Join Nate Matherson as he sits down with Shaun Hinklein for the seventh episode of the Optimize podcast. Shaun is currently the Head of SEO at Ramp, with previous notable experiences leading teams at Squarespace and Jet.com. This episode breaks down SEO KPIs and goal setting, crafting buyer journeys, and user experience optimization. Have your notepad handy as Shaun and Nate openly share techniques and outline frameworks that drive conversions at scale. For more information please visit www.positional.com, or email us at podcast@positional.com.

Resources:
Join Positional’s Private Beta Here: www.positional.com
Check in with Nate on LinkedIn & Twitter
Check in with Shaun on Linkedin

What To Listen For:
02:40 Shaun’s Background

04:56 Shaun’s Thoughts on SEO Team Composition

07:45 Ramp’s Competitive Landscape: FinTech Startups & Legacy Companies

09:47 How To Craft SEO Buyer Journys That Convert

13:11 SEO is Cross-Functional

15:23 Are Cross-Functional SEO Relationships Mutually Beneficial?

17:13 What Does It Mean To Build Topical Authority

18:46 How To Set KPIs & SEO Goal Setting

27:26 How To Prioritize Revisiting & Optimizing Content

29:23 Shaun Speaks Pros & Cons of AI-Generated Content

31:24 Are Backlinks Important In 2023?

34:00 Are Internal Links Worth Doing?

35:06 Lightning Question Round

Shaun Hinklein on Ramp’s SEO & Content Marketing Strategy, Setting KPIs, and Buyer Journeys