I still remember the first time I cracked open a website source code and thought, “I can make Google notice this.” That was over twenty years ago. Two decades, countless algorithm updates, and more than a few gray hairs later, here I am — still in love with search engine optimization.
If you had told the younger version of me that SEO would become a multi-billion dollar industry, I probably would have laughed. Back then, it was keyword stuffing, meta keyword tags, and link farms. Today, it is a sophisticated blend of technical expertise, content strategy, and user experience. The evolution has been nothing short of remarkable.
The Early Days: When Keywords Were King
When I started in SEO, the rules were simple — almost comically so by today’s standards. You wanted to rank for “best pizza in Orlando”? Just stuff that phrase into your page 47 times, throw it in a white-text-on-white-background footer, and boom — page one. Google’s early algorithm was brilliantly simple but incredibly easy to game.
Those were the wild west days. I learned fast that what worked today could get you penalized tomorrow. That lesson — adaptability is everything — has stayed with me through every major update since.
The Updates That Changed Everything
If you have been in this game long enough, certain Google updates are seared into your memory:
- Panda (2011) — Suddenly, content quality mattered. Thin content sites were decimated overnight. I had clients calling me in a panic. It was stressful, but it was also the best thing that ever happened to SEO.
- Penguin (2012) — Link schemes and manipulative link building got hammered. I had already started moving toward white-hat link building, so this validated the approach.
- Hummingbird (2013) — Google got smarter about intent. It was no longer just about matching keywords; it was about understanding what people actually wanted.
- Mobile-First Indexing (2018) — This one separated the professionals from the hobbyists. If your site was not mobile-friendly, you were toast.
- Core Web Vitals (2021) — Page experience became a ranking factor. Speed, interactivity, visual stability — the technical side of SEO became non-negotiable.
Each of these updates reinforced a core truth: Google rewards the sites that genuinely serve their users. That has been my north star for the last 15 years.
Five Lessons from Twenty Years
Here is what I wish someone had told me on day one:
1. SEO Is a Marathon, Not a Sprint
Every client wants page one rankings by next Tuesday. I get it. But sustainable SEO takes time. The strategies that deliver long-term results — quality content, solid technical foundations, genuine link building — they compound over months and years. Quick wins are tempting, but they usually come with an expiration date.
2. Technical SEO Is the Foundation
You can write the most brilliant content in the world, but if Google cannot crawl and index it properly, it might as well not exist. Site speed, crawlability, structured data, XML sitemaps, canonical tags — these are not glamorous, but they are essential.
3. Content Strategy Beats Content Volume
I have seen companies pump out 50 blog posts a month with zero strategy and wonder why their traffic is flat. Meanwhile, a well-planned content hub with 10 strategically interlinked pieces can dominate a topic. It is about depth and intent, not sheer volume.
4. Data Without Action Is Just Noise
We have more SEO data available today than ever before. Google Search Console, Google Analytics, Ahrefs, SEMrush, DataForSEO — the list goes on. But data is only valuable when you act on it. I have learned to focus on the metrics that drive decisions, not the ones that look impressive in a report.
5. Relationships Still Matter
Behind every link, every share, every collaboration is a real person. Some of my best SEO wins have come from genuine relationships — not outreach templates. Build real connections in your industry, and the links will follow.
Looking Ahead
AI is reshaping search right now. Google’s AI Overviews, ChatGPT search, Perplexity — the landscape is shifting again. But here is the thing: the core principles have not changed. Create valuable content. Build authority. Serve your audience. The channels and tactics evolve, but the fundamentals remain.
After 20 years, I am more excited about SEO than ever. The industry continues to challenge me, surprise me, and keep me learning. That is why I started this blog — to share what I have learned, what I am learning now, and to connect with others who are on this journey.
What has been your biggest SEO lesson? I would love to hear from you — drop me a message or connect with me on X/Twitter.
