SEO Archives
Reporting Frameworks for SEO for Boards & Investors
Since I started to present at board meetings a few years ago, it’s been interesting to understand how board members/investors think about a business/industry. As Marketing, you’re just a tiny piece of the whole puzzle (which was my first humble learning). It is even more important to use your time with them wisely. As marketers […]
The Concept of Input Metrics for SEO
Sessions, transactions, and revenue are not metrics that an SEO shift overnight. It’s a matter of often waiting for Google. They’re considered output metrics, the work that you’ve put in results in those. I just put down the book: Working Backwards by Bill Carr and Colin Bryar. It’s about their many learnings working for years at Amazon. […]
Building a data warehouse for SEO in Google BigQuery
Why do you want/need a data warehouse for SEO? A data warehouse (& data lake) stores and structures data (through data pipelines) and then makes it possible to visualize it. That means it can also be used to help create and power your SEO reporting infrastructure, especially when you’re dealing with lots of different data […]
Calculating TAM (Total Addressable Market) for SEO
A couple of months ago, I was one of the participants in the SEO MBA program by Tom Critchlow. It was a 5-week long workshop series going through all kinds of subjects that matter in dealing with the executive level regarding SEO. We touched briefly on the subject of TAM (Total Addressable Market) along the […]
Building a Templated Approach to SEO
SEO, in my opinion, is in many ways about scale. You want to rank for as many relevant keywords as possible as content is the leading factor in achieving that scale. Because let’s face it, who can rank for thousands of keywords with one blog post or piece of content? You want to ensure that […]
What’s next after SEO?
Often questions that industry peers ask me resonate with me right away as they’re focused on where they are in their career, where they should go, my role over the past years, and how that has shaped what I do today. Lately, I got asked the following questions, and I thought it would be good […]
The top metrics & KPIs other teams care about for SEO
SEOs care about many metrics, often the wrong ones (rankings, DA, PA, you name it, etc.). What is often forgotten are the metrics that are important for the other teams/departments within their organization. In the end, building a company isn’t just done by one company. Over the years, it’s been clear that you work with […]
Saving Bing Search Query Data from the Bing Webmaster Tools’ API
Over the last year, we spent a lot of time working on getting data from several marketing channels into our marketing data warehouse. The series that we did on this with the team has received lots of love from the community (thanks for that!). Retrieving Search Query data from Bing has proven to be one […]
Case Study: How Restructuring 6800 Content Pieces For SEO Worked
I presented the content in this blog post about a week ago for the Traffic Think Tank community (highly recommend it), but after a Twitter thread on this topic as well, it’s time to turn it into a blog post. Sometimes you have to take a stand and make something better when it’s already performing […]
Starting & Growing SEO Teams
“Tell me, who/what do I need to hire to run our SEO program? What is the first hire for a new SEO team?” Questions I often get, usually followed by: “Do you know anybody for our team?”. As so many companies around the Bay Area are hiring it makes sense, which also makes hiring harder. […]