In our latest “offline” edition, we catch-up with The SEO Works’ CEO, Ben Foster, and discover the one thing he’d have done sooner as and agency owner, his love of squash & yoga, his 2026 World Cup prediction, the industry’s biggest opportunity and much more!
How did you get started in digital marketing?
I had always liked computers as a kid, and used to pay a lot of attention to TV and magazine ads. I decided to take a media-related degree at university, and chose one that offered theory combined with practical learning. It was very hands on and the final year project included a website that I built, which got me my first job as a web designer.
I gained experience in developing user journeys and designing sales/ecommerce flows, as well as measuring their impact and optimising them. This then broadened out into marketing and not just optimising the user journey on-site, but thinking about how to get people to the site in the first place. I remember launching an Adwords campaign way back in the early 2000’s for my employer at the time – the tech was very different to now!
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How do you switch off?
Sport and exercise is really important for me – it lets you de-stress and get some energy back for the next day. Squash and yoga are my current weekly sports, as well as a bit of golf. Spending time with family and friends is also important and keeps you grounded.
One thing I also do is keep my work and personal phones completely separate. When the day is done, the work phone stays on the side. This helps me stay present with the people who matter most and stops me from checking emails when I should be resting.
Who wins the 2026 World Cup? How far will England go?
My heart is saying England have the potential to go all the way, but my head is saying probably Spain. But who knows? I think as the tournament edges closer there will be a lot of expectation for England to reach the final.
Fun fact about you?
I’ve been on telly twice as a kid. Our neighbour was a documentary maker and over the summer of 85 she filmed all the kids in my street and what they got up to when their parents weren’t around. We were just left to our own devices to play outside back then, very different to today.
The Times review described it as “A nature programme whose subjects happened to be human. The camera bore unsentimental witness to the psychological and physical cruelties which four-year-olds inflict on one another”. Brutal! There was then a follow-up seven years later.
What one thing would you tell your younger self?
Start investing as soon as you can, even if it’s only a few quid a month. Compound interest is your friend and the sooner you do it, the longer it has to take effect.
What is the biggest opportunity for digital marketers in 2026?
Paid search is an opportunity that needs a fresh look. PPC ads have gained up to 13 percentage points of overall click share in the last year. If you are already doing PPC, it pays to review your approach to ensure it’s maximising the opportunity, as a lot has changed in Google Ads. And if you don’t run PPC campaigns, it should be a serious consideration for some of your budget.
What’s the biggest challenge for digital marketers in 2026?
Getting swept up in the hype. If you believe LinkedIn, Google is dead and ChatGPT is the only way people find stuff now. Yet if you look at the data, ChatGPT has only around 6.3% of Google’s daily searches. Studies also show that AI is expanding search rather than replacing it.
We’ve seen in the last 3 months that web usage of ChatGPT has declined whilst Gemini usage has increased. It’s still an evolving market so it makes sense to keep a close eye on numbers rather than be influenced by the hype cycle. As users mix traditional search and AI assistants, your strategy should be about how your brand can be found in both.
What has been your proudest agency achievement to-date?
We’ve recently become employee owned which was a huge step for the business, putting the future of the agency directly into the hands of the people who make us successful.
It’s early days but culturally we feel this aligns with what we are about, it means every single person here has a real stake in what we do, which means even stronger focus on getting digital growth for our clients.
What one thing would you have done differently as an agency founder?
Agencies are generally quite bad at their own marketing – clients always take priority. Our own marketing efforts were sporadic until we had the budget to invest in a dedicated marketing member in our team. The value we have seen from that decision is tangible – so I would have taken the plunge sooner.
AI – Good or Bad?
When used well it’s good. However there is a lot of content and video slop out there. My social media seems full of it! I think there will be a tipping point where AI rubbish starts to reduce engagement on social media – if the people aren’t real on there, then why bother?
I’m most interested in how AI can join data and systems together to create better insights or outcomes. We’re still just at the start and if you aren’t finding ways it can add value in your business, you will be left behind.
About Ben…
Ben Foster is CEO of The SEO Works, a leading digital growth agency specialising in Search and AI visibility. The company he leads supports both well-known brands and fast-growing SMEs to strengthen their online presence.
Ben has over 25 years of experience in digital and technology. His insights have been featured in Forbes, Sky News, Daily Mail, The i and TechBullion.
Ben is known for his strong experience in digital growth, SEO and AI strategy and using digital to improve customer experiences.
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I find it really hard to switch off. My mind is constantly working – whether it’s thinking about new approaches for work or exploring AI tools for my side hustle.
