How a SEO Agency is Surviving Google Updates & AI Disruption

Running an agency today means navigating constant change and knowing when to adapt before your growth stalls.

In this episode, we sit down with Joy Hawkins, founder of Sterling Sky, to unpack what it really takes to build and scale an agency in an era of algorithm updates, AI disruption, and remote teams. Joy shares her journey from agency employee to running a 43-person, fully remote local SEO agency, along with her honest perspective on Google, local search, and why growing bigger can actually create more freedom when done intentionally.

You’ll hear:
-Why organic visibility is harder than ever—and how agencies can respond
-How Google’s local algorithm has evolved (and what still matters)
-Where AI fits into the future of local SEO
-How Sterling Sky scaled to 43 people as a fully remote team
-Why growing an agency doesn’t have to mean losing control or burning out
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00:00 - Google, AI, and the Future of Local SEO
04:37 - Why SEO Agencies Must Diversify to Survive
08:40 - Building a Fully Remote Agency
10:12 - Culture, Connection, and Team Building at Scale
11:36 - Why Scaling the Agency Became a Mission
15:23 - Leadership, Delegation, and Hiring for Your Weaknesses
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JASON SWENK IS AN AGENCY ADVISOR THAT GUIDES MARKETING AGENCIES THROUGH A PROVEN FRAMEWORK FOR GROWING THEIR AGENCY FASTER & EASIER.

In 1999 he launched his first digital agency growing it to a multi-million dollar operation working with brands such as AT&T, Hitachi, and Lotus Cars. After 12 years of amazing growth, his agency was acquired in 2012.

Since then he has co-founded and has grown another 8-figure agency. He also runs a unique consultancy helping marketing agencies grow, scale, and enjoy running their agency by applying the framework that he used to grow, scale, and eventually sell his agency.

Jason has helped over 20,000 agencies in 42 countries meet or exceed their business goals. He generously shares it all as a speaker, podcaster, and author. He has been featured as an expert in top media publications such as Entrepreneur and Inc. Magazine. Plus, he currently hosts the top agency podcast: The Smart Agency Master Class.

Jason is dedicated to providing tactics and strategies to agency owners. His mission is to be the resource he wishes he had as an agency owner.