Manu Madeddu highlights that the ever-changing world of SEO means that flexibility and being able to continually adapt will be integral parts of future success.

Manu says: “Be flexible and be ready to face the unknown.

Essentially, be prepared to adapt to all the new and broader challenges we have as marketers, and also flexible enough and ready to absorb knowledge, data, and information about things you might not know, but need to explore.”

How do you incorporate flexibility into an SEO strategy?

“Long story short, try to anticipate trends. Be flexible by being able to detect trends and adjust your strategy on the go. Don't be stiff and only stick to what was planned 6 or 12 months before, because trends can change swiftly nowadays.

Also, you might find that users are changing their behaviour. They may be using a feature or a platform now, but then switch because of recent changes and technological advancements. That’s the kind of flexibility you need in terms of technology and strategy.

You also need to be able to discuss and have a more holistic approach. Don't just focus on what you do as a marketer. SEOs tend to work in their silo and just focus on Excel spreadsheets and optimizations. Now, you need to be flexible. Discuss with other teams and other channels to find the best way to achieve the business targets – not only for your channel but overall.”