Interviewing Katarina Dahlin

Welcome to a new WTSInterview edition, where we interview brilliant SEOs in our industry and share their stories with the world! WTS members are welcome to share their story by simply filling out this form; we encourage folks from all walks of life in our industry to do so.

Introducing Katarina Dahlin! Based in Finland, Katarina is a Senior Growth Hacker & SEO Consultant at Genero. With over 5 years of experience in SEO and digital marketing, Katarina efficiently drives organic growth for her clients.

In her free time, she is both growing cut flowers in her garden and also growing the organic traffic to her flower blog Slow Flower Garden

How did you get into SEO?

I started to work as a Growth Hacker Trainee at Genero. After some time there and having the best mentor, I decided that this is what I want to do and become really good at!

What is your favourite SEO task?

Strategy work! To dig deep into a client case and set up the strategy for best growth and most efficient ROI.

I also really like client meetings, where we can all learn from each other and become better together. Now I am also really into automating SEO tasks whenever possible.

What is your go-to tool or resource that you can't live without?

I use Semrush and Ahrefs a lot in my daily work. Then we also built our own tools at our company that I use a lot, like our Share of Search Tools.

What is something you learned in SEO that made you have an 'AHA' moment?

Too much content is not always good. When the number of pages increases but the quality is poor, organic traffic goes down.

So, sometimes it is not about creating more pages, but about removing low-quality pages that don't bring organic traffic and aren't really helpful to anyone. By removing these low-quality pages, your organic traffic might see an upswing on the remaining pages.

What is your proudest industry achievement?

When I was at the Marketing Business Summit in Milan 2025 and got a chance in the last minute to give a talk on the second day when I only came to the conference as an attendee.

I had three hours to prepare for my talk and 3 hours of sleep the night before, but I got help from Arnout Hellemans to prepare for the talk. It was stressful but I loved all of it! Speaking at MB Summit was a dream.

What advice would you give those who are starting out in SEO?

Be eager to learn and understand how things work. Ask questions, get a good mentor, and start a blog or website where you can test your crazy SEO ideas without needing someone’s permission. Attend SEO conferences and network!

Give a shout out to someone in the industry who inspires you, and tell us why

Caitlin Hathaway and Helene Jelenc, which I met both at WTS Fest in Berlin 2024. Every time I talk to these two women I get super inspired and they make me want to dream bigger! 

Finally, what empowers you to be the brilliant person you are?

Having people around me who inspire me to learn, test things, and improve myself. People who lift me up and encourage me to do the things that feel scary but will help me grow. These are people who listen, help, and challenge me.

----

Thanks, Katarina, for a truly insightful interview!

You can learn more about Katarina on her website and connect with her on LinkedIn.

Check out our Interviews page for more interviews. If you've enjoyed reading this, we'd love for YOU to share your story with the world! Simply fill this form here, we welcome brilliant SEOs from all walks of life! 🙌🏽