There are 3 things that no one can take away from you: achievements, contacts, and knowledge

Introduce yourself in a few sentences..

I am Nikola Minkov, founder and CEO of the most awarded international Bulgarian SEO agency Serpact. We work with international companies from various sectors, including finance, e-commerce, electronics, construction equipment and materials, healthcare, etc., helping them achieve sustainable results in search engines. Our team focuses on a strategic approach to SEO optimization, treating each of our clients individually.

In addition to operational activities, we also organize specialized conferences under the brand SERP Conf. in Sofia and Vienna, attracting specialists from 18+ countries. The events are dedicated to both SEO and new and proven strategies in GEO, AI, and e-commerce. Among our speakers are some of the biggest professionals in their fields, such as Gary Illyes from Google, Aleyda Solis, Mike King, Dan Petrovic, and others. Recordings of lectures from all editions can be found on our other project - the platform serpflix.com

Under the brand SERP Acad., we are developing an academy for SEO specialists, which sent its fourth graduating class in 2025. The training is recognized by the Ministry of Education, and a document for completed postgraduate qualification is issued. SERP Acad. is implemented in collaboration with the Faculty of Economics of Sofia University “St. Kliment Ohridski”.

In addition, I combine the position of co-founder and CEO of the startup Trackian, which develops and creates a SaaS marketing platform.

I am a member of the Forbes Business Council, an elite organization of business leaders from around the world, where participation is by invitation only. I am also part of the Board of the Bulgarian E-commerce Association. I am married, with two children.

Tell us what the philosophy and values of the company you currently represent are?

The philosophy of my main company is based on the principle that effective SEO is not limited to tactical actions or "hacks". We invest in long-term strategies based on quality content, good expertise, and technical optimization, focusing on creating value for users and adapting to their goals.

My team and I always strive to be specific, open, and clear in our relationships with clients. We demonstrate professionalism and constantly educate ourselves - the changing landscape in the field we work in requires it as well.

Behind each of the companies I lead, the principle exists that work is done solely based on data and collected information, and strategic decisions are made accordingly. Strategy development is also based on a deep understanding of the target audience and its real needs. In the era of Generative Engine Optimization (GEO), this is becoming increasingly important, as search engines become smarter in understanding user queries.

How long have you been developing your current company? What are the most valuable lessons that the events of this period have taught you?

We have been developing our SEO agency since 2016, and I have been in this field since 2012.  Over all these years, one of the most striking lessons I have learned is that in a rapidly changing industry like ours, flexibility is key.

The teams behind search engines make hundreds, if not thousands, of changes annually. Therefore, it is important for professionals in this field not to fall into despair with every change in algorithms, but to focus on the core principles of quality SEO - to always demonstrate a balance between technical expertise and strategic thinking.

If you personally had to write a job advertisement, how would you attract the attention of a future employee?

In a job advertisement, I would start with the phrase: "We are looking for curious professionals who never stop learning." Because if we stop developing, we will simply fall behind and will not be competitive in the labor market.

I would emphasize that we are looking for people who can combine analytical thinking with creativity, work with data, and make decisions based on facts, not intuition. I would definitely mention the opportunity to work with international clients, participation in conferences like the one we are behind, and access to the latest trends in the industry. It would also be attractive to mention the options for professional development in an environment that values strategic thinking and innovation.

In general, the advertisement I would write would probably become very long. Good thing we have specialists who deal with that. :)

What does your company do to organize a constructive and fruitful working environment for everyone? Do people in the team need to be friends?

The short answer here would be that we rely on open communication and knowledge sharing.

In our SEO agency, as well as in the other companies I stand behind, people in the team do not necessarily have to be friends, but they must be able to work together effectively and respect each other professionally. It is important for every team member to have the opportunity to share ideas and give their honest opinion -  the best solutions often come from unexpected places, and over the years I have been convinced that there is nothing more valuable than constructive feedback. I sincerely believe that people's productivity increases when the conditions are conducive. That is why I strive to create an environment that stimulates creativity and professional development.

What makes you enjoy going to work? How do you deal with difficult and stressful moments?

The SEO industry is constantly evolving, and this makes the work interesting and challenging, with each day being different and dynamic. The passion for continuous learning and development is what also energizes and motivates me. I cannot imagine what I would do if I had to develop in a field where, for one reason or another, innovations come in more slowly.

There are always difficult moments, regardless of what professional path you have taken. I deal with challenges by not panicking and maintaining a strategic focus.

I can boldly say that a large part of the things that help me cope now stem from my previous career as a professional football player. Yes, the pressure and emotions when executing a corner kick in front of a full stadium, for example, can be managed with techniques. And such techniques can be used in the same way when you need to convince a client to choose one strategy over another, for instance.

What work model does your company adhere to – office or remote? What do you think about the possibility of offering flexible working hours, within which employees have greater freedom to balance their personal and work commitments?

We adhere to a hybrid model - combining office presence with remote work for our employees in Svilengrad. The rest of the team works entirely remotely - we have colleagues from over 10 Bulgarian cities.

For me, the result that the teams achieve is important. Not the physical presence of people in them.

Flexible working hours are natural for us, especially when communicating with clients from different time zones, and technology allows us to work effectively regardless of location. I have noticed that people perform best when they can choose when and how to complete their tasks. Of course, we maintain regular meetings and synchronization moments to ensure that the direction is unified and the goals are clearly defined.

How do the ongoing technological changes globally affect your business?

This is crucial for our industry and applies fully. Instead of resisting these changes, especially now with the massive influx of AI, we embrace them as an opportunity. AI tools can accelerate content creation and data analysis, but people with strategic thinking and vision remain irreplaceable. In the times of Generative Engine Optimization (GEO), the focus on this becomes even more important.

In the next 2-3 years, I expect even greater integration of AI into SEO processes. Predictive analytics will become standard, content personalization will evolve to new levels. I expect soon to hear about CEO - Conversation Engine Optimization. Because people will expect exactly that from search engines - to ask something and the other side to be able to respond as in a conversation, where questions do not stop, and the topic evolves.

How important is hierarchy and what does it mean to you? What kind of communication do you advocate in your company?

I believe in structured leadership, not an authoritarian approach. In our SEO agency, every team member is responsible for their area of expertise and has the freedom to make decisions within the overall strategy. I encourage direct communication and constructive discussions, but based on facts and data, not assumptions. If someone has objections to a given idea, they should present their alternative approach and defend it. I prefer open communication and avoid unnecessary meetings and bureaucracy - time is precious and should be used effectively.

Hierarchy exists to facilitate work, not to slow it down. It is important for everyone to know their responsibilities and have clear expectations for results.

What is your career advice for all people building a strategy for their professional development?

Be curious and never stop improving yourself - only then will you remain competitive. To advance in any field, you need to develop a wide range of skills and competencies. The world already has so many nuances that it is not enough just to get a certain education and rely on it to be sufficient in your career path.

There are 3 things that no one can take away from you: Achievements, contacts, and knowledge.