SEO at a PE firm vs in-house — Micah Fisher-Kirshner // Turn/River Capital

VP of SEO & Content at Turn/River Capital, Micah Fisher-Kirshner, continues discussions on SEO in private equity firms. The day-to-day of a PE SEO is quite different from an in-house SEO. While in-house SEOs focus on driving search results for an individual business, PE SEOs must figure out how to scale across multiple businesses. Today, Micah breaks down the differences between being an SEO at a private equity firm, as opposed to being an in-house SEO.
About the speaker

Micah Fisher-Kirshner

Turn/River Capital

- Turn/River Capital

Micah is VP of SEO & Content at Turn/River Capital

Show Notes

  • 01:45
    Private equity firm SEOs versus in
    Private equity SEO work primarily focuses on scaling across multiple businesses. In-house SEOs focus on scaling the individual business.
  • 03:58
    How PE SEOs build infrastructure
    PE SEOs ensure that the processes, infrastructure, and best practices are in place for the success of the businesses they oversee. They also provide any necessary training.
  • 05:40
    How Turn/River Capital handles the onboarding process
    During onboarding, people are introduced to Turn/Rivers system. At this time, Turn/River shares the metrics theyre looking for and their plans, in order to get company buy-in.
  • 06:38
    How a PE SEOs day
    In-house SEOs focus on implementation at the granular level. PE SEOs are thinking about expanding brand potential across multiple business lines.
  • 08:42
    How Turn/River helps the operators of their brands
    Companies receive the expertise and funding needed to improve operations. They enable companies to hire the people needed to build up their teams.

Quotes

  • "PE SEO work is more about how I can scale across companies rather than how I scale a business up. How do I rinse and repeat the wins from those companies at other companies?" -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "What works in one area will often translate to another. It's a way to scale my work so I can still balance my workload and be effective across all these different companies." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "I make sure the infrastructure, processes, and best practices are all in place for each of these different teams, versus in-house where it all rolls up to the same person." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "We purchase a company already knowing what their systems are. We dive into the training on what we want to do working with them, to get their buy-in." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "I'm looking at your title tag and product page formatting, and how that needs to be built. I'll give you the step-by-step process. It's in your court to get that implemented." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "Directors of Marketing are generally appreciative because they get a team of experts and the budget to go and hire the people they need in-house to build up the team." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "We're looking at how we can put in a good structure to make sure that companies can get towards success. As long as we're aligned, it works out fairly." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

About the speaker

Micah Fisher-Kirshner

Turn/River Capital

- Turn/River Capital

Micah is VP of SEO & Content at Turn/River Capital

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