Facilitating SEO without dedicated product team — Ben O’Grady // Disney Streaming

Show Notes

• 01:50
  Managing SEO without dedicated product teams

  In organizations lacking dedicated SEO product teams, collaboration and relationship-building with existing product managers are crucial. Attend their meetings regularly and learn product management skills and how to use their tools to effectively drive SEO.
• 04:56
  SEO and product teams at Disney

  At Disney, SEO has historically been in its digital marketing organization rather than the product or tech organization. Recognizing the evolving landscape, there is a shift towards embracing dedicated product SEO roles and teams.
• 07:08
  Building trust and relationships with stakeholders

  Before meetings with stakeholders, initiating one-on-one sessions through Zoom is a common and effective practice at Disney. These sessions allow for relationship-building and an understanding of each other's roles, creating a foundation for seamless collaboration.
• 08:27
  Effectively presenting SEO proposals at product meetings

  To make an impact in product meetings, create a concise and compelling deck showcasing data that demonstrates the importance of organic search. Secure a brief presentation slot to effectively communicate your ideas and the value of integrating SEO into product roadmaps.
• 10:34
  Progressing from ideas to action in SEO

  Junior SEOs need advocates higher up in the organization to push ideas onto roadmaps and secure wins so they can build a portfolio of successful contributions. This portfolio, along with continuously providing SEO education to leadership, is crucial for buy-in.
• 12:59
  Managing unexpected setbacks in enterprise SEO projects

  In enterprise SEO, setbacks often result from bugs or mistakes in production, which can be corrected relatively quickly. It's crucial to evaluate processes, learn from mistakes, and share learnings across the organization to prevent similar issues in the future.
• 14:57
  Leveraging A B testing in SEO strategy

  Setting up an A/B testing program can help you assess the impact of SEO ideas and content launches in different markets. While knowing that not all experiments will yield positive results, this approach allows you to test small SEO changes when you have limited resources.