James Dooley interviews Steve Toth to unpack the growth of SEO Notebook, the evolution of SEO IRL, and the mindset behind Steve’s consulting model. The discussion covers giving value at scale, enterprise SEO, the problems with traditional agency models, DISC personality hiring, using AI for smarter optimisation, and the transition from solopreneur to agency owner. Steve explains why Notebook Agency avoids logins, how he builds an elite strategy team, and what he would change in Google’s algorithm. The conversation blends practical SEO insights with candid reflections on mindset, business growth and industry direction.