Organic growth through strategic SEO at scale | Abishek Surana Rajendra (Course Hero)

Pros & Content Brief

Abishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics.

• 00:39 - Abishek's background and journey to Course Hero
• 02:47 - How to prioritize a long list of SEO projects
• 05:24 - Evangelizing for SEO internally
• 08:18 - Building a culture that embraces SEO as a strategic part of growth
• 11:29 - SEO is working within a system, not trying to trick it or hack it
• 15:21 - Even with SEO, what matters is the traffic is qualified and driving business
• 17:53 - How Abishek motivated a team of engineers to care about SEO
• 23:18 - How to construct an ideal SEO tech stack (listed below)
• 24:29 - How to run an A/B test to improve SEO strategy
• 27:25 - Key SEO metrics to track — and where organizations fail
• 30:53 - Where you can begin, improve, and excel with SEO

Software/Services mentioned:

• To measure primary success metrics: Google Analytics or Amplitude
• Crawl and indexation trackers: Google Search Console
• Track rankings: SEMRush
• Overall health of technical SEO: Botify
• Domain health: Ahrefs

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