Today we’d like to introduce you to Celeste Gonzalez
Hi Celeste, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey into SEO started during a general business internship, where I was first introduced to the basics of search engine optimization. Wanting to gain hands-on experience, I started a blog about my experiences as a first-generation college student at U.C. Davis. Through that, I was able to implement everything I was learning and see SEO in action. That curiosity turned into a passion, and after earning my degree in Managerial Economics, I joined RicketyRoo as an SEO Specialist.
From there, things moved quickly. Within eight months, I became an SEO Strategist, where I focused on developing innovative strategies for local businesses. Today, I lead RooLabs, RicketyRoo’s SEO testing division, where I specialize in data-driven experiments that challenge traditional SEO assumptions. Beyond my work at RooLabs, I’m deeply involved in the SEO community—writing, speaking, and even judging for the 2024 Search Engine Land Awards. I also contribute to the Wix SEO Hub, as a columnist and a course creator, helping businesses and professionals navigate the world of local search.
My career has been driven by a passion for experimentation, problem-solving, and sharing knowledge. SEO is constantly changing, and I love being part of the conversation that pushes it forward.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I absolutely love what I do and have a passion for helping local businesses, which has made my journey smoother than what many people might experience. That said, I’ve definitely faced challenges—especially in the beginning when it came to figuring out what to learn next.
SEO is such a broad field, with specialists in content, technical SEO, link building, and even niche areas within those. Early on, it was difficult to decide which skills to focus on and how to prioritize my growth. But with the guidance of excellent mentors and a clear approach to career mapping, I’ve been able to continuously build on my skills in a way that feels both intentional and rewarding.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in Search Experience Optimization (SXO), local SEO, and SEO testing, helping businesses improve their online visibility and drive more leads. My work revolves around figuring out what actually moves the needle in search—whether that’s testing title tag changes, content optimizations, or user experience improvements.
Beyond my role at RicketyRoo, I’m passionate about sharing my knowledge with others. I created the Local SEO course for the Wix SEO Hub, helping businesses and professionals develop strategies for local search success. I’m also a guest columnist for Microsoft Clarity, where I write about using user behavior data to enhance SEO and improve website performance.
What I’m most proud of, though, is the real impact my work has on local businesses. Seeing my strategies help clients generate more leads, get more phone calls, and ultimately grow their businesses is what drives me.
What sets me apart is my focus on testing and experimentation. SEO is filled with “best practices,” but I don’t believe in blindly following advice—I believe in testing it.
Where do you see things going in the next 5-10 years?
Over the next 5-10 years, I see local SEO becoming even more personalized and intent-driven. AI in search results, like the Ask Maps feature on Google Maps will push local businesses to create content and experiences that are tailored specifically to each location vs general location pages with the same template/information across each of them. Those who rely on outdated tactics or ignore the user’s journey will struggle to compete, this is really where the push for SXO will need to happen.
I also expect a shift in how businesses build authority. Traditional link building might take a backseat to brand-building efforts like community involvement and engagement-driven content. Businesses that focus on genuine relationships and trust signals, both online and offline, will come out ahead.
Contact Info:
- Website: https://www.celesteseo.com/
- LinkedIn: https://www.linkedin.com/in/celestelili/
- Youtube: https://www.youtube.com/@celestexlili
- Other: https://www.wix.com/studio/academy/courses/local-seo
