Updated: 03/26/2026
| As if you were writing to a prospective client, describe your agency in no more than 3 sentences: | |
|---|---|
| Sophia Rimmer, Head of Content | We are Salience Search Marketing. We drive organic traffic and turn it into measurable revenue by combining search expertise with a deep understanding of your brand, your customers, and how they make decisions. |
| Miss Catrin Alaw Jones | Proactive, adaptive, valuable |
| Miss Shannan Humphrey (SEO Content Specialist) | SEO agency that specialises in E-commerce websites. We offer paid media, paid social, DPR, and on-site tech and content SEO. |
| Alex Harford | We help grow revenue through all channels. |
| David Ryan, Head of SEO | Human first agile digital marketing agency |
| Corey Bryans, Senior Digital PR Executive | Salience Search Marketing is an SEO, PPC and Digital PR agency that offers a variety of services across a range of industries. |
| alana mustill - head of digital pr | human first search marketing agency |
| Gavin Roberts. Operations Manager | A search agency that grows and captures demand across the full funnel, and increases revenue through paid and organic channels. |
| Dan Ball - Tech SEO Manager | Salience is a digital marketing agency that holds itself to higher standards than any other. The expertise on offer is truly diverse and this contributes to a culture of hard work, collaboration and success. We are ever evolving to ensure we stay ahead of the game and are always ready to deliver. |
| Holly James, SEO Editor | A human-first SEO agency that mixes data with real human insight and practical thinking to ensure our work appeals not just to bots, but to real people. Our work is adaptive, creative, and personalised, making sure everything we do reflects each individual brand. |
| Emily Armiger-Welch, Account Manager | Salience is an award-winning, UK-based digital marketing agency specialising in SEO, PPC, content marketing, digital PR and UX/CRO to help brands increase their visibility and drive measurable growth. We combine data-led strategy with creative execution to not only attract traffic, but convert it - turning user journeys into high-performing experiences. More than a delivery partner, we act as strategic advisors - aligning digital performance with your wider business goals to unlock new revenue opportunities, improve efficiency, and drive sustained commercial growth. |
| Michael Robinson - Head of Marketing | We increase your search visibility so you make more sales. |
| Sean Bowkett - AI & Marketing Manager | Salience is a top 50 UK search marketing agency specialising in SEO, paid media, and digital PR. We increase your search visibility so you make more sales. |
| Mabli - Paid Media Executive | Salience is a digital marketing agency that helps brands grow sustainable, organic revenue through SEO, paid media, and digital PR. We combine deep technical expertise with audience and competitor insights to uncover where your brand can win in search and turn that into measurable commercial results. Our team works as an extension of your marketing function, providing clear strategy, transparent reporting, and collaborative delivery that aligns with your wider business goals. |
| Richard Waters | We are a digital marketing agency that takes a human-first approach to everything we do. We help clients make more money from there digital presence by leveraging data, analytics, SEO, content markinet, paid search and digital PR. We pride ourselves on enacting change with clarity and clear communication. |
| Jack van den Berg-Hider - Head of Paid Media | A performance-driven digital agency specialising in SEO and paid media. Combining technical expertise with genuine human insight, ensuring every strategy connects with real audiences. The approach is transparent, strategic, and focused on turning search into a reliable, people-first revenue channel. |
| When you consider driving organic revenue growth (increase in agency billings) with current clients, specifically, where does your agency most need to improve? Answer as best you can, based on your role and involvement in this area. | |
| Sophia Rimmer, Head of Content | Save time on the basics so we can focus on growth. |
| Miss Shannan Humphrey (SEO Content Specialist) | Upsells |
| Alex Harford | Upsells. New products. Better consider the time spent with top tier clients who get priority. |
| David Ryan, Head of SEO | Cross-selling. Teams are too siloed and not completely alined on campaign objectives |
| Corey Bryans, Senior Digital PR Executive | Potentially just being able to visualise results in a better format. DPR is historically hard to display, but just a clearer method for highlighting wins and opportunities to current and prospective clients. |
| alana mustill - head of digital pr | not sure |
| Gavin Roberts. Operations Manager | Untapping client budgets. Aligning with client budgets. Consistently referencing ROI of the channel. |
| Dan Ball - Tech SEO Manager | Breaking down tasks into clear actions for clients. Especially in relation to tech SEO, explaining these tasks can be quite tricky to those who have no prior knowledge, breaking down this barrier and effectively communicating our technical recommendations can lead to this tasks being successfully implemented and measurable growth. |
| Holly James, SEO Editor | By clearly communicating the importance of regular updates to clients, so that they make changes as they're sent over. Some clients are quite slow to implement tasks, meaning they're missing out on potential revenue sooner or missing commercial events/opportunities. |
| Emily Armiger-Welch, Account Manager | I've only been at Salience for less than two months, so can't really comment here yet! |
| Michael Robinson - Head of Marketing | Retention rate. Currently underging re - positioning project to acquire clients, we'll have longer & more profitable relationships with |
| Sean Bowkett - AI & Marketing Manager | This is a problem that can actually be solved at its route (new business) by marketing to, nuruting, and signing the right type of clients. Those with big enough budgets, internal teams, room for service expansion, etc. We've been doing lots of work recently to nail down our ICP of this. |
| Richard Waters | Thank you. We need to improve our understanding of the client's needs, really drilling down into what they need rather than what they want. Thank you. you Thank you. We need to be better at building relationship with decision makers and being less transactional. We need to be more aggressive in driving growth and understanding how and where our clients make revenue rather than focusing on. vanity metrics such as visibility or rankings. |
| Jack van den Berg-Hider - Head of Paid Media | Proving value. |
| What are some of the proactive initiatives you’ve attempted to drive organic revenue growth on your accounts? Please explain what has been more successful and what has been more challenging. | |
| Sophia Rimmer, Head of Content | Look for ways websites can grow with content marketing, ideate and share with the client. It has been more successful when I have a relationship with the client and share ideas with them directly, as I have gained their trust. Rather than sending work to AM to handle with clients. |
| Miss Shannan Humphrey (SEO Content Specialist) | Content strategies to improve ranking or expansion of keyword footprints - these have been sucessful I think getting it over the line has been harder. |
| Alex Harford | Upsells with specific product. New products - difficult to get colleagues to use them, maybe due to comfort zone of sticking to what they know. |
| David Ryan, Head of SEO | Pitching SEO for PPC clients. Getting in front of the client instead of letting CS push the opportunity feels like it is more well-received |
| Corey Bryans, Senior Digital PR Executive | I'm unsure, this is not my job remit. However, I would imagine that offering new services, such as data and GEO is a great example of this. |
| alana mustill - head of digital pr | i think i just say yes to doing more things and really we should look at whether that would require a fee increase. This has worked for 1 client but some i do just say yes we can do that. |
| Gavin Roberts. Operations Manager | Expanding remit of our service to new channel. eg SEO clients > PPC channel and vice versa. And expanding our SEO service into new areas eg Build a Journal or new section of the site. Challenge is unlocking new budget. If we're paid 5k to do SEO and performance is good, client says 'thats great, keep going' so difficult to justify more budget - needs to be tid to ROI really. And if client is paying us 5k and things aren't going well but we know its becuase we don't have enough resource, its hard to explain that - instead the client will just think we're a bit rubbish and leave. |
| Dan Ball - Tech SEO Manager | Joining more client calls to explain recommendations, especially with new clients or clients that have purchased Tech SEO foundation audits have led to increased engagement and further need from clients. Example client, Mainline a paid client, purchased a Tech SEO foundations audit, ended up taking a short term contract out for SEO work. In recent times, website migrations have been quite challenging. The combination of different elements that it takes one of these migrations to be successful can be quite large. Ensuring our recommendations are technically sound and do not cross over to become confusing with the work of dev agencies, has been quite difficult. |
| Holly James, SEO Editor | By making sure all copy I write is genuinely helpful and relevant to the user and the topic. This has been successful most of the time but there has been some push back from clients when they have a preference around how things are named for example. |
| Emily Armiger-Welch, Account Manager | Haven't been here long enough to do this yet! |
| Michael Robinson - Head of Marketing | No accounts under my remit |
| Sean Bowkett - AI & Marketing Manager | N/A - (no accounts managed) In terms of now business, as mentioned, it means marketing to the correct people. |
| Richard Waters | Regular quarterly business reviews where we have tried to paint the picture of the scale of work to be carried out in order to gain an upwieght in hours, resources. Not very successful in gaining more hours. When we have identfied a specific need - I.e. a knowledge hub this has been more successful in gaining an upweight. |
| Jack van den Berg-Hider - Head of Paid Media | Proving the value of paid social has been a key initiative, particularly by using examples from other clients to demonstrate its impact. While this has helped build a case for how paid social can drive demand, it has been more challenging to clearly attribute and quantify that impact in a way that resonates consistently with all stakeholders. |
| How consistently does your team write and execute a detailed written organic revenue growth plan for each account you work on? This includes objectives, actions, timelines, and accountability. | |
| Sophia Rimmer, Head of Content | Some accounts have a plan in place |
| Miss Catrin Alaw Jones | We have a clear plan for each account and are tracking progress against it |
| Miss Shannan Humphrey (SEO Content Specialist) | Some accounts have a plan in place |
| Alex Harford | We've talked about it |
| David Ryan, Head of SEO | Every account has a plan, but we are not consistently executing |
| Corey Bryans, Senior Digital PR Executive | Some accounts have a plan in place |
| alana mustill - head of digital pr | Not at all |
| Gavin Roberts. Operations Manager | We've talked about it |
| Dan Ball - Tech SEO Manager | We've talked about it |
| Emily Armiger-Welch, Account Manager | Some accounts have a plan in place |
| Michael Robinson - Head of Marketing | Not at all |
| Sean Bowkett - AI & Marketing Manager | We've talked about it |
| Mabli - Paid Media Executive | Some accounts have a plan in place |
| Richard Waters | Every account has a plan, but we are not consistently executing |
| Jack van den Berg-Hider - Head of Paid Media | Not at all |
| On the accounts that you work on, how often do you use target audience journey modeling? How are they used on a day-to-day basis, whether internally or with the client? | |
| Sophia Rimmer, Head of Content | Occasionally |
| Miss Catrin Alaw Jones | Occasionally |
| Miss Shannan Humphrey (SEO Content Specialist) | Seldom if at all |
| Alex Harford | Seldom if at all |
| David Ryan, Head of SEO | Occasionally |
| Corey Bryans, Senior Digital PR Executive | Seldom if at all |
| alana mustill - head of digital pr | Almost always |
| Gavin Roberts. Operations Manager | Seldom if at all |
| Dan Ball - Tech SEO Manager | Occasionally |
| Emily Armiger-Welch, Account Manager | Occasionally |
| Sean Bowkett - AI & Marketing Manager | Occasionally |
| Richard Waters | Seldom if at all |
| Jack van den Berg-Hider - Head of Paid Media | Seldom if at all |
| On a scale of 1 - 5, how well would your clients say your agency understands and addresses their business KPIs (category-specific business/marketing measures)? For example, some of the key KPIs from Lodging are defined as Rate per Occupancy, Duration of Occupancy, and Direct Bookings. For Subscription Software, the measures would include License Sales, Monthly Recurring Revenue, Renewals, Lead Generation & Conversion, etc. | |
| Sophia Rimmer, Head of Content | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Miss Catrin Alaw Jones | 3. "They understand my category-specific business and marketing measures." |
| Miss Shannan Humphrey (SEO Content Specialist) | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Alex Harford | 3. "They understand my category-specific business and marketing measures." |
| David Ryan, Head of SEO | 2. "They understand and address only soft, top-of-the-funnel measures, such as awareness, impressions, traffic, CTR, etc.” |
| Corey Bryans, Senior Digital PR Executive | 5. “They are effective at tying all the agency’s work back to my category-specific business KPIs” |
| alana mustill - head of digital pr | 2. "They understand and address only soft, top-of-the-funnel measures, such as awareness, impressions, traffic, CTR, etc.” |
| Gavin Roberts. Operations Manager | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Dan Ball - Tech SEO Manager | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Holly James, SEO Editor | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Emily Armiger-Welch, Account Manager | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Sean Bowkett - AI & Marketing Manager | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| Mabli - Paid Media Executive | 3. "They understand my category-specific business and marketing measures." |
| Richard Waters | 2. "They understand and address only soft, top-of-the-funnel measures, such as awareness, impressions, traffic, CTR, etc.” |
| Jack van den Berg-Hider - Head of Paid Media | 4. "They are effective at tying all the agency’s work back to my category-specific marketing KPIs” |
| On a scale of 1-10, how well do you base your presentations on a new and unexpected strategic target audience insight vs. a predictable target audience insight? In other words, how well do you always have something brand new to share about the client's target audience? (10 = we are always strong in this area) | |
| Sophia Rimmer, Head of Content | 5 |
| Miss Catrin Alaw Jones | 5 |
| Miss Shannan Humphrey (SEO Content Specialist) | 5 |
| David Ryan, Head of SEO | 5 |
| Corey Bryans, Senior Digital PR Executive | 6 |
| alana mustill - head of digital pr | 1 |
| Gavin Roberts. Operations Manager | 3 |
| Dan Ball - Tech SEO Manager | 5 |
| Holly James, SEO Editor | 8 |
| Emily Armiger-Welch, Account Manager | 6 |
| Mabli - Paid Media Executive | 4 |
| Richard Waters | 3 |
| Jack van den Berg-Hider - Head of Paid Media | 5 |
| On a scale of 1-10, how well do your presentations always include a new and unexpected approach/concept/program idea? (10 = we are always strong in this area) | |
| Sophia Rimmer, Head of Content | 6 |
| Miss Catrin Alaw Jones | 7 |
| Miss Shannan Humphrey (SEO Content Specialist) | 5 |
| Alex Harford | 8 |
| David Ryan, Head of SEO | 7 |
| Corey Bryans, Senior Digital PR Executive | 7 |
| alana mustill - head of digital pr | 10 |
| Gavin Roberts. Operations Manager | 3 |
| Dan Ball - Tech SEO Manager | 7 |
| Holly James, SEO Editor | 7 |
| Emily Armiger-Welch, Account Manager | 8 |
| Mabli - Paid Media Executive | 8 |
| Richard Waters | 3 |
| Jack van den Berg-Hider - Head of Paid Media | 4 |
| On a scale of 1-10, how well do you demonstrate the business impact of your recommendation? (10 = we are always strong in this area) | |
| Sophia Rimmer, Head of Content | 10 |
| Miss Catrin Alaw Jones | 8 |
| Miss Shannan Humphrey (SEO Content Specialist) | 7 |
| Alex Harford | 2 |
| David Ryan, Head of SEO | 6 |
| Corey Bryans, Senior Digital PR Executive | 5 |
| alana mustill - head of digital pr | 3 |
| Gavin Roberts. Operations Manager | 9 |
| Dan Ball - Tech SEO Manager | 5 |
| Holly James, SEO Editor | 8 |
| Emily Armiger-Welch, Account Manager | 9 |
| Mabli - Paid Media Executive | 6 |
| Richard Waters | 6 |
| Jack van den Berg-Hider - Head of Paid Media | 4 |
| On a scale of 1-10, how well are your strategy and execution presentations backed up by an irrefutable logic trail? (10 = we are always strong in this area) | |
| Sophia Rimmer, Head of Content | 8 |
| Miss Catrin Alaw Jones | 6 |
| Miss Shannan Humphrey (SEO Content Specialist) | 7 |
| Alex Harford | 8 |
| David Ryan, Head of SEO | 8 |
| Corey Bryans, Senior Digital PR Executive | 7 |
| alana mustill - head of digital pr | 7 |
| Gavin Roberts. Operations Manager | 7 |
| Dan Ball - Tech SEO Manager | 8 |
| Holly James, SEO Editor | 8 |
| Emily Armiger-Welch, Account Manager | 9 |
| Mabli - Paid Media Executive | 8 |
| Richard Waters | 6 |
| Jack van den Berg-Hider - Head of Paid Media | 4 |
| Which AI tools are you currently using in your day-to-day client work? Please list each tool along with how you are using it, frequency of use, and how well it is working for you. | |
| Sophia Rimmer, Head of Content | Claude, every day. ChatGBP often |
| Miss Catrin Alaw Jones | I use ChatGPT and Claude daily for research and inspiration. It's a great tool for giving me a better visual of what I want to achieve, how I want it to look and where to start. |
| Miss Shannan Humphrey (SEO Content Specialist) | Claude - everyday and working very well. Use chat Gpt as well |
| David Ryan, Head of SEO | Chat GPT to make writing more concise, create summaries of audits/reports etc. |
| Corey Bryans, Senior Digital PR Executive | ChatGPT for ideation and data analysis Claude for content creation |
| alana mustill - head of digital pr | chatgpt, claude - both use every day and work well |
| Gavin Roberts. Operations Manager | ChatGPT - daily. As a research tool and sounding board. |
| Dan Ball - Tech SEO Manager | Chat GPT - Clean up recommendations and improve clarity Google Studio AI - Manage large datasets and help organise them logically |
| Holly James, SEO Editor | Claude - for writing content. I use this every day, and it works very well and understands different tones of voice for different clients. Chat GPT for smaller requests or for 3rd proofing. |
| Emily Armiger-Welch, Account Manager | ChatGPT |
| Michael Robinson - Head of Marketing | Not in a client facing role day to day, but: - Claude -Chat GPT - Gramerly - Canva - Nanao banana |
| Sean Bowkett - AI & Marketing Manager | Proprietary systems built through n8n, Claude, ChatGPT, Lovable |
| Mabli - Paid Media Executive | Grammarly Superhuman go for weekly performance summaries. ChatGPT for ad copy etc. |
| Richard Waters | Chat GPT - dai;ly Claude - daily SEO Monitor - Daily Wisper Flow - Dialy |
| Jack van den Berg-Hider - Head of Paid Media | ChatGPT - freq. |
| Any final thoughts for us as we prepare to lead you through the training program? | |
| Sophia Rimmer, Head of Content | No |
| Miss Shannan Humphrey (SEO Content Specialist) | N/A |
| David Ryan, Head of SEO | Be gentle |
| Corey Bryans, Senior Digital PR Executive | No |
| Emily Armiger-Welch, Account Manager | I'm still new to the business, so still learning :) |
| Michael Robinson - Head of Marketing | N/a |
| Jack van den Berg-Hider - Head of Paid Media | n/a |
| Please list any Mirren training programs, workshops, webinars, or conferences you’ve previously attended. | |
| Sophia Rimmer, Head of Content | None |
| Miss Catrin Alaw Jones | None |
| Miss Shannan Humphrey (SEO Content Specialist) | N/A |
| David Ryan, Head of SEO | N/A |
| Corey Bryans, Senior Digital PR Executive | None |
| Holly James, SEO Editor | N/A |
| Emily Armiger-Welch, Account Manager | None |
| Richard Waters | Remote presentation course |
| Jack van den Berg-Hider - Head of Paid Media | n/a |