Career development and maturity from a tactical SEO professional to a strategic leader is no easy task, and many people will question your ambitions along the way.
just ask Tessa NadickSenior Director of SEO Product and Content Strategy Kelly Blue Book and automated trader.
“I can’t count the number of times I’ve been told ‘SEO is not a career path,'” Nadick told me recently.
“SEO is a fulfilling career path with endless opportunities for growth, especially if you are good at analysis, critical thinking, and constant change. I spend too much time thinking, ‘What’s next? “In fact, SEO itself is a very effective career path,” she adds.
Tessa is a technical web analyst at U.S. Steel, and an acquaintance introduced her to an interesting opportunity: a small steel manufacturing/selling company looking to hire someone to build their SEO and Inbound Marketing present.
“Honestly, I ended up in SEO unintentionally,” she said.As the company’s only marketer, she figured it out on her own Manual punishment Found out on her first day.
In this interview, Tessa shares her career journey from introverted marketer to in-house SEO leader – she has become proficient in developing talent, motivating teams, and spreading SEO across the organization.
Paving a Career Path in SEO
Can you tell us more about what got you into SEO? What brought you to where you are today?
Tessa Nadick: “After a year in my first position, I went to DICK’S Sporting Goods, where my SEO career accelerated.
The team was bigger than most, and I had the opportunity to learn more than I could have imagined, and at a rapid rate.
I’ve worked a lot with our SEO SaaS field partner, Matt Grabiak, to learn the ins and outs of technical SEO.
I am forever grateful to Matt and others I met along the way who taught me not only SEO but how to build and lead teams.
As an introvert, I never imagined myself as a people leader in my early years, but promotion in previous companies was necessary.
In my first role as a people leader, I learned a lot about managing teams and what kind of leader I want to be.
Since then, I have worked a lot in leadership roles and team environments. To my surprise, I also fell in love with leading teams, removing obstacles and celebrating their victories. “
Transferable skills will serve you in SEO
You’ve worked in multiple verticals – steel construction, sporting goods, vehicles, education, and more. What would you say is the most important transferable skill in SEO that can take you anywhere?
Tessa Nadick: “There are many different paths to SEO, but in my experience there are certain skills and characteristics of successful SEO.
Regardless of the position, communication skills are a must. Being able to communicate who, why, and how to communicate effectively is invaluable.
Second, it is adaptable. Algorithms change, industries change, and we have to change with them. SEO and any career will always have parts that are beyond our control.
However, we can control how we adapt, and if you thrive on adapting, you’ll do well at SEO. “
Promote SEO at the leadership level
One of your responsibilities on your LinkedIn profile is to “advocate and promote SEO through organization and leadership.” What tips can you share to help others do this successfully?
Tessa Nadick: “As a senior executive, my responsibilities have expanded.
Our organization has grown from about 11 to about 30. While this expands my reach, the work of evangelism is still there.
In this organization, we’re fortunate to have the support of a lot of executives — something that wasn’t always the case in previous roles.
SEO can take a back seat to other priorities, but anyone can change that perception with the right approach.
Not only is it critical to have executive buy-in, but so is the buy-in of your peers and cross-functional teams.
Nurturing these relationships and demonstrating value are two game-changers. You can’t expect teams to prioritize work when they don’t understand the “why.”
As an SEO, it’s your job to show the “why.” SEO is no longer a black box where we don’t know what to expect. We can certainly make educated predictions.
throw that impostor syndrome And acknowledge the fact that no one in your company can do it like you.
You also need to know when to compromise and when to try your best for something.
Being mature in your career means you can see the bigger picture, which means that SEO doesn’t always come first. Realizing this is a game-changer, making collaborating with others more manageable and productive. “
Striking the right balance between leadership and management
At your leadership level, how is your time split between SEO strategy, people management, and other activities?
Tessa Nadick: “At my level, I balance my time in strategic management and pave the way to achieve my goals.
I always emphasize that I’m a hands-on leader because I don’t just talk about SEO or leadership; I can do SEO too.
This is something I highlight and it’s very important to me because when our team needs time off or something else comes up, I’m here to provide coverage and fill it out without a problem.
I spend most of the time Work with our team Discuss and stimulate ideas to grow.
We have a great environment where everyone has a voice and isn’t afraid to say “I don’t know”.
We all have strengths and weaknesses, and it’s my job to make sure our platform allows everyone to speak their minds, ask questions, collaborate with purpose, and grow in their roles. “
Understanding disruptive trends
Are there any emerging trends in digital that you think will become particularly disruptive? What should marketers know now?
Tessa Nadick: “In my opinion, there is always Trends That Emerge and Destroy SEO.
That’s why it’s imperative to make sure you’re aligned with your partners in your organization.
Think of the advent of more paid features, video, social, news, and other features that have entered the space.
Without effective synergies with your partners, this can be SEO disruptive, but it can be a comprehensive strategy with partnerships.
Best-in-class enterprise SEO cannot be done in silos alone; it takes a village. “
the idea of ending
What information would you like to share with others to help them grow and succeed before entering the SEO industry?
Tessa Nadick: “While it’s not always easy, SEO is a fulfilling career path with limitless opportunities for growth.
If you’re good at analysis, critical thinking, and constant change, then SEO can be a great career path.
Mind you, I’m talking about career paths: I can’t count the number of times I’ve been told “SEO is not a career path.”
I spend so much time thinking, “What’s next?” And in reality, SEO itself is a very effective career path, both traditional SEO and growth! “
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Featured Image: Courtesy of Tessa Nadik
