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<\/figure>\n\n\n\nSo if you\u2019re navigating SEO in a shifting landscape, trying to figure out what still works (and what doesn\u2019t), read this article as I share what\u2019s worked for me \u2014 from lessons at Mailtrap to the mindset and tools I rely on.<\/p>\n\n\n\n
From dancing shoes to SEO<\/h2>\n\n\n\n
There\u2019s a common stereotype that SEO specialists are all data-obsessed analysts \u2014 spreadsheet lovers who can\u2019t imagine working without routine. However, like many others in this field, my path into SEO wasn\u2019t linear, and definitely not purely analytical.<\/p>\n\n\n\n
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 \u2014 web design, makeup artistry, and visual production \u2014 always trying to find a career that felt like mine.<\/p>\n\n\n\n
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\u2019t even covered in the curriculum. I only stumbled into it later, around 2019\u20132020, out of curiosity. Had I discovered it earlier, it might\u2019ve saved me some time finding my niche:)<\/p>\n\n\n\n
\n\n\n \nWhat drew me in was the energy. SEO, especially link building, reminds me of a stock exchange \u2014 fast-moving, a bit chaotic, and very competitive<\/p>\n <\/div>\n
\n\n \n \n <\/div>\n <\/div>\n<\/section><\/blockquote>\n\n\n\nThere\u2019s a thrill in getting a link placement after negotiation or partnership. Yet there\u2019s also rejection \u2014 a lot of it. As someone who naturally wants to be liked, that wasn\u2019t easy at first. Cold outreach means you\u2019ll often get ignored or told \u201cno.\u201d However, with time, I learned not to take it personally. Repetition builds resilience, and now I approach each pitch with more confidence and structure.<\/p>\n<\/blockquote>\n\n\n\n
\n note<\/span>\n \nTip: Don\u2019t 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\u2019ll get to it later).<\/p>\n
And remember, rejection isn\u2019t a judgment of your skills or worth. It\u2019s an opportunity to learn, adjust your strategy, and come back stronger.<\/p>\n <\/div>\n <\/section>\n\n\n
Use AI, but don\u2019t become a robot yourself<\/h2>\n\n\n\n
In SEO, there\u2019s 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 \u2014 otherwise, you risk sacrificing great content and missing out on important opportunities.<\/p>\n\n\n\n
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 within the broader scope of digital marketing<\/a>. To achieve this, I combine creativity with thoughtful personalization and a deep understanding of who I\u2019m reaching out to.<\/p>\n\n\n\n
This is where AI tools<\/a> can be a real lifesaver. They help me work faster without losing the personal touch that matters. I\u2019m 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. When combined with a thoughtful internal linking strategy<\/a>, these tools could take our SEO efforts to the next level.<\/p>\n\n\n\n
These innovations would make my work much more efficient, and I believe they\u2019re coming soon. Whether you’re working in-house or partnering with an SEO agency<\/a>, the key is finding the right balance between automation and human insight.<\/p>\n\n\n\n
Even today, we\u2019re already seeing how an AI SEO agency<\/a> can combine data-driven insights with human creativity to scale results. The best outcomes happen when AI supports your process – not replaces it.<\/p>\n\n\n\n
However, many SEO specialists don\u2019t always know what to automate and where to stay hands-on. It often results in missed opportunities and weaker results. That\u2019s why I always try to wear multiple hats during outreach. Here\u2019s how I approach it:<\/p>\n\n\n\n
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- I always try to put myself in the other person\u2019s shoes during outreach. So I personalize every message and offer real value first before asking for anything.<\/li>\n<\/ul>\n\n\n\n
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- I\u2019m 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.<\/li>\n<\/ul>\n\n\n\n
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 \u2014 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. This kind of organic collaboration is at the core of effective link building for SaaS<\/a>, where long-term relationships, mutual value, and timing often drive better results than one-off outreach. So warm, in fact, that we\u2019ve already agreed to meet in person.<\/p>\n\n\n\n
Why you need a personal brand (not for more job offers:))<\/h2>\n\n\n\n
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\u2019m learning and thinking about. That alone made a visible difference.<\/p>\n\n\n\n
Commenting on other people\u2019s 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\u2019s a bit like product branding. However, in this case, you are the product.<\/p>\n\n\n\n
\n \nAs 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.<\/p>\n <\/div>\n
\n\n \n \n <\/div>\n <\/div>\n<\/section>\n\n\nSo don\u2019t wait for the perfect post and overthink the strategy. Instead, start showing up in a way that reflects you. Even if you\u2019re not looking for a new job, the doors that open \u2014 new partnerships, quality conversations, unexpected offers \u2014 make it more than worth it.<\/p>\n\n\n\n
What tools do I rely on?<\/h2>\n\n\n\n
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:<\/p>\n\n\n\n
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