Finding Market Fit: Marketing Leaders in Tech Unpacking SEO, using social signals, and developing network effects | Jordan Koene (Previsible, Searchmetrics, eBay)
Jordan is the CEO and Cofounder of Previsible, a search education and consulting practice. They currently support Fortune 100 companies who investment in organic search. He was previously the CEO of Searchmetrics and the Director of SEO at eBay.
We go through:
- When to and not to invest in SEO
- The foundational elements
- Varying approaches depending on vertical
- Programmatic-led, product-led, and editorially-led approaches
- Leading and lagging KPIs
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Where to find Jordan
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Where to find Patrick
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(2:09) The impact of investing in SEO after product market fit
(4:14) Market making positions for new product launches
(6:31) The foundational elements - tech stack, resources, developing the content strategy
(8:49) Web stacks, and use cases for specific third party platforms
(12:08) The verticalization of SEO and the different priorities and motions that apply to them
(13:32) Technical vs Content components
(14:33) Separating the strategic implementations to the core fundamentals of SEO
(16:30) Programmatic-led, product-led, and editorially-led SEO
(20:25) The importance of owning the tone and voice of the content
(23:10) Content quality as the mystery meat of the space. The use social signals to determine quality
(26:43) Authority scores are more for established companies. But look for resonance instead
(28:50) Leading and lagging KPIs
(32:53) Focusing on leading KPIs as an earlier staged company
(33:50) Misguided decisions due to gaming backlinks
(37:57) The biggest miss of all size of companies is the radical underinvestment of SEO
(39:11) Where to find Jordan!