Ben Goodey is founder of Spicy Margarita, the London SEO and answer engine optimization agency he launched in 2024 for B2B software and service companies. He leads strategy for every client and holds two one-to-one strategy calls with each of them every month. The agency describes its team as people who came from in-house roles at fast-growing SaaS companies.
In-House Roots
Spicy Margarita's homepage FAQ says the agency was built by people who never worked in agencies and who come from in-house teams at fast-growing SaaS companies, where bottom-line impact and close relationships are what count.
Goodey announced the launch of the agency in 2024 in a LinkedIn post.
Two Calls a Month
Every package on the pricing page includes two one-to-one strategy calls each month with Goodey, whom the agency describes as a leading SEO and AI search strategist, along with unlimited Slack access.
The agency says clients are never handed to a junior account manager because it has none, and that its contracts carry a 30-day cancellation term.
Eton and Rillion
The agency's Eton Venture Services case study quotes CEO Chris Walton calling the choice of Goodey and his team to run SEO and content "among the top 3 decisions I've made in 16 years of doing business." It reports Eton's search-driven business growing from $0 to $120,000 a month.
On the agency's generative engine optimization page, the CMO of Rillion reports about 40 percent visibility in AI Overviews and LLM-generated results.