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10 years in SEO and I still can’t figure out what to build for myself
Posted by on March 11, 2026 at 10:34 pmI've been in SEO for 10 years, spent most of my time agency-side, then in 2023 went in-house as a generalist when I wasn't sure where SEO was heading. Now with AI/LLM search, it's rekindled my love for SEO again, but so far it's been limited to my day job.
A few years ago I ran a niche review site that was growing before the HCU hit and killed my momentum. I genuinely love building something of my own, but I struggle with the product/idea side. Once I have a direction, I can execute.
Curious what others are doing beyond the 9-5. Are niche sites still viable if you're strategic about it? Or are you building something product-based? Agency/freelance seems like the default, which I have done before, but I don't find it as enjoyable personally.
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1 Reply
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As someone who has done this for over 25 years, worked in big tech doing it and now runs her own completely unrelated but successful business….do something you absolutely love, then optimize the ever living shit out of it. You’re your own marketing force. Use your skills in a field that interests you so it doesnt feel like work. When I started the new biz I’m in now, I just applied everything I knew, in a very niche field. It took me less than 6 months to beat every other competitor in my city, folks who were in this same industry for decades. Good luck to you.
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You could use your skills to work on a passive income.
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Weirdly I been doing the same I always wanted to build a football website and game now with ai you can do it all now, football is my passion so weird I’ve never done it before ha
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I am working on building my own SEO tools using Claude code that I will bring to market.
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