SEO is the bread and butter of any content marketer. Sure the marketing tool is useful for other aspects of your business, like optimizing your site copy and digital marketing plans, but it’s arguably most important in any content you’re trying to push for traffic and leads. This means that whether you’re an SEO content writing service or just a business owner trying to craft content on their own, it’s extremely valuable to know a lot about search engine optimization.

The problem with SEO in general is that it isn’t a stagnant marketing form. There are a lot of rules in marketing that don’t generally change, but SEO is one tool that has gone through major upheaval recently. Anytime Google changes their search engine algorithm, you have to change your SEO strategy – and that’s just a major example of when this is necessary. It’s important to constantly stay on top of SEO trends so your own keyword and optimization attempts can be updated with the times.

One of the most important methods of learning about SEO trends and updates is by paying attention to industry insiders and influencers. While they may not be calling the shots at Google and literally changing how SEO works, these 30 SEO influencers are your best source for up to date information, strategies and tips about all things SEO.

1. Rand Fishkin

Founder of powerhouse analytics and more company Moz.

Best way to sell something – don’t sell anything. Earn the awareness, respect, & trust of those who might buy.

— Rand Fishkin (@randfish) February 4, 2015

2. John Doherty

Founder of GetCredo; SEO and growth expert.

A post about why I create side projects that never launch – https://t.co/CBFaE9GOQ0. I also have a blog page – https://t.co/ElL5YxPbQD \m/

— John Doherty (@dohertyjf) March 29, 2016

3. Ed Fry

General Manager of Inbound.org and SEO expert.

Q&A’s blown up in a big way on https://t.co/QH99DA6cGi recently – post your biggest marketing questions here: https://t.co/o07JecATZV

— Ed Fry (@edfryed) February 3, 2016

4. Wil Reynolds

Founder of SEO business SEER Interactive.

Every min trying to explain “why” a ranking is what it is, is a min not spent on doing something that is highly likely to improve rankings

— Wil Reynolds (@wilreynolds) March 28, 2016

5. Danny Sullivan

Founder of both Search Engine Land and Marketing Land, both marketing and SEO businesses.

The Future of Microsoft Is Chatbots https://t.co/iJZoEHM6fo – must-read from @dinabass on Microsoft’s bots-are-the-new-apps strategic change

— Danny Sullivan (@dannysullivan) March 30, 2016

6. David Mihm

Expert on local SEO.

Just published my first of an indefinite # of weekly newsletters. Very exciting! —

? Minutive: Vol. 1: https://t.co/QZBNxB0duH

— David Mihm (@davidmihm) March 26, 2016

7. Jordan Kasteler

Digital Marketing Strategist for GET MWI and is versed in social media, SEO and content marketing.

The real impact of Google’s new paid search ad layout on organic search https://t.co/pvR5Wxoxh1 via @sengineland

— Jordan Kasteler (@JordanKasteler) March 29, 2016

8. Dan Shure

Moz associate and owner of EvolvingSEO.com.

The real impact of Google’s new paid search ad layout on organic search https://t.co/pvR5Wxoxh1 via @sengineland

— Jordan Kasteler (@JordanKasteler) March 29, 2016

9. Marissa Mayer

CEO of Yahoo!.

News You Need, Conversations You Want – New Updates to the Yahoo App and Homepage – yahoo: By Simon Khalaf,… https://t.co/GCA9rDOalg

— marissamayer (@marissamayer) January 28, 2016

10. Bruce Clay

Active SEO expert since 1996.

.@e2msolutions asked our #SEO manager @ramirez_robert what he reads to stay up on local SEO. Get his blog roll here https://t.co/Djha7k5oPM

— Bruce Clay, Inc. (@BruceClayInc) March 31, 2016

11. KISSmetrics

One of the best and most respected analytics companies online today.

Make visitors happy in ways that make Google happy https://t.co/sZJ0GirRzr pic.twitter.com/G15rAmsA3f

— Kissmetrics (@Kissmetrics) March 25, 2016

12. SEER Interactive

Wil Reynolds’ business focusing on SEO and analytics.

Thank you to our great crew for helping us become a 2016 Top Workplaces winner! https://t.co/Nh5Id07FVb pic.twitter.com/DiAkquA2Bt

— Seer Interactive (@SeerInteractive) March 20, 2016

13. Tom Critchlow

Founder of Fiercely Curious and SEO expert.

And if you want a sense of what I’m up to these days I made a /now page:https://t.co/QNircE2wB2

— Tom Critchlow (@tomcritchlow) October 24, 2015

14. Distilled

Intelligent and emotional marketing business.

Read our detailed guide to tracking offline interactions in #GoogleAnalytics by @THCapper: https://t.co/djepz2vCBq pic.twitter.com/GfhOcqT6cV

— distilled (@distilled) March 30, 2016

15. TJ Welsh

Stryde Marketing Director and SEO expert.

Join me on Traffic1M to find out how the pros get millions of visitors! https://t.co/ZDNLpIovW5 via @sumome

— tj welsh (@ttwelsh) March 14, 2016

16. Raven Tools

Brand and SEO marketing business.

Join the 30,000+ marketers receiving actionable advice each month! https://t.co/eb2WKR3ud6

— Raven Tools (@RavenTools) August 5, 2015

17. PubCon

Convention for all things SEO, analytics and business news.

March 2016 Google Algorithm Updates – Was it Panda, More Quality Updates, or Something Else? https://t.co/t99tz2lCez pic.twitter.com/MqGk4Xw9ae

— Pubcon (@Pubcon) March 30, 2016

18. Shane Barker

Digital strategist and prolific writer on SEO topics.

8 SEO Strategies To Improve Your Local Rankings http://t.co/z8N64EdvUO #sacramentoseo #GeoRanker #LocalRankings #SEO #SEOStrategies

— Shane Barker (@shane_barker) May 15, 2014

19. Matt McGee

Editor-in-chief of Search Engine Land and Marketing Land.

Cool Q&A from @amygesenhues talking to GE about how a big, industrial company uses live video in marketing. https://t.co/1NVy4RlFG7

— Matt McGee (@mattmcgee) March 30, 2016

20. Danny Dover

Viral social media sensation who speaks on entrepreneurial topics like SEO and social media marketing.

Top Bloggers And Entrepreneurs Share Their Most Successful Single Social Media Action: https://t.co/Y6Wni237lb

— Danny Dover (@DannyDover) February 15, 2016

21. Barry Schwartz

Rusty Brick CEO and content marketing expert.

Earlier today, Google Image Search Save Image Feature https://t.co/ZJPVulF1EU

— Barry Schwartz (@rustybrick) March 30, 2016

22. Neil Patel

Quicksprout, Crazy Egg and KISSmetics co-founder.

7 Content Marketing Tips to Get You Through the Week | https://t.co/gTu3EgvN6B My latest from @inc

— Neil Patel (@neilpatel) March 31, 2016

23. Ann Smarty

Co-founder of Viral Content Buzz and brand manager for Internet Marketing Ninjas.

25 Actionable Ideas to Smartly Re-Use Your Old Content to Get You Busy Right Now https://t.co/FesiigBDP3

— Ann Smarty (@annsmarty) March 30, 2016

24. Kristi Hines

HubSpot and Inbound marketing certified who often writes about SEO and marketing topics.

Don’t miss the ultimate guide to 160+ #business and #digitalmarketing conferences in 2016! https://t.co/b2imCgNoem

— Kristi Hines (@kikolani) October 28, 2015

25. Avinash Kaushik

Founded marketing site Market Motive and writes books on analytics topics.

[My new post!] Should you Own or Rent platforms/audiences? Plus, a launch of something new!https://t.co/e6xhLqSZQ7 pic.twitter.com/q5PONs6cLW

— Avinash Kaushik (@avinash) March 7, 2016

26. Search Engine Land

One of the leading sites in SEO and small business news and information.

A century of celebrating Mom: smart ad strategies for the mother of all holidays https://t.co/ZjO92FAvvJ

— Search Engine Land (@sengineland) March 31, 2016

27. Aaron Wall

Founder of SEO Book and personal SEO coach.

“The Google case is about misuse of a dominant position, to promote yourself in a neighboring market not on your merits but because you can”

— . (@aaronwall) October 26, 2015

28. Ash Buckles

InterContinental Hotels Group’s Global SEO manager.

Summary: Building Trust with Clients and Users Through SEO on #SEOchat https://t.co/QRRFb1R9r4

— Ash Buckles (@ashbuckles) March 28, 2016

29. Michael Gray

SEO expert since 1998, CEO of Gray Wolf SEO.

Anything Google does to obfuscate it’s true intent, is not good news for the humans

— Michael Gray (@graywolf) August 10, 2015

30. Moz

Powerful analytics tools and SEO resources for all businesses.

Are Keywords Really Dead? An Experiment https://t.co/COPno55g5D By @samnemzer pic.twitter.com/tbah3sRNsh

— Moz (@Moz) March 31, 2016