Organic growth through strategic SEO at scale | Abishek Surana Rajendra (Course Hero)

02/28/23 • 31 min

Abishek Surana Rajendra is Vice President of Organic Growth at Course Hero and he has the “Optimization” part solidly in focus. He’s made SEO relevant outside of his immediate team by incorporating it into organizational processes, and showing its impact on the business metrics.

00:39 - Abishek's background and journey to Course Hero
02:47 - How to prioritize a long list of SEO projects
05:24 - Evangelizing for SEO internally
08:18 - Building a culture that embraces SEO as a strategic part of growth
11:29 - SEO is working within a system, not trying to trick it or hack it
15:21 - Even with SEO, what matters is the traffic is qualified and driving business
17:53 - How Abishek motivated a team of engineers to care about SEO
23:18 - How to construct an ideal SEO tech stack (listed below)
24:29 - How to run an A/B test to improve SEO strategy
27:25 - Key SEO metrics to track — and where organizations fail
30:53 - Where you can begin, improve, and excel with SEO

Software/Services mentioned:

To measure primary success metrics: Google Analytics or Amplitude
Crawl and indexation trackers: Google Search Console
Track rankings: SEMRush
Overall health of technical SEO: Botify
Domain health: Ahrefs

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02/28/23 • 31 min

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