Jake Peterson never planned to become senior SEO and web analytics manager at Go Fish Digital.
“I kind of stumbled backward into the SEO [search engine optimization] and digital marketing world,” he said. “I come from an editorial background and really enjoyed the content side. But everything I did was behind a paywall.”
This realization led him to freelance work, where he landed his first SEO position.
After several years focused solely on SEO, he transitioned to web analytics as Google Analytics 4 (GA4) became standard. He recognized it as the first major (and controversial) update in years from Google’s previous version, Universal Analytics. While others struggled with the change, Jake saw an opportunity.
“GA4 was met with a lot of backlash — people didn’t like using it,” Jake said. “But I took that as an opportunity to learn it inside out and become an expert. I figured that would help me stand out. That’s how I got to where I am today.”
From paywalls to becoming an SEO and analytics expert, Jake’s unplanned career path has resulted in expertise and passion for his craft. Here is some of his best advice.
Find Your Niche
Establishing a solid brand identity in your niche is more valuable than ever. When researching pre-seed venture capital and funding firms, I was surprised by how little service-focused content existed — most discussions centered on brands rather than services. Consistent omnichannel marketing and strong brand identity are vital.
The Technical Side of Analytics Success
This is a semi-controversial opinion in SEO: The No. 1 mistake is focusing on vanity metrics. Traffic matters for new sites using ad revenue, but without conversions — lead generation forms, purchases or sign-ups — you’re not making money.
Instead, it should be a byproduct of driving key performance indicators (KPIs). For SEO campaigns, start by identifying your main KPIs and evaluating how your website drives users toward them. Then assess whether you’re effectively encouraging those actions. Finally, determine what improvements could better guide users to conversion points.
The easiest starting point is your website architecture — ensuring it’s clean and logical. Think of it as a pyramid: Your main navigation sits at the top, linking to service pages below. Many pre-seed founders create too many pages that either lack substance or repeat content without guiding user action.
Evolving SEO Content
The SEO landscape is undergoing two significant transformations. First, search behavior is changing dramatically and will continue evolving, particularly with Google’s AI Overviews and ChatGPT emerging as major search alternatives.
However, the highest-ranking pages — those that perform well and attract users — are authored by subject matter experts. While basic SEO optimization remains essential, the most effective content consistently originates from authentic expert writing. The ideal strategy combines naturally written content with targeted SEO improvements.
Learning Resources and Early Wins
SEMrush offers a comprehensive educational academy, while HubSpot provides excellent beginner resources for understanding search rankings. Many startups err by creating online presences based on assumptions rather than user behavior data.
My first significant SEO achievement came while working for a local nonprofit summer camp. The organization initially used generic keywords, and its website lacked the fundamental term “summer camp.”
By restructuring content around genuine search queries, we helped them reach No. 1 in search results within two weeks. Such quick success is unusual — reflecting their specialized niche and limited service area — but demonstrates the importance of building content around verified search patterns rather than speculation.
About the Author: Tess Danielson is a journalist and writer focusing on the intersection of technology and society.
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