Scaling SEO across multiple markets — Flo Guerrouani // Cushman & Wakefield

Flo Guerrouani, Global Senior SEO Lead at Cushman & Wakefield, explores optimizing SEO for global expansion. Scaling SEO across multiple markets in a multinational organization requires building strong relationships at various levels. From fostering collaboration within your own team to engaging with internal partners, and establishing connections at the local level, these relationships are crucial for unlocking growth. Today, Flo discusses scaling SEO across multiple markets
About the speaker

Flo Guerrouani

Cushman & Wakefield

- Cushman & Wakefield

Flo is Global Senior SEO Lead at Cushman & Wakefield

Show Notes

  • 02:07
    Scaling strategies to prioritize the right areas to invest
    Cushman & Wakefield begins with a proof of concept to identify areas with potential for increased organic traffic and revenue. They focus on specific markets based on search volume and relevance, gradually expanding to other regions through content optimization using keyword research and competitive analysis.
  • 06:25
    Building strong relationships with internal stakeholders in a multinational organization
    Building strong relationships with internal stakeholders in a multinational organization involves leveraging global support networks for introductions and connections. Taking the time to define SEO and its outcomes in ways relevant to stakeholders establishes trust and understanding.
  • 10:21
    Managing expectations and addressing challenges in SEO strategy implementation
    When things aren't working, it's important to reassess the strategy and adapt it to current opportunities and goals. By clearly defining the SEO process beforehand, you can ensure stakeholder alignment on objectives and outcomes.
  • 13:36
    The importance of communication in SEO
    Clear processes and roadmaps are essential in SEO, but effective communication is equally crucial. Ensuring that your team, stakeholders, and project beneficiaries are aware of your strategies and outcomes is crucial for achieving impactful results.
  • 15:32
    Tips for female SEO professionals to foster personal and professional growth
    Focus on building and showcasing your expertise by staying up-to-date with SEO trends and sharing knowledge. Embrace your authentic leadership style, be collaborative and supportive of others, and actively engage in mentorship and networking opportunities

Quotes

  • "Defining SEO's value and how it generates organic traffic and leads is crucial to gaining buy-in from stakeholders." - Flo Guerrouani

  • "Over time, you may realize that the SEO strategy you put together last year, or even six months ago, is not even relevant for what you want to achieve today." - Flo Guerrouani

  • "One thing that I've learned over the years is that communication is probably just as important as everything else that you do when it comes to SEO." - Flo Guerrouani

  • "You can have your strategy, process, and roadmap, but if you don't communicate with the people who are going to be involved and benefit from your project, it's a great opportunity that will be forgotten." - Flo Guerrouani

  • "The SEO industry has historically been male-dominated. However, theres been a positive shift toward promoting diversity and inclusion over the years." - Flo Guerrouani

  • "Don't be scared of the rapidly changing SEO landscape. Recognize that there is no fixed definition of an SEO expert, and different individuals excel in various aspects of SEO." - Flo Guerrouani

  • "Being a female leader in SEO can be an empowering and rewarding experience. As a female leader, you have a unique opportunity to bring fresh perspectives, creativity, and a different approach to problem-solving." - Flo Guerrouani

About the speaker

Flo Guerrouani

Cushman & Wakefield

- Cushman & Wakefield

Flo is Global Senior SEO Lead at Cushman & Wakefield

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