SlideShare a Scribd company logo
At the intersection of
SEO & Product
What is behind the SEO PM role
Vanda Pókecz
SEO Lead
Global Savings Group
Agenda
1. What is an SEO Product Manager
2. Product Discovery
a. Design Sprint
3. Prioritisation
4. Experimentation
5. Summary + Main learnings
@vanda_lilla #zagrebseosummit
What is an SEO
Product Manager?
@vanda_lilla #zagrebseosummit
“At a high level, an SEO product manager
(PM) helps teams optimize features and
functionalities on a website so that it’s
discoverable by search engines and humans
alike.“
Holly Miller Anderson¹ (Lead SEO Product Manager at Under Armour)
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@vanda_lilla #zagrebseosummit
Interview
@vanda_lilla #zagrebseosummit
Survey
@vanda_lilla #zagrebseosummit
User testing
@vanda_lilla #zagrebseosummit

Recommended for you

Social media polls
@vanda_lilla #zagrebseosummit
And more… best is to
use multiple
techniques
@vanda_lilla #zagrebseosummit
Experimentation
A form of validation most useful to assess
iterations to a feature or product
@vanda_lilla #zagrebseosummit
The goal of product
experimentation is to test
different hypotheses
through quantitative and
qualitative data

Recommended for you

A/B - , Multivariate -,
Split - testing etc.
@vanda_lilla #zagrebseosummit
There is added
complexity in SEO
experimentation
A/B testing for CRO
= straight forward
(relatively…)
@vanda_lilla #zagrebseosummit
Call to action A/B test
Hypothesis: Utilizing the word X in the call
to action will lead to an increased rate of
clicks
@vanda_lilla #zagrebseosummit

Recommended for you

A= control group (current call to
action)
B= improved call to action
@vanda_lilla #zagrebseosummit
Traffic is manipulated
on the same page
e.g. 50% of users see A and 50% see B
@vanda_lilla #zagrebseosummit
After test is finished
impact is evaluated
(is the result statistically significant?)
@vanda_lilla #zagrebseosummit
In SEO Experiments you
cannot use the same
landing page

Recommended for you

A number of URLs need
to be selected that
behave similarly and
then split into groups
(A and B)
@vanda_lilla #zagrebseosummit
This can be difficult
and you may need
data support
@vanda_lilla #zagrebseosummit
Meta titles can be
SEO A/B or split
tested
(Primary metric likely CTR)
@vanda_lilla #zagrebseosummit
Experimentation is a
multi-step process

Recommended for you

Define the hypothesis
e.g. adding emojis to the meta title will
catch users’ attention and they will click
more
@vanda_lilla #zagrebseosummit
Identify the primary
and secondary
metrics
e.g. secondary metric may be BR
@vanda_lilla #zagrebseosummit
Define the “audience”
e.g. targeting only mobile users or testing
on both devices
@vanda_lilla #zagrebseosummit
Identify the MDE
Minimum detectable effect i.e. the minimum
improvement on the primary metric
@vanda_lilla #zagrebseosummit

Recommended for you

All of the above an
more you can put in a
document
Once the test is over the results can be
added too
@vanda_lilla #zagrebseosummit
Once the experiment is
over it is time for
iteration
SEO testing though
complex can be a
strong “tool”
@vanda_lilla #zagrebseosummit
Is SEO Product
Management really that
different?

Recommended for you

Yes and no
@vanda_lilla #zagrebseosummit
As an SEO PM your job is
still to focus on ensuring that
the site is discoverable by
search engines and for
human users
@vanda_lilla #zagrebseosummit
The difference lies in
mindset, processes
and some focus
areas
@vanda_lilla #zagrebseosummit
SEO Product
Management is not for
everyone nor does it
have to be

Recommended for you

Some resources:
Product Led SEO… by Eli Schwartz
The SEO Sprint by Adam Gent
Holly Miller Anderson
Gus Pelogia
@vanda_lilla #zagrebseosummit
Summary
@vanda_lilla #
An SEO PMs role is to work with
other teams in order to create and
optimise features and functionalities
and help drive business impact
through making the site
discoverable for search engines and
human users
@vanda_lilla #zagrebseosummit
An SEO PM needs to have extensive
knowledge of SEO, however it is not
only SEOs who can turn into SEO
PMs but also PMs can develop in
this direction
@vanda_lilla #zagrebseosummit

Recommended for you

SEO PMs formulate roadmaps, write
strong tickets, focus on new features
and functionalities, practise product
discovery, partake in prioritisation
and can benefit from understanding
and utilizing experimentation and
other validation techniques
@vanda_lilla #zagrebseosummit
Main learnings
@vanda_lilla
SEO testing requires
analytical knowledge
@vanda_lilla #zagrebseosummit
ICE is a simple but
useful prioritisation
technique
Other methods: RICE, Weighted Scoring,
MoSCoW
@vanda_lilla #zagrebseosummit

Recommended for you

Design Sprints can be
useful
They can be used along but should not
replace Product Discovery
@vanda_lilla #zagrebseosummit
Do I think that the
increased interest around
SEO Product management
is justified?
Yes but…
@vanda_lilla #zagrebseosummit
SEO PM is not just a buzz,
it is a role to stay and
grow, especially for
organizations with larger
sites
@vanda_lilla #zagrebseosummit

Recommended for you

Thank you!
Questions?
@vanda_lilla
linkedin.com/in/vanda-pokecz
Sources and more to read
1. https://searchengineland.com/what-is-an-seo-product-manager-390952
2. https://timespro.com/blog/seo-product-manager-and-seo-manager-what-s-the-difference
3. https://www.productboard.com/blog/step-by-step-framework-for-better-product-discovery/
4. https://www.productboard.com/blog/step-by-step-framework-for-better-product-discovery/
5. https://uxplanet.org/whats-a-design-sprint-and-why-is-it-important-f7b826651e09
6. https://delighted.com/blog/guide-to-customer-journey-mapping
7. https://www.nngroup.com/articles/empathy-mapping/
8. https://www.nngroup.com/articles/how-might-we-questions/
9. https://designthinkingtoolkit.co/content/lightning-demos-aka-related-worlds
10. https://academy.relab.com.au/design-sprint/how-to-use-the-4-step-sketch-method-in-a-design-sprint/
11. https://designsprintkit.withgoogle.com/methodology/phase4-decide
12. https://designsprintkit.withgoogle.com/methodology/phase5-prototype
13. https://productschool.com/blog/product-strategy/difference-prototype-mvp
14. https://www.nngroup.com/articles/how-many-test-users/
15. https://www.productplan.com/glossary/ice-scoring-model/
16. https://www.productplan.com/glossary/rice-scoring-model/
17. https://www.productplan.com/glossary/weighted-scoring/
18. https://www.hotjar.com/product-experimentation/validation/
19. https://www.uxdesigninstitute.com/blog/desirability-viability-and-feasibility/
https://www.guspelogia.com/seo-product-manager-job
https://www.wix.com/seo/learn/resource/create-an-seo-proposal
https://www.elischwartz.co/book
https://theseosprint.com/
https://hollymilleranderson.com/
https://www.guspelogia.com/
https://newsletter.theseosprint.com/p/what-is-an-seo-product-manager

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At the intersection of SEO & Product - Vanda Pokecz presentation