{"id":4534,"date":"2025-10-03T12:25:34","date_gmt":"2025-10-03T12:25:34","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=4534"},"modified":"2025-10-29T07:11:58","modified_gmt":"2025-10-29T07:11:58","slug":"seo-on-air-niche-transparency-agency-growth","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/","title":{"rendered":"How Niche Focus and Transparency Shape the Future of Agencies"},"content":{"rendered":"<p>The latest episode of <a href=\"https:\/\/open.spotify.com\/episode\/2NeIKs0D4wwzTe42DrUAuh?si=sX61ntT9QkGVkWLGSxULFg&amp;nd=1&amp;dlsi=957b6ad21407443b\">SEO on Air by Stan Ventures<\/a> brought together two agency leaders with very different journeys but one strikingly similar lesson.<\/p>\n<p>In SEO, success depends less on flashy tools and more on niching down, listening to clients, building transparent processes and adapting to AI-driven search and AEO.<\/p>\n<p>The roundtable featured Ben Cservenyak, Founder and CEO of Crown Point Media and Lee Black, Owner of Antilles Digital Media.<\/p>\n<p><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/2NeIKs0D4wwzTe42DrUAuh?utm_source=generator\" width=\"100%\" height=\"232\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Over the course of their conversation, they unpacked how their backgrounds in banking, IT and healthcare shaped the way they approach SEO today, and why agencies that fail to pivot often struggle to survive.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#who-were-the-guests-at-seo-on-air\" >Who Were the Guests at SEO on Air?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#what-do-new-agency-owners-wish-they-knew-sooner\" >What Do New Agency Owners Wish They Knew Sooner?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#why-is-niching-down-so-critical-in-seo\" >Why Is Niching Down So Critical in SEO?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#how-do-listening-and-transparency-close-more-deals\" >How Do Listening and Transparency Close More Deals?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#what-differentiates-successful-agencies-from-cookie-cutter-ones\" >What Differentiates Successful Agencies from Cookie-Cutter Ones?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#should-agencies-stay-in-their-niche-or-expand\" >Should Agencies Stay in Their Niche or Expand?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#what-can-agencies-learn-from-this-discussion\" >What Can Agencies Learn from This Discussion?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/#final-takeaway-whats-next-for-agencies-like-these\" >Final Takeaway: What\u2019s Next for Agencies Like These?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"who-were-the-guests-at-seo-on-air\"><\/span><b>Who Were the Guests at SEO on Air?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The discussion opened with quick introductions:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ben Cservenyak, Crown Point Media<\/b><\/li>\n<\/ul>\n<p>Ben\u2019s story started in banking and IT before he launched <a href=\"https:\/\/www.crownpointmedia.org\/\">Crown Point Media<\/a>, an agency now specializing in SEO for small to mid-sized businesses.<\/p>\n<p>His client base spans law firms, e-commerce, music venues, and home services. His focus: refining repeatable SEO and CRO systems that can scale across industries.<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lee Black, Antilles Digital Media<\/b><\/li>\n<\/ul>\n<p>Lee\u2019s path was deeply personal. After losing a family friend to overdose, he left banking to start his own substance abuse treatment facility.<\/p>\n<p>When COVID halted in-person outreach, he ranked his facility online and soon found other centers reaching out for help. Today, he works with over 80 facilities across the U.S., providing SEO and consulting services to addiction treatment and recovery clinics.<\/p>\n<p>Two founders from very different industries, yet both arrived at SEO through real-world challenges rather than marketing degrees or traditional routes.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4690\" title=\"The power of Niche marketing SEO ON AIR PODCAST\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/09\/The-power-of-Niche-marketing-SEO-ON-AIR-PODCAST.avif\" alt=\"The power of Niche marketing SEO ON AIR PODCAST\" width=\"1559\" height=\"877\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/09\/The-power-of-Niche-marketing-SEO-ON-AIR-PODCAST.avif 1559w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/09\/The-power-of-Niche-marketing-SEO-ON-AIR-PODCAST-300x169.avif 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/09\/The-power-of-Niche-marketing-SEO-ON-AIR-PODCAST-1024x576.avif 1024w\" sizes=\"auto, (max-width: 1559px) 100vw, 1559px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-do-new-agency-owners-wish-they-knew-sooner\"><\/span><b>What Do New Agency Owners Wish They Knew Sooner?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Aaron\u2019s opening question was simple yet powerful: <i>\u201cWhen starting out, what\u2019s something you wish you had known?\u201d<\/i><\/p>\n<p>Ben\u2019s answer was quick: <i>\u201cYour first plan is never your last plan.\u201d<\/i><\/p>\n<p>Think about that for a moment. How often do we lock ourselves into a business plan, believing it\u2019s bulletproof, only to discover reality forces us to constantly tweak?<\/p>\n<p>For Lee, the answer was all about niching down. Early on, he tried to help \u201cany<a href=\"https:\/\/www.stanventures.com\/blog\/why-businesses-need-seo\/\"> business that needed SEO<\/a>.\u201d<\/p>\n<p>But soon, he realized being a <i>jack of all trades meant being a master of none.<\/i> By focusing on rehab facilities, he not only spoke the same language as his clients but also built a competitive SEO advantage.<\/p>\n<p>For example using interlinked websites within the same industry to cut down backlink costs.<\/p>\n<p>It raises a self-question: <i>Am I spread too thin across audiences or is my focus sharp enough to stand out?<\/i><\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-is-niching-down-so-critical-in-seo\"><\/span><b>Why Is Niching Down So Critical in SEO?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The discussion kept circling back to niching but why?<\/p>\n<p>Lee explained it well:<\/p>\n<blockquote data-start=\"2724\" data-end=\"3005\"><p>\u201cWhen you run multiple websites in the same industry, you start to understand their pain points, create relevant content, and even cross-use backlinks.<\/p><\/blockquote>\n<p>Most importantly, you stop being just a \u2018vendor\u2019 and become a trusted partner who speaks their language.\u201d<\/p>\n<p>That is not theory but lived practice. In fact, many of Lee\u2019s clients had worked with \u201cbig marketing agencies\u201d before, only to walk away burned, paying premium prices for generic, <a href=\"https:\/\/www.stanventures.com\/blog\/seo-guarantee\/\">cookie-cutter SEO<\/a>.<\/p>\n<p>His hyper-focus allowed him to rebuild that trust.<\/p>\n<p>Ben agreed, adding that transparency and simplifying complex jargon are just as important.<\/p>\n<p>As he put it: <i>\u201cLess is more. Don\u2019t throw SEO lingo at clients\u2014they don\u2019t care about meta tags or CTR percentages. They want to know: does it work, and what\u2019s my risk versus reward?\u201d<\/i><\/p>\n<p>So maybe the better question for all of us is: <i>Are we speaking our client\u2019s language, or just ours?<\/i><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-do-listening-and-transparency-close-more-deals\"><\/span><b>How Do Listening and Transparency Close More Deals?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The most striking part of the discussion was how both Ben and Lee described their sales process.<\/p>\n<p>Lee broke it down:<br \/>\n\u201cI\u2019ve had clients come to me frustrated\u2014they were getting decent results, but had no reporting, no calls, no clarity. I just listened, repeated their concerns back, and said: let\u2019s make sure you get bi-weekly calls, CRM-linked reporting, and proactive updates. Their reaction? \u2018Yes, that is exactly what I want.\u2019 And then they sign.\u201d<\/p>\n<p>It is easy to overcomplicate sales. But what Lee highlights is simple: reflective listening + proactive transparency = trust.<\/p>\n<p>Ben echoed this, emphasizing how long-term relationships matter more than quick wins.<\/p>\n<p><i>\u201cWe are here to drive long-term success. That begins with listening. Clients don\u2019t want buzzwords\u2014they want clear plans, proof, and partnership.\u201d<\/i><\/p>\n<p>Let us pause here. How often do agencies <i>truly listen<\/i> vs. rush to pitch their process?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-differentiates-successful-agencies-from-cookie-cutter-ones\"><\/span><b>What Differentiates Successful Agencies from Cookie-Cutter Ones?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Aaron pressed both leaders on what sets them apart from \u201ccookie-cutter agencies.\u201d<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ben\u2019s differentiator: <\/b>Process clarity.<br \/>\nHis agency provides a week-by-week roadmap in the very first client meeting. It means no guessing,\u00a0 mystery and just accountability.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lee\u2019s differentiator:<\/b> Industry fluency.<b><br \/>\n<\/b>Because he owned a facility himself, he understands insurance codes, Medicaid billing and operational bottlenecks. That credibility opened new revenue streams and he now consults facilities on scaling, hiring and expanding beyond SEO.<\/li>\n<\/ul>\n<p><strong>Both agreed:<\/strong> cookie-cutter agencies fail because they sell generic services. Agencies that succeed offer proof, transparency and language clients understand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"should-agencies-stay-in-their-niche-or-expand\"><\/span><b>Should Agencies Stay in Their Niche or Expand?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This was one of the most practical questions asked: <i>Do you plan on expanding outside your niche?<\/i><\/p>\n<p>Lee\u2019s approach: <b>let case studies open new doors.<\/b> For example, after crushing results for a dental practice that owned 25 clinics, he is now branching into dentistry and using client testimonials and referrals as his proof.<\/p>\n<p>Ben\u2019s approach: <b>gradual scaling with systems.<\/b> Starting with law firms, his team has expanded into e-commerce and home services. The key? He said, was building a replicable system that works across industries.<\/p>\n<p>The underlying theme? Expansion is not about chasing random clients. It is about using proof of success and scaling with discipline.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-can-agencies-learn-from-this-discussion\"><\/span><b>What Can Agencies Learn from This Discussion?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Listening to Ben and Lee, the core lessons are clear:<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Niche down strategically.<\/b> Generalists get lost in the noise; specialists build authority.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Simplify communication.<\/b> Cut the jargon. Clients want results, not acronyms.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lead with transparency.<\/b> Clear processes and reporting replace guesswork with trust.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Listen first, pitch later.<\/b> Reflecting client concerns often closes the deal faster than selling features.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Build replicable systems.<\/b> Expansion works only when your process scales predictably.<\/li>\n<\/ol>\n<p>Or as Lee summarized:<\/p>\n<p>\u201cEvery facility owner understands this: more clients, qualified leads, or your money back. Simple promises beat complicated pitches every time.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"final-takeaway-whats-next-for-agencies-like-these\"><\/span><b>Final Takeaway: What\u2019s Next for Agencies Like These?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SEO agencies are everywhere but the ones that thrive in 2025 and beyond won\u2019t just be the ones with the best keyword research tools or the flashiest dashboards.<\/p>\n<p>They will be the ones that:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Niche down strategically.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Build relationships through listening.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Maintain radical transparency.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create systems that scale across industries.<\/b><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The latest episode of SEO on Air by Stan Ventures brought together two agency leaders with very different journeys but one strikingly similar lesson. In SEO, success depends less on flashy tools and more on niching down, listening to clients, building transparent processes and adapting to AI-driven search and AEO. The roundtable featured Ben Cservenyak, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4690,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO on Air: Niche, Transparency &amp; Agency Growth<\/title>\n<meta name=\"description\" content=\"SEO on Air roundtable with agency leaders reveals why niching down and transparency are shaping the future of SEO agencies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.stanventures.com\/news\/seo-on-air-niche-transparency-agency-growth-4534\/\" 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