-winning guest lecturer and advisor to leading universities, Si’s work sits at the intersection of digital progress and human connection. He believes that when businesses better understand how people think and behave, they build stronger relationships, better businesses and more meaningful long-term growth. About The Host     Tracey Burnett is the founder of Leads to Success Global and host of Marketing Momentum for Agencies. With decades of experience in lead generation, marketing and sales, including roles at Unilever and Barclays, she helps agency and consultancy founders sharpen positioning, build trust with the right buyers and create more consistent pipelines. She’s known for practical, no-fluff advice. Expert in LinkedIn. Chapters 00:00 The Human Connection Crisis in Marketing  01:45 Efficiency vs. Empathy: What Agencies Risk Losing 04:30 The AI Trap and Avoiding the "Sea of Sameness"  06:15 Escaping the Short-Term Mindset: Why Pausing is Strategic  09:20 Measuring What Matters: Loyalty, Satisfaction, and the "Marriage" Model  13:45 The Agency Chemistry Test: How to Ensure a Perfect Client Match  17:15 Behavioural Science 101: Moving from Dr. Spock to Homer Simpson  20:45 The Paradox of Choice: Why Offering Fewer Services Wins More Clients  23:30 Marketing Your Own Agency: Cobblers' Children’s Shoes  26:50 The Line in the Sand: What to Automate and What to Keep Human 32:15 Creating "The Feels": How to Humanise Your Personal Brand  37:45 Emotional Support and Protecting Clients During Tough Times  43:20 The Future of Agencies: Servitude, Sustainability, and Specialism  48:15 Where to Find More: Customer Experience Thinking and Fabrics  Marketing Momentum for Agencies is for agency and consultancy founders who want a stronger pipeline and better sales conversations, without gimmicks. Expect plenty of straight-talking with expert guest interviews packed with practical ideas to help you win attention, build trust and convert more opportunities. Top 5% of podcasts globally (ListenNotes)