We recently had an amazing conversation with Nikolas Monti-Potsolakis, an international SEO consultant at NMP Consulting, and the Founder and CEO of Black Lantern Marketing. Starting in the field of SEO at a young age of 19, Nikolas has garnered experience spanning from optimizing music event websites to leading international SEO for Fortune 500s, while leading global teams in Asia and Europe. Currently, as a mentor, a judge at MENA Search Awards, a college professor, and a consultant, Nikolas diversifies the industries he works with. Being at the forefront of innovation, Nikolas Monti-Potsolakis offers data-driven SEO consulting and strategy services, empowering countless businesses to grow.
Spark Behind the Journey
We started the session by asking, “What first inspired you to pursue your current industry or professional path? Was there a defining moment or influence that shaped your direction?”
Nikolas Monti-Potsolakis shared, “My journey into SEO began back in 2006 when I was managing websites for music and cultural events in Greece. It didn’t take long to see how impactful search visibility could be — not just in web traffic, but in filling concert halls and driving real-world results. That realization made SEO more than just a technical discipline for me; it became a way to bridge digital strategies with tangible business growth. I was fascinated by the blend of creativity, analytics, and psychology required to influence search behavior.
The defining moment came when a website I optimized for a major event jumped to the first 5 positions on Google almost overnight. The surge in engagement and ticket sales was immediate and undeniable. From then on, I knew I wanted to make a career helping businesses tap into the power of organic search. Over the years, my passion evolved into helping enterprise brands scale internationally, guiding SMEs to success, and mentoring professionals on how to unlock their potential in this ever-evolving field.”
Navigating through Challenging Phases
We requested Nikolas Monti-Potsolakis to describe a significant challenge that he has faced in his career and how he successfully overcame it.
“One of the most complex challenges I faced was at Fortuna Entertainment Group, where I was tasked with unifying and scaling SEO across multiple countries and brands in Central and Eastern Europe. Each market had its own language, regulatory environment, and internal stakeholders — all of which needed to align under one cohesive SEO strategy. It was a balancing act between maintaining local authenticity and achieving group-level excellence.
To overcome this, I developed a centralized SEO playbook and organized workshops to upskill local teams while respecting cultural and operational nuances. I also implemented a data-driven performance tracking system and fostered open communication across teams. Within one year, Fortuna was recognized as the best SEO brand in the CEE region by Online Gambling Quarterly — a testament to the power of strategic coordination and local empowerment,” he explained.
Rising Trends of the Industry
We further asked, “What key trends or changes do you foresee shaping the future of your industry over the next 3–5 years?”
Nikolas Monti-Potsolakis added, “The SEO landscape is rapidly expanding beyond traditional search engines. In the next 3–5 years, we’ll see an increased emphasis on multi-platform visibility — where brands must be discoverable not just on Google, but also on TikTok, YouTube, voice search, and AI interfaces like ChatGPT or Grok. The nature of search itself is becoming more conversational and intent-focused, which requires SEO strategies to move from keyword-stuffing to holistic content ecosystems.
We’ll also see a deeper integration of SEO with product, UX, and business intelligence teams. SEO professionals will need to evolve into cross-functional consultants who understand not only algorithms, but also customer journeys, retention strategies, and data storytelling. As someone already working with enterprise clients across sectors like iGaming, hospitality, cosmetics, and insurance, I view this evolution not as a challenge — but as an opportunity to embed SEO deeper into the DNA of business strategy.”
Plans we asked Nikolas Monti-Potsolakis
Interested to learn more about the expansion plans, we requested Nikolas to throw light on his long-term aspirations for the company, his role, and the strategies that he will implement to achieve them.
“My long-term vision for Black Lantern Marketing and NMP Consulting is to cement our position as a boutique agency that delivers elite international SEO strategy, grounded in results, not buzzwords. I want to grow my company into a brand that stands for transparency, long-term partnerships, and a relentless pursuit of excellence — regardless of the client’s size or industry. This includes scaling operations while keeping the personal touch that has earned us trust with brands like Winner, Vodafone, Go Real Travel, and many more.
To achieve this, I’m investing in two key areas: talent and education. I mentor SEO professionals through Femme Palette and teach at Epsilon College, helping shape the next generation of digital marketers. At the same time, I continuously refine our internal processes with AI-powered tools, proprietary frameworks, and data dashboards that empower our clients to make smarter decisions. This dual focus, people and performance, will drive our sustainable growth.
And most importantly, I invest in my clients’ success and in building a relationship with them. To let them know I am there for them whenever they need me, not only during working hours, as my success goes along with theirs,” Nikolas explained.
The Growing Influence of AI
Digital transformation has been redefining the way businesses operate. To gather Nikolas Monti-Potsolakis’ perspective on the rising popularity of AI, we posed the question, “How do you see Artificial Intelligence and emerging technologies influencing your industry or business model?”
Nikolas Monti-Potsolakis mentioned, “Artificial Intelligence is transforming SEO from a tactical discipline into a strategic powerhouse. Tools like GPT and large language models are redefining how we generate content, analyze search intent, and even structure websites. At my company, we already use AI to perform keyword clustering, automate content gap analysis, and generate drafts for metadata and outlines, saving hours of manual work. However, the real value comes when AI insights are paired with human expertise and business context.
Looking ahead, I believe the future belongs to those who can combine AI tools with brand storytelling and empathy. And they can leverage AI to a Strategic Level and their vision. Search engines are becoming more sophisticated at detecting low-effort content, so the bar for quality and uniqueness is rising. A modern and tech hub for digital transformation, Dubai hosts Global Search Awards and MENA Search Awards, where as a judge and even as mentor to emerging professionals alike, I advocate for responsible AI use — not to replace humans, but to amplify strategic thinking and creativity. Used wisely, AI will become an SEO professional’s most powerful co-pilot.”
A Transparent Approach to Business
Intrigued to understand the values guiding Nikolas to lead his organization, we asked him to share the same.
“My core values are transparency, integrity, hard work, and empowerment. SEO is often misunderstood, and I’ve made it my mission to demystify it for clients — whether they’re C-suite executives at global corporations or founders of early-stage startups. I believe in open communication, clear KPIs, and showing exactly how our strategies contribute to business goals. That’s why I avoid jargon and focus on delivering value that’s measurable and aligned with client objectives.
Equally important is my commitment to education and knowledge sharing. Through my roles as a lecturer, mentor, and industry judge, I advocate for a culture of continuous learning and professional development. At Black Lantern, we operate not just as consultants, but as partners — empowering teams to build in-house capability, not just dependency. This principle has guided every collaboration and helped us maintain long-term, trust-based relationships across industries and regions.
And all this I try to infuse into my team to be working as one calibrated machine that delivers results,” he replied.
Turning Unique Ideas into Success
Out-of-the-box ideas can often lead to major breakthroughs. To learn more about such approaches by Nikolas Monti-Potsolakis, we inquired, “Can you share an innovative strategy or approach that helped your company stand out or achieve a breakthrough?”
Nikolas Monti-Potsolakis responded, “During my tenure at Vodafone, I led a breakthrough initiative that combined SEO with audience personalization and conversion rate optimization. Rather than focusing solely on rankings, we used behavioral data to segment users and personalize their landing experiences based on their journey stage. This resulted in a 12-percentage-point increase in conversion rate and significantly improved organic revenue contribution, a powerful demonstration of what can happen when SEO is integrated with CRO and UX.
This approach became a model for other teams within the organization and showcased how SEO can play a role far beyond traffic acquisition. It’s these kinds of cross-disciplinary innovations that I strive to bring to all my clients, whether that’s a luxury hotel chain, an eCommerce platform, or an iGaming brand. True success comes when SEO is not siloed but woven into the entire digital experience.”
Evolving Leadership Approach: From Control to Coaching
We ended the interview by asking, “How has your leadership style evolved throughout your journey, and what lessons have shaped your approach to leading teams or businesses?”
“In the early stages of my career, my leadership style was very hands-on — driven by technical mastery and a need to prove the value of SEO. But as I began managing larger projects and working across cultures, I realized the importance of coaching over control. Today, I lead with empathy, trust, and a focus on enabling others to thrive. I prioritize clarity, ownership, and growth.
One of the biggest lessons I’ve learned is that great leadership isn’t about having all the answers — it’s about asking the right questions, building strong teams, and fostering a culture of curiosity and experimentation. I encourage my teams and clients to take intelligent risks, learn from data, and continuously iterate. This leadership evolution has not only helped grow my own businesses but also empowered others to find their voice in a dynamic industry,” Nikolas concluded.
For SEO strategy, growth mentoring, or speaking opportunities in the MENA region and beyond, reach out to Nikolas directly on LinkedIn.
Find Black Lantern Marketing on LinkedIn and visit their website https://www.black-lantern.com
Find NMP Consulting on LinkedIn and visit their website https://www.nmpconsulting.co/seo-consulting]
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