Building Trust in a Noisy Digital World: The Rise of Manchester SEO

By Sheila Hunter

When James Crisall was made redundant just three weeks before the world shut down in 2020, he could never have predicted that the moment would become the catalyst for one of Manchester’s fastest growing digital agencies. Today, Manchester SEO and the Manchester SEO Podcast reach tens of thousands every month but the journey began with frustration, uncertainty, and a determination to do things differently.

Crisall’s introduction to SEO wasn’t through an agency role or a marketing degree, but through necessity. Years earlier, he had launched Lobster Jobs, a hospitality recruitment platform. Despite having hundreds of vacancies listed, the site barely attracted visitors. He hired an agency for support, but communication was sparse, results were unclear, and the experience left him feeling misled. “I don’t think much really was done,” he reflects. “The budget had gone, and I had to pull my finger out and do it myself.”

That experience shaped the ethos of Manchester SEO from day one: clarity, communication, and transparency. “Whether it’s a corner shop or a multi million pound business, the cadence of communication should be the same,” he says. Every client receives monthly video reports outlining work completed, results achieved, and what comes next a direct response to the opacity he once faced.

Yet building an agency in one of the UK’s most competitive digital sectors came with challenges. The hardest part, Crisall admits, was cutting through the noise. “There’s so much out there so many videos, so many people trying to make a name for themselves. What actually works?” Over time, he built a team with deep expertise across the three pillars of SEO: technical optimisation, on page content, and off page authority. “It’s rare to find an agency that’s strong in all three,” he says. “But that’s what makes the difference.”

Surprisingly, the easiest part was winning clients. In an industry often shrouded in jargon, simply speaking plainly became a competitive advantage. “If you can talk to people in a way they understand, they appreciate that,” he says.

The Manchester SEO Podcast now reaching more than 60,000 listeners a month has become the agency’s most powerful marketing engine. Guests share their expertise, the team repurposes clips across platforms, and the brand stays visible daily. “It’s the only marketing we do,” Crisall says. “It’s helped us build relationships, open doors, and show people who we really are.”

As the digital landscape shifts with AI, changing search behaviour, and new expectations from consumers, Crisall’s advice remains grounded: focus on substance. “Google’s not clairvoyant. If it’s not on your website, it won’t know you do it.” Content, he insists, is still king especially content that demonstrates expertise and answers real questions.

Looking ahead, Manchester SEO is preparing to launch practical online training for copywriters, freelancers, and marketers who want to understand SEO without the technical overwhelm. And with clients reporting record growth from 50% year on year increases in online food sales to businesses expanding into larger premises the agency’s impact is clear.

His final piece of advice for business owners? “Don’t be afraid to show your face, Websites convert better when visitors can see and hear the real humans behind the business because it builds trust, connection, and confidence.