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Networking in SEO Means Building Real Relationships

Written by: Greg Wasserman Tags: community, jobs-career

Published: Nov 24, 2025  |  Last Updated: Nov 24, 2025

For SEO professionals working remotely, independently, or just starting their careers, relationships fuel long-term success. They foster trust, spark collaboration, and keep you learning in an industry that changing so often it's hard to keep up. Surrounding yourself with people that inspire and challenge you is where the real growth personally and professionally happens. 

I always want to help others cultivate meaningful, career-driven connections in SEO. This article is based on my own experience as the founder of the firm Time and Relationships, the Head of Relationships for RSS.com, and generally as a "relationships generator" that loves to connect people.

Transactions fade, relationships grow

Life is about surrounding yourself with people who make you better through new perspectives, honest feedback, and shared opportunities.

In tech especially, the strongest opportunities come through relationships. A freelance project, a new role, or a comarketing collaboration, they often happen because someone in your circle thought of you first.

If you only reach out when you need something, you’re not building relationships, you’re building transactions. You won't be top of mind when they're thinking of someone to hire. 

You’ve either been that person reaching out; or had someone reach out to you when they needed something. For many it's an uncomfortable feeling. But it’s not as bad a feeling when you’ve cultivated a relationship and you tend to give first before asking. 

Conversations are the real currency

Every chat, whether it leads somewhere today or years from now, adds value. This is why I believe life is about time and relationships, and I’ll pretty much take any meeting. Still, your time is limited and valuable, so you can be intentional about who you connect with.

Here’s some direction for your focus and why:

Niche relevance, competitors OK

Connect with professionals who focus on similar topics or industries. It doesn’t matter if they are even a competitor, as it’s safe to assume that if they are in your industry, at some point, you’re bound to do some work together.

I’ve seen more success in being open and honest about information than in gatekeeping. It builds trust, validates your knowledge, and you may learn something from sharing.

Your next client, project, job, might actually come from connecting with a competitor, so get to know each other. 

Complementary skills

Look for people who think differently. If you’re an on-page expert, connect with someone who thrives on link building or analytics.

That balance helps you see the bigger SEO picture. Not to mention, makes you more well-rounded. And now you’ll also have a go-to person for questions outside of your scope, rather than responding with “I don’t know.” 

Audience overlap

Find peers whose audiences naturally align with yours. These relationships often lead to content partnerships, shared opportunities, and mutual growth. 

Trust and authority aka smart, good people

Choose to connect with people who present themselves authentically. Their consistency, reliability, and willingness to share insights are more important than their follower count, which is why I maintain a strong LinkedIn profile.

When someone visits your profile, what impression do you think they will have of you? Compare that to how someone else in the same role presents themselves, either at your company or somewhere else.

Even if your ego tells you, “I’m better than this person,” remember a quality social profile can act like a billboard for anyone visiting.

Where to find strategic connections

Attending my first BrightonSEO in San Diego I saw truly that the SEO world is surprisingly small once you start engaging.

Here’s where to find your people:

Online communities

Slack groups, Discord servers, and niche forums are all places for real conversation. Noah Learner’s The SEO Community is a perfect example, full of professionals eager to share and help. Spend time introducing yourself, joining discussions, and offering support and you'll get much better results when you ask for anything.

Conferences and events

Both in-person or virtual events are where relationships move from online to real life. Go in with a goal, such as meeting three new people or reconnecting with an old contact you are excited to see again. Lead with curiosity and you’ll stand out for the right reasons.

Virtual events

Be a listener, contributor, or even a guest, on a podcast or live webinar. These platforms are natural spaces to meet others who are active in the SEO community. It’s lonely being a presenter/host, so if what was said resonated with you, consider sending a social connection or email and letting the person know.

They’ll appreciate it, you’ll expand your network, and open yourself up for new conversations offline. I’ve built up over 100 connections and thus 100 relationships through this practice, expanding my network, providing valuable feedback to the guest/presenter, and opening future opportunities, the likes of which I could never imagine.

Social platforms (especially LinkedIn)

Engage with posts, comment thoughtfully, and share your own experiences. The people who grow the fastest aren’t the loudest, but instead they’re the ones who consistently show up and add value to conversations.

A little bit at a time, I’ve opened my network to people in my industry, across fields, and across the world. Once again, the value of these connections may not be known at the moment, but there’s always value in connections if you maintain relationships, which is easy to do via social media.

How to be a natural conversationalist

Ask about someone’s current projects, what they’re testing, or what challenges they’re seeing in SEO. People love to talk about what they’re working on, and listening builds trust faster than talking about yourself ever could.

For introverts or anyone new to networking, this part can feel uncomfortable. Be present and your curiosity will do the work. Relationships grow one conversation at a time.

Best practices for career networking relationships

Think of networking as giving before asking. Don’t overthink it; just be helpful, kind, and consistent.

Here are practical ways to give value first:

1. Share. Offer your knowledge to someone else when you can. 
2. Pass along opportunities. When you see a job post, client need, or collaboration idea, an easy tag or DM someone who’d be perfect for it. I recently did this and the person got a job out of it. Happens more then you’d think. Costs you nothing. And deepens the relationship. 
3. Make introductions. Be the person who connects people who should know each other. No better way to build your reputation than and social currency then being the person who’s known for connecting good people together to solve problems.
4. Collaborate. Suggest joint content, webinars, or brainstorm sessions with peers whose skills complement yours. If you’re the only person in your company doing what you do, it’s helpful to connect with others at other companies, share insights and ideas. Getting over this fear of competition leads to a growth mindset. 

Maintaining your network

Strong relationships need ongoing attention. They don’t need constant effort, just consistency.

• Reply to messages.
• Comment on others’ wins.
• Share a relevant resource periodically.
• Small actions add up.

Check in even when you don’t need anything. When you’re the person who genuinely shows up, congratulates, supports, and remembers; people remember you too.

Continue to expand beyond your immediate SEO niche. Most of us will pivot in our careers multiple times, so build relationships that extend beyond the moment's algorithm updates. You never know where paths might cross again.

Takeaway: Real relationships build real careers

If you think about relationships just as you do SEO, it’s about creating trust, value, and opportunity that compound over time. 

Start small. Find a few communities. Engage with intention. Give value freely.

Over time, those simple actions turn into a strong, supportive network that lifts your career, and the whole industry along with it.