SEO in Poland has evolved significantly since I started my career as a freelancer. In 2015-2016 (when I had my first contact with SEO), methods based on mass linking, low quality, often from internet forums or profiles, dominated. Technical optimization was less important then, and content was treated more as an addition than a key element of the SEO strategy . A fresh trend due to Update was the emphasis on making websites mobile-friendly.
Today, SEO is a much more complex field – technical optimization , content quality and website authority are key. A good SEO specialist with strong technical foundations such as knowledge of html, programming basics, automation implementation will cope in this dynamic world. Access to knowledge has also changed a lot. At first, I had to rely on knowledge from e-books (greetings to Marta Gryszko – Lexy), or comb through internet forums, and now we have many training courses, webinars and materials, both paid and free; many in Polish, which is a big positive change.
The only major challenge in freelancing was managing your time, which from today's perspective wasn't that hard. Managing an agency is a completely different dimension than running a few projects as a freelancer.
I definitely prefer working as an agency CEO because it is much more demanding, sets the bar much higher, which additionally motivates me to constantly develop. This role also offers greater challenges and numerous points of contact with the client and their business, which makes it much more interesting. I also derive great satisfaction from sharing my knowledge and supporting others. Working with a team requires not only substantive knowledge, but also the ability to manage, delegate tasks and motivate people to constantly develop.
It is precisely employee management that is the biggest challenge for a CEO . It is a tough piece of bread, and there are as many challenges as there are employees. Everyone is different, they have different motivators, approaches, it is a constant rollercoaster – that is why I am constantly developing my skills in this aspect and honing my skills.
At Efectownia, we have a clearly defined development path for each position in the SEO department – from junior to senior. Everyone knows what skills and competencies they need to acquire to advance. It is the transparency of the career path that motivates employees to develop themselves. Additionally, we have a budget for training and industry conferences , which allow you to gain knowledge and follow the latest trends (using this opportunity is voluntary, but I highly value commitment and personal development, after all, we also benefit from it as a whole).
Working in SEO is a dynamic environment. Changes in Google algorithms force us to constantly test new solutions. I also focus on clear communication of the values that guide us in the agency. Punctuality, transparency in both actions and communication with the client, reliable performance of work. As a guiding motto, it also builds a culture in the company that ultimately encourages the team to continuous development, because we do not accept shortcuts.
My personal approach and commitment also serve as an inspiration for the team. I believe that a leader should be an example , not just a goal setter, and I hope I succeed in that.
Our agency has made significant progress in terms of work organization and tools used. Initially, with a smaller team, communication was mainly via email and with a 5-person team, this was sufficient. We currently use more advanced tools that improve project management and communication.
The basis of our daily work is Google Workspace – emails, calendars, documents and disks are integrated, which facilitates the flow of information. We use the Monday platform to manage projects, which allows us to track work progress, assign tasks and monitor deadlines (previously we used Trello, but at some point it turned out to be insufficient). For daily communication we use Google Chat, previously Slack. We regularly hold status meetings on Google Meets, where we discuss current issues and plans for the future. We use this stack of tools to manage projects, I will not mention tools strictly for SEO/social work, because their list is too long.
My answer may surprise someone and seem irrelevant, but in an agency where employees work remotely to a large extent, regular meetings of the entire team – in person – play an even greater power and significance. In our company, they take on various forms: in a larger group in the office studio, we record commercials and films for YT, short materials for social media, and we participate in trainings.
What is even more important, we meet regularly on integration trips, celebrate holidays together at company meetings, "play games" online (chess has been the most popular lately), run channels dedicated to common passions, not just work. Especially in the era of remote work, the opportunity to meet, not to solve another SEO puzzle, but only for entertainment and to build bonds on a private basis, and sometimes just to get to know each other better, makes everyday activities and work much easier, if only because it is easier to ask Ania or Kasia, with whom I kayaked together, for something, and not the copywriting lady.
Deep work is a concept by Cal Newport, which involves maximum focus and concentration on tasks that require intensive thinking, eliminating all distractions. After introducing this approach to my daily work, I noticed that my efficiency increased significantly - tasks that previously required hours, now I complete faster and with greater precision.
The key for me was to understand how important it is to cut off all distractions, such as emails or notifications, and focus on one thing. This approach allows me to fully utilize my intellectual resources and focus on what is most important. Although the more projects, employees, etc., the harder it is to set aside blocks of time just for deep work. The system was much easier to implement when we had a few projects and a team of no more than 10 people.
Gradually, I try to transfer subsequent principles to the entire team, although I realize that this is a demanding process and not every position allows for the full implementation of this method. However, I encourage blocking time for specific, deep tasks and avoiding multitasking, which often leads to errors and stretching the process of performing individual duties. This approach helps not only to increase efficiency, but also gives satisfaction from the work performed when we see real progress and results of our actions.
I won't be original... The first key trend in the SEO industry is the development of AI Overview (formerly known as Search Generative Experience). This is a technology that changes the way users use Google search, introducing an interactive, more intuitive way of searching for information. We are still not sure in which direction it will ultimately develop and it is changing very dynamically, so it is worth keeping your finger on the pulse.
Another important trend is the growing importance of voice search and the role of voice assistants such as Siri and Google Assistant. The number of voice queries is growing, which requires content to be optimized for more natural, conversational phrases. Although Voice Search is not growing as quickly as expected, it is still worth considering in your long-term strategies.
The third trend is Content EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is gaining in importance as Google algorithms increasingly reward content created by authentic experts that build trust and provide users with valuable information. Focusing on presenting the experience, expertise, and authority of the author helps to stand out in search results.
The biggest challenges are managing dynamic growth and changing customer and market needs. It is also important to maintain a high standard of internal and external communication and to ensure that each employee has clear goals and knows how to achieve them. No less challenging is acquiring valuable customers, it is a long and arduous process that we are constantly developing.
I would divide events into two types, those strictly based on marketing (so as not to focus only on SEO) are events that provide an opportunity to gain current knowledge, learn about the latest trends and tools, and also to establish business contacts. You can also bounce your thoughts off the industry, verify your approach. On the other hand, events based more broadly on business, entrepreneurship are a chance to exchange experiences, find inspiration for implementing new solutions in the company, consult experts and, last but not least, build a network of contacts that have great value in the long run.
It may seem strange to readers, but I see many similarities. My passion for RPG games, especially turn-based games like the Baldur's Gate series, taught me the basics of strategic thinking , team management and decision-making that affect the entire team.
In the game, you need to analyze what resources are available, how to distribute tasks to achieve the goal and avoid traps. This translates perfectly into running an agency - selecting the right people for the team, effectively delegating tasks and the ability to react quickly to changing conditions are the keys to success, both in the game and in business.
Our priority is to streamline internal processes to more effectively implement projects and comprehensively respond to customer needs. Instead of focusing solely on SEO, we take a holistic approach to our clients' businesses, focusing on activities that bring the highest return on investment (ROI) . That is why we develop strategic support with paid campaigns, social media and other forms of promotion that best suit business goals.
We invest in the development and training of the entire team to maximize the potential of our specialists and ensure the highest standard of service at every stage of cooperation.
Our goal is to build long-term relationships with clients based on trust, effectiveness and a shared pursuit of success. We strive to ensure that Efectownia is perceived not only as a service provider, but above all as a partner supporting the development of our clients' businesses.
The most important piece of advice is: continuous learning and adaptation to the changing environment . SEO and digital marketing are dynamic industries that are constantly changing due to algorithm updates, new tools and the evolution of user behavior. That is why it is worth constantly developing, following trends, testing and drawing conclusions.
I would put a lot of emphasis on the ability to analyze data and use the many tools that the market provides us with. It is equally important to understand the intentions of the user and look at the entire strategy from their perspective. I would suggest that experienced people not focus only on the technical aspects and the role of a specialist. I recommend going beyond this scheme and also working on soft skills . SEO is not only a technique, but also skillful communication, cooperation with a team, and understanding the needs of our client. To sum up, continuous development in many aspects!