Scaling an SEO-specialist generalist agency

"You have to go slow to go fast." Damon Burton, Founder and President of SEO National.

(🎙️ listen now)

Damon’s company boasts over 80 clients in varied verticals, including travel, software, hospitality, medical, professional sports, and more. So, it’s not our usual VGTM episode. He joins the show to recount how he scaled his SEO-specialist generalist agency.

We discuss:

• How Damon built his seven-figure business from a side hustle and without paid advertising.

• Transitioning from a hands-on leadership role to onboarding a COO.

• The challenges that come with different phases of scaling an agency.

• Why Damon did not niche down.

Actionable key takeaways for agency founders:

• Don’t be afraid to walk away from toxic people and situations; values persist, success follows.

• If you haven’t proven your value yet, find business models that are win-win for both prospects and your bottom line.

• Recognize when it’s time to delegate as a founder so you don’t jeopardize performance.

• Document your company processes from day one to prepare for the day you need to hire more people and onboard them.

🎧 Listen to the episode now:

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Best,

CQ

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Frequently Asked Questions

Why did Damon Burton choose not to niche down, unlike many other agency founders?

A deliberate choice discussed directly in the episode, building SEO National to serve 80+ clients across varied verticals, travel, software, hospitality, medical, professional sports, rather than narrowing to a single specific niche.

How did Damon Burton build his agency to seven figures without paid advertising?

Starting as a side hustle and growing organically, discussed in the episode as a deliberate approach that avoided reliance on paid acquisition channels most agencies default to for growth.

What does "you have to go slow to go fast" mean, according to Damon Burton?

That sustainable growth requires deliberate, careful pacing early on, rather than rushing, a philosophy that shaped how he approached scaling SEO National over time.

Why does Damon Burton emphasize documenting company processes from day one?

Because early documentation prepares a business for the eventual need to hire and onboard more people, avoiding the scramble of trying to formalize processes after the business has already scaled past the point where they're easy to capture.

What challenge did Damon Burton face transitioning from hands-on leadership to bringing on a COO?

Recognizing when it was time to delegate as a founder, discussed directly in the episode as a critical shift needed to avoid jeopardizing performance while continuing to scale the business.