This winter on the SEMrush blog we introduced a new feature. We called it SEMrush PRO Talks. These Q&As featured some of the most-respected SEO specialists and best-selling authors in the industry.

2. Here are our SEMrush Winter PRO Talks
with some of the most-respected SEO
specialists and best-selling
authors in the industry.
We wanted to share what we learned
about their experiences, inspirations
and, of course, SEO!

3. List of the authors:
Shayne Tilley
Phil Byrne
David Amerland
Ian Cleary
Kristopher Jones
Heather Lutze
Mike Moran
Marco Maltraversi

4. 4
Don't search for shortcuts. Create the best quality content
possible, and be authentic
Don't focus on easy metrics in both SEO and social media
SEO is an integral part of what businesses should be doing
The web is a very fluid place. Never really hope
that autopilot SEO will work
Read the full interview with David Amerland on the SEMrush blog
David Amerland, journalist, advisor and author, talks about
mistakes, and the lessons we can learn from them.
@DavidAmerland

5. 5
Try to create something your customers really want, and not what
they have already
Web marketing is a team effort. Everything you do enhances what
others are doing
Don’t push people to buy; look to build a connection
People Buy People: let your people share their personal
expertise and experiences
Read the full interview with Phil Byrne on the SEMrush blog
Phil Byrne is an internet marketing specialist and
blogger. He has been an internet marketing specialist for
more than 15 years. We asked Phil for his thoughts on
content strategy, customer service and five components of
good text.
@positivesparks

6. 6
Network and build up your presence on social media. Results will
follow
Through social media people write about you, creating valuable
links that help you rank
Visual content is now important for all platforms
Google+ is important as the underlying foundation for all
Google applications
Read the full interview with Ian Cleary on the SEMrush blog
Ian Cleary (aka The Social Media Tools Guy) is the
founder of RazorSocial, an award-winning blog on social
media and technology. Ian talks about social media
marketing tools and his 2014 social network predictions.
@IanCleary

7. 7
If you are willing to work until you get what you want, anything is
possible
If you only have a Web SEO strategy, your audience is getting
smaller
As long as Google optimizes its algorithm, ethical SEOs will
continue to grow
There has never been a brighter time to be an ethical SEO
firm with a great brand
Read the full interview with Kristopher Jones on the SEMrush blog
Kristopher Jones is an experienced SEO specialist and
best-selling author. Kristopher shared his road to
success, and views on the future of SEO, social signals
and mobile applications.
@krisjonescom

8. 8
SEO changes fast, but the customer’s wants, issues and problems
don't change that much
SEO essentials — keywords, content, images and links — have
stood the test of time
Any woman who endeavors to be a business owner, a mother, a
speaker and a wife is already a superhero!
I was too bossy to have a boss
Read the full interview with Heather Lutze on the SEMrush blog
Heather Lutze is an industry speaker, CEO and expert
SEO trainer. She is inspiring, funny and smart. Heather
Lutze shares her “pain” and “love,” and her vision of a
superhero.
@HeatherLutze

9. 9
Get used to the fact that most of what we do in marketing really is
wrong
Both large and small business complain about how hard SEO
is, just for different reasons
The faster you can try things, the faster you get to a good answer
The biggest mistake is to focus on the artifacts of SEO
instead of the substance
Read the full interview with Mike Moran on the SEMrush blog
Mike Moran is an expert in Internet marketing, social media and
SEO. Mike gives great advice on avoiding SEO mistakes, agile
marketing, and the differences between working with big and small
businesses.
@MikeMoran

10. 10
For me, SEO is not a science, but more of an art
On-field experience, tests and studying enrich the knowledge of a
good SEO expert
Technical skills are fundamental to do a great SEO job
Very often, SEOs are not able to lay a hand on code or
handle the migration of websites
Read the full interview with Marco Maltraversi on the SEMrush
blog
Marco Maltraversi went from computer engineer to SEO expert.
The Web Consultant and SEO Specialist at Ingegneri del
Web talks about his technical approach, multilingual projects and
why SEO is an art.
@Seo_Libro

11. 11
Understand the “why”, do a good job of the “what,” and success will
follow
Define your voice. Talk, but don’t shout. Be constantly good.
Perform, don’t conform
Personal media brand: it’s easier to be yourself than someone
else
For a long time I was lost in the suit. I had my share of
success, but there was something missing
Read the full interview with Shayne Tilley on the SEMrush blog
Shayne Tilley is a professional problem-solver and online
marketing expert. He talks about building a media brand
and developing a passion for work.
@ShayneT

12. 12