What I learned from the Women in Tech SEO Mentorship Program

One of the most impactful steps I’ve taken in my career is seeking out professional communities. The Women in Tech SEO offered a Mentorship Cohort, and I knew this was the perfect opportunity to find guidance in personal development to fuel my drive for career growth. I instantly jumped at the opportunity to apply as a mentee, and this has become a huge turning point in my life as a professional.

The Women in Tech (WTS) Mentorship Program is a bi-annual initiative to help pair SEO’s at various points in their journeys with mentors who they can learn and grow from.

I was trapped in the space between comfort and the unknown when it came to seeking new skills. This space is a very intimate and vulnerable space and one that I knew made a huge difference in whether I was going to seek new challenges or rise to the level of my incompetence, also known as the Peter Principle.

I needed mentorship to guide me towards my next step, and through the WTS Mentorship program, I was paired with Joelle Irvine. She helped me understand and made me aware of the space I found myself in as an SEO. She took the time to understand my goals. She helped me set meaningful goals, helping me self-reflect on the present so that I can begin to take actionable steps towards a better life as a professional.

Can anyone join the WTS mentorship program?

Currently, mentorships are only available to WTS community members. While spaces are limited, it’s important to appreciate the opportunity and keep trying if you don’t get picked initially. Here’s what the program offers:

• You’re paired with an experienced mentor based on the details you provide in your application.
• You gain access to a private Slack channel for mentees to ask questions, with support from program trainer Kathryn Monkcom and Areej AbuAli (the founder of WTS), who check in on progress and offer encouragement.
• You build a meaningful connection with a mentor who has navigated similar challenges and can provide invaluable advice on overcoming obstacles.

For me, the most valuable part of the mentorship was the encouragement. While many may identify the transitional space as “imposter syndrome,” what matters most is not staying there but pushing forward and trusting the process.

Why does mentorship matter?

Despite my seven years in SEO, I knew something needed to change. I was constantly reading and becoming more aware of the skills and strategies that are crucial to my career. SEO was evolving rapidly, and yet I found myself filled with doubt. I started asking myself: Why am I in SEO? 

In an industry dominated by white-male figures, I deeply felt overlooked and unsure of my place. Communities like WTS provide a safe and supportive environment to share knowledge, seek advice, and collaborate. They’ve helped me combat isolation – all too common issues – and shown me the value of connection and shared growth. I haven’t fully overcome these feelings of isolation and self-doubt but it is my 2025 goal to be less self-conscious, and this community is a step in the right direction.

Leaders like Areej AbuAli, Erin Simmons, and the incredible contributors from WTS have been instrumental in helping professionals like me find our voice in an industry that often feels overwhelming.

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My three main takeaways from the WTS mentorship program:

Takeaway 1: Improve self-awareness by owning your story

One of the most transformative steps in my personal development journey during the October 2024 mentorship program was learning to own my story. My mentor emphasized that self-reflection and understanding my values are essential for growth. Our stories, including successes and challenges, shape who we are and the unique value we bring to our professional lives.

Owning my story meant shifting my mindset about the past. Instead of blaming myself for mistakes or the challenges of growing up as an immigrant in the US, I now focus on areas for growth and defining who I want to become. Realizing I’m more task-oriented than people-oriented has clarified why I prioritize efficiency.

Since the mentorship, I’ve embraced and taken pride in aspects of myself I once felt insecure. Despite my nontraditional background in social sciences, exploring topics like philosophy and history has deepened my self-awareness, helping me better understand my actions, environment, and personal development.

How to own your story:

1. Apply Stoic Principles to Daily Challenges:
   • I draw from philosophers like Friedrich Nietzsche, Albert Camus, and Marcus Aurelius to approach life with clarity and purpose.
   • To navigate challenges, I focus on controlling what I can and letting go of what I can’t – a core lesson from Stoicism that I practice through mindful reflection and study.
2. Deepen Understanding Through History:
   • Inspired by Susan Jacoby’s The Age of American Unreason, I’ve explored how cultural attitudes toward education and critical thinking shape individual and professional growth.
   • I regularly assess my environment by questioning assumptions and fostering critical thinking, helping me better understand the world around me and make informed decisions.
3. Create Personal Development Habits:
   • I set aside time weekly to revisit these philosophical and historical works, reflecting on how their lessons apply to my current challenges and goals.
   • By integrating these insights into my personal and professional life, I continue to build a foundation of resilience, curiosity, and clarity.

Combining my curiosity to explore works that reflect how we behave in society with my mentor’s advice on assessing how I communicate with others has been invaluable in my current journey toward personal development. This understanding makes it easier to adapt to challenges, explore new ideas, and navigate a fascinating and often contradictory world.

Takeaway 2: Prioritize skills over titles

At this point in my career as an SEO Manager, I initially thought my ultimate goal was to become an Associate Director, but that aspiration didn’t resonate with me. While career advancement is important, I realized what I truly needed was to deepen my expertise – developing strong skill sets in advanced SEO techniques and strategies that would fuel my passion and growth.

A pivotal conversation with my mentor focused on advancing my SEO skills and strategies. As we outlined my goals, the sheer scope of what I wanted to learn felt overwhelming. Leaving me unsure of where to start. My mentor’s encouragement reminded me of past challenges I had overcome and helped me refocus and regain confidence. She provided practical techniques to organize my lessons and training, making the process more manageable and less daunting.

This experience underscored the importance of personal development in achieving overall well-being. By tackling complex techniques and learning new skills, I strengthened my critical thinking and built confidence, enabling me to adopt a more structured and intentional approach to growth.

How to foster personal growth and skill development

1. Forge Your Own Path:
   • I’ve shifted my mindset from competing in the job market to focusing on personal growth. For me, this means learning from experts and connecting with supportive communities like Women in Tech SEO.
   • Attending conferences and reading articles such as How to Train SEOs for the Future of Search by Natasha Burtenshaw-deVries, has encouraged me to reflect on my journey and strengthened my critical thinking.
2. Experiment with New Tools and Technologies:
   • I’ve started exploring platforms like Google Colab and experimenting with user-friendly AI tools, even without technical experience. My initial goal was to analyze thumbnails using the YouTube API, which pushed me to learn new methods like Image Mining Techniques, and I’m excited to explore this area further.
3. Leverage Community Support:
   • I’ve found immense value in sharing my learning process with supportive communities. Networking within Women in Tech SEO has helped me stay motivated and connected me with others who offer valuable insights and encouragement.
4. Create a Plan for Continuous Improvement:
   • I now break down my learning goals into manageable steps, dedicating time each week to focus on a new skill or topic.
   • Regular reflection on what I’ve learned has been crucial. It helps me identify areas where I can deepen my understanding and reinforces my habit of lifelong learning.

Takeaway 3: Build resilience and find your passion

During a heart-to-heart conversation with my mentor, I opened up about my feelings of anxiety and doubt stemming from past experiences. Although the mentorship program is not intended to be a therapy session, my mentor was mindful and compassionate, reminding me that resilience is within all of us. She helped me see that our past experiences, no matter how challenging, do not define who we are but can instead serve as a catalyst for self-improvement and growth. Adversity often teaches lessons no classroom ever could.

After learning more about myself in this program, I thought about a book I read called Batman and Psychology: A Dark Stormy Knight by Dr. Travis Langley (yes, I’m a geek). In this book, I learned about the concept of post-traumatic growth (PTG) – how trauma can lead to personal growth – resonates deeply with me. Like Bruce Wayne channelling his pain into purpose by becoming Batman, I’ve learned to transform challenges into opportunities for growth.

Overcoming Adversity and Finding Purpose

My career began with challenges, starting in temp and contractor roles where I often felt undervalued. After graduating with a Film degree, I dreamed of working in media, but the rise of streaming platforms made breaking into traditional media increasingly difficult without connections or specialized skills. After setbacks, including a layoff at Univision Radio, I eventually found my footing in SEO, where I discovered a passion for combining creativity with technical strategy. This niche, rooted in my Film background, gave me the purpose and confidence to turn challenges into opportunities.

In SEO, I’ve embraced my learner and mentor role. As a manager, I strive to help others connect their existing passions to new skills, fostering confidence and growth in their careers. Beyond work, I nurture my passion by pursuing hobbies like exploring the world of coffee, which allows me to recharge and disconnect from professional pressures.

Practical steps for becoming more adaptable

1. Turn Setbacks into Growth Opportunities:
   • I reflect on past challenges to identify lessons that help me approach new opportunities with resilience and purpose.
   • Despite stepping away (temporarily) from a career in media, I carved out a niche in YouTube SEO, demonstrating how unrelated skills like filmmaking and production can offer unique and valuable perspectives to a new career path.
2. Create Space to Recharge:
   • I pursue hobbies outside of work, like learning about coffee, to balance professional demands and stay energized for personal and career development.
3. Be Open To Change and Find New Passions:
   • I continuously assess what excites me, letting go of attachments and focusing on new opportunities that align with my evolving interests.

Growth Is a Journey

Personal growth is not about striving for perfection but about embracing the journey of self-discovery and overcoming obstacles. My experience with the WTS Mentorship Program has taught me the value of self-reflection, resilience, and passion. While I’m still learning and evolving, I’ve realized that growth comes from owning your story, embracing new challenges, and finding meaning in the process. 

Here are some steps and questions to guide you as you embark on your own personal development journey:

1. Understand Your Story:
   • What pivotal moments or challenges have shaped who I am today?
   • Example: Reflect on your career or personal challenges you’ve overcome—what strengths or lessons emerged from that experience?
2. Define Your Vision:
   • Where do I see myself in the next 1-3 years, both personally and professionally?
   • Example: If your goal is to lead a team, identify one skill (like communication or delegation) to develop now.
3. Seek Mentorship and Community:
   • Who can I learn from, and where can I find a supportive network to share knowledge and grow?
   • Example: Explore professional communities like Women in Tech SEO or reach out to a trusted colleague for mentorship.
4. Adapt and Embrace Change:
   • How can I turn current challenges into opportunities for growth?
   • Example: If you’re struggling with a new role, consider it an opportunity to acquire a skill like project management or technical proficiency.
5. Pursue Authenticity:
   • What does living authentically mean to me, and how can I align my actions with my values?
   • Example: If you value creativity, find ways to incorporate it into your work or hobbies, like designing new processes or pursuing artistic interests.

There is no definitive path – only the one we carve out for ourselves. I hope my journey inspires you to reflect on your own, uncover hidden strengths, and take steps toward a fulfilling future.