to avoid the imposter syndrome when it comes to SEO and digital marketing
I’ve spent my entire life being driven by the belief that I am not good enough.
When I am applying for a prize or discussing my career over drinks with someone, I do not feel comfortable listing all my achievements.
When I wrote this article, my voice didn’t seem particularly cogent or useful.
I do not let my feelings take over. I challenge them and write or speak the words that my feelings refuse to acknowledge. I know that I am not alone.
This is the classic “imposter” syndrome, a term that’s used in corporate offices as much as “synergy,” “optimization,” or other words. Everyone who works in digital marketing has heard the term.
I asked over 150 digital marketing professionals online and 90% said yes: “Yes, imposter syndrome has affected my career in digital marketing.”
I conducted two polls which confirmed that the Imposter syndrome is a common experience in digital marketing jobs. 85% of Twitter and 97% on LinkedIn said they had experienced it.
Most other people who work in digital marketing feel the same way.
We all silently criticize ourselves because we are exhausted by our own self-doubt.
Why? Why? How can we escape?
I talked to a number of professionals in the digital industry about their experiences dealing with imposter’s syndrome. I found three perspectives that you should consider if you are experiencing imposter’s syndrome.
Remember that the imposter syndrome will not disappear on its own. There is no switch to turn it on or off. It is important to be aware of the role it plays in our lives.
1. Look inside
Imposter syndrome, as it is described in many papers, forums online, and conversations with peers, is a feeling. It is a feeling that stems from a sense of lack, unworthiness, and inborn deficiency.
Tazmin suleman described the feeling as “a feeling of discomfort and agitation”.
Former SEO analyst Suleman runs a company that coaches SEO practitioners to improve their confidence in the workplace and their personal lives.
She has dedicated herself to helping others overcome imposter syndrome by focusing on soft skills and mindfulness. Suleman, who was laid off during the pandemic and had to redirect her energy towards helping others overcome doubts, decided that it was now time to help others.
Suleman asked: “How can you trust yourself if you make a mistake and tell yourself horrible things that you wouldn’t say about someone else?”
It’s not about criticizing yourself to the point that you exhaust yourself, but rather giving yourself enough grace so that you can learn and grow.
Suleman admits it’s difficult to keep up with the industry, which is awash in algorithm updates, new legal rulings and the latest technological buzz (read: AI).
“You can read and learn and read, but what will make you progress? Action.” Suleman says that feeling confident is the key to taking action.
The SEO industry is awash with information, but to truly benefit from it, one must look inward.
Imposter syndrome begets burnout
If left unchecked imposter syndrome will eventually mutate into Burnout.
If a person feels like they aren’t enough, they won’t care if they lose their energy, relationships or sense of themselves. Ignoring the body’s signals makes it easier to become a machine.
Adrijana Vujadin was motivated by burnout to investigate imposter syndrome at Affirma and find a solution.
“I hoped that one day, I would open up my laptop and feel great about myself. This didn’t occur. Vujadin stated that it was more frustration, more negative thinking, and more sabotage.
She ignored her anxiety attacks and ended up sweating from stress.
Vujadin, a SEO, said, “I was prepared to quit my job and my career because my mental health, as well as the health of my physical body, has been affected by my work.”
She took a short break to read books on how to control her thoughts. She’s now presenting a session at Search London entitled “How to be confident in SEO.”
Vujadin began to take the time to relax and realized that all the SEO work she did was worthless if she is exhausted.
Vujadin says that while “ninety nine percent” of people talk about years of experience and technical skills, this is not enough. Even with 20+ years experience, people can still feel like they are an imposter.
A person can find confidence and meaning in their career by asking a few questions about the way they talk to themselves.
Questioning imposter thought
- This thought is useful.
- This thought is accurate or not?
- How many times have you proved yourself to be good enough despite believing you weren’t in the past?
Vujadin’s questions have helped her to move from her lowest point, where she was a weaker strategist, to her current position as a more confident and stronger one.
2. Look around you
The concept of imposter is in many ways a cultural myth. The concept of “imposter” didn’t begin with that name. It evolved as part office culture.
The imposter syndrome was first described in late 1970s as “the imposter phenomenon.” Since then, self-help books and office support groups have adapted the idea.
When browsing iStock I can select from over 1,300+ stock images depicting imposter Syndrome.
The phrase “imposter’s syndrome” has become a common expression for people who are preparing for their first day of a new job, or preparing for a speech in public.
The term “syndrome”, however, implies that an individual is facing a problem they can address. It could be something as simple as an acute feeling of nervousness or anxiety, or as complex and prolonged as a depressive episode lasting six months.
Self-defeating to blame oneself for the imposter syndrome. This will only lead to more problems.
According to Michelle Stinson-Ross, people often blame themselves when they feel imposter syndrome. Stinson-Ross is the CMO at Feelalytics and collects data on mental health in the workplace.
Stinson stated, “It is external to me that I feel like an imposter.” Stinson said, “It’s not the fault of an individual that they feel like an imposter. It’s the fault of a community.” The term syndrome is misleading, because it does not refer to an internal problem or a malfunction in the individual. It is a dysfunction of the community.”
Stinson Ross says that the SEO community has its roots in the start-up and technology industries. Its roots are associated with an analytical mind-set that is typically perceived as masculine.
Some people may find it difficult to fit in because of their origins.
George Nguyen, the former editor of Search Engine Land and director of editorial for Wix, is a former journalist. He felt lonely despite his impressive resume because other people did not look the same as him.
Instead of expecting people to conform with one type of logical and data-driven SEO we could broaden our understanding SEO as a skill set and practice.
Stinson said, “Imposter Syndrome is not because you are deficient. It’s because you’re trying to fit in with a perception of yourself that isn’t entirely authentic.”
A sense of belonging is created when people feel as if they are being themselves at work. Only by creating a sense of belonging can people truly be freed from the imposter syndrome.
The SEO community, as well as employers in digital marketing, must ultimately take the responsibility to make others feel welcomed.
It is the individual’s duty to fight negative thoughts. However, it is also the responsibility of a whole culture to support one another.
3. Feel others’ presence
Imposter Syndrome can be addressed in three ways:
- Step 1: Manage the internal dialogue. Tell your thoughts of imposter syndrome to chill.
- Step 2: Recognize external factors that contribute to your imposter Syndrome. Who is making you feel uncomfortable?
- Step 3: Create a community
Kristal Aurain was a senior SEO analyst and product manager at Groundworks. She has faced many obstacles in her digital marketing career. From being rejected for a pay raise at a former job to being furloughed during the pandemic, she’s overcome them all.
She has grown her presence on Twitter despite these challenges and appeared on popular podcasts such as The SEO Rant.
It is always humbling when you receive compliments, and some days it’s still difficult to be heard as a woman of color on a team dominated by men. Audain’s best advice for anyone who feels they are not enough is to talk to their community. We will light the match in your head and blow up that voice.
You won’t feel like a fraud if you have found your people. Like any group of people, the SEO community benefits from our mutual support and by making each other feel valued.
There are several SEO communities available for people based on their background:
This list focused on the diversity of groups, and highlighted those for people who may struggle to belong. There are also many other groups, ranging from those who specialize in SEO to the internal Employee Resources Groups of an organization.
We can achieve amazing things when we support each other. Everyone in SEO should have a sense of community, whether you are congratulating someone on a job well done or reaching out for a second opinion.
Stinson said, “You are modeling the type of behavior and communication which can foster belonging.”
Only by building real, authentic relationships can we grow the SEO community to a place where everyone feels at home.
The first post Imposter Syndrome in SEO and Digital Marketing was published on Search Engine Land.