#WTSFest Philadelphia is back September 19th, 2024 - Get your tickets.

Back to Interviews

Interviewing Emily Amor

Welcome to a new WTSInterview edition, where we interview brilliant SEOs in our industry and share their stories with the world! Anyone is 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 Emily Amor, SEO Manager at Digital Darts: a Shopify optimization agency that scientifically increases the profits of Shopify stores. Emily loves to counteract her screen time with time outdoors adventuring with her husband and 2 daughters, mountain biking, gardening, hiking, you name it!

How did you get into SEO?

I ran my own sustainable living blog for a number of years, which led me to pick up some freelance SEO work. Within a matter of months, I was brought on permanently as the first SEO manager. Nearly 7 years later, I'm still here. It's been such a great learning experience being one of the key players in shaping our SEO services and team from day one.

What is your favourite SEO task?

I love the initial onboarding process for a new client and piecing together an SEO strategy and roadmap for success. The fresh excitement that comes with this stage always gives me a new push of motivation. I also really love working with Shopify ecommerce in general.

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

Ok, so Ahrefs is the obvious one. I'd say coffee is my more obscure one. It's a habit that prompts my brain to switch into focus and work mode.

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

When I finally grasped the intricacies and nuances of hreflang tags and canonical tags and their impact on crawling and indexing etc.

What is your proudest industry achievement?

Getting my written work published in Search Engine Journal. I love writing and content but never really applied them to my work in SEO and sharing my knowledge. Finally integrating these skills and using them to help others proved to be more satisfying than I thought!

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

I'm a big believer in learning as you go. There's no faster learning curve than just getting in and doing the work. You can read about SEO all you want, but until you see real-world problems and the application of principles, it's hard to really grasp some concepts.

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

Illana Davis helped me get my head around Schema markup in the early days and taught me so much about Shopify in general, so massive kudos to her. I'll also mention Aleyda Solis whose work helped me refine my knowledge of international SEO.

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

I love this quote from Seth Godin, "Change is not a threat, it's an opportunity. Survival is not the goal, transformative success is." I keep this in mind every time something appears to 'threaten' the state of SEO. In the end, the principles of SEO don't really change that much. Do the work, and the results follow.


Thanks, Emily, for a truly insightful interview! You can connect with Emily 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! 🙌🏽