Transforming and growing your career from a professional SEO expert to a professional leader is not easy, and there are many people who will ask what you aspire to along the way.
Just ask Tessa Nadik, Executive Director of SEO Product and Content Strategy for Kelley Blue Book and Autotrader.
“I can’t read how many times I’ve been told, ‘SEO is not the way to work,'” Nadik told me recently.
“SEO is a fulfilling career and endless opportunities for growth, especially if you do well with analysis, critical thinking, and constant change. I spent a lot of time thinking, ‘What’s next?’ When in fact, SEO itself is a very effective career path,” he added.
Tessa was a web technology analyst for United States Steel when an acquaintance introduced him to an exciting opportunity: a small metal / marketing company looking to hire someone to build their SEO and the presence of internal marketing.
“Of course I ended up getting into SEO by accident,” he said. As a private employee of a marketing company, he was alone in thinking of a way to fix the penalties imposed on his first day.
In this interview, Tessa shares her work journey from marketer to in-house SEO leader – who has expertise in developing talent, motivating teams, and spreading SEO throughout the organization.
Paving A Career Path In SEO
Can you tell us more about what led you to a job in SEO? What is the path that has taken you to this day?
Tessa Nadik: “After spending a year in that first division, I went to DICK’S Sporting Goods, where my SEO work increased.
The group was larger than most, and I had the opportunity to learn more than I ever imagined, and sooner.
I worked a ton with our SEO SaaS on-site friend, Matt Grabiak, learning the ins and outs of SEO skills.
I always thank Matt and the other people I met along the way who taught me not only SEO but team building and leadership skills.
As a proponent, I never saw myself as a public leader in the early years, but it was worth it in the past.
In my first career as a community leader, I learned a lot about team management and the kind of leader I wanted to be.
Since then, I have worked extensively on my job as a leader and community member of my team. What amazed me was that I also fell in love with the leading bands, removing roadblocks, and celebrating their winnings.
Transferable Skills Will Serve You Well In SEO
He has worked in various fields – metal buildings, sports equipment, cars, education, and more. What would you say is the most important turnaround technology in SEO that takes you anywhere?
Tessa Nadik: “There are many different methods in SEO, but there are skills and qualities that make SEO successful based on my experience.
Speech skills are required regardless of position. Being able to communicate who, how, and why effectively is important.
Second, flexibility. Algorithms change, industries change, and we have to change with them. There will be sections for SEO and any activity that we cannot control.
Thus, we are able to control the way we act, and if you succeed in the transition, you do well in SEO. “
Evangelizing SEO At The Leadership Level
In your LinkedIn profile, one of your tasks is to “advocate and promote SEO through organization and leadership.” What tips can you offer to help others do this effectively?
Tessa Nadik: “As CEO, my duties increased.
Our organization has grown from about 11 to about 30. While this increases my position, the work of the evangelizing wheel remains.
In this conference, we are lucky to have a lot of in-store purchases – which were not always the case in previous jobs.
SEO can take a back seat to some important, but anyone can change that perspective in the right way.
Not only is it important to have a buy-in, but the in-store for your peers and active teams is just as important.
Promoting that relationship and showing value are two things that change the game. You can’t expect a team to value work if they don’t understand the ‘why’.
Like SEO, it’s your job to show that ‘why’. SEO is no longer this black box when we don’t know what will happen. Of course we can make educated assumptions.
Throw the imposter syndrome out and make sure no one in your company can do this for you.
You also need to know when to make a mistake and when to push as much as possible to something.
Growing in your career means you can see the bigger picture, which means SEO is not always in the forefront. Knowing this makes you more flexible and makes working with others easier and more effective. ”
Striking The Right Balance Between Leadership And Management
At your leadership level, how is your time divided between SEO advice, community management, and other events?
Tessa Nadik: “At my point, I reduce my time in managing the management and open up the way to earn.
I always emphasize that I am a hands-on leader in that I don’t just talk about SEO or leadership; I too can do SEO.
This is something I emphasize and it is important to me because if our team needs a vacation time, or something else comes up, I am here to give it a chance and fill it in without a problem.
I spend most of my time working with our team to discuss and encourage ideas for growth.
We have a wonderful environment where everyone has a voice and is not afraid to say, ‘I don’t know.’
We all have strengths and weaknesses, and it is my job to make sure that our platforms allow everyone to express their thoughts, ask questions, connect with the goal, and grow in their careers. “
Making Sense Of Disruptive Trends
Is there a trend coming out of digital that you think will be a major failure and what should marketers know about them right now?
Tessa Nadik: “In my opinion, there are always emerging and disruptive SEO.
This is why it is so important to make sure you are connected with the facilitators in your organization.
Think about the release of some paid images, videos, social media, news, and more that have entered the site.
Without a successful relationship with your co-workers, this undermines SEO, but it becomes a cycle of advice and interaction.
The best in class business SEO cannot be done in silo alone; needs a home. ”
Closing Thoughts
What do you wish you knew before you entered the SEO industry that you share with others to help them grow and prosper?
Tessa Nadik: “While not always easy, SEO is a satisfying career with endless opportunities for growth.
SEO can be a great way to work if you do well with analysis, deep thinking, and constant change.
Note I said the work method: I can’t count the number of times I was told, ‘SEO is not a work method.’
I spent a lot of time thinking, ‘What’s next?’ When in fact, SEO itself is a work ethic that works, be it classic or mature SEO! ”
Photo Available: Courtesy of Tessa Nadik