Who is Matt Diggity?!

Matt Diggity is a well-known entrepreneur, investor, and search engine optimization (SEO) expert. He is particularly recognized for his highly analytical, data-driven approach to SEO, focusing heavily on affiliate marketing, lead generation, and acquiring and scaling online businesses.

He originally started his career as an electrical engineer before transitioning into the digital marketing space, a background that heavily influences his methodical and technical approach to search ranking strategies.

Key Projects & Companies

 

Diggity is the founder or co-founder of several notable businesses within the SEO industry:

• Diggity Marketing: His primary brand and blog, where he shares case studies, technical SEO guides, and industry news.

• The Affiliate Lab: A highly regarded, comprehensive training course focused on teaching individuals how to build, rank, and monetize affiliate websites.

• Authority Builders: A popular link-building service designed to help website owners acquire high-quality backlinks.

• LeadSpring: A digital portfolio company that partners with businesses to take over their digital marketing efforts.

• The Search Initiative: A full-service SEO agency that provides client-ranking services for brands.

• Chiang Mai SEO Conference: Diggity is the founder and host of this major annual industry conference held in Thailand, which attracts top SEO professionals from around the world.

More recently, he has expanded his focus into Diggity Media, an agency focused on full-funnel paid media and performance marketing, and MattDiggity.com, where he offers coaching and acts as an angel investor for SaaS and e-commerce founders.

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Who is Danny Sullivan?!

Danny Sullivan is a towering figure in the world of search and SEO. While you might know him as a recognized expert alongside names like Neil Patel or Rand Fishkin, Sullivan's career arc is entirely unique: he went from being the premier journalist covering Google to working for Google.

Here's why he is so central to the SEO industry:

The Early Days: The Journalist of Search

 

Long before he worked for Google, Sullivan was arguably the most important journalist covering the search engine industry.

• Pioneering Coverage: He began covering search engines in 1996, long before Google was even the dominant player.

• Search Engine Watch: In 1997, he founded Search Engine Watch, which became the definitive resource for understanding how web searching worked and how to optimize for it.

• Search Engine Land: In 2006, he co-founded Third Door Media and launched Search Engine Land, which remains one of the premier news sources for the SEO and SEM industry today. (He also created the SMX—Search Marketing Expo—conference series).

The Current Role: Google's Public Search Liaison

 

In 2017, Sullivan made a major career shift. After announcing his retirement from journalism, he was hired by Google to serve as the company's Public Search Liaison.

In this role, he serves as the bridge between Google's engineering teams and the public (specifically webmasters and SEO professionals). His job involves:

• Explaining Google: He helps explain how search works, providing context on core algorithm updates and Google's ranking systems.

• Gathering Feedback: He actively listens to the concerns and feedback of webmasters and the SEO community and relays that information back to the teams building Google Search.

• Clarifying Misconceptions: He is frequently active on social media (especially X, formerly Twitter), responding directly to questions, debunking SEO myths, and providing guidance on best practices.

Because he spent over two decades advocating for webmasters and holding search engines accountable as a journalist, his transition to Google was a significant event, bringing an unprecedented level of understanding of the SEO community directly into Google's search team.

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