About The Book and the Author
If you want to understand Sweat, Tears & SEO Irony and The SEO Underworld, you don’t start with SEO. You start with the author — because the author explains the book better than any summary ever could.
An old, grumpy fellow who prefers writing over reading, mostly because reading requires patience and dealing with other people’s logic.
He also prefers criticizing because it’s easier than creating something constructive.
Like many marketing professionals, his LinkedIn profile somehow suggests he has accumulated more than 150 years of combined experience across every imaginable discipline.
Years ago, he chose the dark side and abandoned software engineering to become a marketing person after realizing there was little point in building something complicated and meaningful, only to watch it lose its purpose because of management decisions and marketing requirements invented by people who didn’t understand their own ideas.
Instead of building something complicated and useful, he now spends his days navigating the circus of SEO, GEO, and whatever new “EO” appears next week, marketing chaos, and management decisions that make less sense than a 410 page with no styling.
This book is the natural result of surviving that world for too long: jokes, fables, sarcasm, and the kind of humour you develop when you’ve seen too many campaigns created for stupid reasons.
The SEO Underworld: Jokes From the Backstage
If you have ever worked in SEO, marketing, or business, you will probably recognize more truth than fiction. Because sometimes the funniest jokes are simply reality with the marketing removed.
Each chapter combines:
- a short joke,
- an original illustration,
- a “Common Sense” explanation,
- an interactive IQ test,
- and a final evaluation.
The goal is simple:
to laugh first… and then realize why the joke exists.
Curious What This Is Really About?
SEO Ranking Drop
The Illustration
The Joke
The CMO walks into the office of the Head of SEO on a Monday morning, right after a weekend of heavy traffic fluctuations.
The CMO: “What are you watching—something that really excites you?”
The Head of SEO: “Rankings dropped!”
The CMO: “Perfect, can you create a quick positive report for
the stakeholders?”
The Twist
SEO reporting for executives usually focuses on trends, business impact, and strategic goals rather than reacting to every short‑term ranking fluctuation. Ranking changes should be analyzed in context using reliable data, considering factors such as traffic, conversions, visibility, and market changes. Effective reporting provides an accurate
picture of performance over time.
The IQ Test
You are the Head of SEO creating a report for the CMO, which will be presented to company executives. How often should this type of report normally be created?
A. Every day, because executives need to react immediately to every ranking change.
B. Every week, because SEO changes quickly and management needs constant updates.
C. Monthly or quarterly, depending on company size, business goals, and the decisions executives need to make.
D. Only when rankings improve, because negative trends create unnecessary questions.
The Evaluation
Bear in mind this is probably not the best joke… just some random one.
If you want to know where you fit in this madness — or to see the rest of the book — you know what to do.
The answer is waiting here.