Hear Cindy Krum’s Origin Story

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About Cindy

Cindy is the CEO of a company called Mobile Moxie based in Denver that specializes in client-side mobile SEO and technical SEO as well as a SaaS tool. These include SERPerator, Page-oscope, and App Rankalyzer (see below).

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Cindy has been published in many places over the years. Here’s a few resources you should check out:

SEJ (2020) – What Are Google Passages
MozCon (2014): Mobile SEO – Key Strategies And Concepts
Digital Communication Strategies (2019)- The Impact Of Mobile

And here is everything she has written on Search Engine Land.

She often realizes things before they become a thing, for example, in her first presentation, Cindy was discussing the use of CSS to to serve a single page but a different version for desktop and another mobile – essentially what we now refer to as responsive design.

How She Got Started In SEO

Like everyone who ends up in search engine optimization, there was no clear pathway to becoming a Search professional. With a degree in Business (majoring in marketing) and Arts (majoring in graphics design), Cindy thought that these two disciplines were a nature fit for each other and was the only person to cross from Arts school to Business school.

Upon graduating, Cindy ended up building websites using Microsoft Frontpage for a teeny tiny company. She realized that the sites were not ranking at all and that was the beginning of her understanding of SEO.

She tells a story of how she found a job as a “mobile marketer”, except in this instance, her understanding and the employer’s understanding of what mobile marketing was, was completely different. Eventually, she found another opportunity (that wasn’t to do with horse trailers) and was paid out a significant bonus. Using her new found wealth, Cindy invested in a smartphone and this was how she became hooked onto mobile SEO.

Specially, comparing desktop SERPs to mobile SERPs and reading mobile-development blogs and realizing that they were all wrong (from a search engine perspective)!

Her Thoughts On Imposter Syndrome

Near about the same time, Cindy put her hand up to speak at a conference on the topic of local and mobile SEO, not as an expert per se, but just to share her research and findings.

“All of a sudden, it’s trendy to have imposter syndrome.”

Cindy, like most people, experiences imposter syndrome – but rarely with respect to her work. In an area where there are no right or wrongs, she makes an effort to not judge others harshly.

“There are many interpretations that are valid of what’s going on and I like hearing alternative explanations or theories. And the marketplace of ideas can be a place where no one is fully right or wrong.”

When she offered to get up on stand and talk about her research and ideas, she told herself that she wouldn’t care what others thought of her and not claim to be right. Cindy approached the opportunity to learn from others as well, especially if they had differing perspectives.

“If someone thinks you’re wrong – not fatal! Because quite often the truth lies somewhere in the middle anyway.”

What Cindy Thinks Of Google

There tends to be two camps when it comes to SEO’s and their opinion of Google as the gatekeepers of Search. On one side, there are those who follow every word said by Google representatives both past and present – these include Matt Cutts, Gary Illyes, John Mueller, Martin Splitt, and Danny Sullivan.

Then there is the opposing camp, who see everything said by Google as misinformation. Many affiliate marketers who rely on ranking in the SERPs to make money fall into this camp.

Cindy falls somewhat in-between.

“I’m thankful for Martin and John and everyone who came before them but I do think that they should be better funded.”

Her main criticism of Google is their lack of resources when it comes to dealing with the overwhelming amount of questions that SEOs have. In her opinion, this reinforces Google’s defensive stance on being very guarded on what can be said (and more importantly, what cannot be said publicly). She also notes that Google has a demonstrated history of making big announcements and doubling back. Therefore, she recommends not taking what John, Martin or any other Google spokesperson says as gospel.

Instead, she believes that the onus falls on the SEO to find their own truths and to test theories so that they can find what works for their specific situation.

“The idea is don’t learn from just one place, don’t wait necessarily to be spoon-fed from the Googlers .. be a part of the community, talk to people, and learn what’s working. Survey all the knowledge and gather and test rather than just waiting to be spoon-fed or believing everything that you hear or that you’re told – and think about it for yourself! What would I do if I were Google? And how has Google done stuff like this in the past?”

That’s something I can 100% get behind.

How To Connect With Cindy Krum

People Mentioned In This Episode

  • Jason Barnard, The Brand SERP Guy (website)
  • Matt Cutts, former Head of Google Web Spam
  • Gary Ilyness, Chief of Sunshine and Happiness @ Google (Twitter)
  • Martin Splitt, Developer Relations @ Google (Twitter)
  • John Mueller, Senior Webmaster Trends Analyst @ Google (Twitter)

Did You Enjoy This Episode?

You will probably enjoy my interview with Judith Lewis as well, not to mention my chat with Bibi The Link Builder.

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