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Interviewing Chima Mmeje

Welcome to a new Weekly Interviews edition where we interview brilliant women in our industry and share their stories with the world! Anyone is welcome to share their story by simply filling this form, we encourage women from all walks of life in our industry to do so.

Introducing Chima Mmeje, SEO Copywriter and Owner of Zenith Copy. Based in Nigeria, Chima helps SaaS and tech brands to build topic clusters, execute their SEO content strategy and update poorly-performing content to rank better on search engines. We asked her everything from how she first got into SEO to what empowers her to be the brilliant woman she is 💪🏽

How did you get into SEO?

I started out working remotely with a UK copywriting agency in 2017. Our major client was an SEO agency that outsourced work to us. I had the most fun writing content around key-phrases than landing pages or any other sort of work. I didn’t know I was doing SEO copywriting until my second year.

I spent weekends reading blogs like SEJ and Search Engine Roundtable. And weekdays trying to implement what I had read. It felt natural to specialise in content SEO when I decided to break out in April 2019.

What is your favourite SEO task?

My favourite task is doing SERP analysis. I love reviewing the top 10 content pieces ranking for a keyword and tearing them apart to understand why they rank and finding content gaps I can explore.

I also enjoy creating an SEO content outline based on the SERP analysis and content gaps I find during research. I believe that creating engaging content that ranks on search engine depends on a well-rounded content outline.

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

SEMrush is my number 1 go-to resource. I love the topic research section and SEO content template. It helps me find subheading suggestions and semantic words to include in the copy.

I’ve also started using SurferSEO as well. They ensure I don’t over-optimise for a keyword by showing the exact number of times to include a semantic word in the copy. The subheading suggestions also come in handy when I’m stuck.

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

I recently learned about having an upside approach to keyword research and content creation. And it all makes sense!

Rather than starting from the top of the funnel to create educational content, I read an article that convinced me that starting with the bottom of the funnel keywords leads to faster conversion.

I’ve always believed in creating educational content. But it’s not an easy way to build authority because the chances are that someone else with a higher domain and greater authority has already created that content. So anything you say would be regurgitated information.

But focusing on the middle of the funnel and bottom of the funnel keywords present greater opportunities. These keywords have lower competition, less traffic, and higher conversion. And if traffic is useless without conversion, start here for better results.

What is your proudest industry achievement?

Getting included in Nicole DeLeon's list of best SEO Experts for 2020. We're always talking about inclusion and diversity in the SEO community, but nothing ever happens. Seeing my name right up there with other BIPOC SEOs made me emotional.

What advice would you give women who are starting out in SEO?

Pick one area of SEO and stay there. SEO is so broad and wide that you'll feel like a small fish in an ocean if you try to learn and implement everything you see. Specialisation is how you stand out and carve a niche for yourself.

Give a shout out to a woman in the industry who inspires you and tell us why

Seeing what Areej is doing with the Women in Tech SEO community is amazing. Also, I love watching what Nicole DeLeon is doing. It's refreshing and revolutionary to see a woman take a stance for other women and minorities in the SEO community.

Finally, what empowers you to be the brilliant woman you are?

I keep reminding myself that I'm not in competition with anyone. I'm on my own path. I start my day with a 10km walk/run, eat right, try to achieve a goal for the day and end with a marathon of All Hail King Julien on Netflix.


Thanks Chima for a truly insightful interview. You can check Chima's website and connect with her on Twitter and LinkedIn.

To view more interviews with brilliant women, check out our Interviews page. If you've enjoyed reading this interview, then 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! 🙌🏽