20 years in SEO taught me one thing: Most people quit too soon. Here’s why the long game always wins (and how to play it).
My relationship with SEO started with curiosity, a desire to understand how people search, how search engines crawled and indexed websites, and how businesses get found.
Twenty years later, I’m still here.
Because while the algorithms have evolved and the platforms have changed, the mission has remained the same: To help businesses grow because they’re seen.
This industry demands constant evolution. And I’ve adapted—because I had to.
But truthfully, adaptability was in me long before SEO. I’m an immigrant. Reinventing myself, learning fast, and navigating the unknown has always been part of my story. That’s why this field felt like home.
When I started, Google and SEO looked nothing like it does today.
Algorithms were simpler. Tools were fewer. I was there when link exchanges were the norm, and massive article and directory submissions were considered the strategy. I’ve submitted to more directories than I can count—and stuffed more keywords than I care to admit. Because back then, that’s what worked.
But SEO grew up. And so did I.
I’ve worked across industries—from gambling to retail to today, thriving inside an agency I love.
Every chapter sharpened how I approach strategy and the full customer journey.
What was once a numbers game—“get all the links”—is now about quality, relevance, and trust.
And I’ve grown alongside it. More strategic. More confident. Still just as curious. I still get excited by ranking movement, results from a test, or a great SEO chat like it’s year one.
SEO today is smarter, more strategic, slower… and yes, more expensive. But it’s also more human. It’s about real partnerships, not quick wins.
And through it all, I’ve stayed. Why?
Because SEO is about helping businesses grow by becoming visible to the right customers, at the right time.
Over the years, I’ve survived Google penalties—remember Penguin? That one hit hard. But the aftermath? Even harder. It changed the game forever. Still, we adapted. We helped clients recover, rebuild, and rise.
I’ve watched core algorithm updates reshape the industry. Each one forced a shift in strategy and every time, I adapted, so my clients could stay ahead.
I experienced mobile-first indexing—it meant rethinking user experience, prioritizing speed and responsiveness. We started optimizing how people truly live and search today.
And now, I’m integrating AI into my workflows. By surfacing insights faster and guiding smarter content decisions, AI helps me deliver greater value to clients. It’s about evolving strategy to stay ahead in a digital world that never stands still.
What has not changed?
I’ve seen SERP layouts change over the years—but one thing still stands out on page 1: local map results.
From the original 7-pack to the tighter 3-pack… from keyword-stuffed business names (yes, that still works) to stricter guidelines… from postcard verifications to business video verification—local has evolved, but it has stayed. I don't see it going anywhere.
Another constant? Links.
They may look different, but the foundation trust, authority, and relevance remain the same. Links are still one of the strongest signals Google uses to determine whether your site deserves to rank.
To this day, about 80% of my time is still dedicated to link building.
Some might ask: "After all these years, shouldn’t you be doing something else?" Maybe. But I’ll tell you this—link building is still the core of ranking.
Ranking is what moves the needle for clients.
And ranking is what drives revenue.
And I don’t do this alone. The agency I work with, and the team I work alongside, have also become known as authorities in the SEO industry. That didn’t happen overnight. It took resilience, years of refining our approach, lifting each other through the setbacks, and celebrating the wins together. The people are a big part of why I’ve stayed. We’ve grown side by side. That kind of trust and collaboration is powerful—and I’m proud to be part of it.
So why do I still do SEO? Because it keeps me curious. It challenges me to think critically, adapt quickly, and solve problems creatively. But above all—it’s where I know I make a difference.
I help businesses get found by the right customers.
I help founders tell their stories, sell with confidence, and scale their dreams.
That’s what keeps me going.
So if you’re standing at the starting line of your SEO journey—welcome. You’re entering a space that never stops moving, never stops teaching, and never stops growing.
No, you won’t know everything at the beginning. And that’s okay.
Because this field doesn’t reward perfection. It rewards persistence. Curiosity. Intention. And a heart that’s in it for the long game.
SEO is more than a marketing strategy—it’s a chance to make a real impact.
To help someone’s dream get discovered.
To help a small business become a household name.
To make things work—quietly, strategically, powerfully—behind the scenes.
That’s why I’m still here.
That’s why I keep showing up.
And maybe… that’s why you will too.
About the Author: Martha Vasquez
