How a Search Engine Journal Email Sparked My Reflection on Over Two Decades in SEO

A recent email from the CEO of Search Engine Journal made me pause and reflect on my career. In her message, she raised the question: Whose voices should marketers trust in this constantly changing industry? That question took me back to the beginning of my journey and made me think about the incredible people and experiences that have shaped my path over the past 25 years in SEO and digital marketing.

This reflection is not just about the milestones and achievements; it's about the people I've met along the way, the friendships I've built, and the collaborations that have made this journey so meaningful.

The Early Days: Finding My Way in SEO

My career in SEO began in 1997 before Google had even become a household name. Back then, search engines like Yahoo, AltaVista, and DMOZ were the dominant players, and SEO was still in its early stages. It was a time of experimentation and learning as we navigated this new frontier of digital marketing.

I was fortunate to learn from pioneers like Danny Sullivan and Chris Sherman, whose work laid the foundation for the SEO industry. Chris, in particular, played a crucial role in my journey when he attended my first Reykjavik Internet Marketing Conference (RIMC) in 2004. Through him, I connected with many other industry leaders who would go on to become lifelong friends and collaborators.

Co-Writing "Netmarkaessetning": Pioneering SEO in Iceland

One of the defining moments in my career was co-writing the book Netmarkaessetning (Internet Marketing in English) with Guemundur Arnar, the first—and, as far as I know, still the only—book written on digital marketing in Iceland. This project was a labor of love and a way for us to share our knowledge and passion for digital marketing with the Icelandic business community. The book was an opportunity to contribute something unique to the industry, offering insights and strategies tailored specifically for the Icelandic market.

Co-Authoring and Speaking Around the World

In addition to Netmarkaessetning, another highlight of my career was co-authoring Global Search Engine Marketing with Anne Kennedy, a project supported by Chris Sherman as the technical editor. This book allowed us to share our insights on international SEO with a global audience, and working alongside such talented professionals was a privilege.

Building a Global Network of Colleagues and Friends

As my career progressed, I had the privilege of working with some of the brightest minds in SEO and digital marketing. Adam Lasnik, whom I visited at Google's Mountain View HQ, gave me a behind-the-scenes look at Google's inner workings. We discussed search algorithms while enjoying some ice cream and playing the campus pianos. Adam's insights were invaluable, and those moments were a reminder of how much SEO is about the technology and the people behind it.

My good friend Bas van den Beld has travelled the world with me, speaking at conferences and helping me with my own event in Iceland. Bas was and still is a constant source of support and knowledge, and while not as active as before, his enthusiasm for the industry is infectious. I'm also grateful to Mikkel DeMib, Sante Achille, Nick Wilson, Joost de Valk, and Shari Thurow—each of whom has brought their own unique expertise to the table and contributed to the evolution of SEO.

Bill Hunt and Motoko Hunt, two of the leading voices in global search, have been excellent collaborators and friends, and I've learned so much from them about the power of international SEO. Another name that pops up is Fernando Angulo, a brilliant mind, and Nicky Wake and the Don't Panic Events team, who have been instrumental in organizing and creating the recognition the industry needed.

Speaking Was as Much About the People as it was about the topic

Speaking at conferences around the world—from SMX London to Webit Congress in Istanbul, SMXL Milan, and beyond—has been one of the most rewarding aspects of my career. These events have been opportunities to share knowledge, connect with other professionals, and learn from their experiences. I've shared stages with industry leaders, moments that have been humbling and inspiring.

European Search Personality of the Year

I was named 2014 European Search Personality of the Year, and being recognized by my peers across Europe was a tremendous honor and a validation of the work I and those around me had put into the SEO industry. It reminded me of the importance of the relationships we build and the collaborations that push us all forward.

Looking Ahead: The Future of SEO and Digital Marketing

As I reflect on the past 25 years, I'm filled with gratitude for the people who have shaped my journey. I'm reminded that SEO is not just about rankings, algorithms, or traffic—it's about people. It's about the relationships we build, the knowledge we share, and how we collaborate to improve the industry for everyone.

As the industry continues to evolve with advancements in AI, voice search, and digital intelligence, I remain excited about the possibilities. The core principles of SEO—creating value for users, staying curious, and building relationships—will always be the foundation, no matter how much technology changes. I can say that I still look forward to continuing this adventure with the friends and colleagues who have made it all worthwhile.

For those that have made it this far, while I think SEMRush is one of the better tools out there I have challenges if they are also going to try to buy the story telling. They have grown tremendously over the past years and while a solid tool, I have reservations in regards of them buying Search Engine Land. Time will only tell if those reservations have a foundation. Having said that i wonder why they did or have not bought a tool like Yost SEO.