BackOps Podcast

On Episode 1 of the BackOps Podcast host Mika Lepisto engages in a dynamic conversation with Paul Baterina, the mastermind behind SEO at Revolve, a leading luxury fashion e-commerce brand. From building a DIY "man shed" office to driving impactful SEO strategies, Paul shares his journey of balancing creativity, collaboration, and innovation.

• How he saved $20,000 building his man shed and the relationships it strengthened along the way.
• A decade at Revolve and how a culture of respect, flexibility, and collaboration has shaped his career satisfaction.
• Spearheading a long-tail keyword strategy that increased organic traffic by 10–12%, with ambitious plans to scale further.
• Tackling the challenges of getting buy-in for new ideas and fostering collaboration across UX, engineering, and business intelligence teams.
• Insights into adapting to mobile-first strategies, leveraging AI for scalable content creation, and staying competitive in an ever-evolving SEO landscape.
• The unique challenges and opportunities of SEO in e-commerce, including the debate over adding content to category pages and operating with an m-dot site.

Whether you're an SEO, digital marketer, or entrepreneur, this episode is packed with actionable takeaways and behind-the-scenes insights from a seasoned e-commerce SEO expert.

The spotlights are about to turn on.