The past 20 years in Search Engine Optimization (SEO) have been one wild ride. I’ve had the privilege of leading global SEO teams for organizations like Amazon, Univision, Pfizer, Deloitte, and even NASA — and meeting some truly incredible colleagues, mentors, and industry pros along the way. I’ve taught classes at Harvard, consulted with Fortune 10 CMOs, and worked side-by-side with Jim Green, NASA’s Chief Scientist. And now, I’m beyond excited to share my next chapter: authoring a book for none other than the legendary O’Reilly Publishing — covering what may be the most significant shift in Search Optimization to date.
But it definitely didn’t start that way.
Actually, it started in a full-on panic.
It was 2006. I had graduated college just a year earlier and still believed my MTV Networks internship in New York City would be my golden ticket. Back then, MTV was the brand — and interning there felt like a sure way to open doors everywhere. Except… it didn’t. No one seemed to care. I sent out over 200 job applications, and only four even acknowledged me. My bank account was down to $132.46, and I was couch-surfing my way across cities while applying to every marketing-related role I could find, paid or unpaid.
Desperate, I reached out to a family I used to rake leaves for in college. The dad owned a successful ad agency, so I asked if he’d meet with me — part mentorship request, part Hail Mary job plea. Eventually, he agreed.
Walking into that downtown office felt like stepping into the creative world I’d dreamed of — high energy, colorful walls, buzz everywhere. But after waiting 40 minutes in the lobby, my excitement started turning into doubt. “Did he forget? Did I mix up the time? Did I even rake this guy’s leaves?” Finally, his assistant waved me in.
The meeting itself… wasn’t exactly inspiring. The conversation was brief, the advice vague, and his grand finale was handing me a phone book of ad agencies and wishing me luck. Back to square one.
But that old-school phone book turned out to be the best thing he could’ve given me. It opened my eyes to the sheer scale of the advertising world — over 2,000 agencies nationwide, neatly organized by state. Perfect. I started firing off applications from Wisconsin outward, working my way across the map.
After 426 applications — 12 replies, 10 polite rejections, 2 “position filled” notes — I was down to $42 and running on fumes. Then, one lone email popped up: “SEO role.”
I had no idea what SEO even was. After a quick Google search, I learned it meant Search Engine Optimization and had something to do with marketing. Close enough. I replied immediately. The next day, they wanted me to interview — in person. It was four hours away. Didn’t matter. I was in.
What I walked into didn’t feel like a normal office — it felt like Disneyland for marketers. There was half an airplane in the middle of the space, desks designed like little shacks, and yes, a 20-foot Sasquatch statue in the men’s restroom. I couldn’t make this up.
The interview was surreal — the most natural, hilarious, and exciting conversation about marketing I’d ever had. An hour later, I got the call: I was hired.
Finally, a win.
My first real job title: SEO Manager.
There was just one problem — I still didn’t actually know what SEO was.
Luckily, most of the team was going on Thanksgiving break, which gave me two quiet weeks to figure it out before anyone noticed I had no clue what I was doing.
So, naturally, I went where I always went when I was stuck: Barnes & Noble. It’s always been my sanctuary. A place filled with so much brilliance on the shelves that just walking in made me feel like anything was possible. I’ve always believed you’re just one book away from reinventing yourself.
And there it was.
“Search Engine Optimization” by Harold Davis (2006), published by O’Reilly.
It was exactly what I needed — clear, structured, designed to take a beginner to intermediate level fast. I remember that day vividly. I never went back to the office after lunch. I stayed in the store until closing, completely absorbed in those pages.
That book became the foundation of everything I’ve done since. It was my warp pipe into this world. And I’ll always be grateful for the alignment of O’Reilly, Harold Davis, and Barnes & Noble that day.
Fast forward to today: 20 years, a few gray hairs, and leadership roles at some of the world’s most innovative companies later — I’m thrilled to share that I’ll be authoring the official O’Reilly Publishing book on Answer Engine Optimization (AEO), coming summer 2026.
This project is deeply personal. It’s a full-circle moment, but also a responsibility — to do right by the SEO community at a time when our craft is changing faster than ever. My promise is to make this book deeply practical, research-driven, and built for a world where AI-powered search is rewriting the playbook. I’ll also include ways to access updated online resources so the content stays timeless, even as technology evolves.
I can’t wait to share the cover soon — and will be posting chapters along the way on LinkedIn for feedback. Preorders will open in the new year.
Thank you for reading, for being part of the journey, and for sticking around as this next chapter unfolds.
— Rigo
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