Ion Farmakides -
Pearl Lemon

Ion Farmakides

A highly experienced business development professional with a proven track record within a multitude of industries.

A Fireside Chat

I had the opportunity to have an amazing conversation with Ion Farmakides at Pearl Lemon today. From talking about SEO for Websites, Ion agreed to a quick interview.

He took the time to talk to me and answer some questions so I could get to know him better and hear more about the things that have helped shape his business success to date – let’s get stuck into it!

What Is The Book (Or Books) You’ve Given Most As A Gift, And Why?

If I had to choose one book which I feel has jot only vast application, but is also an enjoyable read as far as I’m concerned, it’s the Art of War.

What Purchase Of $100 Or Less Has Most Positively Impacted Your Life In The Last Six Months?

Well, I’m a bit of a baller, so I can’t remember the last time I spent less than $100 on anything 😉 sophisticated jokes aside – I’d say for around that price range – getting AirPods. I’m sure this applies to any type of good Bluetooth earbuds, as with what I (and a lot of us) do for a living, having the ability to speak on the phone for prolonged periods of time without being bound by your device is very helpful.

When You Feel Overwhelmed Or Unfocused, Or Have Lost Your Focus Temporarily, What Do You Do?

Anytime I’m met with something overwhelming, there are a few general things I like to do to in order to overcome that situation. They include taking a step back and looking at the issue from a different angle, regrouping, and/or focusing on something else for a while.

What are bad recommendations you hear in your profession or area of expertise?

Anything that involves a prospect being pushed or tricked into doing something they don’t need to do.

Get valuable experience fast, even at the cost of a salary.

- Ion Farmakides

In the last five years, what new belief, behavior, or habit has most improved your life?

Having had children in the past 4 years has reinforced my belief dictating that “I’m probably not the most important person in this equation”; a statement which should hold true in most business scenarios as well.

What Is One Of The Best Or Most Worthwhile Investments You’ve Ever Made?

Time and energy-wise (albeit powered by passion), learning to play music has only ever provided positives.

If you could have a gigantic billboard anywhere with anything on it — what would it say and why?

“Don’t be an a**hole”.

What careers advice would you give to your 21-year old self?

College degrees will matter less in the future, try building a brand early on, always follow your gut, don’t speak to your friend about the movie The Sixth Sense before actually watching it.

How has a failure, or apparent failure, set you up for later success? Do you have a “favourite failure” of yours?

I like to say that I’ve made mistakes and mistakes have made me… I have plenty of examples to choose from, but overall the theme is similar enough: be it through a bad investment, or a bad relationship, I’ve always tried to learn from negative situations.

What advice would you give to a smart, driven college student about to enter the “real world”? What advice should they ignore?

Get valuable experience fast, even at the cost of a salary. Seek out and absorb as much applicable wisdom as possible, and aim at becoming indispensable. Ignore anything say 🙂

Tell Us About Your Business. What Does It Do And What Value Do You Add?

Pearl Lemon is both an SEO agency, as well as a Lead Gen company. We help companies of most sizes and verticals rank better on search engines, as well as getting people in touch with DMs directly. Check out, or find us outranking our competition by searching any of our services without having to mention our name 🙂 Not sure if I’m adding any value – I hope I am! I’m the head of business development, so I’m involved in generating new business for all our departments.

What is the most significant thing that someone much younger than yourself has taught you?

The true and deep-rooted difference between the living room floor and the toilet. *taught by my daughter

Tell us about someone you admire and why you admire them?

I admire honest people who are or have been successful in their field by paving their own road. I don’t know if admiration is the right word for it, but look at what Ryan Reynolds is doing in the ad space.

What profession other than your own would you like to attempt?


Where do you see your industry in the next 5 years?

I believe that Google will make sure SEOs have to stay ahead of their game, which means that we’ll constantly have to improve and adapt, although I believe that at its core, ranking will be similar enough. I believe B2B lead gen will change a bit more as (from my experience) people are getting softer when it comes to cold communication. Once again, we’ll all need to adapt and proceed accordingly.

What is a 'hack' you have for success that most people don't know about?

I’m amazing at convincing people I’m not useless 😉

What's your favourite digital marketing channel and why?

I’d have to say SEO. I’m biased, sure, but nothing beats a number one organic search result.

What is a useful skill someone could learn in one minute?

Don’t interrupt. It may take more than a minute to implement continually, but it takes a second to learn.

What one song can you listen to every day non-stop?


What's your favourite colour?

I believe it’s technically a “tone”, but black.

How has Covid-19 changed your industry?

I touched upon this earlier, but it’s really hurt marketing companies. When it first hit marketing departments literally pulled all their budgets. I’ve seen colleagues shut their doors and conduct mass layoffs only to survive. It’s been awful to watch. I think there is a light at the end of the tunnel, but for a while, it was pretty dark for many.

How has Covid-19 changed your company?

Same as above.

What is the most surprising thing you've seen in your industry?

People being extremely rude or inconsiderate and thinking no one notices.

What popular celebrity do you admire the most and why?

I’ve already mentioned him, but Ryan Reynolds. Other than finding him very funny, I’m impressed by how well he has done in the “business” world.

What's your favourite holiday destination?

A Greek island.

What's something exciting you're currently working on/learning that only a few people know about?

Can’t tell you 😉

What one thing in life do you consider to be overrated?


What's your star sign?


What are you NOT Very Good at?

Losing an argument 🙂

What did you have for breakfast this morning?

I rarely eat breakfast – haven’t eaten yet today :0

About Us

Pearl Lemon are an SEO, PPC, PR, and B2B lead-generation agency. We are based in London but service clients around the world.

We have taken the time to interview entrepreneurs and experts (like Ion) in this new series.

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