From Italy to London: Building a 9-Person SEO Agency While Raising Teenagers with Sylvia del Corso

Join Louise Brogan as she sits down with Sylvia del Corso, the Brit-Italian CEO and founder of Pink SEO, a specialized SEO agency based in West London. In this inspiring conversation, Sylvia shares her entrepreneurial journey from running a full-service digital agency in Italy to building a focused SEO consultancy with a team of nine in the UK.

Discover how this mom of two teenagers navigated the challenges of relocating to a new country, starting over professionally, and making the bold decision to convert freelancers into full-time employees to provide better security and growth opportunities.

Guest Bio

Sylvia del Corso is the Director of Pink SEO, a specialized search engine optimization agency based in West London. Originally from Italy, Sylvia relocated to London in 2016 with her family and rebuilt her digital marketing career from the ground up. She leads a team of nine specialists focusing primarily on medical practices, including private doctors and consultants, helping them improve their online visibility through data-driven SEO strategies.

Key Topics Discussed Entrepreneurial Journey

• Transitioning from a family-run digital agency in Italy to starting fresh in London
• The decision to specialize in SEO rather than offering full-service digital marketing
• Building a team from freelancers to full-time employees (PAYE)

Business Strategy

• Why specialization beats generalization in digital marketing
• The importance of data-driven decision making in SEO
• Targeting medical practices and achieving top rankings for competitive terms like "SEO for IVF clinics"

Work-Life Balance

• Managing a growing business while raising two teenagers
• The reality of entrepreneurial life - no family support system in a new country
• Offering flexibility to team members who are also parents

SEO and Content Strategy

• The critical importance of original, experience-based content over AI-generated material
• Google's E-E-A-T framework (Expertise, Experience, Authority, Trust)
• Why case studies are underutilized but powerful SEO assets
• The dangers of relying solely on AI for content creation

Public Speaking and Thought Leadership

• Overcoming accent-related insecurities to become a confident speaker
• How to get speaking opportunities at industry events
• Using speaking engagements to build authority and attract clients

LinkedIn Strategy

• Balancing company and personal LinkedIn presence
• The power of authentic, in-the-moment content over heavily planned posts
• Building genuine connections and sharing expertise

Key Takeaways

1. Specialization over generalization: Focus on one service area to become the go-to expert
2. Team investment pays off: Converting freelancers to employees creates stability and loyalty
3. Original content is king: AI-generated content lacks the personal experience that Google values
4. Case studies are powerful: They demonstrate real results and connect with potential clients through storytelling
5. Speaking builds authority: Public speaking opportunities can significantly boost credibility and lead generation
6. Authenticity wins on social media: Genuine, moment-driven content performs better than overly planned posts

Actionable Advice For SEO and Website Improvement:

• Create individual pages for each service or treatment you offer
• Develop detailed case studies showing before/after results
• Focus on search intent - what are your customers actually looking for?
• Leverage your unique experience and expertise (E-E-A-T) in content creation

For Business Growth:

• Consider the long-term value of converting contractors to employees
• Look for speaking...