Duray Pretorius, Chief Revenue Officer at Viaduct Generation, is no stranger to the evolving world of SEO and digital marketing. With his agency based in the heart of London, Duray and his team have spent the last four years helping clients grow through SEO, CRO, and email marketing strategies. Viaduct Generation has quietly built a reputation for delivering measurable results for its clients, all while keeping its lean team of ten agile and adaptable.
“The best advice I’ve received? Stay agile. As a lean agency, we can adapt to the needs of our customers and the market,” says Duray. It’s a principle that has guided the agency’s success—thriving in an industry where adaptability is often the difference between staying relevant or being left behind.
Resilience in a “Dying” Industry
If you’ve been in digital marketing long enough, you’ve likely heard the claim that “SEO is dead.” It’s an industry myth that just won’t go away, and Duray has certainly encountered his fair share of this advice over the years.
“SEO has been ‘dying’ for the last ten years,” Duray quips. “What they really mean is that SEO is undergoing significant change, and only the best agencies will survive.” In the fast-paced world of digital marketing, Viaduct Generation has managed to not only survive but thrive, thanks to a focus on staying ahead of industry shifts and delivering real value to clients.
Had he listened to that misguided advice, things might have turned out very differently. Instead, Duray chose to double down on the changing landscape of search engine optimisation, evolving his team’s approach to ensure they remain at the forefront of the industry. As he puts it, “Less than half of the businesses started four years ago are still around. We’ve built something that’s making a real impact on our clients’ success.”
The Next 12 Months: More of the Same (With a Twist)
Duray’s plans for the future may seem simple at first glance, but there’s a method behind the agency’s steady growth strategy. “This may be boring, but it’s more of the same for us,” he explains. However, “more of the same” at Viaduct Generation is anything but stagnant.
The team continues to deliver exceptional SEO results while constantly experimenting with new marketing strategies. The aim? To find a lead generation strategy with a compelling CPQL (Cost Per Quality Lead) that can be scaled up. It’s a methodical approach that reflects Duray’s belief in sustainable growth rather than chasing quick wins. As he points out, “We must ensure we adapt to how search behaviour changes, and make a significant difference in the lives of business owners who trust us.”
Words of Wisdom for Aspiring Entrepreneurs
When asked to share advice with those just starting out, Duray’s response is refreshingly candid: “Learn to dance in the rain.” It’s a phrase that perfectly captures the rollercoaster of emotions that come with leading a business.
“There are a lot of responsibilities and people to look after,” he explains. “Make sure you manage your mental health so that when life gets hard, you can get through it.” For Duray, this means finding solace in cold exposure, intense physical exercise, and journaling—practices that help him stay grounded and resilient in the face of challenges.
The Bottom Line
Duray Pretorius and Viaduct Generation have carved out a solid place in the digital marketing world, proving that adaptability, resilience, and a long-term focus can set you apart in an ever-changing industry. With a firm belief in staying agile and delivering value, Duray continues to lead his agency through the shifting landscape of SEO and beyond.
Viaduct Generation may be a lean team, but their impact is anything but small—helping clients generate more revenue, adapt to changes, and ultimately thrive. Duray’s approach offers valuable lessons for anyone looking to build a business in today’s dynamic digital environment.
For more insights into Viaduct Generation’s journey, visit viaductgen.com or connect with Duray on LinkedIn.