<3

It’s been a while since my last post.
In the meantime I had quite a bit of vacation (shit, Yucatán is AMAZING) and I had a lot of stuff to write, batteries fully recharged, ideas galore, both on marketing and on actually useful stuff like what kinds of pizza are really worth a try in Mexico.
I had stuff to write for miles, I swear.


Then, a person I know told me they want to go back to Ukraine, they MUST, because their children are there, and any counter-arguments about how dangerous it was, would just go in one ear and out the other like in a cartoon.
And yeah, I understood that nothing matters. Nothing is important.
There are people who take airplanes from London to return to Ukraine in vain because their children are being bombed in the face, ergo everything I do and say is irrelevant.

The thing that makes me think is, the worst effect that this situation causes is that a lot of smart people will think, say ‘there you go, you see, the European Union is useless because we need MORE weapons, MORE soldiers, MORE army’. Without an army, you can’t defend yourself from bullies! Army, army, army.
B.u.l.l.s.h.i.t.

Fuck armies, fuck weapons, fuck borders. And fuck bullies.

To have a reason

I was just finished interviewing someone, and something struck me.

What is one’s why is not important per se. What is important, is at least to have one. We were talking work then, but this is true in general.

This one person got me an answer I was not expecting at all. ‘Why do you do SEO?’ asked I. I don’t even remember what it was, I only remember being caught wrong-footed (ps. be sure, I will ALWAYS ask that).

The thing that baffles me is not knowing why; if someone is doing something, anything, they should at least ask themselves the question. If the answer is ‘because they pay me’, fair enough: you’re probably not good for my team, but at least you know what you want – or rather what you don’t want. But to not know at all? ‘Meh, I happened there by chance’. I do not understand.

So I talked to this person, and I had a positive impression of them even though they didn’t give me the answer that I wanted to hear, or at least what I expected. Cool!

Cool because I was wrong: a person doesn’t necessarily need to answer me the way that I want – they can tell me pretty much anything, as long as they actually have a motivation. Then I might not like the answer anyway, but I’d know that that person is feeling fulfilled by what they do. I do the same, express exactly my reasons and opinions, every time I am being interviewed, and if I don’t get the job I can only call myself lucky (and yes I know this is a spawn of privilege).


I also want to spend a few words on why many do not have a why, in a work context. It is because Marx was right, it is alienation, it is social injustice – and perhaps as a society we should spend some time thinking about it.

New job, new life

It’s been a while!

A lot happened to me in the last few months, so much so that 1) I now struggle to put in line exactly what it is that I should probably write about and 2) I really had the feeling that I was not going to write about anything at all, because I had too much to write. Not that anyone cares, since this blog is but for future-Enrico, but anyway.

So first of all, I left Blue Array back in August. Those who know me, and I’ve spoken to during the first half of the year, know the whys and hows and it’s not really worth going back on the things that did not really work for me over there; I’d rather consider, and it’s easy to do since they are quite clear in my head, all of the good things that happened to me-and these, all things considered, have everything to do with some (not all) of the people in my team. With some of them I’ve built a relationship that goes well beyond the workplace, really strong bonds as far as I’m concerned that will last forever and are really worth the world to me. Gratitude, is what I feel. Like a buddy of mine moved on to another agency, with a promotion included, and is going to run a webinar on International SEO next month or so, and I’m so proud. Doesn’t get any better than that, really.

So after that there’s been the Blue Array Summer Bash, which was the first time of me meeting a lot of the people, and all of them for at least 18 months, so it was great: it was also my last day there.

I needed to move on, and two things were in my ‘dream job’ scenario: I thought that my role had to be a head of SEO one, and I would’ve liked it to be in house. Both of these actually happened, as I joined Raketech. I was not particularly looking at the iGaming industry, and the one thing that really made me decide without any second thoughts is how much I liked the three people who interviewed me. It was very clear that they liked me, too, which is important: I’ve done dozens of interviews, and found that the best thing to do is really to be who you are. That way, you’ll be sure that people are willing to hire you, not someone else.

So I’ve started now and it’s quite confusing, but I can also see that I can make a great job, bringing my more ‘agency’ experience in a different context. Really a lot of possibilities and interesting stuff to do. Let’s see what comes of it, I’m very positive, curious, and enthusiastic.

Soundtrack:

On Simone Biles, and being OK with being a loser

There’s been a lot of talking about Simone Biles withdrawing from several events at the Tokyo 2020 Olympics (maybe all, the events are under way as I write).

And of course, a lot of ABSOLUTELY NECESSARY chit chat on social media. Well, here’s a couple of ABSOLUTELY UNNECESSARY POINTS from me too.

Point one: a message for all of those commenting on how right she is, that having everybody talking about you is extremely stressful, and that all of that attention can lead anyone to dark places, et cetera…I mean, you do realise the irony yeah? ‘People need stop talking about her’, says online white knight talking about her. Genius.

Secondly: the message that accepting your weakness is the sign of being a winner is intrinsically wrong. If you withdraw you do not win; if you do not win you are not a winner; if you are not a winner, you are a loser. I mean, it’s not that hard.

Rather, the point ought to be: it’s OK to lose. Back to my point about the lesson I learnt from Roberto Baggio. It’s OK to not be on top of the mountain: if you are second, you are second, and it’s fine: do not take that silver medal off your neck in disgust (as I’m seeing in football quite too often). It’s a great achievement indeed! But at the same time, do not think that you are a winner: you lost, it’s fine, you can accept it, and try harder, if you want, next time. If you don’t want to, it’s fine as well.

There’s so much stigma around not being the number one, it’s sickening. Leave the poor girl alone, she didn’t feel like competing, there’s someone else who’ll be the winner here, it’s fine. Just leave her alone. What I hope for her is, she’ll manage to be OK with being a loser.

There I go, tossing words around again

Just back from my first trip back home to Sardinia for the first time in two years, couldn’t be happier. I’ve kept complete radio silence pretty much on all media, no regrets at all – if anything, I highly recommend it!

Anyway, whilst I was probably on the beach sipping Ichnusas, the wonderful Mordy Oberstein went online with the new instalment of his The SEO Rant! podcast, featuring yrstruly.

We go on a rant about ethics, the need to create a better online environment, and the responsibilities we have as content creators. Check it out on the SEO Rant website, I’ll embed the Spotify widget down here. Oh and I also want to mention the EnRic&Mordy pun, of which I’m superproud.

Ps. I solemnly swear that Mordy did not pay me for those two links (yet 😬 )