Interviewing Crystal Grave

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 Crystal Grave! Crystal began freelancing after graduating with a diploma in Digital Media and IT, specializing in Website Design and Development. After moving to Vancouver and briefly working as an in-house Web Developer, she found greater flexibility and fulfillment running her own business.

Since then, Crystal has built and consulted on hundreds of websites, either independently or in collaboration with other agencies.

How did you get into SEO?

After my first year in the Digital Media and IT program, I got an internship at a local agency. I was thrown into all sorts of tasks... from editing Visual Basic (.NET) code to helping prep blog content for SEO clients.

I wasn’t writing yet, but I was exposed to the strategy behind optimizing content, keywords, and performance. I was eager to absorb everything I could during those few months before heading into my second year, and that’s where my interest in SEO really started.

What is your favourite SEO task?

Competitive analysis and research, hands down. I love diving into the data to see what’s working for others in the space, and then using that insight to find opportunities my clients can actually act on. It’s like detective work really! I love spotting gaps, trends, and untapped potential. It gives me the freedom to think strategically while tailoring recommendations that are grounded in real, relevant data.

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

Love SEMrush... I like the tools in Ahrefs as well but I would rather not have one without the other. They each bring different strengths to the table, and I find that using both gives me a fuller, more complete view of how my clients are performing and where the opportunities are.

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

Honestly, my biggest AHA moment was realizing I had already been doing a lot of SEO without calling it that. Building clean, user-focused websites with clear messaging, strong structure, and solid UX was just how I worked. Once I understood that good design and conversion-focused copy are part of what makes a site rank well, it all clicked. Now I just back that foundation with more technical strategy, but the core mindset was already there

What is your proudest industry achievement?

One of my proudest moments was working with a local wellness business that had just a few simple service pages. We launched the site and it started gaining traction almost immediately. Seeing measurable results that quickly really validated the process and the power of doing things right.

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

Absorb as much as you can but remember to give your brain a break too! There's so much to learn it can be overwhelming trying to do too much.

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

I’m always inspired by the women and folks in the SEO and tech space who are pushing boundaries, sharing knowledge generously, and carving space in a industry that hasn’t always made space for them. I'm always learning from those around me :)

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

My daughter inspires me every day!

----

Thanks, Crystal, for a truly insightful interview!

You can learn more about Crystal on her website and connect with her on LinkedIn.

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! 🙌🏽