We recently had a 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 across 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.
The Turning Point
We opened our discussion with the question, “What first inspired you to pursue your current industry or professional path? Was there a defining moment or influence that shaped your direction?”
Nikolas shared, “My interest in SEO started back in 2006, when I was working on websites for local music and cultural events in Greece. I quickly noticed that better search rankings weren’t just boosting traffic—they were driving real-life outcomes like higher attendance and sold-out shows. That realization made it clear that SEO had power beyond the screen. It wasn’t just about algorithms—it was about understanding people and how they search.
The pivotal moment came when one of those event websites jumped dramatically in Google rankings overnight. We immediately saw the results: increased visibility, packed venues, and happy clients. That was when I realized SEO was something I wanted to build a career around. Since then, I’ve worked with both global enterprises and local businesses, always aiming to bring that same kind of impact—while also teaching and mentoring others in the industry.”
Leading with Strategy in Multi-Market SEO
When discussing career challenges, Nikolas Monti-Potsolakis reflected on one particularly complex experience and how he successfully navigated it.
“One of the more demanding situations I’ve encountered was at Fortuna Entertainment Group, where I had to consolidate SEO efforts across a diverse range of markets in Central and Eastern Europe. The challenge was not just technical — it involved coordinating multiple languages, varying legal environments, and differing internal team dynamics.
My solution was to create a unified SEO strategy in the form of a central playbook, paired with market-specific workshops to ensure local adaptation. I also introduced a performance dashboard to measure results consistently across countries. Most importantly, I built trust and communication channels with each regional team. That combination of structure and flexibility helped us deliver measurable results, and in less than a year, Fortuna was named the best SEO brand in the region,” he explained.
Expanding Horizons in Search Across Asia-Pacific
To understand the shifting landscape, we asked, “What key trends or changes do you foresee shaping the future of your industry over the next 3–5 years?”
Nikolas 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, and leading teams across Asia-Pacific, especially Southeast Asia, I see huge growth potential for businesses targeting this region.
On a personal note, my family and I spend time in Bali, which helps me stay connected to the local markets and cultural nuances—a vital part of successful SEO here. Singapore and Dubai are evolving into innovation capitals, and it’s a privilege to contribute to these ecosystems as a consultant, service provider, and mentor,” Nikolas explained.
Vision for Growth
To learn more about the road ahead, we invited Nikolas Monti-Potsolakis to share his long-term aspirations and the direction he envisions for his businesses.
“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. My teaching focuses on turning theory into action, providing students with real-world SEO frameworks they can apply immediately to grow their careers or businesses.
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, my commitment extends well beyond project deadlines—I stay closely involved with my clients’ progress, providing ongoing support and guidance even outside standard working hours. This hands-on approach helps ensure their long-term success in fast-moving markets across Asia and beyond,” Nikolas explained.
AI at the Core of Digital Transformation
To gain insights into the tech forces reshaping the industry, we asked Nikolas Monti-Potsolakis, “How do you see Artificial Intelligence and emerging technologies influencing your industry or business model?”
He 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. They can elevate AI from a support tool to a strategic advantage, driven by vision and intentional use. Search engines are becoming more sophisticated at detecting low-effort content, so the bar for quality and uniqueness is rising.
Singapore’s dynamic innovation ecosystem and its role as an APAC hub make it a fascinating place to apply these evolving AI-driven strategies. Dubai, as a modern and tech hub for digital transformation, hosts the Global Search Awards and MENA Search Awards. As a judge and mentor at these events, 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,” Nikolas concluded.
Building a Business on Principles
Curious about the philosophy guiding his work, we asked Nikolas to describe the values that drive his leadership and business operations.
“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.
Innovation that Drives Results
Eager to explore breakthrough thinking, we asked Nikolas Monti-Potsolakis to share an example of a creative strategy that helped his company achieve exceptional results.
He 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.”
Leadership in Evolution
We closed 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 Asia-Pacific and MENA regions, reach out to Nikolas directly on LinkedIn or email.
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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