Today we’d like to introduce you to Kyle Sattler.
Hi Kyle, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
SO Good really started by accident.
Paul Olsen and I had been friends for years and had worked together across multiple home service companies. In 2024, we found ourselves in a tough spot. The company we had stepped into looked like it was going to fail, and we simply didn’t have the capital to compete with the large private equity backed companies in the Austin market.
At the time, I had been working on a different approach to organic search. It was pretty far outside what most traditional marketing teams were doing, but I believed it could work. I brought the idea to Paul and we decided to test it.
It worked. Really well.
Within the first year, the company grew revenue by 55%. As things started to stabilize and grow, we brought on an office admin, Kayla Seguin. She immediately stood out. It didn’t take long for us to realize she was being underutilized, so she started working with me on marketing. She learned the system quickly and began running it at a high level.
In October 2024, we decided to start sharing what we were doing. We were going to launched a podcast and planned to introduce the system at an industry convention, expecting to get feedback and reactions.
Instead, something unexpected happened.
People didn’t want to learn it. They wanted us to do it for them.
We walked away from that event with five clients but no actual company. On the way home, it became clear we had something real. The only missing piece was making it official and bringing Kayla in at a deeper level.
After about a month of conversations, she agreed to join us as a partner, and SO Good was born.
In the early days, it was the three of us building a company from scratch while Paul and I were still operating a home service business. Growth came quickly. By March of 2025, we had already hit our entire annual goal for new clients. On March 17th, Paul and I officially stepped away from the home service company to go all-in on SO Good.
Since then, we haven’t looked back.
Today, the three of us still operate as what we call a “three-headed monster.” Paul focuses on vision and pushing what SO Good can become, I build the systems to turn those ideas into something measurable and repeatable, and Kayla leads execution, making sure everything actually gets implemented at a high level for our clients.
That combination is what allows us to move fast, stay aligned, and keep building something that continues to evolve with how marketing and search are changing.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I wouldn’t say it’s been smooth or easy.
In the beginning, getting clients was actually the easy part. The harder parts were the things you don’t always see coming.
One of the biggest challenges was the transition away from the home service company we had built. We cared deeply about that team and the people in it, and there were some relationships that were unintentionally affected when we had to step away.
On the business side, growth came fast, and with that came pressure. We didn’t start SO Good with a big bank account or outside investors, so we’ve had to bootstrap a lot of the company in real time. Cash flow was a constant challenge. There have been moments where we’ve had to get creative just to keep things moving forward.
Because we sit in this space between marketing and technology, we’ve also had to make tradeoffs. There are times where people are doing work that ideally would be automated, but building or updating the software to support that just wasn’t financially realistic yet. That’s part of growing a company like this from the ground up.
There have definitely been wins and losses along the way. But through all of it, we’ve continued to push forward, solve problems as they come up, and keep building.
The constant has been the three of us. We’ve had each other from the start, and now we’ve grown into a team of about 28 people who are all-in and doing incredible work.
It hasn’t been perfect, but it’s been worth it.
As you know, we’re big fans of SO Good. For our readers who might not be as familiar what can you tell them about the brand?
SO Good is a marketing company built for how search works today, not how it worked five or ten years ago.
We specialize in helping businesses show up in Google’s AI-driven results, like AI Overviews and AI Mode. Instead of focusing on traditional tactics like new websites or service page SEO, we focus on the sources that AI actually pulls from. That means platforms like YouTube, Reddit, and Google Business Profile, along with strategic long-form content that compounds over time.
What we’re known for is a system that prioritizes being included in answers, not just ranking on a page. There’s a big difference between being one of ten links and being the source Google chooses to summarize. That’s the gap we help our clients close.
What really sets us apart is that we don’t sell unnecessary deliverables. A lot of agencies default to “you need a new website” or “you need more blogs,” but we’ve seen firsthand that those things don’t always move the needle anymore. We built SO Good by testing what actually works in the real world, and we only focus on strategies that directly impact visibility in modern search.
We also sit in a unique space between marketing and technology. A lot of what we do involves building systems, processes, and content frameworks that can scale, not just one-off campaigns. That allows our clients to build long-term momentum instead of constantly starting over.
From a brand standpoint, what we’re most proud of is that we’ve stayed aligned with that original mission. We’ve grown quickly, but we’ve resisted the temptation to become a traditional agency. We’ve kept our focus on results, transparency, and evolving alongside how search is changing.
At the end of the day, what we want people to know is this:
The way people find businesses is changing fast. AI is already deciding what gets seen and what doesn’t. Our job is to make sure our clients are part of that conversation, not left out of it.
What does success mean to you?
For us, success is changing an industry that doesn’t want to change.
It’s ironic because marketing is constantly evolving, but a lot of the “experts” in the space keep repeating the same playbooks over and over. In many cases, there isn’t strong proof behind what they’re teaching. You’ll see loose correlations like “companies that blog a lot also perform well,” and from that, entire methodologies get built. Or as we like to say, mythologies.
We’re not against websites or SEO. Those things still matter. But it’s not 2004 anymore.
Today, anyone can say anything on a website. Because of that, platforms like Google don’t rely on them the same way they used to. Instead, they look to sources that are harder to manipulate and more reflective of real-world experience, like YouTube, Reddit, and other public, crowd-sourced channels.
Success for us is helping shift that understanding. It’s proving, through real results, that there’s a better way to approach visibility today. And it’s helping businesses break out of outdated strategies and start showing up where it actually matters.
If we can do that consistently, not just for our clients but for how the industry thinks as a whole, that’s what success looks like to us.
Contact Info:
- Website: https://sogoodteam.com/
- Instagram: https://www.instagram.com/teamsogood_/
- Facebook: https://www.facebook.com/teamsogood/
- LinkedIn: https://www.linkedin.com/company/teamsogood/
- Youtube: https://www.youtube.com/@sogoodteam
