What makes some people supercommunicators? How can you become one too? This is the central lesson in Charles Duhigg’s bestseller Supercommunicators: How to Unlock the Secret of Communication. Charles and Chris dissect what makes messy conversations so great, how to ask deep questions, and whether women and men communicate differently. They also discuss the different rules for different technologies — from telephones to Facebook to Signal — and how cautious politeness may be the best method to communicate effectively online. Follow Host: Chris Duffy (Instagram: @ chrisiduffy | chrisduffycomedy.com ) Guest: Charles Duhigg (Instagram: @charlesduhigg | LinkedIn: @charlesduhigg | Website: https://charlesduhigg.com/ ) Links Supercommunicators: How to Unlock the Secret Language of Connection The Power of Habit: Why We Do What We Do in Life and Business Subscribe to TED Instagram: @ted YouTube: @TED TikTok: @tedtoks LinkedIn: @ted-conferences Website: ted.com Podcasts: ted.com/podcasts For the full text transcript, visit go.ted.com/BHTranscripts Hosted on Acast. See acast.com/privacy for more information.…
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Вміст надано ResultFirst. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією ResultFirst або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
Welcome to Performance SEO Unpacked, the podcast for enterprise businesses looking to master SEO and achieve real, measurable growth. Supported by ResultFirst, leaders in pay-for-performance SEO, we simplify the complexities of managing large-scale SEO. Each episode provides expert insights, actionable strategies, and real-world advice to help you stay ahead of trends, prove ROI, and scale your efforts with confidence. Subscribe now and unlock the full potential of enterprise SEO. Visit resultfirst.com for more.
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Вміст надано ResultFirst. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією ResultFirst або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
Welcome to Performance SEO Unpacked, the podcast for enterprise businesses looking to master SEO and achieve real, measurable growth. Supported by ResultFirst, leaders in pay-for-performance SEO, we simplify the complexities of managing large-scale SEO. Each episode provides expert insights, actionable strategies, and real-world advice to help you stay ahead of trends, prove ROI, and scale your efforts with confidence. Subscribe now and unlock the full potential of enterprise SEO. Visit resultfirst.com for more.
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1 Inside TechTarget’s Massive SEO Cleanup: The Case Study You’ve Never Heard (with Jenny Waggenheim) | Ep. 29 38:03
Performance SEO Unpacked with Ruchi Pardal brings a real-world case study: a previously successful search program collapses overnight— a 25% drop with 90% of traffic from organic . No splashy trend report— the playbook is patience and the messy work most SEOs avoid . Guest Jenny Waggenheim walks through late 2019 when a massive site with 50-something subdomains and thousands of index pages hit a wall. Signals pointed to old content , page speed , and a registration process —fixed to second click so Google always saw content the way users did . The team cut about 80% of the content (hundreds of thousands of pages), cleaned up index pages , and consolidated subdomains to sub-folders — site by site over 18 months . Hidden wins included topical authority , better crawl bandwidth , pillars that brought in millions of organic page views and thousands of new members , and finally 200% growth year over year , the highest traffic ever . The takeaway: slow down , do a full audit , seek outside help , and build a better site . ㅤ 👤 Guest Bio Jenny Waggenheim is a seasonal SEO and content strategist with over 19 years of experience , working at Tech Target — built the SEO function from scratch and rose to vice president of SEO . She led strategy of B2B tech sites driving 205% year on year growth , from AI-powered platforms like ChatGPT and Perplexity and securing visibility in 180K+ Google AI Overviews . Jenny spearheaded multi-domain migrations , evergreen pillar frameworks , and AI-assisted content workflows . Now channeling her expertise into consulting , she helps B2B brands future proof their SEO strategies . ㅤ 📌 What We Cover The moment everything changed: a 25% drop overnight with no core update , six weeks after quality rater guidelines changed. Three key areas: registration (moved to second click ), page speed (testing tools/code), and site architecture & content . Index bloat cleanup: thousands of index pages across 50-something sites , pagination , and “ so many ways ” to the same place— narrow it down . Content rules: start with older than five years , zero page views in a year , then < 30 page views a month — unpublish , redirect to something more current , or 404 when irrelevant. Crawl bandwidth reality: Google wasn’t seeing the new really valuable content because it was caught up in old content . Editorial partnership & buy-in: why writers don’t want content to go away , the archive constraint, and how explaining the data changed minds. Subdomains to sub-folders: start with one , redirect everything , let it sit , then site by site to three sites every other week — 18 months total. Hidden wins: topical authority , choosing to unpublish definitions that brought tons of traffic but weren’t topically relevant ; pillar strategy that kept people on the site and drove revenue . Mindset in a mess: slow down , full audit , seek outside help , find case studies , be patient — build a better site . What not to do: no quick wins , don’t blindly trust AI , follow E-A-T , unique content with data and expert opinion . ㅤ 🔗 Resources Mentioned Google (quality rater guidelines; AI Overviews ; Search Console ) Search Engine Land (article visibility) SEMrush Reddit ChatGPT Perplexity E-A-T (guidelines) ㅤ ResultFirst: Visit for more SEO tips and strategies . Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers! Let’s keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
1 Scaling SEO Through Team Transitions: How Collaboration Fuels Long-Term Search Growth With Natalia Matos | Ep. 28 22:37
Performance SEO Unpacked takes a sharp turn with host Ruchi Pardal as she explores a seismic shift in e-commerce: OpenAI’s Buy It integration inside ChatGPT. Instead of directing shoppers to websites, users can now browse, compare, and purchase products directly within AI interfaces. This episode unpacks what the update really means for retail and e-commerce brands, why blue-link thinking is outdated, and what technical and strategic moves are critical before Black Friday. Ruchi explains how to structure product feeds, fix rendering, sync pricing in real time, and rethink visibility inside AI-driven ecosystems. The message is clear: AI isn’t the future of shopping—it’s already here, and the brands that act now will own the advantage. 📌 What We Cover How ChatGPT Buy It turns the platform into a shopping assistant plus marketplace Why AI-first shopping is already live—and why treating it as “futuristic” is a mistake Technical steps: setting up RSS/XML or JSON feeds with full product details The importance of JSON-LD schemas, canonical tags, and location metadata Why server-side rendering and edge caching are critical for AI visibility Real-time feed syncing to prevent mismatched pricing during high-volume days Strategic shifts: brand mentions in gift guides, product comparisons, and community threads Why not all products are equal—prioritizing high-margin, high-conversion items How to test visibility inside ChatGPT by searching like a customer Black Friday as the first true test of AI-first product visibility 🔗 Resources Mentioned ResultFirst : Visit for more SEO tips and strategies Connect with Ruchi Pardal on LinkedIn : Ruchi Pardal If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers! Let’s keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
Many SEO teams believe their budgets are airtight, yet silent leaks are draining performance in ways that don’t show up on a spreadsheet or monthly report. On Performance SEO Unpacked , host Ruchi Pardal exposes the hidden culprits: CMS limitations, CDN misconfigurations, and bloated tech stacks that quietly hold visibility hostage. Instead of pointing fingers at content or backlinks, Ruchi shows how infrastructure flaws masquerade as strategy failures—leading to wasted spend, flat results, and endless frustration when asking for new budgets. From server logs to cache headers, she shares a mental checklist used with enterprise clients to uncover issues that almost no one is flagging. These fixes often cost nothing, but the payoff is faster indexing, stronger rankings, cleaner reporting, and peace of mind for both SEO teams and CFOs. 📌 What We Cover Why CMS and CDN setups silently bleed SEO budgets The importance of auditing server logs to catch crawl waste Rendering checkpoints and the dangers of slow JavaScript delivery How stale CDN cache headers block Google from seeing updates JavaScript hydration delays that hide critical content from crawlers Analytics attribution gaps that distort ROI and reporting Why most SEO failures are infrastructure issues, not strategy flaws A practical checklist for spotting leaks before slashing budgets 🔗 Resources Google’s Mobile-Friendly Test Lumar Connect with Ruchi Pardal on LinkedIn — DM “leak” to get the full SEO budget leak checklist ResultFirst : Visit for more SEO tips and strategies. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
On this solo episode of Performance SEO Unpacked , host Ruchi Pardal takes on seven of the toughest SEO questions she hears every week from CMOs, VPs, and growth leaders across SaaS, e-commerce, and multi-location businesses. With no fluff and all tactics, Ruchi lays out why flat traffic with falling conversions signals an intent mismatch, what really determines visibility in AI overviews, and how multi-location SEO can quickly turn chaotic without a hub-and-spoke approach. She makes a strong case for bringing SEO into product roadmap conversations early, reframing reporting around revenue impact, and using AI as a multiplier — not a miracle. The thread running through all seven answers: moving from keywords to concepts and making your expertise unavoidable in both search engines and AI systems. 📌 What We Cover Why flat traffic plus falling conversions is a red flag, and how to fix intent-page mismatches with CRO elements and micro conversions How authority signals and third-party mentions determine visibility in AI overviews, not just keyword counts The hub-and-spoke model for multi-location SEO, dynamic templates, and consistent NAP management Where AI content adds value — long-tail terms, refreshing outdated articles, and structured templates with human review Why SEO should sit in product roadmap meetings before launch, with landing pages and schema ready in advance How leadership wants to see SEO reporting framed around pipeline, revenue, and the V.O.L.T. model (Visibility, Outcomes, Leads, Transactions) The shift from keywords to entities — building topical clusters, schema markup, and authoritative brand mentions 🔗 Resources ResultFirst Connect with Ruchi Pardal on LinkedIn If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
Performance SEO Unpacked with Ruchi Pardal explores a simple yet powerful framework for connecting search visibility with real business growth. In this solo episode, Ruchi introduces VOLT — Visibility, Outcomes, Leads, Transactions — a model designed to close the gap between “we are ranking” and “we are growing revenue.” ㅤ She explains why most SEO teams stall at visibility, overlooking outcomes, leads, and transactions, and shows how to connect content performance with conversions. From multi-channel visibility across Google, ChatGPT, Gemini, Reddit, and YouTube to tracking ripple effects and stitching data into CRM systems, Ruchi demonstrates how VOLT transforms SEO into a true growth engine. ㅤ Listeners will learn how to move beyond traffic metrics, defend SEO budgets, and measure influence even when traditional clicks decline. ㅤ 📌 What We Cover Why most SEO teams stop at visibility and lose the thread on business outcomes The meaning of VOLT: Visibility, Outcomes, Leads, Transactions Multi-channel search visibility across Google, ChatGPT, Gemini, Reddit, YouTube, and TikTok Tracking the ripple effect of outcomes beyond the first click Connecting SEO-influenced leads to CRM data and attribution Revenue tagging: aligning keyword clusters with pipeline data Example of using VOLT to track AI mentions and defend SEO budgets How VOLT reframes SEO from a cost center to a growth engine ㅤ 🔗 Resources Mentioned VOLT downloadable worksheet (DM “VOLT” to Ruchi on LinkedIn) ResultFirst : Visit for more SEO tips and strategies Connect with Ruchi Pardal on LinkedIn for a conversation about SEO…
Enterprise SEO can get messy fast — five business units, hundreds of stakeholders, and AI reshaping what shows up in search. On Performance SEO Unpacked , host Ruchi Pardal sits down with Joe Bare to unpack what it really takes to build authority when visibility doesn’t always mean clicks. ㅤ Joe, who has led strategy across industries from travel to healthcare to SaaS, now works in enterprise risk intelligence — and is redefining how websites function in a zero-click, AI-driven search environment. From shifting SEO from a performance channel to a branding play, to navigating the politics and precision of keyword governance, Joe shares concrete strategies for making content discoverable by both search engines and LLMs. ㅤ Expect a candid discussion on deep content creation, measuring LLM visibility, embracing conversational search, and breaking the myth that SEO is something you “add” at the end. ㅤ 👤 Guest Bio Joe Bare is a digital marketing and SEO leader with experience spanning travel, healthcare, SaaS, financial services, and enterprise risk intelligence. Currently with LexisNexis Risk Solutions, Joe’s insights are his own and draw on years of building authority signals, managing complex content strategies, and navigating the unique challenges of enterprise SEO. ㅤ 📌 What We Cover How AI overviews and chat applications are changing authority signals and SEO measurement Shifting from lead-generation websites to branding engines in a zero-click search world Creating deep, broad topic coverage to earn citations from LLMs like ChatGPT, Gemini, and Perplexity Moving from gated content to open access for better LLM pickup and recognition Measuring success through LLM visibility, log file analysis, and content referenced by AI Avoiding keyword cannibalization across multiple business units with overlapping solutions Leveraging conversational search intent to target long-tail, context-rich queries Building authority through expert-driven content, schema markup, and trusted third-party sources Why SEO must be embedded from the start, not “added” after content is created ㅤ 🔗 Resources Mentioned ResultFirst – Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO Connect with Joe Bare on LinkedIn ㅤ If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
In this episode of Performance SEO Unpacked , host Ruchi Pardal sits down with Derek Woo , Director of Search Engine Optimization and App Store Optimization at Albertsons Companies . Derek’s deep SEO experience dates back to the early days of the internet, even before the term SEO was coined, giving him a unique perspective on the evolution of search. Together, they explore how AI and large language models (LLMs) are reshaping SEO strategies, visibility, and brand influence—especially in retail. Derek shares how his team anticipates user intent by mapping out “the next question” a searcher might ask, turning that insight into richer, more suggestive content that surfaces in AI-generated answers. From leveraging natural search optimization to de-emphasizing backlinks and embracing content recency and quality, Derek offers actionable insights for brands navigating this new AI-first search landscape. Listeners will also learn about Derek’s innovative use of AI-powered virtual focus groups to quickly gain consumer insights, and why traditional SEO practices aren’t dead—they’re evolving in exciting ways. 👤 Guest Bio Derek Woo is the Director of Search Engine Optimization (SEO) and App Store Optimization (ASO) at Albertsons Companies . With roots in the early internet era, Derek has tracked and adapted to the evolution of search engines beyond Google, including the impact of AI-driven search. He leads a large cross-functional team focused on testing, ideating, and adapting SEO strategies in an AI-first world. 📌 What We Cover Derek’s early SEO experiences pre-dating Google and official SEO terminology Weekly AI-focused workshops growing from a small SEO team to 227 participants across Albertsons The importance of anticipating “the next question” in content strategy to better serve AI-generated search results How brand affinity can be shaped by appearing in AI answers for high-volume, non-branded queries (e.g., bleach alternatives) Differences in content visibility depending on intent: informational queries vs transactional queries Why syndicated content is being ignored by AI search, and how unique, detailed content can set brands apart The ongoing relevance of FAQ sections as AI training data sources The shift from clicks to impressions and mentions as valuable metrics in an AI-driven search ecosystem Selling visibility and influence through collaborative content networks to impact AI answers How Derek’s team uses AI virtual focus groups to simulate customer personas and gather fast, sentiment-based insights Creating AI SEO consultant personas to challenge and refine internal SEO strategies Derek’s unconventional move to ignore backlinks and focus on quality, recent content that ranks well even without links The enduring core of SEO: providing better, more relevant answers for end users in a constantly evolving search landscape 🔗 Resources Mentioned Albertsons Companies Derek Woo on LinkedIn ResultFirst: Visit for more SEO tips and strategies. ( https://resultfirst.com ) Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
What if your keyword research could shape product development, uncover revenue potential, and spotlight entire user segments your product team never considered? ㅤ On Performance SEO Unpacked , host Ruchi Pardal is joined by Jennifer Long , Lead SEO Manager at SolarWinds, who brings a radically strategic lens to keyword research. She calls it “off-label SEO”—a method that extends SEO far beyond website optimization into influencing product, audience, and regional strategies. ㅤ Together, they explore how low-volume keywords can still be meaningful, what happens when SEO insights reach the C-suite, and why understanding feature gaps might be your biggest growth lever. Plus, Jennifer shares how she’s aligning SEO with AI-powered search and adapting to a future driven by prompts, not just keywords. 👤 Guest Bio Jennifer Long is the Lead SEO Manager at SolarWinds. She brings a unique product-led approach to SEO—focusing on use cases, feature gaps, and regional patterns to inform both content and development priorities. She refers to her method as "off-label SEO," using search behavior to uncover business opportunities and guide strategy. Previously, she worked with brands like Zoom. ㅤ 📌 What We Cover What “off-label SEO” means and how Jennifer Long applies it beyond traditional site optimization Using SEO data to identify product feature gaps, regional opportunities, and overlooked user segments How keyword research led to C-suite buy-in for an untapped podcasting audience Why low search volume doesn’t always mean low opportunity The collaborative process of aligning keyword strategy with business goals and implementation effort How traditional SEO principles still apply in the world of LLMs and AI search Tools that support international SEO and competitor gap analysis, including Ahrefs and BrightEdge Real examples of SEO influencing content strategy and product capabilities in SaaS ㅤ 🔗 Resources Mentioned Ahrefs – Used for keyword research and international SEO translation BrightEdge – Supports multi-region keyword views and strategy alignment ㅤ Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. ㅤ If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
Nothing stinks quite like realizing your brand isn’t showing up in Google’s AI Overview, ChatGPT answers, or Perplexity snippets while competitors bask in the glory. In this solo session of Performance SEO Unpacked , host Ruchi Pardal strips away the mystery and lays out why AI engines ignore some brands and how to win back visibility. Drawing on trusted-source signals, knowledge graphs, third-party mentions, schema markup, and crawl health, she shows that recovery is less about quick tricks and more about rebuilding trust—typically a 60- to 80-day journey. Listen in for crisp action items that turn “missing” into “recommended.” ㅤ What We Cover Why weak entity recognition leaves brands outside the AI conversation The power of third-party mentions on sites like Wikipedia, G2, and high-quality media—far beyond classic backlinking How thin or fragmented content , duplicate URLs, and poor formatting crumble under AI summarization Fixing a broken or missing schema setup so engines read product pages, blog posts, and team bios correctly Auditing crawl budget, server speed, canonical signals, and rendering to keep doors wide open for bots Writing niche-specific prompts to test whether AI tools already recommend (or ignore) your brand Using IndexNow and Bing’s network to speed fresh updates into the AI ecosystem Setting realistic expectations: rebuilding system-level trust takes persistence, not panic ㅤ Resources Mentioned Google AI Overview ChatGPT Perplexity Wikipedia G2 IndexNow Bing ㅤ ResultFirst: Visit for more SEO tips and strategies. ( https://www.resultfirst.com ) Connect with Ruchi Pardal on LinkedIn for a conversation about SEO ㅤ If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers! Let’s keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
On this episode of Performance SEO Unpacked , host Ruchi Pardal sits down with Nick Pustay , Head of SEO at Scholastic, to tackle one of the most pressing topics in modern search: schema markup and entity optimization in the age of AI Overviews. With schema evolving from a “nice-to-have” to a “must-have,” Nick offers a real-world look at what it takes to roll out structured data across 16 business units at scale. From navigating legacy CMS systems to choosing between global and local implementations, Nick shares practical strategies and challenges from the enterprise SEO frontlines. This conversation gets tactical—covering organization schema, product vs. book schema, Google’s recent deprecations, and the unseen benefits of strategic collaboration. Plus, Nick offers a “digital archaeology” mindset that every enterprise SEO should consider when facing technical blockers or shifting SERP dynamics. 👤 Guest Bio Nick Pustay is Head of SEO at Scholastic, where he oversees SEO strategy and implementation across 16 different business units. His expertise spans schema markups, entity optimization, and large-scale technical SEO. 📌 What We Cover Why schema markup is now a requirement, not an option, due to AI Overviews How structured data supports content discoverability and rich results The challenge of applying schema across 16 different business units The role of collaboration in enterprise SEO and stakeholder alignment Real-world example: Google dropping book schema in June 2025—and what it means Why product schema may be the better long-term choice over deprecated types The future of long-form content, prompt-based experiences, and schema’s role Technical challenges of legacy CMS platforms in implementing modern SEO needs Tips for customizing schema beyond Google’s rich result testing tools “Digital Indiana Jones” mindset for uncovering overlooked SEO opportunities 🔗 Resources Mentioned Product-Led SEO by Eli Schwartz A Tangled Web (book referenced by Nick for understanding browser security) Resources: 👉 ResultFirst : Visit for more SEO tips and strategies. 👉 Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
1 Search Without Queries: What Copilot, IndexNow, and AI Agents Really Mean for the Future of SEO | Ep. 18 27:28
Performance SEO Unpacked is back with a big conversation about the new frontier of SEO—where queries disappear, and AI anticipation takes the lead. Host Ruchi Pardal sits down with Krishna Madhavan , Principal Product Manager of the Web Data Platform at Microsoft AI, to decode what “search without queries” really means. In this episode, Krishna breaks down how AI systems like Copilot are shifting from "search and find" to "understand and assist," challenging the foundation of traditional SEO. From IndexNow protocol to semantic clarity , citations over clicks , and the compression of the funnel , this is a roadmap for SEOs navigating AI-powered search. If you're still optimizing for blue links and keyword density, this episode is your wake-up call. 👤 Guest Bio Krishna Madhavan is Principal Product Manager for the Web Data Platform at Microsoft AI, where he works on search technologies like Copilot and IndexNow. With deep insight into AI agents and content discovery systems, Krishna shares what it takes to stay relevant in an anticipatory, query-less search landscape. 📌 What We Cover Why "search without queries" is disrupting everything SEO has historically relied on How Copilot anticipates needs before users even ask—shifting SEO from clicks to citations The importance of semantic structure , authority , and freshness over traditional relevance Why content clarity and knowledge density are the new SEO signals for AI systems How IndexNow helps site owners proactively control content discoverability and reduce crawl waste The shift from optimizing for position to optimizing for precision and trust What SEO teams must now consider: machine readability , structured data , and intent-aligned content Why memory and personalization make it harder to predict rankings—but easier to win in contextual moments The new content strategy: modular , multi-intent , and AI-friendly assets that serve across funnel stages Practical steps for SEOs to future-proof their visibility in Copilot and other AI search systems 🔗 Resources Mentioned IndexNow Microsoft Copilot Resources: ResultFirst : Visit for more SEO tips and strategies. resultfirst.com Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
1 From Product to Page One: How a Data and UX Mindset Accelerates SEO Results (with Neha Khanna from ZipRecruiter) | Ep. 17 23:22
On Performance SEO Unpacked , host Ruchi Pardal is joined by Neha Khanna to explore how product thinking is transforming SEO at scale. Drawing from her experience at ZipRecruiter and Wayfair, Neha Khanna shares how moving away from technical checklists and toward user-centered problem-solving creates lasting growth. Instead of chasing keywords, she focuses on systems that scale—measuring outcomes like conversion and engagement rather than impressions and rankings. Ruchi Pardal and Neha Khanna discuss AI not as a content factory, but as a storytelling co-pilot. They also break down how prioritization frameworks like RICE can bring clarity and confidence to enterprise SEO decisions, especially when getting stakeholder buy-in or forecasting results. Whether you're facing stalled traffic, ineffective keyword strategies, or just looking to build SEO into product loops, this episode delivers tested strategies straight from the field. 👤 Guest Bio Neha Khanna blends SEO and product management, with experience at organizations including Wayfair and ZipRecruiter. Known for shifting teams away from traditional SEO tactics and toward integrated, outcome-focused strategies, she prioritizes relevance, user intent, and business alignment. Connect with Neha Khanna on LinkedIn. 📌 What We Cover Why Neha Khanna stopped asking “what keywords should we rank for?” A real example of solving post-click friction instead of expanding long-tail content How SEO success changes when you integrate UX, data science, and engineering Why traffic metrics without conversion are just vanity numbers The AI-assisted content engine Neha Khanna helped build at Wayfair—and why human QA still matters How to design AI prompts that scale storytelling, not just content Using the RICE framework (Reach, Impact, Confidence, Effort) to prioritize SEO work Why writing product-style briefs helps SEOs align cross-functional teams The power of thinking like a user instead of optimizing for search engines 🔗 Resources Mentioned RICE Prioritization Framework (Reach, Impact, Confidence, Effort) ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
The world of SEO isn’t just evolving—it’s being rewritten. On this episode of Performance SEO Unpacked , Joseph Lewin steps in as guest host to interview Ruchi Pardal , founder of ResultFirst , about one of the most seismic shifts in digital marketing: Google’s move to AI Mode. Forget ranking #1. That blue-link legacy is fading fast as Google transitions from search engine to response engine. Instead of offering choices, it now delivers AI-powered answers—instantly. Ruchi Pardal breaks down what this means for SEOs, content marketers, and brands who’ve relied on traditional traffic models. What replaces top rankings? Citations. Brand mentions. Total visibility. Ruchi Pardal shares the three shifts SEOs must make to stay relevant, how to rethink attribution in a zero-click world, and what AI-readiness really means in 2025. 📌 What We Cover Why Google is shifting from a search engine to a response engine How AI Mode changes SEO visibility, traffic, and user behavior The rise of zero-click answers and decline of the blue-link era What AI-driven content means for SEOs, content creators, and marketers The new SEO priority: being quoted, not just ranked Why brand visibility and third-party mentions now matter more than CTR Ruchi Pardal 's 3-part strategy for AI Mode: Visibility Audit, Content Clarity, Authority Building How to think like a brand, not a publisher, in the new AI SEO landscape Rethinking attribution: measuring impressions, direct traffic, and AI citations 🔗 Resources Mentioned ResultFirst Google AI Mode / AI Overview (referenced) ChatGPT, Perplexity (referenced AI tools) Resources: ResultFirst: Visit for more SEO tips and strategies Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
The landscape of product discovery is shifting as AI tools like ChatGPT become a bigger part of how people find and buy online. On Performance SEO Unpacked, host Ruchi Pardal shines a light on how these AI systems are now suggesting products directly, impacting what shoppers see and buy. Instead of relying only on traditional SEO, e-commerce businesses need to focus on structured data, conversational content, and keeping up with AI-driven changes. Ruchi’s straightforward advice is all about making sure your product information and content are ready for this new era, so your brand stays visible and relevant in AI-powered recommendations. 📌 What We Cover The role of AI tools like ChatGPT in shaping how people find products online How AI is starting to suggest specific products based on content quality and relevance The shift away from traditional SEO to AI-influenced product discovery Why structured data and schema markup are more important than ever for e-commerce Creating high quality, conversational, and accurate product content Answering actual customer questions within your content for better discoverability Staying proactive by keeping content fresh and monitoring changes in AI algorithms The importance of brand mentions and adapting your SEO approach for AI-driven platforms 🔗 Resources Mentioned ResultFirst: Visit for more SEO tips and strategies. ( resultfirst.com ) Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
1 The Truth About 404s, Internal Links, and Other SEO Myths with Paul Shapiro from Uber | Ep. 14 21:10
What does it take to move over 100 international websites and deliver hundreds of millions in lifetime value? On Performance SEO Unpacked , host Ruchi Pardal welcomes Paul Shapiro from Uber to share the story behind one of the most ambitious SEO projects in recent memory: Shopify’s ccTLD to subfolder migration. Ruchi and Paul explore the mindset, measurement, and technical architecture needed to execute SEO at enterprise scale. From custom crawling infrastructure and SQL reporting to Python-driven automation and internal linking experiments, Paul offers a detailed, practical view into what makes technical SEO truly effective—or fail. They also challenge long-held industry myths around 404 errors, keyword-rich URLs, and the power (and pitfalls) of internal links. If you've ever debated how much technical SEO still matters in a content-driven era, this episode makes the case for why it absolutely does. 👤 Guest Bio Paul Shapiro is the Product Manager for the Web Intelligence Team at Uber. He previously led technical SEO at Shopify, where he spearheaded large-scale initiatives like international domain migrations. Known for pioneering the use of Python in SEO, Paul continues to work at the intersection of data science, engineering, and search. Connect with Paul on LinkedIn 📌 What We Cover The SEO hypothesis that led to Shopify’s ccTLD-to-subfolder migration Testing frameworks, internal tools, and SQL-based reporting systems at Shopify Timeframes and tradeoffs of long-term enterprise SEO projects (6–12 months) The nuance of internal linking and why it can succeed—or completely fail Real-world myths debunked: keyword-based URLs and the obsession with 404s Why Python remains essential in technical SEO, from crawling to NLP Paul’s thoughts on AI’s role in writing MVP-ready code How a technical SEO background bridges gaps with dev and product teams Insights from organizing the first US-based technical SEO conference, Tech SEO Boost 🔗 Resources Mentioned Streamlit (Python framework for building web applications) Google Search Console (referenced for data analysis) Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
Ranking in Google is no longer the final goal—it’s just the starting line. In this solo episode of Performance SEO Unpacked , host Ruchi Pardal reveals how the rise of AI agents like Gemini and ChatGPT is forcing a seismic shift in how enterprise teams approach SEO, UX, and UI. Traditional distinctions between crawling and navigation, keyword strategy and visual hierarchy, are collapsing fast. Ruchi breaks down the mechanics of what it means to design for AI usability—where semantic clarity meets layout predictability. If your product or service pages can’t be parsed, summarized, and actioned by machine agents, they’ll never be recommended in zero-click AI environments. This episode explores exactly how to future-proof your SEO efforts by aligning modular UI patterns, schema, and trust signals with AI comprehension requirements. 📌 What We Cover Why ranking in Google is now just the beginning of visibility How Gemini and ChatGPT evaluate site structure, not just content The convergence of SEO and UX in an AI-first world What “AI-usable design” looks like in practice Why modular design systems matter more than ever The role of semantic clarity and layout flow in AI comprehension What trust blocks and internal linking communicate to machines Questions every team should ask about their HTML structure and UI components Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
On this episode of Performance SEO Unpacked , host Ruchi Pardal sits down with Rob Dougherty to explore a real-world blueprint for AI-driven content success. Rob leads content and SEO at Kiteworks —solo. He shares how he replaced a traditional agency model with a full AI-based production system, scaling from near-zero visibility to conversion-generating blog content. Rob walks through his personal content prompt framework, the editing processes he trusts, and the KPIs that drive his strategy: from impressions to clicks to demos. With a practical lens on regulated industries and EEAT, Rob’s story is a must-listen for SEOs serious about performance at scale. 👤 Guest Bio Rob Dougherty leads SEO and content marketing at Kiteworks , a cybersecurity and regulatory compliance company. He transitioned from a full-service content specialist to a solo SEO practitioner, now running a one-person content operation powered almost entirely by AI. Connect with Rob on LinkedIn 📌 What We Cover Why Rob moved directly to AI for full content production—skipping outlines and ideation The exact prompt framework used to generate high-quality, informative blog posts How Rob measures success: starting from impressions, moving to clicks, and now conversions Insights on handling hallucinations, editorial review, and on-brand messaging in regulated industries Why shorter, simpler prompts outperform overly complex ones in Rob’s workflow Key editing steps to ensure standalone, compelling H2s and section structure for zero-click environments How Rob incorporates Kiteworks’ brand messaging into AI-generated content Adding AI platform tracking to demo request forms to measure true SEO + AI influence 🔗 Resources Mentioned Claude.ai (used for AI content generation) ChatGPT, Perplexity (referenced as alternative tools) Kiteworks: kiteworks.com Rob’s LinkedIn: Rob Dougherty Prompt Shares By Rob: "I would like you to write a blog post from the perspective of a German CISO or data privacy officer with MSSP experience. Here are the topics I would like addressed: Why data protection is needed for German manufacturers Benefits of data protection for German manufacturers Data protection challenges for German manufacturers Data protection compliance regulations German manufacturers must abide by Ten best practices for implementing a data protection program into a German manufacturing company. The post should be authoritative in tone, follow SEO best practices, optimized for AEO systems, written in active voice and contain approximately 2,000 words. The long-tail keyword is data privacy best practices for German manufacturers. Do you understand these instructions? If yes, please start by proposing an outline. [iterate on the outline] Proceed with writing. Please use active voice, avoid using gerunds in the title and all sub-titles. All titles and sub-titles should be engaging and informative rather than descriptive and plain, e.g., “Conclusion,” so if a reader were to just read the sub-titles, she or he would be able to get the gist of the blog post. [review and iterate on the post] Please propose 4-5 key takeaways for this post. The takeaways should be numbered, followed by a main idea, in bold, followed by a brief description or summary of the main idea not to exceed 50 words. Please propose 5 FAQs, with answers, for this post. The FAQs should focus on the keywords and best practices for data privacy for German manufacturers. Answers to the FAQs should not exceed 75 words. Please provide a SEO title tag and 1-2 sentence meta description. Please convert this post into HTML." Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
1 Why HubSpot’s Homepage Disappeared—and How They Fixed It with Christina Clark from Hubspot : 11 18:59
Big brands aren’t immune to SEO surprises—just ask Christina Clark from HubSpot. In this episode of Performance SEO Unpacked , host Ruchi Pardal explores the unexpected disappearance of HubSpot’s homepage from search results. Christina shares how her team uncovered a deeper issue with Google's understanding of their brand and why technical SEO demanded center stage in a content-driven company. From digging into core web vitals to reshaping internal links, Christina takes us through a real-world SEO challenge that tested cross-functional collaboration and highlighted the need to prove technical SEO’s business impact. If you've ever faced resistance to technical fixes or struggled to align dev teams with SEO goals, this conversation brings valuable lessons from one of the most recognized names in the industry. 👤 Guest Bio Christina Clark leads product SEO at HubSpot , where she focuses on aligning technical performance with brand strategy. Known for her curiosity and data-driven approach, Christina collaborates across teams to resolve complex SEO challenges in an ever-evolving search landscape. Connect with her on LinkedIn: Christina Clark 📌 What We Cover How HubSpot discovered its homepage was no longer ranking for branded search The role of curiosity and constant “why” in identifying SEO issues Comparing homepage vs. free CRM page: content, core vitals, and internal links Proving technical SEO’s value through KPIs, bounce rate, and page load speed Cross-functional collaboration with web strategy, creative, and development teams The evolving role of Google’s brand understanding and homepage relevance Key takeaways on mobile experience, internal linking, and core web vitals Why SEO success requires bringing dev teams into the strategy early 🔗 Resources Mentioned Christina’s Technical SEO Checklist https://www.resultfirst.com/ebooks/technical-seo-checklist/ ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
In this episode of Performance SEO Unpacked , host Ruchi Pardal speaks with James Kelly of TrueCar about navigating the complexities of marketplace SEO in the age of artificial intelligence. They explore how marketplace sites differ from traditional ecommerce, the mistakes many SEOs make when using AI, and strategies for future-proofing your marketplace presence online. Best Moments: (01:11) Introduction to the discussion: cracking marketplace SEO in the AI age (01:45) The biggest mistakes SEOs make with AI and marketplace content (02:10) Gartner’s prediction: Google searches expected to drop 25% by 2026 (06:58) How to future-proof marketplace SEO with technical approaches (09:21) The importance of faceted navigation and filter management (13:18) Redesigning marketplace strategy for the AI era (14:11) Why site usability is foundational for marketplace SEO (15:47) The critical role of social proof and reviews for high-ticket items (19:22) Underrated marketplace data signals that matter for AI SEO (20:14) Using first-party user behavior data to improve SEO performance (23:57) Authority building and maintaining brand consistency across channels (24:57) How AI aggregates information about your brand from multiple sources (27:10) The importance of cross-departmental communication for successful SEO Guest Bio James Kelly is an SEO professional at TrueCar, where he specializes in marketplace SEO strategies. With extensive experience in optimizing complex marketplace websites with millions of pages, James brings valuable insights into technical SEO, user behavior analysis, and adapting to the rapidly changing landscape of search in the AI era. His approach emphasizes the importance of user engagement, site usability, and consistent brand messaging across all channels.…
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Performance SEO Unpacked
1 How Enterprise SEOs Win With People Skills, Not Just Rankings With Sam Page From InMotion Hosting : 9 19:20
Enterprise SEO is not just about rankings—it’s about scale, trust, and playing the long game. In this episode of Performance SEO Unpacked , host Ruchi Parda, SVP of Growth at ResultFirst , is joined by Sam Page, Head of SEO at InMotion Hosting, who shares real-world lessons from his time leading SEO at companies like Amazon Business and Slack. Sam breaks down what separates successful SEOs in enterprise environments: a mindset shift, clear communication, data-backed decisions, and a whole lot of people management. From overcoming the scarcity mindset to navigating slow-moving stakeholder approvals, this conversation is packed with first-hand insights. Hear how Sam used simple meta tag fixes to drive millions in revenue impact—and why forecasting SEO growth is non-negotiable at scale. 👤 Guest Bio Sam Page is Head of SEO at InMotion Hosting with a strong background leading SEO at enterprise giants like Slack and Amazon. Known for blending technical SEO with stakeholder savvy, Sam brings a strategic, data-informed approach to high-scale SEO. Connect with Sam on LinkedIn 📌 What We Cover Why moving from SMB to enterprise SEO demands a major mindset shift The dangers of bringing a “scarcity mindset” into big-budget SEO teams How proprietary tools and steep learning curves shaped Sam’s Amazon experience Reporting mistakes that block SEO budgets—and how to avoid them Why forecasting is a “nightmare” but essential in enterprise SEO Sam’s process for stakeholder alignment before and after strategy proposals A simple title tag fix that led to millions in revenue growth at Amazon The STAR method Amazon expects in interviews—and why it helps SEOs How communication, confidence, and people skills outshine technical chops 🔗 Resources Mentioned InMotion Hosting STAR Method: Situation, Task, Action, Result (used in Amazon interviews) ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn to have a conversation about SEO. If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers! Let’s keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
1 Authority Signals Are Shifting—Here’s What SEOs Need to Track Now With Chris Reynolds From Indeed : 8 26:18
SEO metrics are shifting; AI search is the reason. In this episode of Performance SEO Unpacked , host Ruchi Pardal is joined by Chris Reynolds of Indeed to unpack how authority building, brand mentions, and AI-driven visibility are reshaping the SEO landscape. From discussing why link building may no longer be the gold standard to measuring impressions and citations in generative search tools, Chris lays out the emerging playbook for brands navigating this transformation. The conversation goes deep into how informational content is becoming a brand-building activity and why mentions—across third-party sites, niche blogs, and even Reddit—are the next frontier. Listeners will get a firsthand look at how enterprise SEO teams are recalibrating their strategies, KPIs, and tool stacks for the new AI-first search era. 👤 Guest Bio Chris Reynolds is a seasoned SEO expert currently working at Indeed in San Jose, California. With experience across organizations of all sizes—including eBay and global teams in Zurich—Chris brings a wide-angle view of how SEO is evolving. He focuses on authority building, mentions tracking, and performance measurement in AI-powered search environments. Connect with Chris on LinkedIn 📌 What We Cover Why informational SEO has always been a brand-building activity Measuring authority through impressions instead of traffic The rise of mentions over links in AI-generated search results How SEO integrates with PR, social, and paid media strategies Brand visibility in tools like ChatGPT, Perplexity, and Gemini Tools like Profound, ZIP Tie, and SEO Clarity for tracking AI search visibility Understanding RAG (retrieval-augmented generation) and offsite content influence Using real and synthetic prompts to plan SEO strategy for LLM surfaces Why sentiment analysis in AI SEO may not work the way we expect 🔗 Resources Mentioned Profound – LLM rank tracking tool ZIP Tie – AIOS surface visibility tracking SEO Clarity – Enterprise SEO platform with AI visibility features Claude – Anthropic’s AI model, praised for coding capabilities ChatGPT Perplexity AI – AI search engine Gemini – Google’s AI platform Learn More ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
In this episode of Performance SEO Unpacked, guest host Joseph Lewin interviews Ruchi Pardal , SVP of Innovation at ResultFirst , diving into the nuances of enterprise SEO. Ruchi shares insights on the industry's accountability challenges and ResultFirst’s innovative pay-for-performance model that shifts the focus from effort to results. The conversation also touches on the changing landscape of SEO influenced by AI and explains how businesses can leverage these trends to optimize their strategies for better outcomes. Topics Discussed: Greater accountability is essential for effective SEO practices, particularly in aligning strategies with business goals. The pay-for-performance model shifts the dependency from effort-based billing to results-based success, fostering a more trusting relationship between agencies and their clients. Organizations can leverage AI to enhance their SEO efficiency and navigate the evolving landscape of online search. Transparent communication and measurable outcomes can significantly improve stakeholder confidence in internal SEO efforts. Notable Quotes "If our strategies are correct and we are working in the right direction with the business, we believe that we work as true partners and we grow together with the customer." (Ruchi Pardal) "It's not just about tying SEO back to revenue but also about building a robust ecosystem that supports the SEO work done." (Ruchi Pardal) Chapters 00:01:23 - Discussion on misguided SEO practices 00:05:13 - Introduction of the pay-for-performance model 00:10:18 - Success story of scaling into new markets 00:14:12 - Building transparency in internal teams 00:17:41 - The influence of AI on SEO Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
In this episode of Performance SEO Unpacked , host Ruchi Pardal is joined by Amir Alsayegh , Organic Growth Advisor-SEO @ Crocs, a seasoned expert in international SEO from Crocs. They discuss the complexities of navigating international SEO, emphasizing the importance of cultural understanding and technical strategies. Amir shares personal anecdotes and practical advice on effectively approaching international markets and the critical factors contributing to successful SEO strategies across diverse regions. Topics Discussed: The multifaceted nature of international SEO beyond just technical aspects. The significance of cultural considerations in shaping effective international SEO strategies. Real-world insights into keywords that can differ vastly between regions, impacting brand messaging. Practical tips for scaling international SEO growth and common mistakes to avoid. The critical role of community understanding and research in serving international audiences. Notable Quotes: "Are you putting your user... first in every choice that you make?" – Amir Alsayegh "How can I do right by this one community?" – Amir Alsayegh, emphasizing the responsibility marketers have to their audiences. Timestamps: 00:00 – Introduction by Ruchi Pardal and overview of episode topic. 00:43 – Guest introduction: Amir Alsayegh. 01:10 – Discussion on the technical and cultural layers of international SEO. 05:30 – Insight on the cultural implications of keywords and product definitions. 10:08 – Tips for scaling international SEO effectively. 14:24 – The importance of a thorough checklist before launching in new markets. 17:38 – Example of a small tweak leading to significant results in a past role. 21:04 – Advice on integrating into communities for better SEO outcomes. Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Amir Alsayegh on LinkedIn for insights on international SEO. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
In this episode of Performance SEO Unpacked , host Ruchi Pardal welcomes Leighann Follis , SEO Director @ JLL , a global SEO manager with deep expertise in technical SEO. They break down the complexities of large-scale website migrations—covering what content to consolidate, how to avoid losing search visibility, and best practices for planning and communication. Best Moments: (01:28) The biggest concern for SEO experts during migrations: losing search visibility (04:02) Deciding what content to keep, remove, or consolidate (07:05) A case study of a difficult migration and how it was resolved (11:00) Essential checklist items for planning a large website migration (13:51) The most critical advice for major website redirects (17:40) Managing stakeholder expectations throughout the migration Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO Guest Bio: Leighann Follis is a global SEO manager with experience working for JLL and other enterprise brands. She specializes in large-scale website migrations, emphasizing thorough planning, robust data analysis, and diligent post-launch checks to maintain search visibility and ensure smooth transitions. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
In this episode of Performance SEO Unpacked , host Ruchi Pardal explores the phenomenon of zero-click searches and provides actionable strategies for businesses to thrive in this changing SEO environment. As the SVP of Innovation at Result First, Ruchi shares her insights on how zero-click searches are reshaping SEO and offers practical advice to help enterprise businesses succeed. Best Moments: (00:39) Introduction to zero-click searches and their impact on businesses (01:41) Definition and examples of zero-click searches (02:28) Three strategies to implement for success in the zero-click era (02:36) Strategy 1: Optimizing for featured snippets (03:22) Strategy 2: Leveraging the "People Also Ask" section (04:04) Strategy 3: Utilizing structured data and schema markup (04:40) Case study: Skincare brand success story (05:33) New metrics for measuring success in zero-click searches (05:47) Conclusion and call to action Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
In this episode of Performance SEO Unpacked , host Ruchi Pardal tackles the challenge of proving SEO ROI to leadership teams. She shares actionable strategies for measuring and presenting SEO success, offering insights into how enterprise businesses can showcase the value of their SEO efforts. Best Moments: (00:39) Introduction to the challenge of proving SEO ROI (01:40) Why proving SEO ROI is complicated (02:22) Metrics that matter to leadership (03:16) Treating product URLs as individual salespeople (04:16) The importance of zero-click searches (05:02) Share of voice and impression growth (05:36) Presenting data to leadership effectively (06:36) Actionable steps to measure and showcase SEO impact Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
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Performance SEO Unpacked
In this episode of Performance SEO Unpacked , host Ruchi Pardal interviews Sam Page , Director of SEO at Slack, about the evolving landscape of SEO and the growing importance of optimizing for AI-powered search engines beyond just Google. Sam shares valuable insights on maintaining a strong technical SEO foundation, leveraging schema markups, balancing optimization for Google vs. AI, and measuring the impact of AI search optimization efforts. He also discusses the increasing role of user-generated content (UGC) in SEO and provides expert advice for future-proofing SEO strategies. Best Moments: (00:01:14) Why SEOs need to think beyond Google optimization (00:03:00) Technical foundations before focusing on AI and LLM optimization (00:04:30) The growing importance of Bing optimization (00:05:17) Leveraging schema markups for AI crawlers (00:08:02) Balancing optimization for Google vs AI-powered search (00:09:19) Using platforms like Reddit and YouTube for authority building (00:11:47) Metrics for measuring AI search optimization impact (00:15:12) AI experiment case study for conversion rate optimization (00:18:22) Key advice for future-proofing SEO strategies Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
In this episode of Performance SEO Unpacked , host Ruchi Pardal dives into Google's AI Overview (AIO) and its impact on search engine optimization. Ruchi explains what AIO is and why it's essential for enterprise businesses and provides actionable strategies to optimize content for this new AI-powered search feature. Best Moments: (00:39) Introduction to Google's AI Overview (AIO) (01:34) Explanation of what AIO is and how it works (03:00) Real-world example of optimizing for AIO (04:02) Step-by-step guide to getting started with AIO optimization (05:53) The importance of relevance over authority in AIO (06:59) The need for flexibility and experimentation in AIO strategy (07:35) Quick takeaways for implementing AIO optimization Resources: ResultFirst : Visit for more SEO tips and strategies. Connect with Ruchi Pardal on LinkedIn for a conversation about SEO If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.…
Get ready to simplify enterprise SEO with Performance SEO Unpacked , the podcast for businesses that want measurable growth and actionable strategies. Hosted by ResultFirst , this show tackles the unique challenges of scaling SEO at the enterprise level, from leveraging AI tools to proving ROI. Subscribe now and join us for the first episode as we unlock the full potential of enterprise SEO. Visit resultfirst.com for more.…
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