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Shaun Hinklein on Ramp’s SEO & Content Marketing Strategy, Setting KPIs, and Buyer Journeys
Manage episode 371754226 series 3484010
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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
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