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Interviewing Sofia Inga Tyson

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.

Sofia is the Senior Content Manager at Juro, a startup in the LegalTech space. Sofia has experience client-side and agency-side, but she's most passionate about B2B and SaaS content marketing and strategies.

How did you get into SEO?

I studied Law (LLB) at university and spent the majority of my time at school thinking I'd become a commercial lawyer. Although I enjoyed my degree a lot, I decided in my second year that I should listen to my more creative passions and pursue a career in marketing.

I started a blog, volunteered for writing opportunities, and eventually started as a content marketing intern for an agency called Reboot where I learned SEO and loved it. I got to work across different campaigns, clients, and content formats. I loved the variety and the opportunity to learn so many skills so quickly.

I was later able to merge my interests in content and law in my first role at Juro, a LegalTech startup. I started there as a very nervous SEO Content Writer in 2021 and I've spent the last three years there. Now I'm stepping into my new role there as Senior Content Manager and excited to take organic search into the next growth stage!

What is your favourite SEO task?

I absolutely love a page optimisation or rewrite. Finding a super old page with a lot of potential and getting to rewrite it from scratch to improve SEO and CRO is extremely fulfilling, especially when you see the results reflect these efforts. So much thought and attention goes into a rewrite. I love the creative side as a writer, and the analytical side as an SEO.

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

Podcasts are by far my favourite resource. I learn so much from so many incredible people in our industry and can bake that learning into other habits, like walking or winding down. If I had to choose one SEO tool it would probably be Ahrefs. I love their portfolio feature at the moment as it allows me to track project performance at scale despite not having them foldered into different collections on the website.

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

Topical authority was the biggest and longest lasting 'AHA' moment for me. I've spent the last three years building content pillars and clusters to help us compete against industry giants for web traffic - and it works. How can something so powerful be so simple?!

What is your proudest industry achievement?

Starting public speaking and just sharing my thoughts with the industry in general has been a huge milestone for me. I struggle a lot with confidence and have worked so hard to improve in this area.

My first ever public speaking opportunity was an in-person talk at Search London in November last year. I was absolutely terrified and convinced I couldn't do it. Everything has felt easier since I did and I'm growing so quickly in confidence there, which I could never have imagined and would probably never have happened if I didn't say yes that first time.

I've been on several podcasts since, recorded a Moz whiteboard Friday, and I have more talks at different conferences and events coming up! It's even allowed me to give myself permission to contribute in other ways, like as an expert commentator, or in guest posts. It's definitely a journey but every opportunity gets easier!

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

Don't worry about needing to know everything about SEO before you take on your first role. Nobody knows everything, so don't feel that pressure or imposter syndrome. I learned almost everything I know day-to-day in my role by simply giving it a go and trying things for the first time, not by taking hundreds of courses or reading every blog out there. You can bake that stuff into your development as and when you need it.

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

If I had to give one super personal shoutout it would be Victoria Affleck who managed me in my first content marketing and SEO role. She made it a safe space to learn and has supported me so much through different stages in my development, even after I left the agency. She's now one of my best friends and a fantastic content marketer.

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

I just want to be a little bit better every day! Super simple but it keeps me focused and gives me space to grow and choose my experiences wisely.


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