Meet Vanessa Barokas, Director of SEO Services

First things first: is SEO dead? 

We’ve been hearing this every year since I started my career 15 years ago. SEO isn’t going anywhere. 

It will change form, but SEO is not dead.

It’s still very valuable, and I’m optimistic about the future.

So, what is the state of SEO in 2025?

SEO is an art, but there’s an element of science to it. Something that worked two years ago might not be relevant now, so you have to be patient and keep an open mind. Don’t be discouraged—try something new! There’s always a way around the changes. It’s just about finding the right strategies and testing to figure out what works. 

What’s the most important change in SEO that you’re tracking right now? 

AI is everyone’s biggest concern and challenge because it’s hard to know how it will impact the industry. We don’t know what it will look like, how accurate it will be, or how widespread AI adoption will be. How can we optimize for AI Overviews, for instance? There’s a big question mark on so many things. 

It’s a very unique time. AI is a major change for our society, and not just when it comes to search. 

What’s your team’s strategy when it comes to SEO?

We’re always planning ahead. What’s going to happen to SEO in 12-24 months, and how can we help creators get in front of it? We keep an eye on what’s happening in the industry, doing our own internal testing to get data-driven insights we can adapt for all Raptive creators. 

Collecting data is only part of the plan. You need to be able to make sense of that data. We work hard to put together best practices, resources, and webinars to share our latest findings with creators. 

How are you able to apply your learnings to such a wide range of creators? 

The good thing about SEO is that it’s adaptable to any vertical. The core principles are the same. Of course, there are site-specific and vertical-specific differences to pay attention to, but every site needs to establish content quality and E-E-A-T. 

What would you tell a creator who says, “I don’t know what to do with my SEO right now. I’ve been doing this for over a decade, and I’m lost.”? 

I would say, take a step back. Look at your site objectively. Make sure nothing is technically wrong, then look at your content and ask yourself: 

• Is it competitive? 
• Are you aligned with the latest best practices? 
• Are you authoritative? 
• What can you do to be more authoritative? 

Try to look at the big picture.

Don’t write for search engines, write for people—specifically, for your audience.

You’ve worked in a range of industries during your SEO career: education, software, and publishing, just to name a few. What’s your favorite thing about working with creators? 

Compared to the publishing world, creators are small businesses that don’t always have access to the same resources as large companies. It’s very rewarding to know that I can have a positive impact on someone’s livelihood. Sharing my expertise and seeing them improve their traffic is very motivating. It’s a good feeling.