A Look Back On Almost 30 Years in SEO

When I first ventured into the world of digital marketing, SEO as we know it didn’t even exist, nor did Google. Which is crazy to think about now.

It was the mid-1990s, and I was working for a direct mail catalog company. When the internet came along, I knew immediately that it would change everything. So the first thing I did was hire an agency to build a website for us. After it went live I remember asking that company how we could get to the top of the search engines—AltaVista, Infoseek, and Excite at the time— and they admitted they had no idea.

That response ignited a curiosity in me that became a lifelong passion. I started experimenting, testing everything from adding keywords to title tags to bolding important text. I discovered that these small tweaks made a difference. I kept a notebook of every test and result, and over time, I developed a deeper understanding of how search engines worked. I tried things I heard about in forums—like “white-on-white” text and link rings—only to find that tricks and shortcuts often led to penalties. I quickly realized that focusing on ethical, user-friendly strategies—what we now call “white hat SEO”—was the only way to achieve sustainable success.

Mannix Marketing Was Born

By the late 1990s, I had started Mannix Marketing with a clear mission: to help businesses succeed online by staying ahead of the curve. Back then, I used what we called “search engine positioning” to get clients noticed. One of my early strategies was to link the phrase “search engine positioning” on every website I built back to Mannix Marketing’s homepage. Before long, we ranked number one globally for that phrase. Calls started pouring in, not just from the U.S., but from Mexico, Spain, and beyond.

One day, a competitor from New York visited my home office, curious about how we had achieved such a high ranking. I explained my strategy, and he later became a “black hat” SEO expert, using questionable techniques that led to rapid rises and catastrophic falls.

Meanwhile, I stayed true to my principles. I’m proud to say that our clients have never experienced the crashes or layoffs that often follow risky, short-term SEO tactics. Instead, our focus on white hat practices has brought lasting results, with clients staying with us for decades.

Major SEO Milestones

Looking back on nearly three decades, the landscape of SEO and the tactics we utilized has changed drastically.

In the early days, it was all about keywords and backlinks. I remember helping Atlantic British, a Land Rover parts supplier, rise to the top by sponsoring Land Rover clubs and creating meaningful connections in online forums. These strategies still hold value today when done ethically and thoughtfully.

The introduction of Google in the early 2000s was a game changer. I learned about latent semantic indexing (LSI) and realized the importance of comprehensive, authoritative content. For example, when I added a section on the Battle of Saratoga to Saratoga.com, we jumped to the top of the rankings. That history section didn’t directly target our tourist audience, but it established us as a trustworthy and comprehensive source on all things Saratoga.

In 2011 schema markup was launched. I saw how structured data could enhance search listings with rich snippets, and we integrated it into our clients’ strategies early.
Mobile first indexing was introduced by Google in 2015 so we adjusted to embrace responsive designs and mobile-first strategies.

As mobile traffic surged, it became increasingly important to understand and improve the experience of not just desktop users but mobile users as well. Over time, conversion rate optimization (CRO) became another obsession of mine. In 2014 Hotjar was released. I’d watch user recordings late into the night, identifying ways to improve site performance across the various devices.

I also immersed myself in the psychology of marketing, learning principles like social proof, scarcity, and authority. These insights shaped how we approached both SEO and web design, focusing not just on traffic but on conversions—because getting found is only half the battle.

Some Things Never Change

Through all the changes, one thing has remained constant: our commitment to ethical, white hat practices and measuring meaningful metrics. For instance increases in organic traffic means nothing if it is bringing in an audience that will never convert. By focusing on what’s best for users and staying adaptable, we’ve built a foundation that continues to support our clients’ success.

The Future of SEO

As I look ahead, I see SEO becoming even more integrated with other disciplines. Where and how people are searching has evolved and diversified. Because of this, success requires a combination of technical SEO, CRO, content marketing, PR, branding, and AI. It’s no longer about checking boxes to rank on Google; it’s about creating holistic strategies that deliver measurable results across a multitude of platforms.

AI is a powerful tool, but it’s just that—a tool. The future of SEO will depend on how we use AI to amplify human creativity and expertise. At Mannix Marketing, we’re committed to helping clients stand out by crafting content and strategies that only they can deliver.

I’ve always believed in looking ahead to where the puck is going, not where it’s been. That mindset has guided Mannix Marketing for 29 years, and it’s why I’m confident in our future.
Reflecting on this journey, I’m grateful for the challenges, the lessons, and the incredible team that makes it all possible. SEO isn’t just a job; it’s a passion—and I’m excited to see where it takes us next.

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