Welcome to a new WTSInterview edition, where we interview brilliant SEOs in our industry and share their stories with the world! WTS members are welcome to share their story by simply filling out this form; we encourage folks from all walks of life in our industry to do so.

Introducing Carla dos Santos! Carla dos Santos, known professionally as "Carla the SEO Coach," is a digital strategist and SEO specialist with over 20 years of experience. She is based in Cape Town, South Africa, and specialises in providing practical, hands-on SEO coaching to individuals, small businesses, and corporate teams. Carla is also a speaker and podcast guest, sharing her insights on the evolving search landscape and the impact of AI on SEO.

How did you get into SEO?

It was 1999 and online tourism had just started in SA. I was working for the first luxury online travel operator. I was back then, and still am focused on search intent, and the "human algorithm". I pivoted out of tourism and 100% into SEO as a career, and have never looked back. I built a career in digital, with a hyper focus on SE).

What is your favourite SEO task?

Big SEO projects - I enjoy developing SEO project documentation. I enjoy a good technical spec also for website builds. I love brining order to chaos. SEO Coaching - I love SEO coaching. Each student & client has a positive impact on me and my SEO.

What is your go-to tool or resource that you can't live without?

I am going to be very boring - I cannot live without GSC, BWMT and GA4 for SEO. I have been doing search for a long time. I have tried all the 3rd party tools, and they definitely have some cool UIs, but the platform tools give the most accurate data in my experience.

What is something you learned in SEO that made you have an 'AHA' moment?

That you can use HTML for one set of meta data, and the SEO plugin for another - this gives google 2 options for a SERP. Google does punish GEO only copy. Zero Click is where SEO is at. Brand authority is very important - both the human / the brand. SEO is holistic more than ever before.

What is your proudest industry achievement?

I have worked on a lot of big projects, and creating project documentation is my best thing. I would also have to say being the SEO Coach - teaching search is my ultimate achievement.

What advice would you give those starting out in SEO?

Learn the fundamentals - they are important. Find your secret sauce and then specialise - customise your SEO to be yours. Repetition is the art of mastery, and this is one of the most beautiful things about SEO.

Give a shout out to a person of marginalised gender in the industry who inspires you and tell us why

All the people who are owning SEO / Tech - they are all inspirational. It is so good to see so many women and marginalised genders leading this field.

What empowers you to be the brilliant person you are?

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu I remain anchored in this quote, as it always brings me back to the fundamentals.

Finally, how does it feel being part of the Women in Tech SEO community?

It feels like belonging. We are definitely trail blazing SEO.

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Thanks, Carla, for a truly insightful interview!

You can follow and/or connect with Carla on her Linkedin or view her website!

Check out our Interviews page for more interviews. If you've enjoyed reading this, we'd love for YOU to share your story with the world! Simply fill this form here, we welcome brilliant SEOs from all walks of life! 🙌🏽