I’ve spent 12 years in the trenches of SEO and outreach. I’ve seen bright-eyed marketers toast to their “success” after sending 200 generic pitches in a morning, only to watch their domain reputation incinerate by lunchtime.
If you have been in this industry as long as I have, you know that the “SEO landscape” isn’t shifting; it is being torn down and rebuilt in real-time.
I’ve sat through enough pitch decks in London, Berlin, and Almaty to fill a stadium. Usually, the moment an agency founder leans in and says, “We use proprietary AI to guarantee top-three spots,” I check the exit.
If you have a dashboard with 40 tiles, you don’t have a marketing strategy—you have a screen-saver. Every week, I see marketing teams drowning in “insight,”
I have spent ten years watching account managers panic at 8:00 PM on a Thursday because an automated reporting tool pulled a “null”
During my nine years working as a veterinary receptionist, I spent a lot of time holding the “heavy” end of the conversation.
I’ve spent the better part of 12 years in agency technical SEO. I’ve seen thousands of audits. You know the ones: 80-page PDFs filled with screenshots of missing H1s, “best practice”
If you walk into your CEO’s office and start talking about “SERP volatility” or “keyword density,” you’ve already lost the room.
I’ve sat through enough monthly reporting calls to know the difference between a vanity metric and a P&L impact. When you’re a business based in Belgrade looking to scale into DACH (Germany, Austria, Switzerland) or English-speaking markets like the US or UK, you aren’t looking for “rankings.”
If I see one more “audit” that consists of a raw CSV export from a crawler pasted into a slide deck, I’m going to lose my mind.