In the evolving world of search engine optimisation (SEO) and digital marketing, Rejoice Ojiaku has carved out a remarkable career, blending technical expertise with a passion for advocacy. From an unexpected start in SEO to becoming a leading voice in the industry, she has not only honed the art of search but also championed diversity and inclusion along the way.
As the co-founder of B-DigitalUK, Rejoice is dedicated to increasing representation and supporting Black professionals in digital marketing. I’m fortunate to know this first-hand, having first reached out to Rejoice back in 2021 when I was looking to develop my own awareness of SEO.
From our first conversation, it was clear that Rejoice was not only knowledgeable but also deeply committed to creating opportunities for others. Her willingness to share insights, offer guidance and push for meaningful change has made a lasting impact on so many in the industry, myself included.
In this interview, Rejoice shares her journey into SEO, the biggest shifts she has witnessed in the field, and how she has built a strong personal brand. She also offers valuable insights for those looking to break into SEO and discusses why diversity in digital marketing is more important than ever.
“So many people wait for the “right moment”, but that moment never comes. The best way to grow is to put yourself out there, take on challenges and learn as you go.”
Can you share a bit about your background and what led you to a career in SEO and digital marketing?
Sure! My journey into SEO and digital marketing wasn’t exactly planned, but looking back, it all makes sense. I studied IT Management for Business at The University of Manchester, where I was naturally drawn to the marketing side of things. That interest led me to pursue a Master’s in Marketing.
After graduating, I joined a graduate scheme, and my first placement happened to be as a Junior SEO Executive. At the time, I didn’t know much about SEO, but the combination of technical problem-solving, data analysis and creative strategy really hooked me. What was meant to be a short-term placement turned into a passion, and I decided to stay in SEO rather than rotate to another area of marketing.
I also love how SEO is always evolving. There’s always something new to learn, whether it’s Google updates, user behaviour trends, or new tools. That constant evolution keeps me engaged and excited.
Over time, I also realised how underrepresented Black professionals are in the industry, which inspired me to advocate for diversity and inclusion alongside my SEO work. That’s how I ended up co-founding B-DigitalUK, which focuses on supporting Black talent in digital marketing.
What drew you to specialise in SEO, and what do you find most exciting about it?
SEO is one of those fields that blends creativity with logic, and I love that balance. It’s not just about ranking higher on Google; it’s about understanding human behaviour, figuring out what people are searching for and ensuring they get the best possible experience when they land on a website.
One of the things that drew me in was the problem-solving aspect. Every website is different, every industry has its own challenges, and every Google algorithm update forces you to think differently. It’s like an ongoing puzzle that keeps you on your toes.
What excites me most is how SEO is constantly evolving. A few years ago, it was all about keywords and backlinks. Now, user experience, AI and voice search are becoming just as important. Google is getting smarter, and that challenges us as SEOs to think beyond traditional tactics and focus on the bigger picture.
I also love how SEO levels the playing field. A small business can compete with a big brand if they have a strong SEO strategy. There’s something really rewarding about helping a business grow simply by making their website more visible and user-friendly.
Lastly, the community aspect of SEO is incredible. The industry is full of people who love to share knowledge, collaborate and push the field forward. That’s something I’ve really embraced, both through my own work and through mentoring and advocacy for diversity in the industry.
What are some of the biggest changes in SEO that you’ve witnessed since starting your career?
SEO is an industry where nothing stays the same for long, but there are a few major shifts that stand out.
First, Google’s algorithms have become way more sophisticated. When I first started, you could get decent rankings by stuffing keywords into a page and building loads of backlinks. Now, Google prioritises user experience, content relevance and intent. The focus has shifted from just ranking well to providing value to users.
Another big change is the rise of AI and machine learning in search. Google’s RankBrain and BERT algorithms mean that search engines can understand queries more like a human rather than just matching keywords. That’s why quality content and context matter more than ever.
Then, there’s the explosion of mobile search and voice search. When I started in SEO, desktop searches dominated. Now, most searches happen on mobile, and things like voice search and featured snippets have changed how we optimise content.
Lastly, the way we measure success has evolved. It’s not just about ranking #1 anymore. It’s about engagement, conversions and the overall customer journey. Companies are realising that SEO isn’t an isolated tactic; it’s a key part of a holistic digital strategy.
The one constant in SEO? Change. And that’s what keeps it exciting!
“Building genuine relationships in your industry will take you further than any job title or certification.”
You’re a strong advocate for diversity and inclusion in search marketing. What inspired this focus, and what progress have you seen so far?
My passion for diversity and inclusion in SEO comes from personal experience. When I started attending industry events and networking, I quickly realised that there weren’t many people who looked like me in the room. It wasn’t just about numbers; it was about representation, opportunities and having voices from different backgrounds in conversations that shape the industry.
This led me to co-found B-DigitalUK, a platform dedicated to supporting and empowering Black professionals in digital marketing. We create resources, mentorship programs and networking opportunities to help Black talent break into and thrive in the industry.
Since starting this work, I’ve seen more conversations about diversity in digital marketing, which is a step forward. Companies are becoming more aware of unconscious bias in hiring and the importance of having diverse teams.
Some brands are actively seeking ways to make SEO more inclusive, ensuring that content is not just optimised for search engines but also reflects a wide range of perspectives and cultures.
There’s still a long way to go, but the fact that people are talking about it and that more initiatives are being created is promising. I hope that in the future, diversity in SEO isn’t a recurring topic of discussion but a natural part of how the industry operates.
Tell us more about B-DigitalUK and what initiatives you have led through the platform to support Black professionals in digital marketing?
B-DigitalUK was born out of the need to create spaces where Black professionals in digital marketing feel seen, heard and supported. The platform is all about education, empowerment and community-building.
Some of the key initiatives we’ve led include:
- Workshops & Webinars: We run sessions on everything from SEO basics to advanced digital strategies, helping Black professionals upskill and gain confidence in their expertise.
- Mentorship Programs: We connect aspiring marketers with experienced professionals, providing guidance, career advice, and support.
- Industry Partnerships: We collaborate with brands to push for more inclusive hiring practices, ensuring that Black talent gets a fair chance in the industry.
- Community Events: Networking is crucial in digital marketing, so we create spaces where Black professionals can connect, learn, and share opportunities.
One of my proudest moments was seeing people land jobs and grow in their careers because of the support they found through B-DigitalUK. It shows that representation and access to opportunities really do make a difference.
Ultimately, our goal is to break down barriers and make digital marketing a space where Black professionals thrive, not just exist. And we’re just getting started!
You have built a strong personal brand in the SEO industry. How did you approach this process, and what advice do you have for someone hesitant about putting themselves out there?
Building my personal brand was never about creating a persona, it was about showing up consistently, sharing my experiences, and engaging with the industry in an authentic way.
At first, I was contributing to discussions on Twitter and LinkedIn, sharing insights and lessons I had learned in my career. I started writing articles, speaking at events, and networking with people in the SEO community.
Over time, my voice became recognised, not because I was trying to “brand” myself, but because I was actively participating in industry conversations and adding value.
For anyone hesitant about putting themselves out there, I get it, it’s uncomfortable at first. But you don’t have to be an influencer to build a brand. A personal brand is simply your reputation and how people perceive you based on what you share and contribute.
Start small:
- Post about something you’ve learned in your role.
- Comment on discussions in your industry.
- Share your perspective on SEO changes or strategies.
You don’t have to know everything; start documenting your journey. And remember, your personal brand isn’t about perfection; it’s about showing up, being real and adding value to the conversations that matter to you.
“One of my proudest moments was seeing people land jobs and grow in their careers because of the support they found through B-DigitalUK. It shows that representation and access to opportunities really do make a difference.”
Do you think SEO plays a role in developing a personal brand?
Absolutely! In a digital-first world, SEO is like your personal search engine ranking, it determines how easily people find and perceive you.
When someone Googles your name, what shows up? Your website? A LinkedIn profile? Articles you’ve written? Speaking engagements? That’s all SEO at work.
SEO isn’t just about websites, it’s about visibility and credibility. If you’re actively putting out valuable content, optimising your social profiles, and getting mentioned in industry publications, it builds authority around your name.
Some practical ways SEO helps with personal branding:
- Having a personal website or blog – Your own digital space to showcase your work.
- Optimising LinkedIn – Using relevant keywords in your profile makes you more discoverable.
- Guest blogging or industry mentions – Writing for well-known sites builds credibility and earns backlinks to your name.
It’s all connected. If people are searching for an SEO expert, and your content shows up, you’re already ahead.
Think of SEO as your personal PR strategy—you don’t just want to exist online, you want to be easily found and recognised.
How has public speaking at major industry events like BrightonSEO helped shape your career and personal brand?
Public speaking has been one of the biggest game-changers for my career. It’s one thing to write about SEO, but standing on a stage and teaching it to an audience? That’s next-level credibility.
Speaking at BrightonSEO and other conferences gave me a platform to share my knowledge, but it also helped me grow in confidence. There’s something about breaking down a topic and presenting it to a room full of people that makes you really master your craft.
Beyond skill-building, public speaking opened doors. People started recognising me, opportunities for collaborations came up, and I connected with amazing professionals I wouldn’t have met otherwise.
Anyone looking to get into public speaking should start small. Do a webinar, speak on a panel and share insights on social media in video format.
The more you do it, the easier it gets. And once you step on stage, it positions you as an authority in your industry—because when people see you teaching something, they trust that you know your stuff.
What skills are essential for someone looking to build a successful career in SEO today?
SEO is a multifaceted field that requires a combination of technical, analytical, and creative skills to succeed. Here’s a breakdown of the essential skills needed:
- Technical SEO Skills:
- Understanding site structure, indexing, and crawling (using tools like Google Search Console)
- Basic knowledge of HTML, CSS, and JavaScript for troubleshooting site issues
- Optimising for Core Web Vitals and page speed
- Analytical Skills:
- Interpreting data from tools like Google Analytics and Ahrefs
- Identifying trends in keyword performance and user behaviour
- Understanding how SEO impacts business goals and conversion rates
- Creative & Content Skills:
- Writing SEO-friendly content that aligns with user intent
- Optimising for featured snippets, voice search, and AI-driven search
- Using storytelling to make content engaging rather than just keyword-focused
Above all, adaptability is key—SEO is constantly evolving, and staying ahead means being willing to learn, experiment and evolve with it.
What’s the best career advice you’ve ever received?
The best advice I’ve ever received? Stop waiting for permission to start.
So many people hold themselves back because they don’t feel “ready” yet. But the truth is, you’ll never feel 100% ready. The best way to learn and grow is by doing.
Whether it’s public speaking, writing a blog, or launching a project, just start. You’ll figure things out along the way.
Another great piece of advice: Your network is everything. Building genuine relationships in your industry will take you further than any job title or certification. SEO (and life, really) is all about who you know and how you support others.
“There’s something really rewarding about helping a business grow simply by making their website more visible and user-friendly.”
What’s next for you? Any exciting projects on the horizon, both in SEO and in your advocacy work?
There’s always something in the works! Right now, my focus is on expanding B-DigitalUK and building more opportunities for Black professionals in digital marketing. We have some exciting new initiatives coming up, including training programs, workshops and brand collaborations to increase representation in the industry.
On the SEO side, I’m exploring AI’s impact on search and how businesses can adapt their strategies. AI is changing the way people search and consume content, so staying ahead of those trends is key.
I’m also planning to do more industry talks, writing and mentorship—helping others find their voice in SEO and step into leadership roles.
Looking back on your journey so far, what advice would you give someone who wants to follow a similar path to yours?
Start before you feel ready.
So many people wait for the “right moment”, but that moment never comes. The best way to grow is to put yourself out there, take on challenges, and learn as you go.
Also, build a strong support system. Surround yourself with mentors, industry peers and a community that pushes you forward. Success isn’t just about skills, it’s about having the right people in your corner.
And lastly, own your space. If you’re underrepresented in your industry, don’t shrink yourself. Your voice, experiences and knowledge matter. So show up, speak up and carve out your place in the industry.
