31+ Experienced SEOs Share How They Started Their Career

Simon Cox is a Technical SEO Consultant.
Experience: 25+ years

“I built my first website in 1995 – there was no SEO in those days, just directories of sites. Then Alta Vista launched we realised you could influence ranking with the keywords meta – (yes that goes back to the mid 90’s!) and for me that’s when SEO was born and I started in it, though it was only part of being a webmaster in those days. A lot has changed since!”

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Michael Martinez is SEO Theorist, President & co-Founder at Reflective Dynamics
Experience: 25+ years

“I built my first Website in 1996. I spent 2 years growing traffic for my sites without any idea that search engines existed. When I finally plateaued I looked around for something else and learned about AltaVista and SEO. When someone explained to me how to create doorway pages, I began experimenting with methods for adding value. When people complained that they couldn’t stay indexed in Inktomi’s search partner network, I experimented with interlinking Websites. Learning from others’ failures taught me that virtually no SEO problem is unfixable. After working mostly for myself for 8 years I joined an agency in 2006 where I managed reputation management projects for elite clientele. I started the SEO Theory blog because clients didn’t understand how search engines interacted with the Web. Having to explain so many principles of the Searchable Web Ecosystem helped me learn even more. In some ways I’m still getting started after 25 years, because I’ve never stopped learning.”

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Fili is an SEO expert & ex-Google engineer.
Experience: 25+ years

“I’ve always been interested in computers and web technology. In the early days of my career I operated my own hosting provider service for commercial clients and built online community platforms. Joining the Google Search team however was the turning point in my professional career. My timing was very fortunate, since the expert team I became a member of was only in its infancy and rapidly expanding. With this tremendous career growth opportunities at Google Search, came also a rare opportunity to learn how search really works. I was privileged to gain unparalleled insights into Google’s innerworkings, to shape its policies and discover that SEO was my true passion. My tenure at Google also gave me the chance to meet and learn from extraordinary peers and to maintain these professional networks till today. When after a few years we decided, together with a fellow Google Search team member Kaspar Szymanski, to jointly build our own brand, SearchBrothers.com was born. Nowadays we apply our combined expertise gained at Google and work with our trusted business partners, to help clients excel their ranking growth. Optimize hard and rank easy! That’s how we at Search Brothers approach technical SEO working with websites in the most competitive niches.”

Bluesky: Fili

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Alan K’necht is the owner of Owner K’nechtology Inc.
Experience: 25 years

“The more things changes the more they remain the same”

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Ash Nallawalla is Accidental SEO.
Experience: 23+ years

“I was trying to be a CRM consultant and optimized my own site so well that I was recommended to a company (now listed in NASDAQ) to fix their SEO. Never got to do any CRM consulting.”

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Barry Schwartz is a Search Janitor and CEO at RustyBrick.
Experience: 20+ years

“Build something the search engines would be embarrassed not to rank well.”

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Diana Richardson is Social Media & Community Manager.
Experience: 20 years

“I started in SEO almost 20 years because I answered an ad in the paper. It was for a marketing specialist – not an SEO. When I got to the job interview and the hiring manager explained what the job actually was – SEO and PPC – I was hooked right then and there.

I’ve always been a proof-oriented person, so working in a marketing industry where I could prove what I was doing or research things I wanted to try kept me engrained in the business. I’ve moved on from SEO and now work with social media, email, webinars, contests, and communities, but SEO will always be the core of what I think about.

Learning SEO from the ground up, when no one else was really talking about it or doing will be the most valuable lesson of my career. Always be learning. Read. Experiment. Test. And track your own results. Results will vary.

My biggest piece of advice is to create your own website. For yourself. From the ground up. That way you’ll know all of the pieces and cogs that go into the entire process. You’ll be able to experiment with things like schema, GA4, EEAT and other factors without having to risk your company or a client’s presence. PLUS you’ll start to build your own personal brand — so it’s truly a win-win! Good luck!”

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Mike Friedman is a SaaS SEO Consultant
Experience: 20 years

“I got started with Google AdWords shortly after it was launched to the public. I was working as an affiliate marketer setting up my own sites. Back then, it was the Wild West. You could easily pay 1-2 cents per click.

Shortly after, I started trying to figure out SEO. I didn’t even know it was called SEO. I just figured if I could get my sites found in organic listings, I could get more traffic, and maybe even cutoff my ads.

At the time I was working for a big evil bank. It turned out that one of my clients was doing the same thing online. He talked me into us starting a business where we offered web design, PPC advertising, social media and email marketing, as well as SEO.

I was completely drawn to SEO. As I soaked up knowledge from others and learned more and more from running my own tests, I fell in love with the industry.

I realized that I was absolutely terrible at being an employee and having a boss, so I left banking and created The SEO Pub, where once a week I email out SEO tips that I use myself. Later I created Clicked Consulting, and today I work as an SEO consultant primarily for SaaS companies.”

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Malte Landwehr is Head of SEO at Idealo.
Experience: 20 years

“I stumbled upon SEO by accident. If I were to do it all over again, I would build a blog about a topic I am passionate about. And then just start publishing. Once I have some content, I would optimize it and look for patterns. Google Search Console is really the only tool needed. Cristiano Ronaldo did not become a great soccer player by reading 200 books on soccer – he did it by kicking a ball 4000 times every day. The same is true for SEO. Get your hands dirty and just do SEO. Early in your SEO career, you will lack experience. That does not matter if you bring energy, motivation, and discipline to the table.”

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George Cotter is Digital Marketing Consultant.
Experience: 18 years

“I always had an interest in computers but in my teens this was broadly around either building computers or gaming. Following GCSEs there was nothing that interested me A Level wise so I went to college to do quite a techy Diploma which introduced me to HTML and gave me a good foundation in website development. Only using Notepad and maybe Frontpage if I was lucky.

After I went to work as an office junior to get some experience which mainly involved making tea and sorting post, but they had also just invested a couple of new websites. Both had there own CMS (another first for me) and it quickly became obvious I was the only person in the company with any interest in managing them. From here I started testing content and imagery to lift conversions, and then started finding ways to boost visitor numbers.

Many years later following a route through online bingo, premium rate phone numbers, Cumbria tourist board, back to phone numbers and then a small local agency – here I am with my own thing.”

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Kaspar Szymanski is Director of SearchBrothers.com
Experience: 17 years

“I’ve worked for major brands including Siemens and KPMG, before joining Google Search in 2006. The timing was excellent. The international Google Search team was in its infancy but fast-growing. For my later career in the SEO industry, the tenure at Google Search was a watershed moment. I had a rare opportunity to learn from the inside and understand how Google Search actually works. The experience investigating website signals, large scale networks, issuing penalties when appropriate, and lifting others when needed, was priceless indeed. Spearheading Google EMEA webmaster outreach operations offered the chance to engage with the webmaster community and to build a public profile, which became an additional asset when, together with a long-time Google Search colleague and the most gifted engineer I know, Fili Wiese, we decided to jointly build our own SEO consulting agency. This was the beginning of SearchBrothers.com. Our shared Google Search experience is to a large extent part of the unique selling proposition we offer as a technical SEO agency. Being able to confidently identify SEO issues as well as dormant ranking potentials and to provide actionable advice to our clients is most rewarding. It is a privilege and also great fun to be able to do what we offer as an SEO consulting service to business partners. I’m profoundly grateful for having this opportunity.”

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Veronika Höller is Global SEO Lead
Experience: 15 years

“I worked for a PPC agency and had small clients, freelancers or companies with a low monthly budget. I couldn’t really help them with my SEA campaigns, so I researched what could be done to help clients in the long term – that’s how I stumbled into SEO. I’ve been evolving towards SEO ever since and I love it!”

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Jess Joyce is an SEO Consultant
Experience: 15 years

“I started as a front end web developer, built websites and worked at agencies for years while building up SEO experience as my first boss asked me to do both at the time (2007).
I spent 5 years at one agency building websites and learning SEO. Went on to more dev roles but each company I went to they needed help in SEO so it kept pulling me back until I took a full SEO role and as much as I still love building and developing websites, I really love the SEO side. “

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Kerstin Reichert is an SEO & Content Lead
Experience: 14 years

“I got into SEO very much in the early days when I didn’t even know it was really a thing.

Once graduating from school I knew I wanted to do something ‘with the internet’. At that time there weren’t any programs yet, so I studied Business Management and did marketing on the side, built some websites and pretty much just tried out different things and learned as I went along.
After uni I got my first job in Digital Marketing. It was still early days and I did a bit of everything, but soon realized SEO was what I loved the most. The mix of creativity and technical thinking very much appealed to me and now fast forward 14 years later it is still where my heart is – driving acquisition and revenue organically.

My biggest challenge along the way was the lack of resources and any formal training or guidance. There was a lot of guessing and feeling of ‘how do I know what I’m doing is right’. Luckily this has since changed and there are tons of information and programs out there. And people are sharing their experience and are having conversations on- and off-line more than ever. A test and learn approach is still very much the way to go for me, but at least I feel far less isolated these days.

Speaking of isolation this was probably my second biggest challenge. The feeling of belonging or not belonging and not having a support network. A lot of times I felt on my own as SEO seemed to be this odd area of Marketing or not Marketing, a random discipline sitting somewhere in between and mostly performed in dark basements or alleyways 😅
Maybe not exactly, but this was somewhat the perception. Plus the representation of people who looked like me was very scarce. Again, luckily this has now changed as well and people don’t think I’m at a conference or meeting to serve coffee anymore. Hooray.
A big shout out to Jo Turnbull, Areej AbuAli and all the lovely people who have over the years made this industry a more diverse and inclusive space to be in.

If I could give my younger self some advice it would be ask more questions and build a support network from day one. You don’t have to go it alone and figure things out. There are people you can ask and discuss your theories and findings with. Find a coach, find a mentor or several and build a network of people to support each other, achieve things faster and help reduce the noise of doubt. There is nothing more powerful than having strong connections and lifting each other up.”

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Andrew Ganesh is an SEO & PPC consultant
Experience: 12 years

“SEO was never part of the plan. I took Psychology at University and thought I would enter that field professionally. However, things didn’t pan out that way. I was first introduced to SEO in a post-graduate digital marketing course in 2010. The course dedicated only one day to SEO throughout the year. Despite the short intro, SEO stuck with me in my job hunt. I applied to a few SEO roles merely because I remember how enjoyable that day was. I landed an SEO Account Coordinator role at a Toronto agency where my passion developed. Since then, I’ve managed SEO teams in North America and South East Asia, added paid media to my skillset, and now freelancing as an SEO & PPC consultant.

The challenge with SEO has always been to get a seat at the table. SEO was often considered an afterthought and siloed away from other digital marketing teams. This is why I decided to branch out and learn about paid media. Now I’m able to work with clients and understand their SEO needs and their PPC needs. And always ensure SEO fundamentals are built into any website or campaign. Advice for my younger self would be to create case studies for all the SEO wins throughout my career!”

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Nitin Manchanda is Founder & Chief SEO Consultant at Botpresso. Experience: 11 years

“Embarking on my journey at Flipkart as a Software Engineer in 2012, I found myself stepping into uncharted territory—the “SEO Tech” team. Admittedly, I was a stranger to the world of SEO at that time. Determined to conquer the unknown, I delved into the depths of SEO literature, conducting my own small-scale experiments along the way. Little did I know that this quest for knowledge would ignite an unquenchable passion within me—a fervor for puzzle-solving unlike anything I had experienced before.

Somewhere within those initial formative years of my professional career, a love affair with SEO blossomed, intertwining its essence with the very fabric of my being. Now, SEO permeates every breath I take, infusing my days with excitement and unending curiosity.

The allure of SEO lies in its perpetual state of evolution, a playground where learning knows no bounds. Each day presents a fresh opportunity to unravel its intricacies, while captivating challenges await at every turn. For those who revel in the art of problem-solving and thrive on the exhilaration of making a tangible impact, SEO is a realm meant to be explored.

So, if you yearn for a realm of perpetual discovery and possess the unwavering determination to leave an indelible mark, then heed the call of SEO. Step into the enigmatic embrace of this ever-changing domain, and prepare to unlock a world of boundless possibilities.”

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Katie McDonald is an SEO specialist at Kaweb Marketing.
Experience: 10 years

“I started a blog in 2013, got some content internships, and then applied for an agency role, and now I’m an SEO Specialist at Kaweb Marketing. Obstacles? Your biggest obstacle is yourself! So there’s a lot of advice I’d give. Trust your gut. Double, triple check stuff. Join communities to learn new stuff, research like crazy and then implement. Never get too comfortable in SEO. But the biggest thing? Give yourself thinking time. Nothing awesome came from rushed thoughtless work.”

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Aiala is the COO at Hanok Agency
Experience: 10 years

“I started in 2012, when I didn’t even know what SEO was as no one really spoke about it, first as an intern a link farm creating content for different websites that connected to each other. Afterwards I moved to Rocket Internet (think Zalando, FoodPanda…) where I actually kickstarted my career by doing all sorts of SEO, from technical to onpage… This is what opened the doors to greater positions and experiences (such as living in Malaysia while working in different agencies and ending up in Dubai as Senior SEO for some of the top agencies) and now I’m a COO at Hanok Agency.”

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Nathan Gotch is the founder of Gotch SEO
Experience: 10 years

“I’m Nathan Gotch, the founder of Gotch SEO. It’s been a fascinating ride that started from scratch in 2013, after losing my security guard job, to a thriving 7-figure business today. The journey wasn’t a straight path but an enriching one.

My initial ventures into the digital world in 2011 were less than successful—I was trying everything from paid surveys to selling my old college books online. But these failures led me to stumble upon SEO in 2012 while trying to grow traffic for my first website, TheUlitmatePitcher.com.

I was fascinated by the potential SEO and began exploring it deeper. I used SEO strategies to increase the organic traffic on my website and eventually sold it to a former MLB pitcher. This victory encouraged me to venture further, creating many successful websites on diverse topics, from under-counter ice maker reviews to cardio training.

By 2013, I was ready to formalize my interest in SEO, applying for numerous SEO positions in St. Louis. Although I managed only one interview and didn’t get the job, this setback led to one of the biggest leaps in my career—launching Gotch SEO with a meager credit card limit of $500. Fast forward to 2017, Gotch SEO transformed into a 7-figure business.

Along the way, I’ve also launched Gotch SEO Academy, one of the world’s top SEO training programs, bringing numerous SEO success stories to light. Meanwhile, I’ve continued to generate influential content on my blog and YouTube channel, garnering millions of views and a large following across various platforms.

As for the challenges, they were numerous. From starting with no clients, no leads, and $40,000 in debt to managing a 7-figure business, every step had its own difficulties. Each failure, however, was an opportunity to learn and refine my SEO skills and business strategies.

In hindsight, the advice I’d give to my younger self is not to fear failure. Instead, use every setback as a stepping stone toward success. Embrace the learning process, be patient, and consistently strive to improve your skills.

In SEO, continuous learning is paramount due to its dynamic nature. Hence, it’s crucial to stay updated with the latest trends and be ready to adapt your strategies accordingly. This would include everything from mastering the technical aspects of SEO to understanding user behavior and building high-quality, engaging content.

Lastly, building a successful career or business is a challenging affair. It requires hard work, resilience, and a constant desire to learn and improve.

I hope my journey can inspire others to dive into the SEO world. It’s been a fulfilling ride for me, one that has helped hundreds of businesses to achieve their goals and has built a thriving community of SEO enthusiasts at Gotch SEO Academy. And I’m excited about the possibilities that still lie ahead!”

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Mordy Oberstein is the Head of SEO Branding at Wix
Experience: 9 years

“I got into SEO, like most, by accident. I have a strong writing background and on top of that a Master’s degree in education. At one point, I was writing for an educational software company coming up with resources for teachers and doing ideation for the software program itself. I happened to be one of the only native English speaking people are the company and they asked me, “Hey, could you write web content for us?”. I can write anything so writing some blog and landing page content was a no-brainer. Then they asked “can you get us some organic traffic with the content?”. Of course I said yes… and then immediately asked “What’s organic traffic?” And thus, my path towards SEO began as I started to read up on the topic. Actually, I believe the first thing I read was Search Engine Land’s Periodic Table of SEO… it always comes back to Barry Schwartz for me!”

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Jason Bauman is the Associate Director, Technical Strategy.
Experience: 9 years

“I got my start while I was working as an assistant manager at a Walmart. One of the bridesmaids at my brother’s wedding asked if I wanted to make some extra money writing content. I started writing about cigars. I don’t smoke, but I realized that they talked about them like I talk about Coffee so I wrote with that in mind. The client liked my content and I eventually got called in for an interview and then a job offer. I switched careers and started working for my first agency full time. At first I did mostly content work, but quickly found myself drawn to the technical side of things. Now, I am managing a team of Technical SEO’s and spend at least part of my days in Python, which is something I couldn’t dream of when I worked retail. I think the largest challenge is that SEO is often kept on the outside of most strategic plans. Even for companies that offer media + SEO services, SEO is never considered a core part of the deliverable, but an optional add-on. Once we get the chance to show our value, those presentations are effective, but getting the seat at the table is key. If I was to give advice to my younger self getting started I would definitely encourage them to start working with code earlier, specifically SQL and Python or JavaScript. So much of what we do is about recognizing patterns in Data”

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Mikael Araújo is an SEO Consultant
Experience: 8 years

“I started my freelance career working on local service marketplaces. I worked a lot, earned very little, and at a certain point I decided to advance my career and climb to better positions.

At that time I got in touch with Pedro Dias, one of the best known SEO professionals in the Portuguese language. He told me to read the search engines documentation and read a book on information architecture.

That was when everything changed. Reading the documentation gave me the theoretical basis for my decision making. It is also essential to provide authority of your decisions to your clients. It also serves as a filter for content consumption.

Another advice I give is to follow the journey on the website learningseo.io by Aleyda Solis. I went from junior positions to more senior jobs just with the content on this website. So follow the journey, don’t skip key steps, and follow serious people in the industry.”

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Ruti Dadash is the CEO of Imperial Rank SEO.
8 years

“I started as a teacher, but when I moved abroad I needed a new job that would work for my situation. I found a job through a friend, and although I had no idea what SEO was at the time, I quickly discovered just how much I enjoyed the field. I learned plenty on the job, and then continued learning more and more through blogs posts and following people in the industry.

After three years, I quit my job to begin freelancing full time. After a couple of years, I hired an assistant and trained her in… then another one, and then another one. At that point, I decided to just open an agency. It’s a unique SEO agency in that I only hire working moms (and offer full WFH flexibility) who can write well but have no prior SEO knowledge. Remember, I started my working life as a teacher! I created solid onboarding and training processes, and my team are amazing.”

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Toni Navarro is an SEO Consultant
Experience: 8 years

“Hi my name is Toni Navarro, from Spain, but I live in the UK (Manchester) and this is my brief story on how I got into SEO:

I’ve been in digital marketing my entire career, and the first time I worked hand in hand was with an SEO team was at an online newspaper in Spain called “lasprovincias.es”. And I started to get curious about it, so I started writing my first marketing blog with a friend.

Then in 2014, I started taking courses and learning more how SEO works, and a few months later I moved to Manchester, with the aim to become an international marketer.

But it wasn’t until 2015/2016, when I was working at Brother UK, when I realised how powerful SEO can be, and I’ve decided to started taking my first freelancing projects to help startups and small businesses with SEO & PPC.

Since then, I love working in SEO and I enjoy working with a variety of clients from different sectors, to help them get results, and I also have fun running my own side projects, where I learn a lot from.

If I have to give a piece of advice to someone, starting in SEO. I’d say to them:

1. Be always curious about learning, trying and testing things.
2. Think holistically, as SEO is one piece of the puzzle, and the main aim is to help our clients or project to drive results.
3. Surround yourself with other SEO’s and marketers who challenge you, where you can learn from and that will help you grow.
4. Things change fast in the world of search, so be flexible and adaptable.
5. Do not work with people that don’t appreciate what you do.”

Podcast: Search and Grow

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Rewati Khare is Associate Director – SEO & Media Planning
Experience: 8 years

“Always try to experiment & never hesitate or fear about the results. Search is an evolving landscape. I emphasize more on the importance of self-learning and staying up-to-date with industry trends. From self-learning to mentorship, from experimentation to hands-on experience, my journey has been amazing & motivational. Just remember, Follow your instinct, learnings & strategy to get the best results through dedicated efforts.”

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Inna Haidamaka is a content Marketer.
Experience: 7 years

“I started from being a copywriter, then an SEO copywriter. The big client I worked for (cannabis project) wanted me to hire and manage the team of fellow copywriters to produce more quality content. After that, I started learning all things content marketing and SEO to get better team results. And ended up being 90% marketer, 10% writer ☺️
I loved the new direction and entered all new projects as a content team lead.”

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Corina Burri is Team Lead Digital Analytics & SEO / German SEO Consultant.
Experience: 7 years

“How did you get into SEO?
By coincidence. I was travelling and needed some money. So, I went on to Upwork to do translation and copy writing. Every now and then, I saw requests for SEO texts. And they were paid a bit better.
I took one and learned on the go. That’s the beauty of our space. All the knowledge is out there, you just have to absorb and apply it. Afterwards, I learned about off-page and technical SEO in my last role.

Your previous experiences before diving into the world of SEO.
I was a Marketing & Communications Manager for a Swiss coffee brand. 360 degree role where I was responsible for all communication activities for all channels. Channels included social media, Google Ads, website, newsletter, print ads, PR, TV, and events.

Advice you would give to your younger self regarding getting started in this field.
You don’t have to know it all. You have to know where to find the information.”

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Ana Pérez is Senior SEO consultant.
Experience: 7 years

“I began studying a master degree in digital marketing and here I’ve realized that SEO was the one I loved the most. Later, I began my internship at mi first company doing some digital marketing activities. After that, I’ve done a few more internships regarding digital marketing and sales, but not yet SEO. Finally, I found an small SEO agency where I began to learn and practice SEO.
From that moment, I’ve only worked for SEO in large companies / agencies. “

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Garrett Sussman is Demand Generation Manager at iPullRank.
Experience: 7 years

“While I had exposure to programmatic SEO back in 2012, it was my marketing role at a local SEO review management software company where I became obsessed. As I discovered the impact that online reviews had on local rankings, I immersed myself with all things Google. I started finding my people on SEO Twitter, posting in the local search forum, and optimizing my own content.

Years later, I would go on to host a couple of podcasts that interviewed SEOs from the community, write about SEO for a few other companies, and ultimately produce The SEO Weekly. My roundup of the industry. SEO is a volatile and evolving discipline that requires a vast range of skill sets both creative and technical to thrive. I love lifting up others in SEO and learning about the industry every day.”

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Zuzanna Krüger is SXO manager at Lunio
Experience: 6 years

“SEO captured my heart as it’s the perfect marriage of my love for language and computers. What sealed the deal was my late sister, who worked at an SEO agency, and always had fascinating stories to tell about her projects and achievements.

So, I began my career as a copywriter, crafting content about everything from PVC pipe cutters to dog sledding. Yeah, it wasn’t glamorous and the pay was dismal ($3-4/h), but it was my first step into the world of SEO.

Then, by chance, I stumbled upon a Facebook ad for an internship at Allegro, the Polish version of eBay. I applied on a whim and, to my amazement, was accepted! This experience changed everything for me; it enhanced my CV as a student and led to a remote position at a cybersecurity firm called eSilo. There, I donned many hats, but none so rewarding as supercharing the company’s SEO performance.

Recognizing the value of connecting with like-minded professionals, I created a detailed LinkedIn profile, accentuating my achievements and expressing my passion for SEO. It also featured a link to a PowerPoint presentation showcasing my work. This move proved worthwhile – it wasn’t long before Netacea, a premier cybersecurity company in the bot management space, offered me the job of my dreams as a full-time SEO specialist!

Fast forward to today: I’m the author of ‘The Art of SXO’, a book exploring the interplay of SEO, CRO, and UX. You’ll find me writing for Medium, sharing my insights and experiences in the SEO arena, and sprinkling some humor in for good measure. By day, you can find me working as SXO Manager at Lunio, the best-in-class performance marketing efficiency solution for PPC managers.

Looking back, I would tell my younger self to gain tangible experience wherever possible, whether through internships, helping friends, or by creating a portfolio website. Use every opportunity to build an online presence and connect with industry leaders on LinkedIn. Don’t be afraid to reach out directly to people – there is no substitute for the value of networking. Remember, the key is to put yourself out there!”

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Angela Petulla is co-founder at Not Too Hot Sauce
Experience: 5 Years

“When I was graduating college, I knew that I wanted to pursue a career in digital marketing, but I wasn’t sure which sector to go into. At the time, my sister worked in SEO at a marketing agency, and she let me know that they were hiring. I took the plunge and applied, landed the job, and haven’t looked back since! Today, we both still work in SEO (we have each moved to in-house roles at difference companies) and have launched a hot sauce company where we can put our ecommerce SEO skills to work. I’m so grateful that I decided to work in an industry that supported my long-term entrepreneurial dreams!”

Iva Jovanovic is SEO and Content Specialist at Made Online
Experience: 5 years

“My journey into SEO had an unconventional and initially challenging start. Coming from a completely different background in Art History with no prior exposure to marketing, I began my foray into the field as a freelance content writer. Slowly but surely, I delved deeper into the world of SEO, becoming increasingly captivated by its intricacies. I worked for years in a museum, always temporary with not such a great salary, but a job that I was looking forward to ever since enrolling in Art History. When that, came to an end, it was devastating and meant looking for a new job. Overqualified for most regular jobs, and underqualified for marketing jobs, it was;t easy. I started freelancing even before having to find a new job, so I was slowly getting into the marketing world.

Eventually, I secured my first full-time position in the SEO world as an SEO Copywriter in a marketing agency. However, the role turned into juggling multiple things not related to SEO and I encountered leadership obstacles with my manager there. Unfortunately, I found myself in a situation where I wasn’t learning anything and my mental well-being suffered as my manager undermined the entire team, failing to provide valuable feedback. The promised opportunities to learn and implement SEO never happened, prompting me to dedicate my free time to self-study and pursue my original goals. Although I had initially desired to excel in the agency, it became evident that it was not the right fit.

Luckily, I was fortunate enough to find an exceptional job with an even better team and manager, who played a pivotal role in facilitating my proper entry into the realm of SEO – I had a great mentor, wonderful colleagues, and an unbelievable team that made every day great.”

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Adi Aviram is SEO manager and illustrator
Experience: 4.5 years

“SEO for me is a way to communicate clearly with your audience. Working in SEO helped me to communicate better also as an artist”

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Tine is SEO manager at PhotoRoom
Experience: 3 years

“I have had the privilege of working in various marketing roles for about seven years, encompassing social media, content marketing, affiliate management, and media strategy. While applying for a new position, I faced rejection but was offered an opportunity in SEO instead. Determined, I surpassed all interview rounds and embarked on my journey as an SEO Manager within a well-established ecommerce company, being part of a larger SEO team.

Initially, the versatility of the role overwhelmed me. From analyzing extensive data sets to learning scripting, conducting thorough keyword analysis, and diving into technical SEO, I felt like I was thrown into the deep sea of SEO without knowing how to swim. However, after a year, everything started to click and I gained a comprehensive understanding of the interconnectedness of SEO elements and improved my execution skills.

My prior experience in diverse marketing teams proved valuable in communicating and explaining SEO concepts to other teams. This allowed me to align our ideas more effectively, as I empathized with their challenges. The Women in Tech SEO community played a pivotal role in connecting me with like-minded individuals facing similar obstacles. Attending Brighton SEO last year provided further inspiration through enlightening case studies and use cases.

Recently, I joined a new company as their first SEO Manager, where my responsibilities have expanded beyond SEO knowledge to include prioritization and stakeholder management. I do face struggles in SEO, particularly in keeping up with the ever-growing knowledge base within the field. Many SEO professionals possess extensive backgrounds in data science or computer science, which can be intimidating. However, I have found solace in the fact that my work never bores me; it consistently challenges me to learn something new and step outside my comfort zone.

If I could offer advice to my younger self, it would be this: you don’t need to know everything, but you must know where to seek help and guidance.”

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Stevy is SEO Specialist at Search Magic
Experience: 3 years

“In my first steps in SEO, I hired a mentor to teach me SEO. I remember myself studying websites and trying to figure out what is going on in terms of SEO. Then, after months of mentoring, the mentor hired me for a junior position in her company and I started my career!
To become a proficient SEO practitioner, it is crucial to combine hands-on experience, theoretical knowledge, and a deep understanding of SEO principles. While SEO tools can assist in data analysis and provide insights, they should be used as aids rather than replacements for comprehensive SEO education. By taking the time to learn SEO concepts, staying updated with industry developments, and practicing critical thinking, you can develop a well-rounded skill set that extends beyond what tools can provide.”

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Laura Iancu is Lead SEO Executive at Lead365
Experience: 3+ years

“Like many in this profession, it all started with writing. I realized I was doing SEO before even knowing what it was. It began from a genuine passion for vintage fairs and traveling, which I wrote religiously about on my lifestyle website. I suppose this was my first playground if you will, where I tested everything from attempting to create a personal brand to playing with on-page elements. This was very early days, and since then, my relationship with SEO has changed quite a bit.

I never had a well-defined SEO role until recently, mostly because most employers (in my case!) didn’t understand SEO or its need. It was always the same reactive environment in which preparing a real strategy or actually defining one’s role wasn’t an option. And to make matters worse, recognition only came if you won the popularity contest. If you’re a millennial woman, chances are, you identify with what I’m sharing, so I’d like to express my sympathy and admiration.

I worked as a web designer, developer, localisation specialist, copywriter, and even branding, where SEO was always part of the equation. And because of my skill set, it appeared accessible for employers to pile up tasks on my shoulders. I’ve been an academic most of my life and was thrown into the job market late in life, so I suppose I didn’t learn to stand up for myself until recent years.

It took me a lot of time to get comfortable with setting boundaries and expectations, but I’m finally in a position where I can simply say: no. In a nutshell, my career progression was far from linear, but it all came together under the same umbrella. I can say that SEO is more than what I do; it’s a lifestyle.”

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Ebere Cecilia Jonathan is Freelance Technical SEO Consultant
Experience: 3+ years

“After graduating from university with a degree in Biomedical Technology, I started a medical equipment business, but quickly realized that I needed to learn more about digital marketing in order to acquire customers online, that was the beginning of my digital marketing journey.

I got the opportunity to be trained on Technical SEO by Aleyda Solis through the Freelance Coalition for Developing Countries (founded by Chima Mmeje). After completing the course, I joined The Gray Dot Company in 2022.

My advice for anyone joining the industry is; Find 1 to 3 knowledgeable people in the industry to learn the fundamentals of SEO from, then try out things yourself to find what works best, and what needs to be improved. Join a community of like-minded people where you can ask questions and get ideas.”

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Emily Whalen is Associate Technical SEO at Lumar
Experience: 2 years

“My passion is the arts, particularly film and theatre. My dream job was to be the executive director of the Kennedy Center in Washington, DC. But I could never quite gain my footing in the industry. I wanted a marketing job to “put in my time” and “work my way up.”

I finally got close to my stepping stone job and began working for a mid-sized, nationally recognized theatre company in Denver working in arts administration and patron management, with just a touch of marketing involved. I was quickly identified as the most technically savvy, AKA I knew enough HTML to be dangerous, and I started to take on some small SEO tasks. I fell in love with it. At the same time I began to fall out of love with theatre after running in yet another wall to climb that ladder.

Then March of 2020 came and 10 days before the world shut down I welcomed my first child. By the end of my maternity leave I had been laid off and I decided to become a stay-at-home mom for a while. When I was ready to get back out into the job market I wanted a change a decided to pursue SEO but I felt like I needed to learn more, take a class, get a certification, something. But where to start?

My husband mentioned he had a friend from college who did SEO and sent me to her Twitter page where she happened to be advertising for an SEO job that was willing to train the right person. With absolutely no hope that I would get the job, I applied. Now I have been with Lumar over a year where I have a chance to learn from some of the best in the business and really go from 0 to 60 in Technical SEO. I still love theatre, but I prefer being a patron. And I love the challenges being a technical seo brings me every day.”

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