In this episode of SEO’s Getting Coffee, Emina is joined by Erin Simmons, Managing Director of Women in Tech SEO, to talk about what community really means, beyond buzzwords, sponsorship decks, and vague “community-led” strategies.
Because while everyone suddenly wants a community, very few people are willing to do the actual work that makes one thrive.
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How SEO Community Can Power Your SEO | SEOs Getting Coffee Ep.46
Community Starts With “Why”, Not Slack
One of the clearest messages from Erin is that community building doesn’t start with technology.
It starts with:
- A clear reason for existing
- A shared sense of belonging
- And values that shape how people show up for one another
Women in Tech SEO didn’t begin as a marketing initiative. It began because people didn’t see themselves represented, didn’t feel a sense of belonging, and wanted a space where they could grow their confidence, skills, and careers together. Whether that’s helping SEOs develop new skills, working through a technical SEO problem, overcome imposter syndrome, or transition into a new role, the WTS community was built to support its members at every stage, in every space.
That “why” still underpins every decision WTS makes, from moderation to partnerships to programming. The tools came later.
The WTS Model: Careers First, Everything Else Second
WTS now supports over 12,000 members globally, but its growth hasn’t come from chasing scale for its own sake.
Instead, the community focuses on four core pillars that support long-term career growth:
- Connections
- Education
- Amplification
- Opportunities
Everything WTS does ladders back to those goals, from paid conference speaking opportunities to mentorship programmes, editorial work, and visibility for members across the industry.
It’s a reminder that strong communities don’t exist to “engage users”. They exist to help people succeed.
Brands Don’t “Join” Communities, People Do
A major part of the conversation focuses on how brands should think about community-led marketing, and where most get it wrong.
The biggest mistake?
Starting by building a community instead of showing up in existing ones.
Erin’s advice is simple but often ignored:
- Join a relevant community first
- Listen before contributing
- Understand what value people actually come for
- Find where your skills, platform, or resources genuinely help
That help might look like sharing knowledge, amplifying voices, funding initiatives, or supporting events, not selling.
Trust is built through consistent presence, usefulness, and humanity, not lead forms.
Trust First, Visibility Second
One of the strongest refrains in the episode is that visibility is a by-product of trust.
When people know you, see you helping others, and recognise your intent as genuine:
- Your brand gets mentioned organically
- Your work gets shared
- Opportunities appear without being forced
Communities also offer something most marketing channels can’t: honest audience insight. From pain points to sentiment to language, communities are a goldmine for understanding real people, if you’re willing to listen instead of extract.
Lurkers Are Not the Problem
Another important point Erin makes is around “lurking”, often treated as a failure metric in communities.
In reality, many people gain value by observing:
- Learning through example
- Building confidence quietly
- Understanding whether a space feels safe
Not every member needs to be visibly active for a community to be successful. Sometimes, watching is participation.
Room 404: Let’s Bring People Back Into Marketing
For Room 404, Erin banished tool-first marketing.
Specifically, the idea that platforms, AI, and systems should come before people.
With the industry overwhelmed by AI updates, automation, and new tooling, Erin’s point was that when marketers start with machines instead of audiences, they lose sight of relationships, trust, and real human needs.
Tools should support people, not replace them.
Final Thoughts
Community isn’t something you spin up because a strategy deck says you should.
It’s built slowly, through showing up, listening, being useful, and acting like a human,, whether you’re a member, a sponsor, or a founder. The returns don’t always show up neatly in a dashboard, but they show up in trust, visibility, confidence, and long-term relationships.
As Erin makes clear, when people come first, everything else follows.
And if your “community-led” strategy doesn’t start there, it probably isn’t community-led at all.
For more insights and in-depth conversations on the latest in SEO and digital marketing strategies, stay stuned for upcoming episodes of “SEOs Getting Coffee.” Subscribe to our channel for regular updates and expert opinions.
