SEO Product Unveiled - Rank and Rethink

• Putting your customer into perspective in SEO | #2

  The podcast episode discusses the use of frameworks in product management and SEO, focusing on three key frameworks: Jobs-to-be-Done (JTBD), Opportunity Solution Tree (OST), and Customer Journey Mapping (CJM). The hosts, Björn and Vanda, explore how these frameworks help SEOs and product teams align their strategies with user needs, business goals, and technical feasibility. The conversation emphasizes the importance of understanding user motivations on functional, emotional, and social levels while integrating these insights into practical SEO strategies. -------------------------------------------------------------- Key Takeaways Jobs-to-be-Done (JTBD): Focus on user motivations beyond functionality, including emotional and social drivers. Example: Users don’t just want sneakers; they want to feel trendy and confident. This approach helps SEOs craft content that resonates deeply with user intent. Opportunity Solution Tree (OST): Visualize goals, initiatives, and potential solutions to achieve them. Prioritize based on feasibility, impact, and alignment with business goals. Use iterative testing to refine and optimize solutions. Customer Journey Mapping (CJM): Understand every touchpoint in the user journey to enhance their experience. Integrate emotional and functional insights for content and UX improvements. Example: Analyzing user frustration with too many options during online booking. Frameworks as Tools: Frameworks are not rigid rules; they should be adapted to specific contexts. They offer structure and clarity but require flexibility to address real-world challenges. Collaboration Between SEOs and Product Teams: Align SEO efforts with product strategies for better results. Use frameworks to bridge gaps between technical, business, and user-centric goals. SEO Beyond Keywords: SEOs should move beyond basic keyword research to understand the deeper intent.By addressing emotional and social dimensions, SEOs can create impactful content. -------------------------------------------------------------- Chapter Structure Introduction and Summer Reflections (00:01 - 02:35) Hosts catch up on their summer experiences. Transition to the episode topic: frameworks for product management and SEO. Framework 1: Jobs-to-be-Done (JTBD) (02:36 - 10:32) Explanation of the JTBD theory by Clayton Christensen. Discussion on the functional, emotional, and social dimensions of user needs. Examples: White sneakers and SEO software. Importance of user-centric thinking in SEO. Framework 2: Opportunity Solution Tree (OST) (10:33 - 21:45) Overview of OST and its role in visualizing goals and initiatives. Practical examples of prioritizing tasks to achieve traffic growth. Emphasis on planning, experimenting, and iterating solutions. Framework 3: Customer Journey Mapping (CJM) (21:46 - 33:00) Benefits of mapping customer journeys to identify touchpoints and pain points. Integration of emotional and functional aspects into user experiences. Examples of detailed customer journey analysis and its impact on SEO strategies. Closing Thoughts on Frameworks and Flexibility (33:01 - 37:00) Reflection on the importance of frameworks for structuring SEO strategies. Discussion on the need for flexibility and adapting frameworks to specific needs. Teasing the next podcast episode.

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• SEO Product Unveiled - Rank & Rethink Trailer

  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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• How agile frameworks can help SEO | #1

  In this episode, Björn and Vanda discuss how Agile frameworks, specifically Scrum and Kanban, can be incredibly helpful for SEOs. They explain that Agile is all about flexibility, iterative progress, and good collaboration. They dive into the Agile manifesto, which consists of four core values: individuals and interactions over processes and tools, working software over comprehensive documentation, customer collaboration over contract negotiation, and responding to change over following a plan. They then explain the roles, events, and artifacts of Scrum and Kanban, highlighting the benefits and considerations of each framework. They also discuss the possibility of blending elements of both frameworks. They provide practical tips for getting started with Scrum and Kanban and emphasize the importance of adapting the frameworks to suit the team's needs. Takeaways Agile frameworks like Scrum and Kanban can significantly enhance how SEOs manage their work Scrum offers structured projects, regular feedback loops, and the ability to ship in packages Kanban provides flexibility, continuous flow, and is ideal for ongoing tasks and quick adaptation Blending elements of both frameworks, known as Scrum-ban, can be a good solution Start with a simple board and work in progress limits, conduct regular reviews, and continuously improve processes Adapt the frameworks to suit the team's needs and be flexible in adjusting processes Chapters 00:00 Introduction and Overview 02:08 Understanding the Agile Manifesto 08:39 Exploring Scrum and its Benefits for SEOs 18:03 The Power of Kanban for SEOs 26:08 Comparing Scrum and Kanban for SEO 27:52 Practical Tips for Getting Started with Scrum and Kanban 31:20 Recap and Conclusion Links: Agile Manifesto: https://agilemanifesto.org/ Kanban: https://asana.com/resources/what-is-kanban Scrum: https://www.scrum.org/resources/what-scrum-module

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