6 Years in SEO: What Really Matters Today

Six years ago, I took the leap into freelancing as an SEO expert in Munich—with a clear goal: helping businesses become more visible and attract sustainable organic traffic. What started as a bold move quickly became an intense, rewarding, and transformative journey. And yes, I’d do it all over again.

The past years have been shaped by constant change—algorithm updates, evolving technologies, and major global shifts. Just as I launched my freelance career, the COVID-19 pandemic hit. Marketing budgets were cut, strategies frozen, and entire industries paused. Still, I stayed true to my core principles: long-term SEO strategies, honest consulting, and sustainable growth—no shortcuts, no gimmicks.

Global events, economic uncertainty, and rapid developments like AI-generated content and Google’s Search Generative Experience have constantly pushed me to adapt and evolve. But that’s the beauty of SEO: you need to stay curious, analytical, and open to change if you want to succeed.

What I’ve learned:

• SEO isn’t easy. It requires patience, persistence, and a constant hunger to learn.

• Technical setup, content, and authority are your foundation—but understanding your audience is your real superpower.

• Trust beats sales tactics. I’ve never cold-called a lead. If you deliver value and rank well, clients will come.

• Your network is everything. Without my expert partners, many projects wouldn’t have been possible.

Tips for aspiring SEOs:

1. Learn to prioritize. Not all tasks move the needle—focus on what really drives impact.

2. Test on your own sites. The most valuable lessons come from real-world practice, not theory.

3. Understand users—not just keywords. SEO is part marketing, part psychology.

4. Think critically. Tools are helpful, but they’re not always right—use your brain.

5. Play the long game. SEO success takes time, but once it’s built, it pays off long-term.

6 Years in SEO – What’s Changed, What Hasn’t

After six years in SEO, I can confidently say: the core principles remain, but the priorities shift. Despite all the buzz around GEO (Generative Engine Optimization), not much has fundamentally changed in how I approach visibility. Sure, the tools and platforms evolve—but the essence stays the same: relevance, structure, and trust.

What has changed are my personal focus areas. Today, I work more closely with KMUs (small and medium-sized businesses), helping them build strong foundations through technical SEO, strategic content, and digital positioning. I’ve also refined my consulting approach: more holistic, more data-driven, and more tailored to business models that need clarity, not complexity.

The key takeaway after six years? Don’t chase every trend—master the fundamentals, understand user intent, and build sustainable visibility. That’s what still works, and what will continue to work, no matter how search evolves.

Looking back, these six years have been filled with challenges, late nights, countless audits, and reports—but also many proud moments watching clients grow. For me, SEO is more than a job—it’s a passion. And the journey continues.