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
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Product Delivery in SEO | #6
SummaryIn this episode of the SEO Product Unveiled podcast, Björn Darko and Vanda Pokecz dive into the essential aspects of SEO product discovery, including planning, sprint management, ticket creation, and quality assurance. They highlight the importance of clear communication between SEO specialists, product managers, and developers in order to build effective solutions and successfully implement SEO strategies.The conversation explores the challenges and strategies involved in SEO management, particularly around creating and handling tickets within the product development process. Emphasis is placed on documentation, QA processes, and agile collaboration to ensure SEO requirements are implemented accurately and efficiently.TakeawaysIdentifying the right problems is crucial for SEO success.Planning and sprint management are closely interconnected.Backlog grooming helps keep track of ongoing tickets.Well-written tickets are key to implementing SEO strategies effectively.Acceptance criteria are important for quality assurance; responsibility for ticket creation often lies with the product manager.SEO strategies must be clearly documented and communicated.Monitoring ticket progress is essential for SEO initiatives to succeed.Close collaboration between SEO and development teams is necessary.QA processes ensure SEO requirements are met.Templates can streamline ticket creation, but shouldn't be too rigid.Regular status checks help track ticket progress.Communication should happen not just on Slack, but also directly within tickets.Chapters00:00 — Introduction to SEO Product Discovery02:57 — Planning and Sprint Management09:08 — Backlog Grooming and Ticket Management14:28 — Writing Effective SEO Tickets20:39 — Quality Assurance and Testing22:45 — Ticket Creation Fundamentals25:51 — The Role of SEO in Product Management28:55 — The Importance of Communication and Documentation31:37 — Ticket Monitoring and Progress Tracking36:48 — QA Processes and Their Relevance for SEO43:00 — Summary and Outlook on Future Topics
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Product Discovery in SEO | #5
SummaryIn this episode of the podcast, Björn Darko and Vanda Pokecz discuss the significance and process of product discovery in the context of SEO and product management. They share personal experiences and practical examples to illustrate how product discovery serves as a strategic tool for identifying problems and developing innovative solutions. The discussion also highlights the challenges and value of cross-team collaboration. Additionally, they explore methods of product development, particularly in content strategies and SEO, emphasizing the role of design thinking, user research, and teamwork in creating solutions that meet user needs.TakeawaysProduct discovery is crucial for identifying problems.It is a continuous process that runs parallel to development.Collaboration between SEO and product teams is essential.Prototyping and user research are key steps in the process.Visualization helps communicate ideas more effectively.User feedback is vital for product improvement.Strategic approaches to product discovery can enhance success.Innovations can be pursued even without an existing problem.The product discovery process consists of multiple steps.Defining the problem is key to finding the right solution.Identifying content issues is critical for success.Innovation requires ongoing effort and commitment.Design thinking helps solve complex problems.User research is essential for understanding user needs.Prototyping enables rapid testing and iteration of ideas.Design sprints are useful for quickly solving simple problems.Strategic topics often require a design-thinking approach.SEO plays a vital role in product development.Cross-team collaboration drives innovation and efficiency.Argumentation and visualization are crucial for project success.Chapters00:00 – Introduction and Podcast Anniversary02:09 – Definition and Importance of Product Discovery06:13 – Practical Examples of Product Discovery11:56 – Strategic Approaches to Product Discovery18:06 – Product Discovery Process and Problem-Solving19:58 – Identifying Content Issues20:51 – The Process of Innovation22:16 – Design Thinking and Product Development25:14 – User Research and Prototyping28:20 – Design Sprints vs. Product Development30:54 – Strategic Topics and Design Thinking33:28 – The Role of SEO in Product Development35:40 – Benefits of Cross-Team Collaboration39:24 – Argumentation and Visualization in Projects
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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