SEO has been declared to be dead or ineffective more times than we can count. And with AI flooding our search results, it’s tempting to believe it this time. Yet, SEO isn’t dead — it’s evolving. And yes, some parts of it probably should be left behind.
As effective SEO isn’t about technical checklists and backlinks anymore. It’s driven by people who mix strategic thinking with storytelling, who balance consistency with experimentation. Increasingly, it also means building a personal brand — not just a company’s digital footprint
So if you’re navigating SEO in a shifting landscape, trying to figure out what still works (and what doesn’t), read this article as I share what’s worked for me — from lessons at Mailtrap to the mindset and tools I rely on.
From dancing shoes to SEO
There’s a common stereotype that SEO specialists are all data-obsessed analysts — spreadsheet lovers who can’t imagine working without routine. However, like many others in this field, my path into SEO wasn’t linear, and definitely not purely analytical.
For over 12 years, I was deeply immersed in ballroom dancing. I dreamed of becoming a choreographer. Creativity, not code, shaped my identity. Later, I explored other creative fields — web design, makeup artistry, and visual production — always trying to find a career that felt like mine.
Eventually, I moved to Germany at 22, starting fresh in a new country. I pushed myself to learn new languages and enrolled in university to study Media and Communication Management. In hindsight, it gave me a strong foundation in marketing and confidence in professional settings. I learned how to build brands, manage budgets, and navigate job markets. Strangely enough, SEO wasn’t even covered in the curriculum. I only stumbled into it later, around 2019–2020, out of curiosity. Had I discovered it earlier, it might’ve saved me some time finding my niche:)
What drew me in was the energy. SEO, especially link building, reminds me of a stock exchange — fast-moving, a bit chaotic, and very competitive
There’s a thrill in getting a link placement after negotiation or partnership. Yet there’s also rejection — a lot of it. As someone who naturally wants to be liked, that wasn’t easy at first. Cold outreach means you’ll often get ignored or told “no.” However, with time, I learned not to take it personally. Repetition builds resilience, and now I approach each pitch with more confidence and structure.
Tip: Don’t shy away from your unique background or unconventional path into SEO. Your diverse experiences and creativity can actually be your greatest assets. As they can help you to approach problems differently and connect more genuinely with others (even better KPI, but we’ll get to it later).
And remember, rejection isn’t a judgment of your skills or worth. It’s an opportunity to learn, adjust your strategy, and come back stronger.
Use AI, but don’t become a robot yourself
In SEO, there’s a very fine line between where automation helps and where it can actually do more harm than good. You have to develop a feel for that balance — otherwise, you risk sacrificing great content and missing out on important opportunities.
Every SEO specialist has their own KPIs. For me, these include securing placements on high-authority, relevant sites, earning branded mentions in listicles, and contributing guest posts that add real value. To achieve this, I combine creativity with thoughtful personalization and a deep understanding of who I’m reaching out to.
This is where AI tools can be a real lifesaver. They help me work faster without losing the personal touch that matters. I’m especially excited about tools that could identify the best spots for link placements based on anchor text, or AI that could repurpose our blog content for social media or listicles. These innovations would make my work much more efficient, and I believe they’re coming soon.
However, many SEO specialists don’t always know what to automate and where to stay hands-on. It often results in missed opportunities and weaker results. That’s why I always try to wear multiple hats during outreach. Here’s how I approach it:
- I always try to put myself in the other person’s shoes during outreach. So I personalize every message and offer real value first before asking for anything.
- I’m not a fan of sending mass cold emails, so each of my messages is carefully tailored. For example, if we have a strong article relevant to the recipient, I mention it and suggest a collaboration around that content.
For example, over a year ago, we started discussions about a content and link exchange with one website, but things stalled right at the beginning. Just a few weeks ago, however, I met a wonderful colleague from their team — and suddenly everything moved forward. The Mailtrap.io team prepared an article for them, they got several mentions in relevant roundups, and our communication quickly grew into a warm working relationship. So warm, in fact, that we’ve already agreed to meet in person.
Why you need a personal brand (not for more job offers:))
Personal branding matters more than we often admit. Once I started posting on LinkedIn casually, without overthinking or polishing every word, people began accepting my connection requests faster. No big secrets, just sharing what I’m learning and thinking about. That alone made a visible difference.
Commenting on other people’s posts helps, too (especially if you’re engaging with leads or peers). When someone sees you consistently showing up and sharing thoughtful perspectives, it builds trust. It’s a bit like product branding. However, in this case, you are the product.
As in the SEO industry, crowded with noise, bots, and aggressive outreach, authenticity cuts through. People notice effort, clarity, tone, and values. When they align with your approach or ideas, they start to trust you.
So don’t wait for the perfect post and overthink the strategy. Instead, start showing up in a way that reflects you. Even if you’re not looking for a new job, the doors that open — new partnerships, quality conversations, unexpected offers — make it more than worth it.
What tools do I rely on?
And before I wrap this up, I wanted to share a few tools and insights that help me stay on track and do my work effectively:
- Gmail & Google Workspace for planning, coordinating, and staying organized.
- Apollo for finding contacts during outreach.
- Email verification tools to ensure my emails reach their intended recipients and avoid bounce issues.
- Ahrefs for SEO research and content gap opportunities.
- Peec AI and SERP API for monitoring AI-generated search results and tracking how our brand appears across different search interfaces.
- Chrome extensions like Detailed SEO, Ahrefs, Redirect Path, and SEO search simulator.
SEO doesn’t stand still, and neither should you
AI can help, but it doesn’t replace clear thinking, structure, or the relationships SEO specialists build along the way. What really makes the difference is how you show up — consistently, intentionally, and with genuine curiosity. When your message feels authentic and relatable, people begin to listen, and trust naturally follows.
That’s why your personal brand matters a lot. It gives context to your work, helps the right people understand who you are, and makes meaningful connections possible. Pair that with a solid process and the right tools, and you’ll start to see steady progress — better leads, stronger partnerships, and more valuable conversations.
That’s when what you do stops feeling like just a job and turns into a rewarding craft.
