Are you aware of your own biases? You judge someone who picks mayo over ketchup on their chips. You look on in disbelief when people add milk to their coffee, because everyone knows the only way to drink it is black. Joking aside, this week we're talking about the biases that exist in the SEO industry. I'm joined by Lydia Fox, Head of SEO at Serpify, who specialises in off-page strategies for YMYL clients, helping brands build authority, trust, and sustainable search growth. Lydia speaks openly about the times her opinion hasn't been asked for or respected, and the judgement she's faced simply for focusing on off-page SEO. We get into how that kind of bias can feed imposter syndrome, the personal toll it takes, and the strategies she's developed for dealing with it and refusing to be put in a box. About Lydia Lydia Fox is the Head of SEO at Serpify focused on offpage strategies for YMYL clients that helps brands build authority, trust, and sustainable search growth. She focuses on strategies that drive conversions, not just traffic, using EEAT-led link building, digital PR, and long-term brand development to create real commercial impact. Lydia takes a brand-first approach to SEO, helping businesses position themselves as credible, recognisable, and trustworthy in both Google’s eyes and their customers’. Where to find Lydia Lydia Fox on LinkedIn Lydia's Website About 'The SEO Mindset' Podcast Build your inner confidence and thrive. The SEO Mindset is a weekly podcast that will give you actionable tips, guidance and advice to help you not only build your inner confidence but to also thrive in your career. Each week we will cover topics specific to careers in the SEO industry but also broader topics too including professional and personal development. Your hosts are Life Coach Tazmin Suleman and SEO Manager Sarah McDowell, who between them have over 20 years of experience working in the industry. Get in touch We'd love to hear from you. We have many ways that you can reach out to us to say hello, ask a question, or suggest a topic for us to discuss on a future episode. Follow us on Instagram Follow us on LinkedIn Send us an email Check out Tazmin's Website Check out Sarah's Website Click here to sign up for our newsletter to receive news and updates from the podcast eg latest episodes, events, competitions etc. We will never spam and you can unsubscribe at anytime. Subscribe and never miss an episode: Listen to The SEO Mindset Podcast Resources used for episode Summer of SEO - Free SEO Course for Ecommerce StoresFreddie Chatt on LinkedIn Copyright 2026 Sarah & Tazmin Mentioned in this episode: Previsible helps brands grow Search has changed but most strategies haven’t. If you’re still measuring success purely on rankings and clicks, you’re missing where real decisions are happening. Previsible helps brands understand and grow their visibility across AI platforms so you’re not just present, you’re chosen. If you want to see where your brand stands and how to build trust in AI-driven search today. 🔗 Check out Previsible Support the podcast today! For the same price of a Starbucks, Costa, or your favourite local coffee shop drink, you can give us a one off tip or a monthly donation. We'd be forever grateful. 🔗 Support the podcast today! Mentioned in this episode: Support the podcast today! For the same price of a Starbucks, Costa, or your favourite local coffee shop drink, you can give us a one off tip or a monthly donation. Also, have you subscribed to the podcast? If not why not! Receive notifications whenever a new episode is available, and why not leave us a cheeky 5-star review or rating while your there? Give us a one off donation Previsible helps brands grow Search has changed but most strategies haven’t. If you’re still measuring success purely on rankings and clicks, you’re missing where real decisions are happening. Previsible helps brands understand and grow their visibility across AI platforms so you’re not just present, you’re chosen. If you want to see where your brand stands and how to build trust in AI-driven search today. Check out Previsible
