Key Takeaways

• SEO Army is a white-label SEO agency helping other agencies expand their SEO offerings.
• They specialize in content-based SEO, backlinking, technical on-page fixes, and SEO audits.
• Content remains time-consuming even with AI; brand tone and formatting still require human oversight.
• SEO Army has worked across a wide range of industries including legal, SaaS, medical, and travel.
• Sully transitioned from a startup VP to launching his agency, initially called Writer Army, in 2016.
• The first major client milestone—producing high-volume content—validated going full-time.
• Focusing on a specific ICP (Ideal Client Profile) was key to scaling and escaping operational chaos.
• Many agency owners delay choosing a niche due to the fear of turning away business, but it’s necessary for clarity and growth.
• SOPs (standard operating procedures) and systems are critical—adding team members without them leads to inefficiency.
• Agencies often mistake “being busy” for needing to hire more people instead of first streamlining operations.
• Hiring should be a last resort—start by auditing time use, optimizing processes, and leveraging automation.
• SEO Army uses AI for keyword research, competitor analysis, and content outlines—but not to write the content itself.
• Their backlink strategy is built around high-quality PR opportunities, local SEO, and real editorial outreach—not link farms.
• SEO Army offers fully white-labeled SEO solutions, including free branded audits and case study support to help agencies close deals.

Check out Sully's agency here:
https://seoarmy.co/

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Sean’s Links:

🔗 Sean Lang on LinkedIn
🌐 Agency Uplift Skool Group
🛒 Social Commerce Club