My name is Boris Dzhingarov. I am an SEO expert and the CEO of ESBO—a branding and marketing company that helps businesses around the world boost their online presence. I write for several sites, such as Semrush.com, Tech.co, Tweakyourbiz.com, and more. You also might’ve read my quotes on some big-name publications, such as Forbes.com and AmericanExpress.com. I am also a passionate digital nomad who runs several independent blogs.
I’ve worked with tons of businesses as a consultant to help them crush their digital marketing goals. At ESBO, we focus on off-page SEO, link building, brand mentions, copywriting, and PR publications—everything is customized to fit each client’s needs. I’m dedicated to using ethical practices to deliver high-quality results and build lasting relationships.
Company: ESBO Ltd.
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Boris Dzhingarov: I’m Boris Dzhingarov—marketing expert, passionate traveler, and everything else in between. I found my purpose in SEO and marketing because I was curious about how businesses can build a strong internet presence. Today, I’m the CEO of ESBO, where we help companies from all over the world stand out online.
You might have caught some of my thoughts on Semrush, Tech.co, or Tweakyourbiz, or maybe you’ve seen my quotes in Forbes or American Express.
Over the years, I’ve loved partnering with businesses to help them achieve their marketing goals. At ESBO, we take a pretty personal approach—customized SEO services, building backlinks, landing those important brand mentions, managing PR campaigns, and more.
What fuels me is the excitement of helping brands succeed, and I’m always eager to test my skills with new challenges in the digital space.
What were the most significant challenges you faced during the scaling process, and how did you overcome them?
Boris Dzhingarov: Scaling ESBO wasn’t easy, but one particular moment marked a turning point for us. We hit a plateau where it was obvious we had to bring in some specialized talent to move forward.
Every small business owner knows how difficult it can be to recruit and retain skilled talent. One wrong decision can set you back two steps behind.
It was risky, however, the efforts, time, and financial investment worked out in the end. Hiring a head of marketing, and a dedicated developer, and growing our team was the transformative change we needed. It took a while to find the right culture fit for employees. In the end, we managed to form a solid team and dodge the trap of stretching ourselves too thin.
How did you ensure that your company culture remained intact as your business expanded?
Boris Dzhingarov: It takes deliberate and constant effort. Culture is not just office parties and decorations—it’s built on a foundation of shared values, goals, and beliefs. As a founder, I understand my central role in this.
We’re a global, remote company. I’ve fought hard to build a culture where everyone feels included, no matter where they’re working from. One of the best moves was to keep our team small and tight-knit, even as we expanded. I set up regular, casual check-ins and team-building activities to maintain morale.
Also, we wouldn’t be able to do this without our favorite digital tools that make long-distance collaboration possible—our custom CMS system, Slack, Discord, Zoho, and many more.
What strategies did you employ to maintain quality and customer satisfaction while scaling rapidly?
Boris Dzhingarov: Setting up a solid CRM is something I can vouch for. This has completely transformed the way we handled customer interactions. It made a huge difference in our workflows—no more scattered data on leads.
I also made sure our staff always has the opportunity to upskill and learn new strategies. The business runs smoother when they feel confident tackling issues on their own and keeping our service top-notch as we grow.
Can you share a specific turning point that was crucial for your business’s successful scaling?
Boris Dzhingarov: The biggest turning point for us at ESBO was when we decided to dip into automation with artificial intelligence (AI). We integrated AI-powered SEO tools, in particular for keyword research and content optimization.
Before that, everything was done manually and sometimes took ages. However, once we started using generative AI tools, we could take on more clients while keeping our quality high.
I think it’s fair to say most digital agencies are doing this to some extent. It’s not about replacing human expertise—it’s about working smarter and delivering valuable results to our clients faster.
How did you manage the financial aspects of scaling, particularly in securing funding and maintaining cash flow?
Boris Dzhingarov: I concentrated on keeping our cash flow healthy. Nothing unnecessary had to bloat our spending budget—I only put money into tools, talent, or services when I really needed to. It’s best not to jump into big, costly commitments when times are changing.
As for funding, I leaned on the revenue generated from our current clientele and reinvested everything back into the business. I try not to rely on outside investors. Yes, it can give us a boost, but steady and solid growth is the way I prefer to lead.
