Expert to Know: Nikola Minkov (Serpact)
What’s your backstory — how did you end up starting (or joining) an agency?
I started my SEO agency Serpact in early 2016, but the path wasn’t linear. Before entering the SEO world in 2012, I spent years as a professional footballer. From the distance of time, I must say that this taught me discipline, strategic thinking, and how to perform under pressure - skills that proved invaluable in the business world.
Many of the readers will find this transition unusual, but both football and SEO require long-term vision, tactical precision, and the ability to adapt quickly to changing conditions.
I recognized that Bulgarian businesses needed strategic SEO expertise to compete internationally. Most agencies at the time were focused on quick fixes and tactical “hacks,” but I saw the opportunity to build something different. I was working to build an agency that treated SEO as a tool to build long-lasting value according to the businesses’ needs rather than just quick wins and temporary fixes. This vision led to Serpact becoming the most awarded international Bulgarian SEO agency. We are now working with companies across the finance, e-commerce, healthcare, and construction equipment sectors from all over the world.
The entrepreneurial bug didn’t stop there. I founded SERP Conf., a series of specialized conferences in Sofia and Vienna. Simple math shows that over the years we attracted more than 2800 specialists in SEO, AI and E-commerce in total. Among our speakers were industry legends like Gary Illyes from Google, Aleyda Solis, Mike King, Mark Williams-Cook and many more.
My other project - SERP Acad. - is an SEO academy recognized by the Ministry of Education and Science in my country, Bulgaria. We have been working on it with Sofia University’s Faculty of Economics and Business Administration.
After that, I once again ventured into the startup ecosystem with Trackian, a SaaS marketing platform. I am staying firmly behind this project, which will equip the industry with better tools for data-driven decision-making.
What do you do to recharge outside of work?
Spending quality time with my family is the most important thing for me. Having a loving and competent wife, like Katya Minkova, who is also my deputy CEO at Serpact, is a blessing. Our two daughters make the journey even more enjoyable.
Being able to be a family man makes me feel complete.
I also find energy in continuous learning, which might sound like not so great fun, but it genuinely recharges me!
What’s your definition of “success” right now?
Success for me is creating sustainable value across multiple dimensions.
Sounds confusing, right? Not so - if you think about it carefully.
Financially, it’s building companies that generate consistent revenue while maintaining healthy growth. Professionally, it’s being recognized as a thought leader - my membership in the Forbes Business Council and position on the Bulgarian Ecommerce Association Board validate this. Personally, I have a loving and supportive family that makes me able to endure and conquer all that has to come.
What makes your agency different from others in your space?
We actually care more about long-term client success than monthly retainer renewals, which apparently makes us weird in this industry. We tell clients “no” when their ideas are bad, even if it costs us money in the short term. Too many agencies just nod along and implement whatever the client wants because they’re afraid to lose the business. We’d rather have fewer clients who trust our expertise than dozens who micromanage every decision. And we base every one of them on data and collected information rather than assumptions or industry myths. This delivers measurable, sustainable results. After all, Serpact is the most internationally decorated SEO agency in Bulgaria and this is not a coincidence.
What’s a principle or value your agency lives by?
Our core principle is that effective SEO is built on three pillars: strategy, data, and ethics. We don’t chase algorithms or shortcuts — we build trust with search engines the same way you build trust with people: through consistent, honest behavior over time.
