Early on, I had supportive managers who encouraged me to refine my public speaking skills and present within the company.
I took these opportunities seriously, which eventually led to my first speaking engagement at SES 18 years ago, the largest SEO conference at the time with thousands of attendees.
From there, I focused on establishing my presence both online and offline, which not only advanced my career but also opened doors for me to promote my own software solutions.
Building a personal brand has proven invaluable in expanding my influence and credibility in the industry.
Tom Critchlow: My first job in digital was as an account manager for a digital agency. The first week on the job the account director and the SEO director both quit!
So, I was left speaking directly to clients about SEO with zero experience. Great way to learn both sides of the equation.
After that, working at Distilled, my brother Will taught me everything I know. I am forever indebted to his guidance.
What are the biggest mistakes you made or have seen others make in developing their career?
Jordan Silton: Most of my early career success was predicated on finding an issue or problem or opportunity and shining a light on it to get others to rally and fix it.
That approach worked well in a world of technical audits and a focus purely on what to do, rather than how to get it done.
I wish I had understood earlier how crucial it is to build up the people and relationships along the way.
In larger organizations (and small ones, too), success is almost exclusively driven by teamwork and communication rather than individual expertise.
Recognizing the value of people in the process transformed my approach, and I believe it has made me a more effective leader.
Malte Landwehr: For a long time, I underestimated the impact a good coach can have. Mindset and manifestation sound like a scam. But they work – also beyond career topics.
John Shehata: One mistake I made early on was focusing too much on rankings as a primary metric. While rankings are a great indicator, they are not the ultimate measure of success.
As I matured, I evolved to focus on traffic, and ultimately how SEO metrics align with overall business goals.
Now, my primary focus is on understanding how each SEO activity impacts revenue and long-term business growth.
I’ve also seen many SEOs panic over algorithm updates. While these changes can be disruptive, a better approach is to remain calm, evaluate the impact, and create both immediate and long-term action plans.
Sometimes, Google reverses its changes, so it’s important not to overreact.
Another common mistake is made by managers transitioning into director roles. Many struggle with balancing tactical and strategic thinking. They might dive into tactical details when speaking with C-level executives instead of focusing on strategy.
Mastering the art of switching between tactical and strategic conversations is crucial for career growth at this level.
Tom Critchlow: Not giving yourself access to context. Whatever role you’re in, if you’re not in the room where budgets are discussed and decisions are made, then you’re missing so much context.
So much of this comes down to your manager and how much they invite you into conversations “above your pay grade,” so to speak.
How do you think strategically about your career?
Jordan Silton: My favorite question about career aspirations is, “What’s your endgame?”
While it’s not crucial to stick to the same endgame, having a clear vision of what you want to achieve is vital.
My aspiration has been fairly consistent in helping businesses turn themselves around and accelerate growth, but my approach has evolved.
Initially, I thought that meant becoming a management consultant, but I was able to reframe this early in my career by realizing that agencies had significant leverage in this area.
This mindset guided my career decisions, including transitioning in-house to gain insight into internal business dynamics and knowing when to leave a successful, industry-leading business to explore opportunities with companies focused on reimagining and rebuilding their brands.
Having an end state to point toward – no matter how much you zigzag to get there – helps ground you in your professional journey.
Malte Landwehr: I am in the incredibly lucky and privileged position that I found something that I thoroughly enjoy doing, happen to be very good at it, and that companies are willing to pay a lot of money for.
I just show up every day at work and focus on whatever task sounds reasonable (and fun) to me.
John Shehata: I’ve always focused on becoming a well-rounded digital marketer rather than a specialist. My strategy was to gain experience across different channels – SEO, social media, newsletters, partnerships, etc. – so I could integrate these areas into a cohesive strategy.
This approach has paid off as I moved into senior leadership roles, where I was able to oversee not just SEO but broader audience development strategies.
Now, as the founder of an SEO software company, my focus has shifted significantly.
Running a SaaS startup requires wearing many hats – product development, sales, support, and client relations – each demanding its own set of skills.
My strategy now is centered on building long-term relationships, and deeply understanding my customers, identifying their pain points, and positioning our software as a long-term solution rather than just a tactical tool.
This means continuously evaluating how our products can deliver real value and helping publishers see the impact through clear, actionable insights.
It’s a constant balance between addressing immediate customer needs and aligning those solutions with their long-term business goals.
In addition, I place a strong emphasis on long-term skill building. I focus on developing skills that I anticipate will be critical in the next 5 to 10 years, such as AI, automation, and business development.
Staying ahead of the curve is essential in such a fast-evolving industry, and it’s important to proactively build expertise in emerging areas.
Another crucial element of my strategy is networking. Building a strong network has consistently opened new doors and opportunities for collaboration.
It’s not just about who you know, but ensuring that the people in your network know the value you bring to the table.
By fostering genuine relationships and contributing to the community, I’ve been able to establish connections that have proven invaluable throughout my career journey.
Tom Critchlow: There’s a great post on a 40-year career that uses a framework of “pace, people, prestige, profit and learning” where different career/life stages require different focus. I like that a lot.
Personally, I’ve always been motivated by learning primarily – the ability to learn new skills and new industries.
Can you suggest any resources or material for career growth?
Jordan Silton: Three books that come to mind immediately are “Turn the Ship Around! A True Story of Turning Followers Into Leaders” by L. David Marquet, “The Checklist Manifesto” by Atul Gawande, and “Never Split the Difference: Negotiating As If Your Life Depended On It” by Christopher Voss and Tahl Raz.
Each of these challenges traditional norms and presents innovative approaches grounded in science and contemporary insights.
Additionally, I’m excited about what Evan LaPointe is building at CORE Sciences. His team leverages clinical insights from neuroscience to evolve business thinking, addressing the many counterproductive norms that persist in the workplace. It’s time to upgrade our understanding, thinking, and practices for better outcomes.
Malte Landwehr: https://learningseo.io/ is the only resource you need to advance your SEO career.
John Shehata: The resources you should focus on depend on where you are in your career.
For early-stage professionals, I recommend mastering tactical skills using resources like Aleyda’s Learning SEO, Moz’s Beginner’s Guide to SEO, WIX, Semrush, or Ahrefs’ Academy.
As you progress, start exploring strategic resources like Kevin’s Growth Memo newsletter.
For more experienced professionals and SaaS owners, I suggest diving into leadership books like “Leaders Eat Last” by Simon Sinek or exploring resources that help you develop a business mindset, Rand Fishkin’s “Lost and Founder,” case studies from Harvard Business Review.
Additionally, staying connected with the SEO community through conferences, webinars, and podcasts is invaluable for continuous learning and networking.
One thing that applies across all stages is the need to stay updated.
SEO and digital marketing are constantly evolving, and keeping a pulse on the latest Google algorithm updates, industry changes, and new tools is crucial to maintaining a competitive edge.
Beyond reading, mentorship is a powerful tool for career growth. Finding a mentor in your field, or becoming one for others, accelerates learning in ways that books and courses alone cannot.
Teaching and guiding others not only solidifies your own understanding but also deepens your expertise.
Finally, hands-on experience is irreplaceable. No amount of reading or watching tutorials can substitute for real-world application.
Create your own projects, build websites, do your own affiliate content, and test different strategies.
Experimenting firsthand is the best way to learn what works and, just as importantly, what doesn’t.
Ultimately, it’s the combination of learning, mentorship, and practical application that will propel your career forward.
Tom Critchlow: I mean, I’m biased, but I think a lot of the SEO MBA archives are relevant!
In particular, the SEO skills maturity matrix is my most popular all-time post and looks at career progression, specifically balancing the “hard” and “soft” skills you need as you grow.
1 Use the 5-Step Process to Get What You Want Out of Life
Featured Image: Paulo Bobita/Search Engine Journal