Social Hunt Interviews Danny Sullivan

Imagine being able to pick the brain of a true legend in the industry. I recently had that opportunity when I interviewed Danny Sullivan — a living legend in search engine marketing. As young professionals, we have always looked up to pioneers like Danny.

Danny wears many hats: he’s a search engine guru, founding editor of Search Engine Land, and Chief Content Officer at Third Door Media, which publishes Search Engine Land and the SMX: Search Marketing Expo Conference Series. He also continues to support learners and professionals alike through his blog, Daggle.

Over the years, Danny has been featured in major media outlets such as The Wall Street Journal, USA Today, The Los Angeles Times, Forbes, The New Yorker, Newsweek, and ABC’s Nightline. It was truly an honor to interview him, and I’m very grateful for his time.

So, let’s dive into the insights Danny shared with us:

Interview

Noman: Danny, the landscape of digital marketing existed even before Google. Then Google entered the scene and quickly became the leading source of quality website traffic. But today, with Google becoming more unpredictable, do you think businesses should still invest heavily in SERP rankings?

Danny: Businesses should absolutely consider generating traffic from search — not just Google, but also from other sources like vertical search providers. Search is one of the best mechanisms for generating leads. You don’t want to ignore it.

Noman: Google recently removed My Blog Guest and issued an unnatural link warning to the reputable SEO firm Portent. Many small businesses now feel that Google is an uncertain traffic channel and not worth investing in — especially after the many algorithm updates. From an SMB perspective, what’s your view on the future of digital marketing?

Danny: Small businesses receive a lot of traffic from search and digital media, and they should continue investing in it because that’s where the audience is. Google hasn’t been targeting small businesses. In fact, real small businesses are often receiving more traffic than ever. What Google has been targeting is content it considers spam.

Noman: I’d love to hear your take on Seth Godin’s famous words: “All marketers are liars; I’m a marketer, so I can say this.”

Danny: I don’t believe all marketers are liars — especially not the good ones. Whether Seth meant that literally or not is part of his twist on an oft-cited riddle that doesn’t really have a definitive answer.

Noman: Many businesses are overly obsessed with SERP rankings, believing that profits will follow. What would be your advice for them? Should they continue focusing only on rankings, or diversify into other channels as well?

Danny: You should always focus on attracting quality traffic that converts, and from a wide range of channels. If you’re overly dependent on any single channel — whether it’s Google or Facebook — you risk major problems in the future.

Noman: The SEO Periodic Table is incredible, and many professionals — myself included — keep it handy when planning strategies for clients. But given Google’s constantly changing algorithms, do you think this table will still be relevant five years from now?

Danny: Large parts of it will remain relevant. In fact, many elements in the table are just as applicable today as they were 10 or 15 years ago.

Noman: Danny, with your extensive experience in SEO and digital marketing, could you share some key Do’s and Don’ts for professionals preparing for the near future?

Danny: Don’t think of your job as an SEO as being limited to generating traffic from Google. Do understand that your job is about understanding how people seek information and ensuring your content performs well in those channels — wherever it can appear organically.

Noman: Search Engine Land is huge today. But what inspired you to create it in the first place, and what were you expecting back then?

Danny: It actually goes back to my initial project, A Webmaster’s Guide To Search Engines, which I started in 1996. I knew there was demand for information about search and believed search would continue to grow in importance. But I didn’t anticipate just how much it would expand.

Noman: You’re a mentor and inspiration to many. But who inspires you?

Danny: I’m inspired by authors, writers, and creators who build new worlds in print or film — people who entertain and spark imagination.

Noman: Both Search Engine Land and Marketing Land are already highly influential. Where do you see these portals in the next five years?

Danny: I see them continuing to grow and serve their industries with valuable insights.

Noman: Finally, what’s your outlook on the future of digital marketing? What do you think is coming, what will disappear, and how should professionals prepare for the challenges ahead?

Danny: Professionals must stay grounded in the fundamentals. It’s not about positioning yourself on one specific channel. It’s about defining your marketing goals and using a wide range of channels to achieve them.

A big thank you to Danny Sullivan for sharing his time and insights with us. His thoughts remind us that while tools and platforms may change, the fundamentals of understanding audiences, creating value, and diversifying strategies remain constant.