In this episode, Braden Becker, the SEO Lead at Faire, an online marketplace for local retailers discussed Faire’s SEO strategy, including programmatic SEO and automating workflows. He talked about the challenges of implementing SEO in the B2B marketplace and controlling consumer traffic.
Braden shares insights on building relationships between brands and retailers, balancing high search volume keywords, and using softer signals to assess traffic quality. He emphasized the need for collaboration, experimentation, and prioritization in technical SEO and the importance of buy-in and communication in an SEO program.
This episode is packed with valuable insights and practical tips that can help you navigate the complex world of SEO.
Topics
- The Potential of Automated Monitoring in SEO
- Building Relationships Between Brands and Retailers
- SEO and Content Strategy for a B2B Company
- Controlling Consumer Traffic in a Marketplace
- Growing SEO Channel
- Search Volume Pipeline
- Buy-in and its Importance
- Nurturing buy-in and Collaboration
- The Role of Technical SEO
- Balancing Curiosity and Priorities
Show Links
- Visit Faire
- Connect with Braden Becker on LinkedIn
- Connect with David Khim on LinkedIn and Twitter
- Connect with Omniscient Digital on LinkedIn or Twitter
Listen to the podcast:
Key Takeaways:
[00:02:30] The potential of automated monitoring in SEO
Talk about how Daydream, the AI SEO content product, plans to include automated monitoring in its platform, allowing users to receive updates on changes in search results and recommendations for edits.
[00:11:53] Building relationships between brands and retailers
The platform’s mission is to connect retailers with brands they want to keep ordering from.
[00:14:17] SEO and content strategy for a B2B company
Discussion on how B2C factors influence the company’s SEO and content strategy.
[00:18:46] Controlling consumer traffic in a marketplace
Challenges in controlling consumer traffic in an online marketplace and optimizing pages to attract the right audience.
[00:23:25] Growing SEO Channel
The SEO channel at Faire is one of the fastest-growing channels and has the potential to become a major acquisition channel in the future.
[00:27:51] Search Volume Pipeline
Explanation of the process of tracking search volume trends and creating templated pages based on popular searches to serve retailers and improve SEO rankings.
[00:34:33] Buy-in and its importance
Discuss the ongoing process of obtaining buy-in from management and the need for clear communication and delivery of promises.
[00:37:33] Nurturing buy-in and collaboration
Highlights the importance of being a good communicator, educating the team, and collaborating with others to gain trust and resources for SEO projects.
[00:47:18] The Role of Technical SEO
Talk about how technical SEO is not a one-size-fits-all function and emphasize the need to understand how search engines work and the challenges websites may face.
[00:50:02] Balancing Curiosity and Priorities
Explores the struggle of balancing curiosity and necessary tasks in marketing, and the importance of finding the right balance between exploration and core priorities.
