The Start of a New Career
I began my career at a dot-com startup called What’s For Free Technologies. The concept was straightforward: build a website aggregating free offers from across the web, organized by business verticals. With a strong SEO focus, our goal was to rank highly for popular search terms, then rent landing pages to companies in each vertical as traffic grew.
As employee number eight, I started as a content aggregator, making extra money for my family while finishing college. But with an $11M venture capital investment, the company quickly expanded, and I was promoted to SEO Manager. My role became a mix of recruiting talent and leading an ambitious team of young graduates.
The site was built, the content aggregated, and our sales strategy ready. Yet, one key element was missing: a real plan to dominate search engines. The company believed that simply building the site would drive traffic, but we soon discovered SEO would require much more.
Entering the World of SEO
The SVP of Marketing pulled me in, asking if I could take on SEO. I said, “yes,” though I had little knowledge of how to do it. Working with a close colleague, we spent two intense weeks deciphering search engine algorithms and analyzing top-ranking websites. We emerged with a 176-page document outlining our approach to SEO. And it worked! Our pages began landing on page one, and soon, well-known brands were renting them.
Just as we hit our stride and celebrated our 100th hire, the cracks began to show. Executives were rarely around, and guidance became scarce.
The End of the Beginning
That’s when I learned about the “pump and dump” scheme. In those days, it was common for investor money to be funneled into a tech company, hyped until it went public, then sold off at peak share prices, leaving employees and clients stranded. Though I didn’t receive my last paycheck, I was rewarded in a greater way… I had discovered a new career path in SEO.
The Big Takeaway
Breaking into SEO was an unexpected gift, but the most valuable lesson was in leadership. I observed both effective and toxic leadership styles at What’s For Free. While some leaders fostered a cut-throat culture, I was fortunate to have an SVP of Operations with integrity. He mentored me, encouraged transparency, and helped me navigate the challenging environment. Though he wasn’t part of the scheme, he saw what was happening and exited before the collapse.
What’s For Free folded within a year, leaving behind court judgments for unpaid salaries. But the experience shaped me, providing a solid foundation in SEO, leadership, and vision that would guide me in every role that followed.