Join Nate Matherson as he sits down with Shaun Hinklein for the seventh episode of the Optimize podcast. Shaun is currently the Head of SEO at Ramp, with previous notable experiences leading teams at Squarespace and Jet.com. This episode breaks down SEO KPIs and goal setting, crafting buyer journeys, and user experience optimization. Have your notepad handy as Shaun and Nate openly share techniques and outline frameworks that drive conversions at scale. For more information please visit www.positional.com, or email us at [email protected]. Resources:Join Positional’s Private Beta Here: www.positional.comCheck in with Nate on LinkedIn & TwitterCheck in with Shaun on Linkedin What To Listen For:02:40 Shaun’s Background 04:56 Shaun’s Thoughts on SEO Team Composition 07:45 Ramp’s Competitive Landscape: FinTech Startups & Legacy Companies 09:47 How To Craft SEO Buyer Journys That Convert 13:11 SEO is Cross-Functional 15:23 Are Cross-Functional SEO Relationships Mutually Beneficial? 17:13 What Does It Mean To Build Topical Authority 18:46 How To Set KPIs & SEO Goal Setting 27:26 How To Prioritize Revisiting & Optimizing Content 29:23 Shaun Speaks Pros & Cons of AI-Generated Content 31:24 Are Backlinks Important In 2023? 34:00 Are Internal Links Worth Doing? 35:06 Lightning Question Round