Because search algorithms change constantly, staying effective in SEO requires more than just technical know-how.

For Krešimir Ćorluka, CEO of Canonical SEO Agency and co-founder of the Croatia SEO Summit, it also involves collaboration, adaptability, and investing in the professional community.

Rather than positioning SEO purely as a tactical field, Ćorluka’s work highlights the value of knowledge-sharing, real-world experimentation, and building infrastructure for ongoing learning, especially at the enterprise level.

A Practical Approach to Community-Building in SEO

While SEO is often treated as a technical discipline, focused on keywords, backlinks, and on-page structure, Ćorluka places a strong emphasis on the collaborative side of the industry. In his view, peer learning and open discussion are essential to navigating the pace of change in search.

This idea helped shape SEO Hrvatska, a Facebook community that now includes over 2,500 SEO professionals across Croatia. “We needed a space where people could connect, share knowledge, and stay ahead of constant industry shifts,” he explains. What started as a regional network quickly became a useful resource for case studies, hiring, and problem-solving.

Ćorluka also co-founded the Croatia SEO Summit, an annual event in Zagreb that brings together professionals from across Europe. The summit features practical talks, campaign breakdowns, and space for informal networking. As he puts it:

Networking, great speakers, fun parties and just the open atmosphere of the event make for a great place to learn and find valuable leads.

Recent topics have ranged from the changing role of search in eCommerce to what SEO might look like five years from now.

Keeping Up with an Industry That Doesn’t Stand Still

Search behavior changes fast, and so do the tools and standards used to influence it. According to a 2023 HubSpot report, 75% of users never scroll past the first page of search results, underscoring the stakes for brands trying to stay visible.

Ćorluka’s agency, Canonical, has built its workflows around continuous learning, both internally and with clients. The agency works with enterprise brands, often dealing with complex systems and tightly controlled brand standards, two common barriers to SEO flexibility.

Still, education remains central to Canonical’s process. From conducting technical audits for eCommerce sites to improving local SEO for multi-location retailers, the agency encourages a collaborative approach with clients rather than imposing fixed templates.

SEO has ‘died’ at least 20 times by now, Ćorluka says. “Wherever there’s a search box, there’s SEO. And we have to adapt accordingly.

Flexibility as a Necessary Part of SEO Strategy

One of the more persistent challenges with enterprise SEO, according to Ćorluka, is the tension between SEO recommendations and brand guidelines. Many companies struggle to update content or site structure because of internal policies even when those decisions are hurting performance.

I can’t remember how many times I’ve heard: We can’t change this — it’s our brand,’ even when it clearly hurts UX and SEO, he notes.

In those situations, flexibility isn’t just a nice-to-have; it’s essential. SEO teams have to adjust to technical and organizational constraints without losing sight of results. One campaign Canonical led for a large retailer, with over 200 locations, involved fine-tuning local SEO and optimizing Google Business Profiles. The effort contributed to a 200% increase in organic, direct, and local traffic.

Helping Others Navigate the Same Challenges

Beyond agency work, Ćorluka spends time helping new and mid-career SEO professionals develop their skills. Through SEO Hrvatska and events like the Croatia SEO Summit, he’s tried to create accessible platforms for learning and professional development.

When it comes to hiring or partnering with SEO agencies, his advice is fairly simple:

Ask for case studies. See who had success in your industry. Don’t get fooled by price or prestige.

That kind of straightforward, evidence-based thinking reflects his broader approach to SEO, less about hype, more about what actually works.

Next Steps

Staying ahead in SEO isn’t just about following the latest technical tricks—it’s about building real connections, learning with others, and being open to change. Krešimir Ćorluka’s approach shows that the best results come from strong communities and constant education. Through platforms like SEO Hrvatska and the Croatia SEO Summit, professionals share real stories, break down challenges, and form networks that drive lasting success. His agency’s experience proves that steady learning and open knowledge-sharing help teams adapt quickly, especially as search engines and user habits shift.

If you want to see results, focus on sharing information with peers, join local or online SEO groups, and stay curious. Regular audits and real conversations about what really works will push your brand higher in search rankings. When choosing partners or agencies, always ask for proven case studies—not just bold promises.

To move forward, consider joining events like the Croatia SEO Summit or connecting with SEO networks in your area. Building relationships and investing in your own learning is the smartest way to stay visible and competitive in search. Keep adapting, keep sharing, and you’ll find success lasts much longer than the latest Google update.