If you’re good at something it’s okay to have a bit of an ego about it. Anyone who’s competitive would probably agree that a great deal of strength can be drawn from a person’s belief in their own abilities. You don’t see a lot of boxers going into their pre-fight press conferences telling reporters they’re going to get knocked out a couple rounds into the fight. If they don’t go into the fight confident in themselves, they’re not going to be very successful. However, imagine that same fighter has been winning for a couple years and is now surrounded by people who are constantly telling him he’s at the top of his game and he’s finally made it. Do you think that fighter is going to stay on top for very long?
Weak boxing analogy aside, the main point is there’s a fine line between having a healthy amount of confidence (good ego) and taking your ego to the point of outright arrogance. And, in an industry that manages to manufacture faux celebrities like very few others, some SEOs seem to fall victim to believing their own hype. If enough people treat you like you’re on a pedestal, it’s very easy to start thinking you actually belong there and forget there’s always something you can still learn.
Buying Into the Hype
A couple common traits of the SEO Super Ego are:
1) They are incapable of making a mistake (regardless of what “lesser” SEOs might say)
2) Anyone who says something negative is just hating on them because they’re “famous.” And,
3) They don’t need the community, the community needs them
As a relative newcomer, I’ve been fortunate enough to have a few different mentors who are continuously striving to learn new things and maintain their place at the top. They enjoy debating different tactics and never seem threatened by someone offering a different perspective. On the flip side of that coin, however, anyone that has gone to more than a couple conferences can probably name a few SEOs who might not be so willing to go out of their way to talk to a noob. The ones who tend to only be seen talking to the people they feel have already achieved a similar celebrity status.
I’d venture to say the vast majority of “SEO Stars” have managed to stay well grounded and continue to contribute to the community in a way that benefits a lot of different people. But, it seems like the structure of the industry also creates a slippery slope for the shameless self-promoters in the group, with each additional speaking engagement making them feel more and more like the ultimate authority on whatever topic they discuss.
Celebrity Isn’t Necessarily Achievement Based
The above figure shows a highly unscientific display of “SEO Stars” by achievement
The irony seems to be that with so much of the actual work everyone does taking place in private, sometimes charisma can be confused with talent, and you end up with huge personalities resting on non-existent laurels. The important thing to remember is that unlike the Hollywood model of stardom, in SEO, celebrity is not synonymous with success.
So, is letting the celebrity status go to your head really excusable? Or should you just be grateful you’ve gotten some recognition and leave it at that?
A Simple Benefit to Staying Grounded
In a recent post on “Stroking the SEO Ego,” Chris Hooley made an excellent point about taking the time to invest in some of the up and comers who might be aspiring to reach a higher level;
“There’s a lot more bang for your buck in making a big impression on the next big thing, instead of getting in line to impress the current big thing.”
People like to be liked, and by reaching out to the people who look up to you, you’re actually building a great amount of equity over the long run.
Obviously, as a part of the non-famous, I’m biased toward thinking the approach Chris mentions is probably the best. But, I’m interested in hearing what other people have to say. Do you agree that there are out of control egos in the industry? Also, which “SEO Stars” are consistently contributing to the community in a positive way?
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Tags: Debate, Ego, SEO Celebrity
I think this is a really good post with a lot of truth to it.
However, you may be somewhat jumping to conclusions with this one point:
The ones who tend to only be seen talking to the people they feel have already achieved a similar celebrity status.
There’s a few reasons why that may appear to be true, when in reality it could be something completely different. For instance, even SEO celebrities can be shy in person and they may feel more comfortable hanging out with those they already know from previous conferences. Don’t confuse shyness for snobbery. (As a shy person I’ve seen this happen before.)
In addition, even if the person isn’t shy, those who speak at many of them have made a lot of friends and conferences are the only time they get to see them. It’s not the status of those friends that matter, it’s just that they are friends who want to spend time together.
Of course, spending time with your friends or being shy doesn’t mean you have a right to snub newbies and up and comers in the industry. But I don’t think that at conferences most of the “SEO celebs” do this. I’ve mostly seen them happy to speak with anyone, anytime assuming their not in the middle of a conversation elsewhere.
I felt it was important to point this out because I could see people easily misconstruing these things. People may certainly think I’m a snob at conferences when in reality I’m just an introvert. But if you come up to me, I’m always happy to chat. Just don’t expect me to come up to you because that’s typically really hard for me!
Great point Jill. I think that’s definitely an important distinction. Hopefully it didn’t seem like I was saying any well known SEO who doesn’t initiate a conversation with a beginner is a snob. I was talking more about the people whose primary agenda is to only talk with the people they feel can advance their status or keep them at the top.
Honestly, I think it’s probably more the responsibility of the learners to go introduce themselves and initiate a conversation, since they’re the ones hoping to gain something from the exchange.
I loved this! And yet, Jill’s correct. Some of us are introverts or do our thing (speaking, running forums, donating money and support, teaching, etc.) because we love what we do. Ego has nothing to do with it, but we’re accused of having them anyway.
Loved the post Jason!!
There is so much truth to this! It’s so important for people of the “rockstar” status or “newb” status to go out there and meet someone new. Not letting the celebrity status get to your head is hard, and, it’s true, with every speaking engagement, we tend to possibly let it. But staying grounded and humbled for being where you are is SO important to being successful and liked as both a person and a professional.
In any business its a balancing act and SEO’s are no different from anyone in other industries. You have your Rock Stars with egos and those who take the time to let their egos go and everyone in between.
By the same token, a little ego is necessary to get where they are. If you don’t have confidence in yourself and your abilities, you’re not going to go very far.
I’m all about the people who walk that fine line between knowing they’re great and being able to nurture other people as well.
Interesting perspective, but I am a bit unclear to who the SEO stars are? Are you talking about the Aaron Walls of the Internet…The ones that charge over $300 per hour, or is it anyone that is shameless in their self promotion?
I think there is a fine line between being wonderful at what you do and loving what you do. I personally can talk SEO all day, I get excited when I can have specific keywords on Page one on Google. Does that mean I am shamelessly promoting myself? I don’t think so it’s just excitement. Let me explain I was asked by someone to chat with a few of their group members about their site and what they could do in regards to SEO. Here was my chance to have an audience, to talk to a group of people that actually came to hear me talk. All of a sudden I couldn’t speak, I stuttered, I probably didn’t make sense…lolol But I kept struggling with insecurities and yes being shy. Odd combination if you knew me personally, but that’s another post 
I guess what I am saying is ego’s sometimes are mistaken for excitement, well in my case anyway. Thanks for the insight.
I can vouch for Jill Whalen not being a snob. I met her at a conference and after introducing myself and chatting with her and associate Pauline for 30 minutes, we ended up enjoying a nice dinner. In fact, they didn’t even complain when I got lost for about 45 minutes while driving with them to the restaurant (although they did start to look a little worried).
PS – Nice cock.
There certainly are some egos in the industry (as in any industry), but you’re right it does often come down to the learners approaching the “stars” if they really want to interact.
And believe me, even though I’ve been in the industry for like 15 years, there are a few people out there who even I’m intimidated by. But it’s not because they do anything to intimidate me, it’s just that they seem so smart and such a big name that I feel like they’ll just think I’m a big dope.
The thing is, the majority of those people are just regular folk and have just as much respect for me as I do for them.
Just be your own man. Find mentors outside of search. Experience wins.
Todd
There’s a big difference between ego and confidence. In my experience: confidence, goes a long way and is essential for success; while ego (on the other hand) has a tendency to blind you from seeing your own mistakes.
Confidence is believing you can.
Ego is believing you can’t fail.
Does ego kill the “SEO star”? I’m sure it can…
Unfortunately, this industry has taken a few good people I’ve known over the years and turned them into people I didn’t want to know as a result of them believing they were as awesome as the industry had told them they were. Never drink your own Kool-Aid or let others drink it either. My mom doesn’t even understand what I do and we’re supposed to believe anyone in this industry is “Famous”? LOL.
Wow! I dont usually like posting the sort of “great post man” comments that you see everywhere but this one does deserve it!
As an up and coming, young SEO i am finding the level of some SEOs egos a bit disconcerting and a little disheartening. What i find most off putting is the lack of “top SEOs” abilities to believe anything other than their own opinion and they seem to take great offence to being questioned…
Hell! If i believe everything i was told and never questioned anyone i would be a crap SEO!
CEO’s are human beigns like any one else. The problem is it get to a point where they start thinking of themselves as gods and not mere mortals
I think when you get enough people in an industry you are going to get a broader spectrum of personalities. This ranges from people who are open to newbies and those who are not. Some of the high profile players want to know what you can do for them and if is perceived as the opposite then not worth their time and effort.
I’ve been interacted with and ignored as search gatherings. But it happened to me in High School and other communities.
This conversation seem familiar ….
From a personal perspective, I have found most SEO ‘rockstars’ to be nothing but personable. Have to agree with Adams, point if you get enough people together you are going to find those who you get on with and those that you don’t
I guess as a newbie, its a case of picking your time – and more importantly – Rather say something thats worth saying when you meet them than 100 words of shameless self promotion or instant queries.
Maybe its the wannabe SEO Star who’s got the ego? Possibly because they have to make up for their lack of actual SEO work in the trenches getting results!
To me, a group of unsung rock-stars are the in-house guys who test, measure, and can analytically prove what works and what doesn’t work.
Some of the high profile speakers spend so much time speaking and networking, that they can neither articulate why tactics work nor prioritize tactics that will drive the most results the fastest.
Get these two groups together and the conversations get interesting fast.
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