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Nikoleta Yaneva
Semantic SEO Strategist at Serpact
She has many years of experience in translation and project management — all that is related to applied linguistics. Later comes her interest in SEO. She briefly encountered Off-page SEO, but her soft spot was Content Marketing, which made her take a different professional direction. She graduated with a Master's degree in Digital Marketing and Web Design, as well as the first edition of SERP Acad.
Her activity is currently focused on supporting B2B and B2C companies in the sectors of pharmacy, finance, interior, etc. She also makes strategies for some of the largest e-shops in our country, with annual traffic of over 20 million clicks.
Behind the Scenes – What Nikoleta Shared Before SERP Conf. Sofia 2025
Understanding context is the key to creating useful and effective content
What is the most common SEO myth that needs to be debunked?
The phrase "the more the better" is so well-known to everyone. In other words, creating more pages or targeting many keywords simply because they have a high-volume search doesn't always equal success. Often, it doesn't work in the business's favour from an SEO perspective.
What's the first thing you do when starting a new SEO project?
In a word, research. We must take enough time to thoroughly research and analyze the niche the specific business is in, as well as keywords and phrases. This is the core on which we will build afterwards. And we're not talking solely about using tools here but searching as a user. We have to understand the business, its essence, and the pain points and problems of customers who are looking for these types of products and services.
If you could only give one SEO tip to beginners, what would it be?
Understand the context – in what context does a piece of content appear, and what is the reason for that specific search? This helps to build a strategy for creating useful and effective content. Another key question to ask yourself is, "Is this relevant to our business?". Sometimes, a query may have less search volume but make much more sense for our project.