Natalie Henley is the CEO of Volume Nine, a Colorado-based digital marketing agency specializing in organic growth strategies such as SEO, content marketing, and organic social media. Under her leadership, Volume Nine has become a recognized staple within the SEO community, serving national brands, while Natalie herself has earned accolades such as being named one of Denver’s most influential young professionals. Natalie is known for her data-driven approach, speaking at prestigious industry events like Digital Summit and Denver Startup Week, and for her candid insights on the evolving landscape of digital marketing and agency leadership.
About the Episode
The digital landscape is evolving faster than ever, and agencies are feeling the pressure from every direction: AI hype, shifting metrics, changing client expectations, and the slow dismantling of Google’s search dominance. In this conversation, Natalie Henley joins host Tyler Lane to break down what agency leaders really need to focus on right now. From the relationship between SEO and social, to the rise of AI “experts,” to the enduring importance of authentic client relationships, Natalie shares a grounded and refreshingly honest look at what actually drives long-term success.
Key Moments
The Power of Data Over Instinct
- Why data discipline leads to better decisions than intuition alone. [03:40]
Content as the Bridge Between SEO and Social
- How content strategy becomes the connective tissue across your organic channels. [09:14]
The Metrics That No Longer Matter
- Why impressions, clicks, and traditional attribution are losing their value. [13:43]
A Smarter Framework for Client Reporting
- Natalie’s three-part approach to transparency, trust, and clear storytelling. [14:47]
Cracks in Google’s Monopoly
- How AI could finally disrupt Google’s long-standing search dominance. [21:42]
The AI Snake-Oil Problem
- The rise of “instant experts” and how to protect yourself and your clients. [25:41]
Relationships as the Real Moat
- Why genuine connection is the ultimate agency differentiator. [37:00]
Top Insights
- Prioritize relationship building with clients – Strong, authentic relationships create trust, improve collaboration, and give your agency long-term stability.
- Focus reporting on clarity and outcomes – Clear storytelling around metrics helps clients understand what matters and why their investments are working.
- Teach clients which KPIs truly matter – Educating them on meaningful metrics prevents fixation on vanity data and leads to better decision making.
- Stay flexible with tactics as trends evolve – Adapting quickly keeps your agency relevant as SEO, social, and AI continue to shift.
- Maintain a skepticism-plus-curiosity approach to AI – Questioning new tools and claims protects clients from hype and ensures you implement solutions that genuinely work.
Notable Quotes
- “I learned from some of the best really early on, the value of getting outside of your feelings and letting data help you make the right calls.”
- “What we’re really focusing on as an agency is what are these steady things that we can do for a brand that helps them grow steadily month over month, year over year, to connect with their customers?”
- “The old adage is people buy from who they know, like, and trust.”
- “What becomes valuable is the strategy and the relationship and the flexibility and the innovation.”
- “Learning how to build relationships with clients is a teachable skill.”
Resources
Industry Experts
- Tyler Lane on LinkedIn
- Natalie Henley on LinkedIn
- Chuck (Isaac) Aikens on LinkedIn
- Marcell Aikens on LinkedIn
- Rand Fishkin on LinkedIn
- Richard Lesher on LinkedIn
Companies and Agencies
SEO and Marketing Tools
Build an Agency That Thrives in Times of Change
Digital transformation isn’t slowing down, and agencies need stronger strategies, clearer data, and smarter systems to stay competitive. At Session Interactive, we help growth-minded companies align strategy, analytics, and creative execution so they can adapt quickly and convert more effectively.
If you’re ready to strengthen your organic strategy, sharpen your reporting, or build a more resilient growth engine, reach out to Session Interactive.
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