Performance SEO Unpacked

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.

In this episode of Performance SEO Unpacked, host Ruchi Pardal tackles the challenge of proving SEO ROI to leadership teams. She shares actionable strategies for measuring and presenting SEO success, offering insights into how enterprise businesses can showcase the value of their SEO efforts.

Best Moments:

(00:39) Introduction to the challenge of proving SEO ROI

(01:40) Why proving SEO ROI is complicated

(02:22) Metrics that matter to leadership

(03:16) Treating product URLs as individual salespeople

(04:16) The importance of zero-click searches

(05:02) Share of voice and impression growth

(05:36) Presenting data to leadership effectively

(06:36) Actionable steps to measure and showcase SEO impact

• 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 interviews Sam Page, Director of SEO at Slack, about the evolving landscape of SEO and the growing importance of optimizing for AI-powered search engines beyond just Google. Sam shares valuable insights on maintaining a strong technical SEO foundation, leveraging schema markups, balancing optimization for Google vs. AI, and measuring the impact of AI search optimization efforts. He also discusses the increasing role of user-generated content (UGC) in SEO and provides expert advice for future-proofing SEO strategies.

Best Moments:

(00:01:14) Why SEOs need to think beyond Google optimization

(00:03:00) Technical foundations before focusing on AI and LLM optimization

(00:04:30) The growing importance of Bing optimization

(00:05:17) Leveraging schema markups for AI crawlers

(00:08:02) Balancing optimization for Google vs AI-powered search

(00:09:19) Using platforms like Reddit and YouTube for authority building

(00:11:47) Metrics for measuring AI search optimization impact

(00:15:12) AI experiment case study for conversion rate optimization

(00:18:22) Key advice for future-proofing SEO strategies

• 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 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.