Performance SEO Unpacked – Details, episodes & analysis

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.

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.

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

• 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.

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.

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.

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

• 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

• 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

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.

• 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.

• "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)

• 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

• 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 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.

• 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.

• "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.

• 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.

• 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.

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

• 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

• 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.