AI in Action: Driving Business Value Beyond the Buzz | Ep. 11
In this episode, Björn Darko and Vanda Pokecz delve into the real business applications of AI beyond the Chat-GPT hype. They discuss concrete use cases that create efficiency and new value, highlighting how companies leverage AI to generate genuine business impact. From automating product descriptions to integrating AI into SEO strategies, this episode offers valuable insights for anyone looking to harness the transformative power of AI in their business.
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Measure What Matters: SEO KPIs for Product-Led Growth | Ep. 10
🎧 Episode SummaryIn this episode, Vanda Pokecz and Björn Darko explore the critical role of KPIs in SEO. They break down the KPI Pyramid, covering strategic, product-level, and operational metrics. With real-world examples—like how internal linking can significantly boost organic traffic—they provide insights into how to align SEO with business goals. The conversation also highlights common pitfalls in KPI implementation and interpretation, finishing with actionable takeaways for SEO and product teams alike.💡 Key TakeawaysThe KPI Pyramid consists of strategic, product-focused, and operational KPIs.Strategic KPIs align SEO efforts with broader company goals.Product KPIs help assess the success of specific SEO features or components.Operational KPIs track day-to-day SEO performance.There's often a mismatch between keyword rankings and actual traffic—context matters.KPIs should be clear, measurable, and understandable across stakeholders.Effective internal linking can drive significant organic traffic growth.Misinterpreting KPIs can lead to flawed decision-making.KPIs should be revisited and adjusted regularly.A good KPI is actionable, relevant, and tied to meaningful outcomes.⏱️ Chapters00:00 – Introduction: Why SEO KPIs matter02:17 – The KPI Pyramid: Strategic, Product, and Operational levels10:56 – SEO use cases: Implementing internal linking with measurable impact16:06 – Common pitfalls when using KPIs in SEO19:04 – Final takeaways for choosing the right metrics
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Cracking the Code: Estimating SEO Impact with Confidence | #9
🧠 Episode SummaryIn this episode of SEO Product Unveiled, hosts Björn Darko and Vanda Pokecz dive deep into the complex world of SEO impact estimation and prioritisation frameworks. From ICE and RICE to hybrid approaches, they explore why forecasting SEO outcomes is so difficult, how to deal with uncertainty, and how to keep stakeholders aligned through transparency and structured communication. This episode is a must-listen for SEO professionals and product teams looking to bring clarity to their roadmap decisions.SEO is hard. Estimating its impact? Even harder. In this episode, Björn and Vanda unpack why SEO impact estimation is so challenging, walk through frameworks like ICE and RICE, and advocate for hybrid models that combine top-down projections with bottom-up evidence. They emphasize the role of clear assumptions, risk management, and stakeholder inclusion in making SEO strategies more predictable and aligned with business priorities.✅ Key TakeawaysNo impact model is perfect – and that’s okay.Top-down thinking is useful, but bottom-up data is essential.Transparency in assumptions is your superpower.Hybrid models help bridge the gap between ambition and realism.Stakeholder buy-in starts with education and expectation management.Risk and mitigation must be part of the estimation narrative.SEO deserves a place in strategic planning — not just execution.Prioritization frameworks help, but only when fed with realistic inputs.⏱️ Chapters00:00 – Introduction to SEO Impact Estimation04:36 – Why SEO Impact Is So Hard to Calculate07:26 – Three Levels of SEO Impact Estimation (Basic → Advanced)14:20 – Hybrid Approaches: Combining Top-Down and Bottom-Up21:36 – Communicating SEO Impact to Stakeholders30:51 – Final Thoughts and Key Lessons
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Roadmapping in SEO - A tool for planning & communication | #8
SummaryIn this episode of SEO Product Unveiled, Vanda Pokecz and Björn Darko discuss the importance of roadmapping in product strategy. They explore various aspects of roadmapping, including its definition, proactive and reactive planning, communication with other teams, and the role of storytelling. The discussion also covers common roadmapping mistakes and the need to manage expectations and remain flexible.TakeawaysA roadmap is an essential part of product strategy.There are different roadmap formats that should be adapted to fit specific needs.Proactive planning is key to the success of initiatives.Communicating the roadmap to other teams is crucial.Collaboration between teams improves roadmap execution.Storytelling can help convey the importance of initiatives.Managing expectations is important to avoid disappointing stakeholders.Flexibility is necessary to respond to market changes.Common roadmapping mistakes include working in isolation and setting unrealistic expectations.A roadmap should be seen as a living document that is regularly updated.Chapters00:00 – Introduction to Roadmapping02:39 – What is a Roadmap?07:19 – Proactive vs. Reactive Planning10:42 – The Importance of Communication11:11 – Collaboration with Other Teams16:00 – Storytelling in Roadmapping20:08 – Managing Expectations and Flexibility22:33 – Common Mistakes in Roadmapping
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Scaling in SEO: Strategies & Challenges | #7
🎙️ Episode SummaryIn this episode, Björn Darko and Vanda Pokecz dive into the challenges and strategies of scaling in SEO. They highlight the importance of hypotheses and testing, automation in content creation, internal linking, site migrations, and cultural differences in SEO strategy. The conversation also includes practical examples and emphasizes the critical role of processes and teamwork—offering valuable insights into how to scale SEO effectively and sustainably.🔑 Key TakeawaysA strong foundation is essential for scaling SEO.Hypotheses and testing are crucial for success.Automation can significantly increase efficiency in content creation.Internal linking is a key element of a scalable SEO strategy.Migrations should be done incrementally to minimize risks.Cultural differences must be considered in content strategies.Practical examples help bridge the gap between theory and application.Processes and team collaboration are vital for scaling.The use of the right tools boosts efficiency.Monitoring and quality assurance are indispensable.⏱️ Chapters00:00 — Introduction to SEO and Scaling03:12 — The Importance of Hypotheses and Testing06:02 — Automation and Efficiency in Content Creation09:08 — Internal Linking at Scale11:59 — Migrations and Risk Management15:03 — Cultural Differences and Content Strategies17:53 — Real-World Examples of Scaling21:10 — Processes and Teamwork in Scaling24:09 — Wrap-Up and a Look Ahead
Welcome to SEO Product Unveiled—where SEO meets Product Management. As the SEO industry shifts toward product-led strategies, many lack clarity on how Product Management works. This podcast bridges the gap, exploring proven frameworks, workflows, and techniques from Product Management that align perfectly with SEO. Whether you’re an SEO aiming to collaborate better or a Product Manager curious about SEO’s potential, you’ll find actionable tips, insights, and strategies to drive impactful results and create exceptional digital experiences.
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