If you ask Jodie Bedeker what she wanted to be growing up, the answer wasn’t “SEO strategist.” It wasn’t even close.
But like most good career stories, hers took a few twists and turns — and today, she’s one of our go-to experts for everything related to organic search. Here’s how it all unfolded.
From Dinosaurs to Data: How Did Jodie Find Her Way to SEO?
Like most of us, Jodie’s decision to bury herself knee-deep in SEO soup began with a low-key, high-key dinosaur complex. “I have a ridiculous obsession with Jurassic Park and dinosaurs,” she admits.
In her youth, this passion led her toward paleontology. But even personal epiphanies can get in the way of big dreams. Cue the first career pivot. “I figured out that I actually prefer live animals to dead ones,” she says with a laugh, “so I decided to go for veterinary sciences instead.”
And when life doesn’t quite align with what you’d imagined — as is often the case — you pivot again. Shortly after, she took a gap year to reassess her goals.
Unable to resist a good curveball, Jodie soon found herself pulled into the marketing clockworks following a conversation with a family friend. She began studying marketing at an online university while working part-time. And as it turns out, it stuck.
Following a mix of marketing gigs, including branding, social media, content and even dabbling in events, Jodie decided to expand her virtual horizons to the world of SEO. Drawn to Brafton’s forward-thinking vibe, she joined the team as a general marketing consultant and immediately made her SEO ambitions known. When Brafton launched its SEO department, guess who scored a seat at the table?
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Life on the Inside: What Can Jodie Teach Us About SEO?
In just two years, Jodie’s taken Brafton’s SEO operations by storm. As a Senior SEO and Analytics Strategist, she’s picked up a few words of wisdom for aspiring strategists, colleagues and clients alike.
Let’s break down her insights:
You Can’t Set-and-Forget Your Way to the Top of Google
Many think SEO is a one-time project you can tick off a to-do list. Jodie’s quick to correct that. “Probably the biggest misconception in SEO is that it’s a one-and-done strategy. It really isn’t; it’s a long-term process. There are so many different facets going into it,” she shares.
Being “a Little Bit Nerdy” Helps
If SEO isn’t a one-and-done gig, what keeps it moving? As Jodie will tell you, it’s about crunching numbers.
“I definitely think data analytics is core to my personality type as a strategist. It probably makes me a little bit nerdy in the sense that I find data cool,” she jokes, “but it’s pivotal for your ongoing SEO strategy.
“Being able to see and identify opportunities by analyzing data is a satisfying part of the job. Then, monitoring that data and seeing how your implementations impact organic traffic and acquisition. All of that is very exciting to me.”
You need a numbers mind to get into analytics. But what are some lesser-known skills that can advance your career?
You Need Soft Skills for SEO
Jodie’s two key call-outs in terms of underrated skills are psychology and, believe it or not, liking people.
“Psychology is an interesting one, as it pertains to user behavior online. Understanding how someone’s mind works in terms of their engagement with the website helps to identify opportunities from a search query perspective, like identifying how different topics relate to one another to the user.
“I certainly wasn’t expecting that coming into the role, but it’s something that I’ve always personally enjoyed,” she says. Jodie also found it helpful amid her data-drenched career path to be a people person, understanding the human-centric nature of SEO analytics.
For aspiring SEO analysts or pros in the field who want to be more like Jodie (my words, not hers), she also recommends a few books that helped her sharpen these skills:
- Predictably Irrational by Dan Ariely.
- Outliers by Malcolm Gladwell.
- What the Dog Saw: And Other Adventures by Malcolm Gladwell.
From Jodie’s perspective, they’re all fascinating ways to understand how sales and psychology work together. And speaking of dogs…
“Please Excuse the Dogs Losing Their Minds in the Background…”
As an animal lover, Jodie has dogs — no less, ones that like to lose their minds in the background. But what else can we find her doing beyond the algorithm?
Jodie and her fiancé have a strict weekend policy: Go outdoors. “Working in a remote position full-time, it’s really important to find the time to get outside,” she says.
Living in such a beautiful part of the world is an excellent excuse to spend time tasting local produce on wine farms or exploring back-country hiking trails and leisurely coastal walks. And, don’t forget the barbeques, or “braai” as the locals call it.
“You can experience all these diverse cultures through the restaurant scene in Cape Town, so you’ll find these amazing fragrant spices and so many different curries and street foods.”
Much like her career, Cape Town is all about discovery — and Jodie’s proof that following what excites you can lead to unexpected places.
SEO or South Africa? Call on Jodie
Through her story, Jodie teaches us that career paths aren’t always linear, data can be fun and sometimes the job you didn’t see coming turns out to be the one you were meant for.
From dreaming about organic dinosaur dust to tracking organic web traffic, Jodie’s curiosity-first approach to life and work makes us all proud to have her under the Brafton wing.
If you need SEO advice — or South African wine recommendations — you know who to ask.
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