Sixteen years. That’s wild to even say out loud.
When we started Eminent SEO back in 2009, it was just a few friends, a Hotmail account, an Excel sheet, and a lot of grit (and caffeine). No office, no funding, no fancy tech – just a belief that we could build something real. Something better.
A lot has changed since then. We’ve gone from late nights building links to developing brand portfolios, content systems, creative campaigns, and ROI-driven marketing strategies. We’ve seen platforms rise and fall, algorithms rewrite themselves, and the digital world reinvent how business works more times than we can count.
But through it all, the core stayed the same: good people doing great work.
We wouldn’t be here without the clients who trusted us, the team members who’ve poured their creativity into every project, and the friends and partners who’ve cheered us on along the way.
So, to celebrate our 16th anniversary, we’re sharing 16 lessons we’ve learned along the way – the wins, the mistakes, the growth, and everything in between. Because if there’s one thing we’ve learned, it’s that the journey is just as important as the results.
16 Lessons from 16 Years in Business
Sixteen years in business means a lot of coffee, a lot of Google updates, and a lot of learning.
Some lessons came easy. Others… not so much.
But every one of them helped shape who we are: as people, as marketers, and as a team.
Here’s what we’ve learned along the way:
1.) People come first.
Clients, teammates, partners – this whole thing works because of the humans behind it. When you take care of your people, the work takes care of itself. It’s always been about relationships, trust, and collaboration, not transactions.
2.) Adapt or get left behind.
The digital world doesn’t wait for anyone. From text links to AI search, we’ve had to evolve through it all. Every major shift in marketing has forced us to level up, and honestly, that’s what keeps it exciting.
3.) Passion beats pure knowledge.
You can’t fake caring. The best results always come from people who love what they do. Or as Chris Beckley put it, “Passion and the drive to do great work matter more than pure knowledge.”
4.) Creativity needs strategy.
Pretty designs and clever copy don’t mean much without purpose. The magic happens when strategy meets creativity, when your ideas actually move the needle.
5.) Teamwork isn’t optional.
One person can’t do it all. The best campaigns happen when everyone brings their strengths to the table. As Tatiana said, “Your coworkers aren’t competitors, they’re teammates.” That’s how you build something that lasts.
6.) Stay curious.
We’ve been doing this long enough to know the moment you stop learning, you’re in trouble. Curiosity keeps things fresh. It’s what turns problems into new ideas.
7.) Fail fast, learn faster.
Not every campaign lands perfectly. And that’s fine. The goal isn’t to never mess up – it’s to recognize when something isn’t working and pivot before it becomes a problem.
8.) Clients are partners, not projects.
Our best work has always come from collaboration. When clients trust us and we treat their business like our own, that’s when the real magic happens.
9.) AI is a tool, not a replacement.
We’ve been experimenting, learning, and adapting – but one thing’s clear: tools don’t replace people. They amplify them. The human part: creativity, empathy, and critical thinking – is still the secret sauce.
10.) Good work attracts good people.
Reputation matters. Consistency matters. When you lead with integrity and do solid work, the right clients and team members find you.
11.) Balance structure with freedom.
A little process keeps things organized, but too much kills creativity. We’ve learned how to create systems that keep things moving without boxing people in.
12.) Data tells a story.
Analytics matter, but numbers alone don’t drive results. The story behind the data does. It’s about understanding why things work, not just what works.
13.) Don’t chase every trend.
Remember Clubhouse? Exactly. Not everything new is worth the energy. Learn it, test it, then decide if it’s actually worth adding to your strategy.
14.) Celebrate the wins.
In an industry that never slows down, it’s easy to forget to pause. Big wins, small wins – they all matter. Taking a moment to appreciate them keeps the team connected and motivated.
15.) The internet never sleeps… but you should.
We’ve all pulled late nights, but burnout doesn’t lead to brilliance. The best ideas come from people who have the energy to think clearly and create with intention.
16.) Keep going. Keep believing.
Sixteen years down, and we’re still just getting started. Growth never stops – and that’s the fun part. Every new challenge is another chance to evolve, adapt, and keep building something meaningful.
Reflections from the Team
Sixteen years in, we’ve learned a lot. But the biggest lessons didn’t come from algorithms or analytics. They came from people.
Every project, every late-night brainstorm, every new challenge has been about working together, figuring things out, and finding creative ways to make something great.
Here’s what a few of the team had to say about the journey so far:
“When I started, text links ruled. Anyone could rank for almost anything if you just built enough of them. Since then, everything’s changed – and that’s what I love about this industry. It’s always moving, and there’s always something new to learn.”
— Chris Beckley
“I’ve learned that marketing changes every single day. But that’s the fun part, it keeps you on your toes. The most rewarding thing is seeing clients grow, knowing you helped them get there.”
— Tatiana Lightcap
“Design isn’t just about how something looks. It’s about how it makes people feel. The best projects are the ones that push me to think differently and turn ideas into something tangible.”
— Abi Stradling
“Search went from 20 blue links on a page to maps, videos, FAQs, and AI overviews – with a hundred paid ads instead of five. The landscape keeps evolving, but that’s what keeps me motivated.”
— Chris Weatherall
“We’ve been through so many changes, but one thing that never changes is that it’s all about the people. You can have great players, but if they can’t play together, you’re not going to make it.”
— Jenny Weatherall
Every perspective here reminds us that this journey has always been about more than marketing. It’s about people, creativity, and care – and showing up for each other every day.
Looking Ahead
Sixteen years in, and somehow it still feels like we’re just getting started.
The industry looks completely different from what it did in 2009, but that’s what keeps us interested. Every year brings new challenges, smarter tools, and bigger opportunities to grow. We’ve learned how to evolve without losing what makes us, us.
Heading into our 17th year, our focus is simple: keep creating work we’re proud of, keep helping our clients grow, and keep building a company that cares about people as much as performance.
We’re diving deeper into AI marketing and smarter systems, expanding our creative projects, and continuing to build strong, lasting partnerships with the businesses that trust us to tell their stories.
To our clients, team, and friends who’ve been part of this wild ride: thank you! You’re the reason we get to do what we love every day.
Sixteen years down, and it’s only up from here.
