How to Drive Leads for Agencies Using SEO

This is about the time, when we met on Duda’s platform to discuss how to drive leads for agencies using SEO.

There was Dan Ulin, Liana Ling, Dennis Yu, Will Troup and they were hosted by Ulrika Viberg.

Dennis began by saying, “If you’re going to teach something, you better have demonstrated world-class skills, right? That’s the ethos we live by, and it all starts with understanding the power of the LIGHTHOUSE.” This power is such that it is repeatable by any business working in a specific niche, and with slight variations, others which are not.

That can be best understood with the example of Roger Wakefield, the beacon in the plumbing universe. If you’re a plumber worth your salt, you know this guy. Why? Because he’s our LIGHTHOUSE. Picture this:

Steak dinner

Dennis, Will, and Roger having a power dinner at a fancy steakhouse. What’s on the menu? A standard for SEO.

Are you Googleable?” Roger posed the question that became the cornerstone for successful agency models. And here’s the kicker – focus on doing one thing exceptionally well or cater to a specific type of customer. An agency for everyone is a ship adrift in the sea of digital chaos, or let’s just say this particular technique will not benefit them. 


Recently, Liana Ling and Perry Marshall, the OG of Google Ads, showcased the power of the LIGHTHOUSES, another successful example of this method.

Liana Ling

Perry, the authoritative figure, is promoting Liana, creating a ripple effect that goes beyond mere advertising. It’s the LIGHTHOUSE strategy in action – a close relationship with your ideal client, visible for the world to see.

You might think, “Is this an advertising play or an SEO move?” Well, it’s both. When you search for Liana and Perry, you’ll find more than just promotional content – it’s a testament to the LIGHTHOUSE strategy, where your association with the right people speaks volumes.

Plumbing companies are reaching out to us because of our connection with Roger Wakefield. That’s the power of a LIGHTHOUSE.

So, what’s the secret sauce? Creating content with your LIGHTHOUSE – someone your ideal client respects. When you’re in sync with your LIGHTHOUSE, everyone else trusts you. Social media prowess coupled with lightweight advertising becomes the most white-hat SEO approach to rank on Google.

Remember EAT? Expertise, Authority, Trust? Well, Google added an extra ‘E’ – Experience. Here’s the breakdown:

Experience: It’s not just about saying it; it’s about doing it.

Expertise: Actually know your stuff.

Authority: Be the Roger Wakefield in your industry.

Trust: Build it by showcasing your close ties with your ideal client.The real magic lies in experience. Want to prove your knowledge about a topic? Go out there and live it, don’t just generate content. ChatGPT and other AI tools might have their place, but nothing beats real experiences. Like my recent visit to Pakistan:

Dennis Yu with Dan Ulin

Here I am with Dan Ulin talking about the Weather in Pakistan.

Podcast with SAAD

Here I am doing a Podcast with SaadAllahWala.

And when you’re doing the thing that you say you do, you don’t have to be traveling the world. Whatever you are doing on a daily basis, related to your work, will be instrumental. They will contain all the details of your visit, the place and the people. Whatever else you need, you fill in. For example, Zoom calls with clients are a powerful tool.

Zoom meeting

We conduct hundreds of them, showing audits, optimizing PPC campaigns, fixing broken websites – real proof of action.

This isn’t some extra thing we’re doing. We have an army of VAs processing and repurposing it for various articles, blog posts, and books – making our content adaptable and impactful.

Do you have great examples of successful students or clients? Share them. 

Leverage webinars that showcase your expertise. Repurpose your experiences to rank better in Google.

Be the spokesperson for your brand.

Brady Sticker

Brady Sticker

with his seven-figure agency serving churches, demonstrates the power of living what you preach. His content, though, often stays confined to Facebook – a missed opportunity for Google visibility. We believed  that if he only used his data, which already exists on Facebook, repurposes it onto other social media platforms, he would have more outreach. REcently though, he has achieved that as well through Instagram handle and LinkedIn.

 Liana thought that people find it hard to do this step, as Dennis said that if people get through this first step, 90% of the work is done. So, her suggestion was that you could divide it into micro goals; for example, one video a week. Maybe you are out to get coffee, so cover the small business you are getting the coffee from. That is infinitely more interesting to the audience than you simply harping about what great ads you run.

Snippets, blog posts, wordPress, Youtube shorts or videos all are a goldmine for people who want to be seen and heard. All were in agreement over this. There is the issue of cultural hesitancy where norms dictate that you do not showcase yourself as the best, but here too Dennis says that this may be overcome by tweaking the strategy a bit.

To sum it up: “You actually do the thing that you say you do, with the people you say do it with, and achieve the result that you say you achieve.” 

So, how do you stand out? By leveraging your real experiences, repurposing them into content that’s genuinely ahead of the curve. It’s the perfect time to let the LIGHTHOUSE guide you to SEO success.

Dennis Yu with 4 Stages of the Content Factory
Dennis Yu
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.