Yagmur Simsek is an SEO Consultant, founder of Search ’n’ Stuff, and co-founder of the Global Cyber Security Network. Known for her professionalism, discipline and ability to bring people together, Yagmur has built one of the most respected networking communities in the international Search industry.
She is constantly launching new initiatives, building partnerships and creating opportunities for others. Always in motion, always thinking bigger. I find her journey incredibly inspiring and can’t wait to see what she builds next.
1. How did you first find your way into SEO, and what made you stay?
I actually found my way into SEO almost by accident. I was always curious about how people discover brands, ideas, and content online, and SEO felt like the perfect mix of psychology, creativity, strategy, and data.
What made me stay is that SEO is never only about rankings. It’s about understanding people, intent, behaviour, trust, and now even communities. After more than 10 years in the industry, I still feel like there’s always something new to learn — and that keeps it exciting.
2. Which skill has helped you the most across SEO, content, and community building?
Probably communication and connecting dots between people. Technical knowledge matters, of course, but being able to translate ideas between teams, clients, founders, marketers, developers, and communities has helped me the most. Whether it’s SEO, content strategy, or community building, everything becomes stronger when people actually understand each other and work toward the same goal.
3. What was the main idea behind creating Search ’n’ Stuff in the first place?
Search ’n’ Stuff started from a very simple idea: our industry needed more genuine human connection. I loved conferences and networking events, but I often felt the best conversations happened outside the stage sessions — during coffee breaks, dinners, random chats, and walks back to the hotel.
I wanted to create something that felt more human, collaborative, and community-driven rather than overly corporate. It started with small dinners and meetups, and somehow grew into an international community project.
4. What was the main idea behind creating Search ’n’ Stuff in the first place?
The hardest part is probably the emotional side of it that nobody sees. People see the stage, the speakers, the photos, and the sold tickets. They don’t always see the uncertainty, the financial risk, the late-night problem solving, or the constant pressure of wanting everyone to have a good experience.
Building a real community also means protecting the atmosphere and culture carefully. Growth is exciting, but maintaining authenticity while scaling is the real challenge.
5. Beyond the location, what’s the biggest difference between Search ’n’ Stuff London and Antalya?
London feels faster, more business-focused, and heavily centred around strategy, innovation, and global networking. Antalya has a very different energy. Because people stay together for multiple days in a resort environment, conversations naturally become deeper and more personal.
One conversation leads to another, people spend more time understanding each other properly, and that often turns into long-term networking connections, collaborations, friendships, and even business partnerships.
There’s space for deeper discussions beyond quick introductions or rushed networking moments. London feels like a global industry hub, while Antalya feels more like a creative search retreat where relationships grow more organically.
6. In a few words, what is the Global Cyber Security Network and why did you co-found it?
Global Cyber Security Network is a content and networking platform focused on cybersecurity awareness, industry collaboration, and organic growth. I co-founded it because we saw a gap between highly technical cybersecurity knowledge and accessible industry communication.
We wanted to create a platform that could connect experts, brands, and audiences through content, partnerships, and community-driven growth strategies.
7. With AI changing the industry so fast, what do you think will always stay human in SEO?
Trust. I think trust will always stay human in SEO. AI can scale content, analysis, and workflows incredibly fast, but people still connect with real experiences, opinions, communities, and credibility.
The brands and creators who genuinely understand their audience, and care about them, will still stand out. I actually think the more AI grows, the more valuable authentic human perspective becomes.
8. What are you most excited about for Search ’n’ Stuff this year?
Honestly, seeing how global the community is becoming. This year we’re bringing together people from so many countries, backgrounds, and specialties across SEO, AI, content, paid media, analytics, and startups. I’m especially excited to see Search ’n Stuff evolve beyond just “events” into something more ongoing — a space where collaborations, friendships, partnerships, and even new businesses can start.
9. When you’re not working, what does a perfect day off look like for you?
A perfect day off is probably a mix of good food, random walks, meaningful conversations, and zero urgency. Maybe discovering a new café, spending time with my loved ones, discovering a new city, sitting near the sea somewhere, or travelling without a strict schedule. Ironically, some of my best ideas also come during the moments when I’m trying very hard not to work.
10. Looking back, does the growth of Search ’n’ Stuff still surprise you sometimes?
All the time. Honestly, sometimes I still pause and think: “How did this become real?” Search ’n’ Stuff started with tiny meetups and conversations, and now seeing hundreds of people flying from different countries to attend something we built independently is quite emotional. What surprises me most is not only the growth itself, but how many people voluntarily want to support, contribute, and help the community grow together.