How Sterling Sky began

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Do you feel constantly worried about shrinking organic visibility, heavier ad pressure, and constant change? Running an agency has never been a straight line. Platforms change, algorithms shift, and what worked five years ago can quietly stop working overnight. Organic visibility is shrinking, ads are getting more expensive, and uncertainty feels constant.

Today's featured guest knows that reality and will share her journey from agency employee to founder of a 43-person local SEO agency, along with her honest perspective on Google, AI, remote teams, and why growing bigger can actually create more freedom and impact when done for the right reasons.

Joy Hawkins is the founder and owner of Sterling Sky, a specialized local SEO agency focused on helping businesses rank on Google Maps and local search results. She has been working in the SEO industry since 2006 and is widely known for her deep understanding of how Google's algorithm works, especially in local search.

Sterling Sky is a fully remote agency with team members spread across Canada and the United States. What started as a small consulting experiment has grown into a 43-person team over eight years.

In this episode, we'll discuss:

• Google, AI, and the future of local SEO

• Why SEO agencies must diversify to survive

• Building a fully remote team.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

From Agency Employee to Founder of a Local SEO Agency

After more than a decade inside agencies, Joy realized she was more interested in how systems worked than in selling them. When disagreements about services and sales responsibilities reached a breaking point, she decided to try consulting (fully prepared to dip into savings and return to a job if needed).

Clients came faster than expected. Eight years later, that experiment has grown into a 43-person remote agency.

Google, AI, and the Future of Local SEO

One of the biggest challenges Joy sees in the industry right now is the pace of change inside Google's ecosystem. Features are constantly being swapped out, organic real estate is shrinking, and small businesses are feeling the impact more than ever. While agencies can usually adapt, clients often struggle because Google still represents such a large percentage of their lead flow.

A major concern Joy sees is how Google is pushing more ads and limiting organic exposure, especially in local results. On mobile devices, users are now seeing local service ads dominate the top of the screen, followed by AI-driven local results that are shrinking from three listings down to one in some cases. For businesses that used to rely on being second or third in the map pack, this shift can mean a dramatic drop in calls almost overnight.

Despite the fear around AI, Joy does not believe Google is going anywhere. As she points out, Google's real advantage is data. Reviews, location history, calls, visits, and behavior all live inside Google Maps. That depth of information is something other platforms struggle to match. Local SEO is still viable, but it is no longer free traffic in the way many business owners became used to.

The bigger lesson is not about Google itself, but about dependency. When an agency or a business relies too heavily on one channel, any change can feel catastrophic. The agencies that struggle the most right now tend to be those built around rigid, cookie-cutter systems that cannot flex with the landscape.

Why SEO Agencies Must Diversify to Survive

Agency owners who want time to adapt should keep in mind it's always better to have an outbound strategy, an inbound strategy, and partnerships that you can rely on. If all your business comes from one channel and that channel changes, you are forced into reaction mode.

The opportunity here is for agencies to guide clients toward broader strategies. That might include paid ads, partnerships, or even old school tactics like direct mail and local sponsorships. The exact tactic matters less than the mindset. Businesses need multiple levers to pull so they are not held hostage by one platform's decisions.

For instance, right now everyone's scrambling to adopt AI in their processes, services, and more. But you should also try to understand the economics behind AI and advertising. The massive data centers, energy consumption, and infrastructure costs mean that today's low prices will not last forever.

Platforms are investing heavily now with the expectation that monetization will follow. For agency owners, this reinforces the importance of pricing correctly, setting expectations with clients, and building offers that account for rising costs and shrinking organic margins.

Building a Fully Remote Agency

Joy's agency started more as a practical decision than a remote-first experiment. After years of working from home she saw no reason to take on the overhead of an office. The cost savings mattered early on, but the flexibility mattered even more.

Without a commute, Joy could better balance work and family life. That same benefit extended to her team. Many of her early hires were former coworkers from an agency that later shut down, people she already trusted and respected. Since they were geographically spread out, an office would have created unnecessary friction.

Expanding into the United States was also a strategic move. Joy wanted access to a larger talent pool so she could be extremely selective about who she hired. Being remote made it possible to hire people who were already passionate about local SEO instead of settling for whoever happened to live nearby.

Culture, Connection, and Team Building at Scale

One of the risks of running a remote agency is losing human connection. Joy is very intentional about avoiding that. While informal meetups happen more often in Canada, the entire team gets together once a year for an in person retreat.

The goal of these retreats is mostly relationship building. Joy genuinely likes the people she works with and considers many of them friends. She believes that strong relationships create trust, better communication, and a healthier work environment overall.

Joy sees firsthand how flexible work, reasonable boundaries, and a supportive environment can be life changing for employees who came from toxic workplaces. That impact has become a meaningful part of why she continues to grow the agency.

Why Scaling the Agency Became a Mission

When she first started her agency, Joy wanted a small team. Ten people or fewer. Highly experienced. Minimal management. That vision changed a few years in, and the reason surprised her.

Around two years in, her agency began supporting a charity in Uganda, and the more she built that relationship, the more Joy saw how far a single dollar could stretch there compared to North America. Visiting in person made the impact real. She realized that by growing the agency, she could dramatically increase the good they could do through that partnership.

The same realization applied to her team. As the agency grew, Joy saw how stable, flexible work improved her employees' lives. That sense of responsibility and opportunity shifted her perspective as she figured out her purpose. Now growth was no longer about ego or scale for its own sake. It became a way to create more impact both inside and outside the business.

Leadership, Delegation, and Hiring for Your Weaknesses

Agency owners who wish to keep their businesses small are often thinking about the nightmare that running a big agency can be. They imagine that the headaches they deal with at ten employees will just double if the team doubles. However, this was never the case for Joy. When she thinks about overworking she thinks about her time working for others.

This is probably because Joy has always been very clear about what she does not enjoy. Accounting, taxes, and people management are high on the list, and instead of forcing herself to become good at everything, she hired people who genuinely enjoy those areas.

A strong accountant removed massive mental load early on and hiring leadership team members who thrive on managing people allowed Joy to focus on strategy and innovation. She believes this is one of the biggest unlocks for agency owners who feel trapped.

Delegation is not about offloading busywork. It is about trusting capable people to own outcomes. Joy prefers hiring experienced professionals over entry level talent because she does not want to micromanage. Her expectations are high, but so is her respect for her team's autonomy.

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