Lawrence Hitches.pptx

Source PPTX: PPT/2025 Shenzhen SEO Conference Speaker Slides/Lawrence-Hitches.pptx

===== Slide 1 =====
Scaling a Global SEO Agency in the Age of AI Search
2025

===== Slide 2 =====
Five Key Lessons
NAIL THE FIRST 90 DAYS
1
CAREER PATHWAYS
2
BREAK THE DESIGN
3
KPIS = BEHAVIORS
4
GET LITERAL
(ABOUT AI)
5

===== Slide 3 =====
01
Nail the First 90 Days

===== Slide 4 =====
Why Structure Matters in the First 90 Days

Creates
certainty
in the first 90 days.
Clear
expectations
show people how to succeed.

===== Slide 5 =====
How did we learn this?
During the period of post big pandemic book, we were cruising, doing well,  we experienced massive client retention issues.

===== Slide 6 =====
How did we learn this?

===== Slide 7 =====
How did we learn this?

===== Slide 8 =====
How did we learn this?

===== Slide 9 =====
“I have no idea what to
expect
next”
“I got an intro email and
nothing happened
after”

===== Slide 10 =====
Bad
onboarding
=
retention
problems long term =
money
out the door.

===== Slide 11 =====
Simple Solution:

===== Slide 12 =====
2018

$700K~

3 people
1
2025

$20M~
100+ people
AU, UK, USA

2

===== Slide 13 =====
Great, problem solved right…..

===== Slide 14 =====
Why
did onboarding for each client appear different…….

===== Slide 15 =====
Who was training the client experience?
New hires were trained by random people across the business, leading to varied experiences.
🚩“I was never taught this?” 🚩

===== Slide 16 =====
No surprises that our
staff retention
was on the decline too

===== Slide 17 =====
We invested into Learning and Development as business and as a role.

===== Slide 18 =====
Investing in Learning & Development
We assigned one person to completely
overhaul the onboarding experience
for new hires.

But that ownership and commitment made a huge difference, retention for both staff and clients jumped. The early structure set up long-term stability.

===== Slide 19 =====
Onboarding Experience

===== Slide 20 =====
Pain
Started this
Kicking in

===== Slide 21 =====
Results
Increased overall client retention by
12%
,
Resulting in
1 million+
saved in business that we didn’t have to chase.
Staff retention has increased from
70%
->
89%
year on year.
Train more = retain more = grow more.

===== Slide 22 =====
If you design for something it will happen, good or bad.

===== Slide 23 =====
Pain
Pain
Ego graph:
little peak and trough tells a story.

===== Slide 24 =====
02
Proactive Career Pathways

===== Slide 25 =====
Ever heard this question?
“I've been taking on responsibilities outside my job description, how can we align my role and compensation with what I'm actually doing?”
“Hey I’m burnt out, I’m doing a lot, can I get paid to do a job that I wasn’t hired for?”

===== Slide 26 =====
In the early days, team members often wear multiple hats.

One person might handle client work, admin tasks, odd jobs, and more.
Small teams need flexibility to get everything done.
The focus is on survival and growth, not rigid role definitions.

===== Slide 27 =====
Mindset of Manager
A typical reaction might be,
"I’ll just give the job to someone else or do the job myself"

Ask yourself: If this person left, got sick, or went on leave, would their responsibilities still be covered effectively?

===== Slide 28 =====
Mindset of Person Asking
Feeling Overlooked
Desire for Growth
Frustration with Boundaries
Uncertainty About the Future
Seeking Validation
Emotional Conflict

===== Slide 29 =====
You get what you setup
Proactive pathways

===== Slide 30 =====
Case Study of Karl
Took on roles across link-building + content
Raised the question about his future
Transitioned over 2 years into product development
Worked because it matched his interests + company needs

===== Slide 31 =====
If people are wearing multiple hats, reduce to one over time.

Reward = develop into roles as you go.

===== Slide 32 =====
Another Alternative

===== Slide 33 =====
[no extractable text found on this slide]

===== Slide 34 =====
I’m Lawrence
General Manager, StudioHawk Australia
SEO is my core, still hands-on when I can
Dog dad to Lyanna the Cavoodle 🐶

===== Slide 35 =====
03
Break the Design

===== Slide 36 =====
Pain
Most challenging period - growth slowed

===== Slide 37 =====
No Accountability
We grew to 30 people, but without structure it turned messy.
We had no clear goals or plan, and personal ambitions pulled against the agency’s direction.
🚩 No goals. No plan. 🚩

===== Slide 38 =====
[no extractable text found on this slide]

===== Slide 39 =====
Misalignment & Restructure
Initiated a team restructure focused on accountability.
Lost three core team members who chose to leave the agency as they didn’t see a future.
During the “Great Resignation” so over that time 10+ people left.

===== Slide 40 =====
I got what I setup.
Had to fix it.

===== Slide 41 =====
Spend a serious amount of time - with people resigning weekly restructuring the entire agency looking at key accountabilities.
Needed
ONE person
, not 12, to lead up each function of the business.

===== Slide 42 =====
Team Setup for What We Need

===== Slide 43 =====
04
Set KPIs for the Behaviours

===== Slide 44 =====
Early days in high growth we had a
commission based
structure for all team members.
Awesome for growth.

===== Slide 45 =====
Key lessons I took from that journey
Run an agency looking to grow.
Have an agency / business that has these challenges.
SEO Consultants

===== Slide 46 =====
Pain
Pain
Started this
Stagnated

===== Slide 47 =====
Feedback coming from the team:

🚩“I’m confused, should I focus on SEO or sales?”  🚩

🚩“Don’t want to do sales” 🚩

===== Slide 48 =====
[no extractable text found on this slide]

===== Slide 49 =====
People like to know if they are
Winning or Losing
On Track
Making a Difference
Progressing
Solution = Split The SEO & Sales team

===== Slide 50 =====
Team
Goals
Expected Behaviors
SEO Team
Workload management.
Focus on delivering results for clients.
Client retention/churn goals.
Maintain strong client relationships.
Bonuses tied to high workloads and strong client retention rates.
Ensure quality and consistency in project execution.
Growth (Sales) Team
Commission based on closing clients.
Take ownership of leads and nurture them effectively.
Focus on taking care of leads and successfully closing deals.
- Prioritise client acquisition and deal closures.

===== Slide 51 =====
[no extractable text found on this slide]

===== Slide 52 =====
You Hit This Number =
You Win

===== Slide 53 =====
Pain
Pain
New KPIs
Expanded Growth Team

===== Slide 54 =====
05
Get Literal

===== Slide 55 =====
Communication &  Transparency
People like to know
everything
People like to know how it
impacts them
People need to be
reminded a lot
.

===== Slide 56 =====
Every business is
perfectly designed
to operate in the way it does, even the most
dysfunctional
...

===== Slide 57 =====
One last time

===== Slide 58 =====
“We need to better at
communication"

Actually nail:
“Literal communication”

===== Slide 59 =====
[no extractable text found on this slide]

===== Slide 60 =====
[no extractable text found on this slide]

===== Slide 61 =====
One Page Plan
Send it
every week
to the team in an email
Start off every
key meeting
with vision and values.
We
seed
them into a lot of communications.

===== Slide 62 =====
“Wholesome Nerds”

===== Slide 63 =====
Send A Weekly Newsletter
Include revenue growth, retention, recruitment updates, and wins.
Provide clarity during changes and challenges.
Dark period of the agency it truly helped keep the team informed.
Tell them the
good and bad.

===== Slide 64 =====
[no extractable text found on this slide]

===== Slide 65 =====
Literal, consistent communication ensures everyone stays on the same page.

===== Slide 66 =====
[no extractable text found on this slide]

===== Slide 67 =====
If your house is messy, your partner gets unhappy

Hire a cleaner → problem solved, but it costs money

Every setup has trade-offs

Business is the same: outcomes follow the setup.

===== Slide 68 =====
AI Doesn’t Change the Rule

===== Slide 69 =====
SEO had the most pressure.
“AI is
going to kill
SEO”
“AI will also
take all our jobs
too”

…..why the hell would anyone want a career in SEO?

===== Slide 70 =====
Clarity is cure in the AI era.
I don’t pretend to be an AI expert.
What I can do is keep the team moving with clear, literal messaging, and by setting up elastic learning loops.
Fear fills the gap when clarity is missing.

===== Slide 71 =====
Clarity is cure in the AI era.

===== Slide 72 =====
“We Will Use AI to Increase Productivity”
🚩
Too vague, doesn’t mean anything
🚩 I banned this phrase at StudioHawk
🚩 20+ “must-have” tools shown to me weekly → most are just OK

===== Slide 73 =====
Meaning
Question to Ask
Example
L
agging outcome
Does it improve retention, revenue, profit?
Automating churn alerts → higher retention
I
ndicator shift
Does it move leading signals that predict outcomes?
AI visibility pings → ChatGPT/Gemini presence
F
riction removed
Does it remove work humans can’t do at scale?
SEO alerts that require inhuman level of capability.
T
rust + transparency
Will the team trust it and use it consistently?
Automated client reports with good insights, not robotic jargon.
The LIFT Test for AI Investments
If it doesn’t pass LIFT, it won’t lift the business.

===== Slide 74 =====
Five Key Lessons
NAIL THE FIRST 90 DAYS
1
CAREER PATHWAYS
2
BREAK THE DESIGN
3
KPIS = BEHAVIORS
4
GET LITERAL
(ABOUT AI)
5

===== Slide 75 =====
📌 Connect on LinkedIn
Thank you!

===== Slide 76 =====
This is the heart of scaling.

If you don’t like the outcome.

Change the setup.
Lyanna will point out when this happens
You get what you setup

===== Slide 77 =====
You Get What You Setup

If clients are happy, something made that happen.
If clients leave, something made that happen too.
If people don’t share info, it’s because there are no clear rules.
If people show up late, it’s because they think it’s OK.

===== Speaker Notes =====

--- Notes Slide 1 ---
Opening:
Hi everyone, and thank you, for the introduction.
I was impressed by the people and information shared and thought
I know this conference covers great topics like AI, digital PR, and link building, subjects I’m passionate about and have expertise in.
Today, I want to take a slightly different approach: share the journey of my company and the lessons we’ve learned.

--- Notes Slide 2 ---
Lesson 1: First 90 Days
The first 90 days are critical for long-term success — with both employees and clients.
You’ll hear plenty today about leads and marketing. I’m not covering that.
My focus:
How do you grow beyond just sales and marketing?
Two key areas:
HR & Employee Onboarding
Client Retention
Nail the first 90 days here → you set the foundation for sustainable growth.

--- Notes Slide 3 ---
First 90 Days — Employees
Consistent onboarding is key → every new hire learns the same core skills and processes.
Sets clear expectations from day one → prevents confusion and skill gaps later.
First 90 Days — Clients
Just as important for clients.
A well-managed start = smooth communication + delivery of real value.
Builds trust and sets up long-term retention.
Takeaway
Whether employees or clients: structured, consistent first 90 days = alignment, less guesswork, and a strong foundation for success.

--- Notes Slide 4 ---
Intro to the Challenge
Rewind to the post-pandemic boom.
On the surface: growth looked great, boxes ticked.
But cracks started to show — especially in client retention.
The Problem
Retention rates dipped.
Example: July churn hit
5.20%
.
Might not sound huge, but in agency life even small drops create ripple effects.
What This Meant
First big red flag.
Clear sign something wasn’t working.
We had to dig deep to find root causes and solutions.

--- Notes Slide 5 ---
Manual Feedback Process
At this stage, feedback was gathered manually.
Very ad-hoc: emails and phone calls.
Inconsistent, inefficient, and hard to track.
The Results
48 feedback attempts.
Only 8 successful →
16% success rate
.
Not enough to guide business decisions.
Why It Wasn’t Working
Low email response rates: poor timing, unclear CTAs, outdated contacts.
Low phone answer rates: clients too busy, assumed spam, or didn’t pick up.
Team stretched thin, balancing this with other priorities.
Key Takeaway
Manual efforts failed.
Needed a streamlined, automated solution for meaningful client insights and retention.

--- Notes Slide 6 ---
How HubSpot Helped
We turned to HubSpot to fix inefficiencies.
Automated follow-ups, streamlined outreach, centralised client info.
Goals
Boost efficiency of feedback collection.
Build trust with consistent communication.
Pinpoint best timing and methods for client interactions.
Personal Endorsement
I’m not a HubSpot salesperson.
But I endorse it because it’s helped us massively.
Surprising how many businesses still don’t use a full CRM.
It’s a real game-changer for organisation and results.

--- Notes Slide 7 ---
CSAT Ratings (Left)
Distribution of CSAT ratings from client feedback.
79% =
Happy
→ strong satisfaction.
17% =
Neutral
.
4% =
Unhappy
.
Helps us track sentiment trends over time and catch changes early.
Sentiment by SEO Lead (Right)
Tracks sentiment by individual SEO Leads.
Directly ties feedback to specific team members.
Example:
Georgia Brooker
consistently receives
Happy
ratings → clear strength.
Key Takeaways
Insight lets us:
Identify high performers.
Pinpoint clients needing more attention.
HubSpot’s centralised data = better alignment and stronger satisfaction.

--- Notes Slide 8 ---
Catalyst for Change
Simple but powerful feedback triggered a rethink of our entire onboarding.
Exposed a critical gap: employees and clients didn’t know the next steps.
This uncertainty hurt trust, confidence, and overall experience.
The Lesson
Structure and communication are everything.
Everyone should know exactly what to expect at each onboarding stage.
The Result
Rebuilt onboarding with clarity, defined touchpoints, and proactive comms.
Lasting impact: stronger retention and higher satisfaction for clients and team members.

--- Notes Slide 9 ---
Onboarding Challenges
Poor onboarding may look minor at first.
But it creates long-term problems that are costly to fix.
Retention Problems
When early expectations aren’t met → employees or clients are less likely to stay.
Financial Impact
Replacing staff or clients is more expensive than investing in proper onboarding upfront.
Key Message
Initial processes set the tone for everything that follows.
Solid onboarding = better outcomes.
Weak onboarding = long-term costs.

--- Notes Slide 10 ---
Team member Alex came through with this idea to build out a master campaign spreadsheet
We’d been managing campaigns ad hoc, in different systems, no consistency.
This spreadsheet really it made all our campaign onboarding -> task on guardrails
People can still do different and creative things but we aim to house it all on this spreadsheet for every single client.

--- Notes Slide 11 ---
Key Message
“You get what you set up.”
If the structure isn’t working, dysfunction will follow.
To minimise this and refocus on results → we needed a redesign.
What It Meant
Look inward → how we operate internally.
Look outward → how we deliver value to clients.
The Goal
Redesigning wasn’t only about fixing problems.
It was about creating a foundation for sustainable growth and success.

--- Notes Slide 12 ---
Speaker Notes
Here’s a graph — line going up.
That’s our agency growing.
Looks sweet on the slide.
But… there’s a lot behind this.
Growth came with hard lessons.
Each step meant challenges we had to push through.

--- Notes Slide 13 ---
Speaker Notes:
"Why did onboarding for each client look so different? The answer lies in inconsistency—not intentional, but the result of a lack of structure and clarity."
"Each team member approached onboarding differently because there was no centralized process to guide them. This led to varied experiences for our clients."
"The result?
Some clients enjoyed a seamless onboarding process.
Others were left feeling confused or uncertain about next steps."
"This inconsistency created friction, making it harder for us to scale smoothly and deliver a consistent client experience."

--- Notes Slide 14 ---
Speaker Notes:
"Previously, our onboarding process was highly inconsistent.
New hires were trained by different people across the business, resulting in varied experiences and knowledge gaps."
"For instance, a junior SEO specialist might miss out on critical skills because the person training them left the company before fully covering everything."
"Months later, these gaps would start to surface:
Employees would say, 'I was never taught this,' when asked to perform tasks they should already know."
"This highlighted a major flaw in relying on informal, undocumented processes for onboarding. It was clear we needed a more structured approach to ensure consistency and quality."

--- Notes Slide 15 ---
Speaker Notes:
"We fought hard to get this position and aspect of the business implemented. It wasn’t easy, but it was necessary to create the structure and consistency we needed."

--- Notes Slide 16 ---
Speaker Notes:
Training is an Art Form:
"Training isn’t just a task—it’s an art form. It requires focus, dedication, and the right person to lead it."
"Previously, we delegated training inconsistently, which led to varied results and gaps in knowledge."
The Overhaul:
"We assigned Jenna to completely revamp the onboarding experience for new hires. She balanced this alongside her role as a team leader—a huge effort, but her commitment made a big impact."
"The goal was simple: ensure the first 90 days give new hires all the tools and touchpoints they need to succeed."
The Impact of Great Onboarding:
"A strong onboarding experience not only equips people for their roles but also motivates them to work harder and perform better in the long term."
Generational Knowledge Transfer:
"Training programs create compounding benefits. As knowledge is integrated into onboarding, future hires learn these best practices from day one."
"Over time, this reduces skill gaps and builds lasting expertise across the organisation."
The First 90 Days Matter:
"Whether it’s a new hire or a client, those first 90 days set the standard. People want to feel cared for—like when you walk into a store and the staff are exceptionally attentive."
Employee Retention:
"Since implementing the new onboarding process, our staff retention rates have improved significantly, showing just how much this effort pays off."

--- Notes Slide 17 ---
Speaker Notes:
"Do we even teach new team members how a search engine works?"
"No? Then put it in. This foundational knowledge is critical for their success."
"And while we’re at it, are we teaching them the client first 90 days process?"
"Make it part of the onboarding. Every time the process evolves, it needs to be retrained. Consistency and alignment are key."

--- Notes Slide 18 ---
Speaker Notes:
"We’ve increased overall retention by 12%, which has saved us over $1 million in revenue that we didn’t have to replace by chasing new clients."
"On the staff side, retention improved from 70% to 89% year-on-year—a significant leap."
"It’s simple:
train more = retain more = grow more
. Investing in people pays off, both for your team and your bottom line."

--- Notes Slide 19 ---
Speaker Notes:
"That’s the mindset I recommend when running an SEO or digital agency—every move you make should be intentional and strategic."
"Sometimes, it’s tough to admit, but you may actually be the problem holding back your agency’s ability to move forward. Identifying and addressing those roadblocks is key to unlocking growth."

--- Notes Slide 20 ---
Speaker Notes:
"Ever heard these kinds of questions before?
'I’ve been taking on responsibilities outside my job description—how can we align my role and compensation with what I’m actually doing?'
Or
'Hey, I’m burnt out, I’m doing a lot—can I get paid to do a job I wasn’t hired for?'
"
"These are signals, and how you approach them matters. Let’s look at two options:
Respond dismissively:
Say something like,
'That’s just part of the job.'
While it’s easy, this response can frustrate and alienate the employee.
Reflect on why they’re coming forward:
They likely enjoy these additional responsibilities and are motivated to do more.
But they’re also seeking recognition and value for their contributions."
"The better approach? Understand what’s driving their concerns and explore ways to align their role and compensation with their evolving responsibilities."

--- Notes Slide 21 ---
Speaker Notes:
Early Business Reality:
"In the early days, everyone in the team wears multiple hats—it’s just the nature of a small business.
One person might juggle client work, admin tasks, odd jobs, and more, all while keeping things afloat."
Why It Works Initially:
"This works because small teams need flexibility to get things done.
The focus isn’t on rigid role definitions; it’s on survival and growth.
Founders or SEO consultants have to operate this way to even get the business off the ground."
The Challenge:
"But as the business scales, this approach quickly becomes unsustainable.
The lack of clear roles leads to frustration, burnout, and even undervaluing contributions.
And we’ll dive deeper into that dynamic later."
Takeaway:
"The key to sustainable growth is recognising when it’s time to evolve roles and responsibilities to match the demands of the business."

--- Notes Slide 22 ---
Speaker Notes:
Mindset of a Business Owner:
"A typical reaction from a business owner might be,
'I’ll just hire someone else.'
But is that really a sustainable solution? Especially if the role has grown or evolved significantly beyond its original scope."
Key Test for Business Owners:
"Here’s a simple test:
Ask yourself,
'If this person left, got sick, or went on leave, would their responsibilities still be covered effectively?'
If the answer is no, then it’s a clear sign something is missing structurally in the business."
Takeaway:
"Instead of reacting to symptoms, focus on addressing the underlying structural gaps that create dependency on specific individuals."

--- Notes Slide 23 ---
Intro Notes
Quick intro: I’m Lawrence from StudioHawk.
Role: General Manager at StudioHawk.
Passion: SEO — still love getting hands-on.
Personal: Dog dad to Lyanna, my Cavoodle.

--- Notes Slide 24 ---
Speaker Notes:
Feeling Overlooked:
"They might be thinking,
'I’m doing more than what I signed up for, but no one seems to notice.'
"
Desire for Growth:
"There’s also a question of ambition:
'Will my extra effort lead to career progression?'
"
Frustration with Boundaries:
"Some may wonder,
'Why am I doing these tasks without the title, pay, or support that reflects them?'
"
Uncertainty About the Future:
"This can lead to doubts like,
'Is this the right place for me to grow?'
"
Seeking Validation:
"People want to know,
'Does the company actually recognise the impact I’m making?'
"
Emotional Conflict:
"There’s also an internal struggle—feeling torn between loyalty to the team and the need to look out for themselves."
Takeaway:
"These concerns are opportunities for us to reflect and improve, ensuring we’re addressing gaps before they escalate."

--- Notes Slide 25 ---
"Let me share an example:
He started as an SEO specialist but quickly began taking on responsibilities outside his role—supporting the link-building team, content team, and more."
"It eventually got to a point where he raised the question:
'Can my role align with what I’m actually doing?'
"
"Over the course of two years, he transitioned into a full-time product development role.
This required patience, not just from him, but also from the team as we worked through the adjustment."
"The transition was successful because it aligned with both his interests and the company’s needs, creating a win-win scenario."

--- Notes Slide 26 ---
Speaker Notes:
"When people are wearing multiple hats, it’s manageable in the early stages. But as the business grows, it’s crucial to reduce those hats to one over time."
"This means gradually refining their responsibilities and focusing on their strengths to create more specialised, impactful roles."
"The reward for this transition? Developing people into defined roles that align with their skills and aspirations as they progress within the company."
"This approach ensures clarity, boosts performance, and keeps team members motivated for the long term."

--- Notes Slide 27 ---
Speaker Notes:
The Challenge:
"Our specialists were often pulled into additional tasks, like training or networking, which conflicted with their daily priorities. This created confusion about what to focus on and led to missed goals."
The Solution:
"We implemented a new approach using the SMART framework:
Each task became a clearly defined project.
Team members could volunteer for these projects.
Objectives and deadlines were set in advance to avoid overlap with daily responsibilities."
The Fun Twist:
"We added a playful element by naming these projects 'Side Quests.'
Each quest had a unique name, like
Operation Dexter.
Bonuses were offered for on-time completion, creating an extra incentive."
Outcome:
"Before, unclear priorities meant critical tasks were overlooked or delayed.
Now, with a structured system in place, these tasks are completed efficiently without disrupting daily workflows.
This has significantly improved focus and overall results."

--- Notes Slide 28 ---
Speaker Notes:
"Here’s our current org chart in 2025. It reflects where we are today, with roles and structures clearly defined."
"But getting to this point wasn’t easy. This period marked the most challenging time in StudioHawk’s history—a true test of my leadership and the resilience of our team."
"It was during this 'pain period' that we had to confront uncomfortable truths, make tough decisions, and completely rethink how we operated as a business."

--- Notes Slide 29 ---
Flashback to 2022
Now we’re going to take a flashback to 2022.
Most stories so far are recent.
But 2022 was a pivotal moment in our growth.
Many of the lessons I’m sharing trace back to that year.

--- Notes Slide 30 ---
Team Expansion
StudioHawk doubled headcount → from 14 to 29 Hawks.
Clear sign we could attract and retain talent, even in an uncertain economy.
Referral Growth
Average referral rate per client: 1.6 → 2.3.
Snowball effect → strong relationships + proven SEO results.
Media Recognition
Global media features: Forbes, BBC, The Mirror, 7News, ABC.
Helped cement StudioHawk as an industry leader.
The Reality Check
Out of ~30 people in this photo, only 8 are still here two years later.
High turnover = tough but valuable lessons about team dynamics and leadership.

--- Notes Slide 31 ---
The Challenge
At ~30 people, fun culture clashed with the need for structure.
12-person “leadership team” → blurred accountability and confusion.
What Went Wrong
Weak leadership, no clear direction.
Not profit- or scale-driven.
Lost focus on clients.
Leadership Overload
Harry and I took on too much.
Stepped on toes, poor delegation, low support.
Promotion Paradox
Handed out titles too fast.
Created misalignment and unprepared leaders.
The Outcome
Growth stalled.
Rising frustration, disengagement, weak culture.
Takeaway
Need strong leadership, clear accountability, and client focus to avoid stagnation.

--- Notes Slide 32 ---
Speaker Notes:
Chart Overview:
"This chart outlined the stages of business growth, highlighting the critical 'Valleys of Death' at each milestone.
These valleys represented phases where businesses often struggled and failed to scale effectively."
Where We Were:
"We were in the '> $1 Million' phase—a stage where only 4% of businesses successfully grow beyond.
It was a turning point where we had to shift from survival mode to scaling mode."

--- Notes Slide 33 ---
Speaker Notes:
The Problem Before:
"Previously, roles were loosely assigned without a formal interview process or targeted training.
This created gaps in accountability, misaligned priorities, and inefficiencies within the team."
The Solution:
"We built a new development and progression process, ensuring clear accountability for every function:
Sales/Marketing:
Tasked with generating leads and driving growth.
Clients:
Measured through NPS and retention metrics to track client satisfaction.
SEO Team:
Focused on performance and delivery excellence.
HR:
Responsible for staff retention and fostering a positive team culture.
'Heads Of' Redesign:
"For leadership roles, we introduced a more rigorous approach:
Applicants completed a case study process to showcase their understanding of the role, strategic thinking, and problem-solving abilities before stepping into key responsibilities."
Takeaway:
"This accountability chart was a game-changer for us. It ensured every part of the agency had clear ownership and measurable outcomes.
By aligning roles with specific KPIs and fostering professional growth, we significantly reduced dysfunction and refocused on achieving both internal and external results."

--- Notes Slide 34 ---
Framing Notes
These lessons go beyond SEO — they apply to any business: B2B, e-commerce, whatever.
No one-size-fits-all playbook.
Today I’ll share:
What’s worked for us.
What hasn’t.
What I’d do differently.
Goal: if you leave with one useful idea, that’s a win.
I don’t have all the answers — far from perfect.
But I hope my experiences bring value.
If you’re already doing some of this, take it as confirmation.
Sound good?

--- Notes Slide 35 ---
Speaker Notes:
"Today, we still have the same number of people in the business, but the way we operate has completely transformed.
Each function—Sales, Clients, SEO, HR, Training—now has 3-4 dedicated people in it."
"This shift has made the business significantly more efficient, with each team focused on their specific responsibilities and outcomes."
"If you’re currently experiencing similar challenges, know that it’s going to be okay.
The process of restructuring and aligning your team might be tough, but the results are absolutely worth it."

--- Notes Slide 36 ---
Initially, we thought commission-based incentives for all roles were clever.
However, this approach created:
Misaligned behaviors:
People focused only on sales, neglecting client retention and satisfaction.
Complexity and Selfishness:
Teams prioritized individual gains over collective goals.
Turnover during the Great Resignation:
Many employees left for higher-paying jobs with stable salaries, avoiding the stress of relying on sales for income.
Forcing people into sales roles they didn’t enjoy became a big red flag, leading to
massive turnover.

--- Notes Slide 37 ---
Speaker Notes
People perform best when they have clarity about their position and progress.
These five points drive motivation, engagement, and satisfaction in both individuals and teams.
Ensuring your team knows where they stand helps create a transparent, supportive environment where everyone is aligned with the broader goals.
The Solution: Splitting Roles and Goals:

--- Notes Slide 38 ---
Speaker Notes:
Why We Implemented the KPI System:
"Our core KPIs for SEO specialists focus on three areas:
Workload
: Ensuring capacity and productivity.
Churn
: Maintaining client satisfaction and retention.
Revenue Gain
: Demonstrating measurable value."
Identified Gap:
"We realised daily accountability was missing, which is crucial for steady progress toward hitting long-term KPIs.
Without this, it was harder for team members to consistently work toward broader agency goals."
Daily Accountability Actions:
"We introduced simple, measurable daily actions to build habits that align with hitting KPIs every six months:
Organisational improvements.
Seeking help proactively when needed.
Sharing campaign wins to encourage collaboration."
Gamification and Bonuses:
"To keep motivation high, we added end-of-week bonuses to reward collaboration and consistent performance.
Every six months, specialists who hit their KPIs can:
Progress to the next level.
Upgrade their salary.
Earn a bonus—e.g., 5% of their salary as a reward for exceeding targets."
Takeaway:
"This system ensures daily efforts directly contribute to long-term goals, creating a cycle of accountability, reward, and growth."

--- Notes Slide 39 ---
Speaker Notes:
Flexibility and Fairness in Remuneration:
"Our KPI system ensures flexibility and fairness by directly rewarding team members who exceed expectations.
This creates a transparent and motivating structure for everyone."
Example:
"Take this person, for instance:
She went above and beyond by exceeding her workload targets, maintaining low client churn, and increasing retainers.
As a result, she qualified for a bonus of 5% of her salary, paid every six months."
Takeaway:
"This approach not only recognises high performers but also incentivises team members to consistently aim for excellence in their roles."

--- Notes Slide 40 ---
Speaker Notes:
KPIs as a Framework:
"KPIs aren’t just about hitting numbers—they’re about creating a framework that identifies and rewards the actions that drive success."
Rewarding the Right Behaviours:
"When you focus on rewarding the behaviours that matter most, you build a culture of accountability, consistency, and sustained performance."
Encouragement to Start:
"Don’t hesitate to implement KPIs, even if you’re unsure where to begin.
Start small, track progress, and refine as you go. The key is to take that first step."
Takeaway:
"KPIs, when used correctly, are more than metrics—they’re tools for shaping a high-performing team and driving meaningful results."

--- Notes Slide 41 ---
Speaker Notes:
The Turning Point:
"After rolling out our new KPIs and redefining team focuses, the change wasn’t immediate—it took time to embed into the culture and workflows."
Patience Pays Off:
"About a year later, we started seeing the results.
Teams were aligned.
Goals were clearer.
Performance began to steadily improve."
Takeaway:
"Implementing meaningful changes takes time and persistence.
The key is to trust the process and stay consistent with your efforts."

--- Notes Slide 42 ---
Has anyone ever gotten feedback from their team about wanting “better communication or transparency”?
What does "better communication" mean to you and your team?
How do you currently address transparency within your organization?
Do you feel your team understands your business’s vision and goals?

--- Notes Slide 43 ---
Speaker Notes:
"People Like to Know Everything":
"Teams often ask for complete transparency, wanting insight into every detail of the business.
But giving 'everything' can be overwhelming and pull focus away from priorities."
"People Like to Know How It Impacts Them":
"What people really care about is how updates or changes affect their roles, workload, and goals.
The key is to connect business decisions to their individual or team impact."
"People Need to Be Reminded A Lot":
"Even when you share updates, many team members skim or miss key points.
That’s why it’s important to communicate clearly and repeat consistently using:
Weekly highlights.
Bullet points for quick reads.
Verbal reinforcement in meetings."
Takeaway:
"Transparency doesn’t mean oversharing—it’s about sharing the right details, in the right format, at the right time, and reinforcing the message often."

--- Notes Slide 44 ---
Speaker Notes:
"I’m not the most communicative person."
I tend to assume that people will pick up on things as quickly as I do, which isn’t always the case.
"I sometimes think people would figure things out."
I have a tendency to expect others to understand things without having to explain everything in detail.
"But I’ve learned that not everyone thinks the same way."
Effective communication is crucial, and I’ve had to work on being more intentional about how I share information with my team.
"The key is to be clear and repetitive."
Even if I think something is obvious, it’s important to ensure everyone is on the same page and that the message is reinforced.
"Clear communication fosters understanding and reduces misunderstandings."
The more I actively communicate, the smoother things run and the less room there is for confusion.

--- Notes Slide 45 ---
Reference Note
Borrowed this line from Anita Muller — she gave a great speech a few months ago.
Throw it to the room:
“Anyone want to take a shot at what this actually means?”

--- Notes Slide 46 ---
Why Literal Communication Matters:
Vision and values consolidated into a single spreadsheet shared weekly.
Acts as a reference point for:
The team: For alignment.
Myself: To stay on track.
External stakeholders: To communicate our purpose.

--- Notes Slide 47 ---
Speaker Notes:
The Challenge:
"In 2022, we set out to redefine our vision, mission, and goals, including our Big Hairy Audacious Goal:
'200 Hawks in 5 Years.'
Our mission statement at the time was:
'We lead our industry by striving to be the difference by educating, building, and evolving passionate people. We create opportunities for incredible people and brands to be discovered.'"
"At the time, this seemed fitting, but over time, we realised:
It was too wordy and generic.
It didn’t resonate deeply with the team or stick in their minds."
"Honestly, even I struggled to remember it."
A Sobering Moment:
"When we ran internal interviews for a team leader role, only 1 out of 4 applicants knew our vision and values.
That was a wake-up call—it showed a lack of connection and understanding within the team."
The Decision to Rehaul:
"We recognised that goals like '300 Hawks' sounded exciting but lacked real meaning or practicality.
It became clear that our vision, mission, and values needed to be:
Memorable.
Unique.
Deeply tied to our purpose as an agency."
The Process:
"Over several sessions, we revisited every aspect of our vision, mission, and values.
This wasn’t easy—it involved challenging conversations, debates, and iterative revisions.
Some of those sessions went late into the night."
"The aim was to build something that the entire agency could not only understand but rally behind."

--- Notes Slide 48 ---
Speaker Notes:
The Challenge:
"In 2022, we set out to redefine our vision, mission, and goals, including our Big Hairy Audacious Goal:
'200 Hawks in 5 Years.'
Our mission statement at the time was:
'We lead our industry by striving to be the difference by educating, building, and evolving passionate people. We create opportunities for incredible people and brands to be discovered.'"
"At the time, this seemed fitting, but over time, we realised:
It was too wordy and generic.
It didn’t resonate deeply with the team or stick in their minds."
"Honestly, even I struggled to remember it."
A Sobering Moment:
"When we ran internal interviews for a team leader role, only 1 out of 4 applicants knew our vision and values.
That was a wake-up call—it showed a lack of connection and understanding within the team."
The Decision to Rehaul:
"We recognised that goals like '300 Hawks' sounded exciting but lacked real meaning or practicality.
It became clear that our vision, mission, and values needed to be:
Memorable.
Unique.
Deeply tied to our purpose as an agency."
The Process:
"Over several sessions, we revisited every aspect of our vision, mission, and values.
This wasn’t easy—it involved challenging conversations, debates, and iterative revisions.
Some of those sessions went late into the night."
"The aim was to build something that the entire agency could not only understand but rally behind.”
I think every company has the words
“integrity”
in their core values.

--- Notes Slide 49 ---
Speaker Notes:
Overcoming Discomfort:
"Presenting the vision and values for the first time was nerve-wracking—my hands were literally shaking.
It felt vulnerable, and I questioned whether the team would even care."
"What I learned was this: the team
wants
to know the goal.
They’d much rather hear a clear direction than deal with half-spoken, unclear ideas."
The Lesson:
"Most people appreciate the effort and clarity when you take the time to communicate.
It’s about showing that you care enough to align everyone."
Get Literal:
"Put it on the wall. Make it visible. Make it part of the everyday conversation."
Repetition is Key:
"There’s an old saying: people need to hear something 7 times for it to stick.
Today, I think that number is closer to 20. So don’t be afraid to repeat yourself, again and again."

--- Notes Slide 50 ---
Speaker Notes:
Overcoming Discomfort:
"Presenting the vision and values for the first time was nerve-wracking—my hands were literally shaking.
It felt vulnerable, and I questioned whether the team would even care."
"What I learned was this: the team
wants
to know the goal.
They’d much rather hear a clear direction than deal with half-spoken, unclear ideas."
The Lesson:
"Most people appreciate the effort and clarity when you take the time to communicate.
It’s about showing that you care enough to align everyone."
Get Literal:
"Put it on the wall. Make it visible. Make it part of the everyday conversation."
Repetition is Key:
"There’s an old saying: people need to hear something 7 times for it to stick.
Today, I think that number is closer to 20. So don’t be afraid to repeat yourself, again and again."

--- Notes Slide 51 ---
"How do we know these efforts worked? The alignment score increased by 1.2 points, showing stronger connection to our mission and values."
"Vision and mission improved by 1.7 points, and ethics by 0.7 points—clear signs of progress."
"Team feedback reinforces this: ‘The ‘From the Skies’ newsletters keep us in the loop,’ and ‘I love the HQ presentations.’"
"The data and feedback prove that consistent communication makes a real difference."

--- Notes Slide 52 ---
Framing the Fear
SEO came under huge pressure.
“AI is going to kill SEO.”
“AI will take all our jobs.”
Question became:
Why would anyone want a career in SEO?

--- Notes Slide 53 ---
Clarity is the Cure
I don’t pretend to be an AI expert.
My role is to keep the team moving with clear messaging and elastic learning loops.
Fear fills the gap when clarity is missing.

--- Notes Slide 54 ---
Clarity is the Cure
I don’t pretend to be an AI expert.
My role is to keep the team moving with clear messaging and elastic learning loops.
Fear fills the gap when clarity is missing.

--- Notes Slide 55 ---
Banning the Vague
🚩“We will use AI to increase productivity” → banned at StudioHawk.
Too vague, means nothing.
I get shown 20+ “must-have” tools weekly → most are just OK.

--- Notes Slide 56 ---
Explaining the Phrase
The phrase means: an organisation’s structure, processes, and culture are perfectly set up to deliver its current results — good or bad.
Example: if communication is poor → likely no clear channels or incentives for collaboration.
Example: if employees are disengaged → culture may unintentionally allow or encourage it.
Key takeaway: the design — intentional or not — supports today’s behaviours and outcomes.
To change results, the design itself must evolve.

--- Notes Slide 57 ---
The LIFT Test for AI
Ask 4 questions before adopting a tool:
Lagging outcome
→ Does it improve retention, revenue, profit?
Eg. churn alerts that improve retention.
Indicator shift
→ Does it move leading signals?
Eg. AI visibility pings in ChatGPT/Gemini.
Friction removed
→ Does it remove inhuman-level work?
Eg. large-scale SEO alerts.
Trust + transparency
→ Will the team use it consistently?
Eg. client reports with clear insights, not jargon.
Key Takeaway
AI doesn’t change the rule.
If it doesn’t pass LIFT, it won’t lift the business.

--- Notes Slide 58 ---
Five Key Lessons Recap
Nail the First 90 Days
→ strong starts set the foundation.
Career Pathways
→ show people a future, not just a job.
Break the Design
→ if it’s not working, redesign it.
KPIs = Behaviours
→ measure what matters, not just numbers.
Get Literal (about AI)
→ clear, consistent communication beats fear and vagueness.
Wrap-Up Message
These aren’t just agency lessons — they apply to any growing business.
Structure drives outcomes.
You get what you set up.

--- Notes Slide 59 ---
Best way to connect with me, happy to share any of these lessons or share experience
Thank you so much

--- Notes Slide 60 ---
Lyanna Cue
As I go through these lessons, you’ll see Lyanna (my dog) on a few slides.
When she’s there with her paws up → that’s your reminder:
“You get what you set up.”

--- Notes Slide 61 ---
Quick Overview of Lessons
Nail the First 90 Days
→ set the foundation for long-term success from day one.
Be Proactive with Career Pathways
→ show the team there’s a future with clear growth opportunities.
Break the Design
→ challenge outdated systems and rebuild to fit current goals.
KPIs = Behaviors
→ design metrics that reward the behaviours you actually want.
Get Literal
→ communicate clearly and consistently so everyone understands the mission (and yes, how AI fits in too).
Transition
“Now, let’s dive into the first lesson — why nailing the first 90 days is so critical.”

--- Notes Slide 62 ---
Quick Overview of Each Lesson:
Nail the First 90 Days:
Set the foundation for long-term success from day one.
Be Proactive with Career Pathways:
Show your team there’s a future with clear opportunities for growth.
Break the Design:
Challenge outdated systems and rebuild to align with your goals.
KPIs = Behaviors:
Design metrics that reward the behaviours you want to see.
Get Literal:
Communicate clearly and consistently so everyone knows the mission.
"Now, let’s dive into the first lesson—why nailing the first 90 days is so critical."

本文档为站内渲染。原始文件本地路径：saas/source/seo-llm/raw-seo知识库-TXT整理-PPT-2025-Shenzhen-SEO-Conference-Speaker-Sl-4c29fd.txt（仅本地保留，不入库不部署）