James Dooley and Steven Toth discuss Steven’s Go-Giver mindset and how sharing SEO ideas at scale helped grow SEO Notebook into a major newsletter and business. They cover SEO IRL in Toronto, why Steven built Notebook Agency as a strategist-led consultancy that avoids touching client websites, and how enterprise SEO differs from small client SEO. They also talk about using DISC personality profiling to hire and manage a high performing team, plus practical AI and automation tactics like SERP-driven title tag generation with Python. Steven ends with what he would change in Google Search, including giving smaller sites more visibility and reducing forced Reddit dominance.