In this episode of e-Coffee with Experts, host Ranmay chats with John Hutson, Head of Digital Operations at Ink Digital, to discuss how SEO has evolved and what that means for agencies scaling fast.

John shares his unconventional journey from building hobby websites to leading a full-service digital agency. He breaks down how Ink Digital doubled its team in 12 months without sacrificing quality, and why modern SEO success goes beyond Google rankings and organic traffic.

John explains why zero-click SERPs, AI overviews, and changing consumer behavior demand a complete rethinking of the SEO playbook. He also dives into how agencies should rethink reporting, track ROI with offline conversions, and educate clients stuck on outdated metrics.

Whether you’re running an SEO agency or managing marketing budgets, this episode will challenge your assumptions and give you a new lens on performance, growth, and client success.

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In this episode, we discuss:

00:00 - 00:55: Introduction

00:55 - 03:45: How John Accidentally Got Into SEO

03:45 - 04:27: What Ink Digital Does Today

04:27 - 06:40: The Google Update That Changed SEO Forever

06:40 - 10:26: Scaling an Agency Without Breaking Delivery

10:26 - 13:03: SEO in the AI Era — What Needs to Change

13:03 - 17:00: Why Traffic Isn’t a KPI Anymore

17:00 - 18:40: Legacy, Mentorship, and Impact

18:40 - 16:28: How to Connect With John

 Connect with John Hutson

 https://www.linkedin.com/in/johnhutson/

 https://ink-digital.co.uk/

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