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 Jasmin Nato! Jasmin is a freelance strategist with a love for all things search — from SEO and Paid Search to the ever-evolving world of AI-driven discovery. She believes the best search strategies connect organic, paid, and AI-driven opportunities into one cohesive growth engine, always anchored in a genuine understanding of user intent and what people truly need. Outside of client work, Jasmin is an outspoken advocate for pay equity in the search industry — pushing back on the notion that where you live should determine what your expertise is worth.

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 Shweta Gupta! Shweta is an SEO and content strategist based in the UK. With an MBA, a strong background in sales and traditional marketing, and experience in academia as a qualified Assistant Professor, she brings a practical, people-first approach to digital growth. After moving to the UK, she transitioned into digital marketing, upskilling from the ground up and building hands-on experience across SEO, content strategy, paid media and AI-assisted workflows. Today, she works at the intersection of SEO, content and AI, helping brands create content that is structured, useful and built around real audience needs.

How did you get into SEO?

I started fresh out of college when I applied and got in as an internet marketing specialist - little did I know it would be for spamming blogs and forum comments when Google hasn't figured it out yet! Later they pivoted to more legitimate strategies, and that opportunity has provided me with a lot of growth in the industry.

What is your favourite SEO task?

Building smarter workflows. SEO has a lot of moving parts and repetitive processes, and when you're working across multiple clients, that adds up fast. I love using automation and AI to streamline the heavy lifting — it's one of those things where a little upfront thinking saves hours down the line.

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

My underrated tool would be Reddit, forums and communities like WTS - they are just wonderful support not just in technical sense (asking questions, having another set of eyes to check) but also being able to share what you know and ask for help when needed.

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

Testing strategies, doubting assumptions and experimenting has always led me to say, "Keep it simple and consistent". It is easy to get caught up with the latest trends, Google updates and news but what always worked was continuing working with a clear intent, communicate and testing.

What is your proudest industry achievement?

At work, my biggest achievement is getting writers, data analysts, engineers, reputation managers, and influencer marketers to appreciate how SEO and search marketing affect their work, creating new collaboration and idea-sharing opportunities.

Outside work, I'm proudest of advocating that location shouldn't determine the value of expertise and helping change how global search talent is valued and compensated.

What advice would you give those starting out in SEO?

It is easy to get overwhelmed but you don't have to. Learn the fundamentals, test what you learn and join a community for support like WTS! A good starting point would be https://learningseo.io/ from Aleyda Solis.

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

Lidia Infante - she has worked for 4 years or more about the Gender Gap in SEO publishing which is such an inspiring content series.

Aleyda Solis - because she has always been such a generous member of the industry. She is always working hard - I followed her through her journey being an expert in international SEO, then video SEO - (Crawling Mondays are such a treat to watch at the start of the week!) and now her SEOFOMO newsletters.

What empowers you to be the brilliant person you are?

I get a lot of inspiration from my daughter - who I want to grow up empowered, outspoken and most of all, kind. I also am better at anything because of my husband who has always been supportive since I started in this industry.

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

I love being a part of the WTS community. I have learned a lot participating in their mentorship program, AMAs, different cohorts and WTSFest! Though I would say my greatest learning is about empowering women and the marginalized in this industry and how can I help whether big or small in bridging the gap. This is such a special community that Areej and team has built - genuine, caring and thoughtful, and most of all a safe space for any voice to be heard.

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Thanks, Jasmin, for a truly insightful interview!

You can follow and/or connect with Jasmin on her 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! 🙌🏽