About Amara Omoregie

Amara Omoregie is the founder and CEO of Amara Reps now Full Stack Agency, a HubSpot platform partner agency specialising in marketing and sales operations, implementation and strategy. With almost 20 years of marketing and sales experience she has worked with over 500 clients while working in-house and agency side. Her passion for project management and team building comes from years of experience and learning from the challenges in the industry. Amara loves to give back to the marketing community by sharing her knowledge and helping to standardise solutions.

Table of Contents

• Who is Amara Omoregie?
• Current Projects That Excite Amara
• Tactical and Strategic Human Experience Optimization Advice from Amara
• Where Does Amara See the Future Going in SEO?
• Conclusion

Who is Amara Omoregie?

Early Life and Career Start

Born in East Alton, Illinois and raised in Kansas City, Amara graduated high school in Rochester, New York. Her journey into marketing wasn’t direct – like many in the field she didn’t learn about marketing in school during the 80s and 90s. She is based in Long Beach, California and her first career aspiration was inspired by the movie Jerry Maguire and wanted to be a sports agent.

From Sales to Marketing

At 19 Amara started her professional journey in sales at Toyota. Sales wasn’t her first love but it became her first career as she developed a deep understanding of human behaviour and customer needs. The 2008 economic crash forced her to look for new opportunities and that’s when she started to explore marketing.

Early Marketing Experience

Her first marketing role was at an SEO agency around 2006-2007 where she focused on lead generation for doctors who didn’t have websites at the time. This involved helping specialists in remote areas connect with patients who needed specialty services. She then worked with larger agencies handling accounts for big clients like Toyota, POM Wonderful and LA Fitness and developed expertise in SEO, SEM, paid advertising, social media strategy and project management.

Current Projects That Excite Amara

Transforming Marketing Education

This year has brought significant changes across the industry, and Amara’s agency is adapting by focusing on fundamentals and training alongside clients rather than pure execution. She recognizes that marketing teams have fallen behind due to the overwhelming amount of new information and technologies, including:

• Fragmentation in marketing processes
• Integration of AI
• Lack of systematic approaches
• Gaps between sales, marketing, and customer experience
• Attribution challenges
• Privacy concerns

A New Agency Approach

Amara’s agency is taking a different approach by:

• Helping clients establish strong foundations
• Providing comprehensive training
• Creating systems for sustainable growth
• Focusing on strategy over repetitive execution
• Preparing for industry shifts

Tactical and Strategic Human Experience Optimization Advice from Amara

Understanding Human Experience Optimization

Amara emphasizes reframing SEO (Search Engine Optimization) as HEO (Human Experience Optimization). This shift in perspective focuses on serving humans rather than search engines. She references Darren Hardy’s book “The Entrepreneur Rollercoaster” to illustrate how changing perspective from “sales targets” to “people to serve” can transform outcomes.

Key Elements of Human Experience Optimization

1. Focus on User Accessibility
• Alt tags benefit both search engines and accessibility
• Page speed impacts user experience globally
• Mobile optimization is crucial for all users
2. Content Creation Strategy
• Abandon old SEO practices focused on keyword stuffing
• Conduct voice-of-customer research (5-10 customer interviews)
• Listen to how customers describe their pain points
• Create content that matches customer journey stages
• Use customer language in content
3. Metrics and Traffic
• Move away from focusing solely on keyword volume
• Prioritize quality traffic over quantity
• Focus on traffic that converts
• Integrate omnichannel marketing strategy
• Optimize advertising campaigns based on quality traffic

Structured Data and Schema Implementation

1. Understanding Schema Importance
• Essential for AI integration
• Helps search engines understand content context
• Enables rich snippets and enhanced search results
• Critical for YMYL (Your Money, Your Life) content
2. Implementation Strategies
• Utilize available plugins for different platforms
• Use schema.org as a reference
• Leverage AI tools for implementation
• Focus on specific industry schemas
• Build knowledge graphs for brands and authors

Where Does Amara See the Future Going in SEO?

Emerging Trends

1. Traffic Changes
• Expected pullback in irrelevant traffic
• More frequent algorithm updates
• Increased penalties for unhelpful content
2. Search Integration
• Greater omnichannel integration
• Enhanced Reddit and LinkedIn integration
• New question-answering features
• AI-powered search improvements

Future Considerations

• Focus on creating genuinely helpful content
• Prepare for more frequent algorithm updates
• Adapt to new search result formats
• Monitor search result page changes
• Stay updated with industry developments

Conclusion

The future of SEO lies in optimizing for human experience rather than just search engines. As Amara emphasizes, successful digital marketing requires a fundamental shift in approach – from focusing on technical metrics to understanding and serving human needs. By implementing structured data, creating helpful content, and staying ahead of industry changes, businesses can better position themselves for success in the evolving digital landscape.

The key takeaway is that while SEO isn’t dead, it’s evolving rapidly. Success in this field requires a human-first approach, technical understanding, and the ability to adapt to changing search engine requirements while maintaining focus on providing value to users.