James Dooley explains why he chooses to employ apprentices rather than experienced SEO professionals, highlighting that many industry veterans come with outdated knowledge and bad habits learned from old blogs and videos. By training apprentices from scratch, he can teach proven, tested SEO methods backed by over 15 million webpages of data. James shares his journey into digital marketing, his early struggles with poor agencies and cheap backlink packages, and the costly lessons from algorithm updates like Panda and Penguin. He discusses what he looks for in apprentices—passion, interests, and the right fit for specific roles—and how aligning people with tasks they enjoy leads to stronger performance. He also describes how his apprenticeship program has helped grow a highly coordinated team across content, social, video, backlinks, and digital PR, creating powerful effective frequency and improved rankings across all digital channels.
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