On this week's episode, I speak with Geoff Atkinson, the Founder and CEO of Huckabuy, an SEO software company. We dive into a number of technical aspects around SEO. We talk about optimizing for humans and search engines, and how to use structured data and schema to succeed in SEO. Episode Highlights:Geoff's background journey into digital marketing.  How a "ski bum" got started in marketing.Advice on getting to the SVP level of your company.What made Geoff "fall in love" with SEO.Internal Navigational Search: the key reason for a spike in growth.The importance of structured data in SEO.The idea and foundations of Huckabuy.Defining structured data.The major ways structured data can be used.Focusing on JSON-LD for the future of structured data.Why does structured data and schema not get enough attention?Where to start on growing your technical SEO skillset.The natural move from developer to technical SEO marketer.Balancing between optimization for humans and search engines.Objections and responses to the importance of structured data.2 SEO strategies that always bring results.The vision and reason behind SEO cloud.The concept and importance of Dynamic Rendering.Why you need faster page loads today and how to make it happen.The #1 skill every marketer should have.The reason you should check out Huckabye. 3 Key Points:Earlier in your career, experience and worth are more important than how much money you make.Combating the fear and nervousness around SEO can help you succeed in growing your skillset and your brand.Building relationships between your development departments and marketing can help to enhance SEO.