Brighton SEO Week With Louisa Frahm
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
30 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is Louisa Frahm’s role at ESPN and how did she build the in‑house SEO team?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello, SEOs and marketers. My name is Jordan Cooney from Previsible. Joining me today is Louisa Fromm, SEO director at ESPN, which is a leading sports entertainment brand, covering television, sports app, direct-to-consumer streaming services, and much more. Over the past 10 years, Luisa has been mastering the art of SEO both on the agency and in-house side. Today, we're going to be discussing her brightness topic. as well as the future of SEO and AI. Okay, here's my conversation with Louisa, SEO director at ESPN. Louisa, welcome to the Voices Search Podcast.
Thank you so much. I'm thrilled to be here.
I am uh thrilled because you're a San Diego native. We're in San Diego, in your home city, at an SEO conference, talking about something that you know super well. And so give a little background on yourself, what you're currently doing at ESPN and uh where we're at right now.
Yeah, so my Spark Notes version of that would be um I joined ESPN in August of twenty twenty two. So I've been there for a little over two years. Um I moved to Connecticut actually, where ESPN is headquartered. So California girl in Connecticut's been quite a change.
So the sun here is a is a warm welcome, I'm assuming. Gave a
warm welcome, especially this time of year. So that's wonderful. Um, but yeah, my my main objective of my ESPN in joining forces um with that organization was to start the first full-fledged um in-house SEO team. So very exciting initiative on to kick off to be, you know, kind of put at the helm of. Um, I have two analysts on my team. One of them is based out in Connecticut with me. I have another one in Los Angeles. Um We have a freelance writer, which has been great to work with in terms of producing really search-friendly utility content and boosting an explainer initiative. And then we also have a very talented product SEO manager that we work with. So we're a small but mighty team, but we handle, you know, all of the content that's being produced on the digital side across all of our sports sections.
So all of the different leagues that you love, anything that's being comed out. on the digital editorial side. My team is all about trying to make that content really sync with Google. And I guess we can say right in the age of AI, all of the latest, you know, Google things that are going on, we want to make sure that we're on top of it and targeting the right keywords so we can, you know, enhance our visibility to the maximum.
And so at ESPN, you have this great luxury of having kind of an endless array of content, right? And in the world where we're shifting towards AI as a core component of how we do our work, how we do SEO, how are you seeing AI influence the way your team is doing SEO? Seeing how AI is influencing the various sources of content that ESPN is doing. ESPN has access to, how is that playing a role in an ecosystem in a media company as large as ESPN?
Yeah, so a few things immediately come to mind. Um something, you know, that I'm gonna cover in my talk at Brighton um is AI overviews. Um it's unavoidable. It's a huge and it's a huge topic for all SEOs, but in particular for news SEO strategists when we need as much visibility as possible in the SERPs and it's hyper, hyper competitive among publishers. AI overviews really do, you know, present I I don't want call it a threat because that makes it seem like you, you know, can't possibly work with it. But it is anxiety inducing, right?
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Chapters
8 chapters
1
What is Louisa Frahm’s role at ESPN and how did she build the in‑house SEO team?
0:00–4:19
2
How is AI changing the way ESPN creates and optimizes sports content?
4:19–8:39
3
Why are AI overviews a game‑changer for news SEO and how does ESPN adapt?
8:39–12:35
4
How important is brand SEO for a media giant like ESPN in the new SERP landscape?
12:35–16:47
5
What value does attending Brighton SEO bring to Louisa’s team and to individual SEOs?
16:47–20:31
6
How did Louisa’s early career setbacks shape her path to an SEO leadership role?
20:31–23:53
7
What advice does Louisa give for staying resilient and focused when opportunities fall through?
23:53–26:30
8
What are the key takeaways for listeners about SEO strategy, AI, and career growth?
26:30–29:54