Boutique SEO and AEO agency · London, UK (+ New York)
Senior-led B2B search agency combining traditional SEO, AI visibility, content, and authority building, with public pricing and client results tied directly to sales and revenue.
Founded by Ben Goodey, a Backlinko contributing author who hosts the "How the F*ck SEO" newsletter and podcast. His independent SEO consultancy work — including in-house experience at SentiSum — dates to roughly 2020, four years before Spicy Margarita launched as a company. Unlike most peers here, AI Search Optimization and AEO were built into the agency's packages early rather than added years after a long traditional-SEO-only history.
Best for: B2B SaaS and service businesses wanting direct senior involvement, public pricing, and a combined SEO/AEO growth program.
Spicy Margarita is the most transparent agency in this set about the basics that usually require a sales call — published monthly pricing (£4,499–£7,950+), a 30-day cancellation term, an explicit 8-person team size, and a hard cap of 10 active clients. The Eton Venture Services case study is genuinely specific: a named CEO, $120,000 in monthly revenue attributed to the campaign, and domain authority tracked from 0 to 51 over nine months. The catch is independent verification: there's no Clutch or G2 profile at all, so every number here is self-published. One experiment worth flagging directly — a 30-day AI-citation study with Weglot showed real gains (roughly 1,100 AI citations, Spanish visibility jumping from 6% to 23%) but was sponsored by Weglot itself, a detail the agency does disclose but that's worth weighing when reading the results.
Good fit if
Less so if
Source: agency's own site and published pricing page.
Sources: agency's own case studies, Clutch (searched, not found), G2 (searched, not found).
Ran a 30-day AI-citation experiment translating roughly 14–15 B2B SaaS articles into German and Spanish, then tracking localized AI-search prompts. Reported results: about 1,100 AI citations, Spanish visibility rising from 6% to 23%, German visibility from 4.5% to 16.8%, and five associated demo requests. Also maintains a public archive analyzing other companies' SEO strategies (Userpilot, Investopedia, Monday.com, Typeform, Respona) — useful educational content, though these examine external companies rather than the agency's own client data.
Disclosure flag: the AI-citation experiment above was sponsored by Weglot, one of the vendors involved. The agency states Weglot didn't control the outcome and that results would have been published regardless, but the sponsorship is a real detail worth factoring in when reading the numbers.
Described choosing Ben Goodey and the Spicy Margarita team as one of the three best business decisions made over sixteen years running the company.
— Chris Walton, Founder & CEO, Eton Venture Services
No Clutch or G2 company profile found — searched both directly, neither exists yet.
Website & contact checked
Reviewed Jul 2026
AI SEO / AEO / GEO service confirmed
Core packages, not an add-on
Named case study reviewed
Eton Venture Services, specific revenue figures
Clutch and G2 searched, neither found
Zero third-party review platform presence
Visit their site directly — we don't broker introductions and we don't take a cut.
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