Nam Le on Growing Rippling’s SEO and Web Strategy, Comparing B2B & B2C Content Strategy and Setting SEO KPIs

Join Nate Matherson as he sits down with Nam Le for the thirteenth episode of the Optimize podcast. Nam is a a growth specialist with a specialization in SEO and Organic Growth, based in San Francisco California. He is currently the Senior Growth Manager leading SEO/Organic Growth and Website Strategy at Rippling, with previous experience at Wayfair and SnagAJob. In this episode, we navigated a wide range of content and SEO strategy topics for both B2B and B2C. Over the course of the episode Nam and Nate discuss unconventional SEO advice and how rapid product development impacts content strategy. Nam also shares his opinion on building an SEO and content team from scratch — revealing everything from screening candidates to setting effective KPIs. Closing out the episode is our popular lightning round of questions! For more information please visit www.positional.com, or email us at podcast@positional.com.

Resources:
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Check in with Nam on LinkedIn

What to Listen For:
02:14 Nam’s background at SnagAJob, Wayfair, and Rippling

03:47 Nam’s Wayfair experience

05:19 Unconventional SEO strategy advice

07:42 B2C SEO vs. B2B SEO

09:57 How Rippling strategizes SEO and content to influence the buyer journey

11:14 Different types of B2B content you should be creating in 2023

15:14 Getting ahead of rapid product development from a content and SEO perspective

17:36 How to set KPIs and goals for content and SEO teams

23:24 In highly competitive verticals can building content and investing in SEO be successful in 2023?

28:44 How do I hire a person for my SEO or content team and what skills should I look for?

30:54 The importance of cross-functional teams for SEO and content marketing

32:10 Rippling’s Content and SEO Team Composition

33:02 Lightning question round