In this episode of the Unscripted SEO Podcast, host Jeremy Rivera sits down with Laura Lee, Principal Advisor at New Media Advisors, a seasoned SEO professional with over 17 years of experience. Beginning her career at WebMD and now working with major brands across multiple industries, Laura shares invaluable insights on enterprise SEO, cross-functional collaboration, content strategy, and adapting to the evolving search landscape.
This conversation offers practical wisdom for SEO professionals at all levels, from in-house teams to freelancers, and reveals why the human element remains central to SEO success even as technology continues to transform the field.
Background and Experience
Laura began her career at WebMD in 2007: “I got my start back in 2007 when I was a full-time employee of WebMD in Atlanta, and we started the SEO team for them. It was kind of the Wild West. We were self-taught, went to conferences, learned how to do it, tested, and built a really good program for them.”
She’s since expanded her expertise: “For the past 10 years, I’ve been in a director of audience development slash global SEO director role with my current company and working with big brands, helping them create a content and SEO strategy.”
When asked about her experience with medical sites, Laura mentioned her work with WebMD, and Jeremy noted his own experience in the space: “Let’s see if I can Google on the fly. That was 2018. So yeah, it was a pretty big shakeup. I was working with subcontracting and consulting with Josh Axe, who he was rising up the ranks, had a really big footprint in that space. And I think really was one of the reasons why Google came in and put their thumb on those metrics to try to force and surface more medically orientated, validated content sources.”
Jeremy also mentioned his experience with HCA Healthcare: “I subcontracted and I worked for HCA and they made me take a drug test and sit on the campus and have a security guard just to edit like 10 pages of their site. So there’s a lot of red tape.” Jeremy explores more about his diverse SEO background on the About page of UnscriptedSEO.com.
Enterprise SEO and Cross-Functional Collaboration
Laura emphasizes the interpersonal aspects of enterprise SEO: “I think one of the really tricky things when you start an enterprise is such a big part of the job is just working with people. And I know that sounds like common sense, but if you go in and think that you’re gonna get a lot of things done and they’re gonna love your ideas, that’s really optimistic.”
Breaking down silos is crucial: “In those big companies, areas are often so siloed. You have to show that what you’re doing is valuable to their team and giving them that credit.”
She recommends starting small: “Say hey, if we do this you’re going to get more ad impressions, you’re going to make more money. Let’s try a small test, measure the results, and if it works for you, then we can roll it out bigger. Once they feel like you’re on their team and you’re giving them that credit, you can get so much more done and get that buy-in from people. Try to be as cross-functional as possible.”
Laura shared a real-world example: “I was working with Ronstadt Staffing and the ads team had these goals they were supposed to meet by the end of the year. We were able to say, ‘If we create this specific content that answers these questions, you use those as your landing pages because they’re much more targeted.’ They were able to increase the efficacy of those ads by so much by working together between the ads team, the content team, and the SEO team and aligning all of those goals together.” For more insights on enterprise SEO collaboration, check out Jeremy’s article on connecting keyword data to business terms – a crucial skill for cross-functional success.
Strategic Planning and Showing Value
Laura advocates for a multi-tiered approach to goals: “There’s two things. First, aligning the goals. What are our company’s goals for this year? High level, Q1, Q2, and making sure we’re aligning everything with that. But then also, you’ve got to get those small wins in between the big wins, because people do tend to forget you’re there. And then you get to Q2 and they’re like, ‘Where’s our goals?'”
She breaks this down into practical steps: “With one international company we work with, we have year-end goals, then our three or four goals along the way, and then even more granular than that – here’s what we’re going to do in the next few weeks. Make the site more user friendly, update outdated content, or align just one other team with us. It’s not just the big goals that everyone’s going to see, but those little things that are going to get you those wins along the way.”
Evolving Measurement in SEO
When asked about predicting SEO outcomes, Laura admits: “I wouldn’t be an SEO if I didn’t say it depends. It really does depend on what their goals are. If they’re saying ‘we want to see more rankings,’ I would want to know why. What at the end of the day is our goal here?”
She reflects on how measurement has changed: “At WebMD, we created a tool, essentially a glorified spreadsheet. We could plug in a term and the search volume, and we would take into account click-through rate and competition and come out with a semi-viable expectation. Now, especially in the search results landscape we’re in, I don’t think that would be the way to go. Coming up with where you expect to rank is almost not worth as much time as it used to be.”
Laura recommends focusing on different metrics now: “I would go much more for looking at brand and mentions and the sentiment around your brand, looking at leads and revenue, and looking at where people are going before they are even thinking about coming to you. I think the way that we think about it has changed so much. It has to come back to your brand and authority.”
Jeremy adds his own experience with building brand visibility: “I’ve definitely seen that struggle when it comes to building a new brand, like Save Fry Oil, it took a LOT of work to get Google to even show their URL in the same search results as the brand query.”
Adapting to AI and No-Click Searches
The conversation shifted to AI’s impact on search. Jeremy noted how businesses need to adapt as AI begins to answer more basic questions: “With AI agents like Apple just announced adding Chat GPT to Siri, and with more ‘no click searches’ as Rand Fishkin calls them, is the strategy just to be more bottom of the funnel, be more middle of the funnel in comparative, thinking about content not so much as articles all over the place?”
Laura responds: “I certainly would advise brands who have been focusing on top of funnel to branch out from that because the truth is even those searches that you would get clicks for that were top of funnel, you’re probably not getting a lot of actual leads from that.”
She sees value in maintaining visibility: “It’s fine to still be there, and I think there’s value in being seen in those AI overviews, having your brand recognized. But I think you do have to focus more on the mid and lower parts of the funnel.”
Laura emphasizes quality over quantity: “Some people have relied for a long time on more general content that could rank, but I really focus on more in-depth coverage of topics and use SMEs for that. Subject matter experts, and usually if possible, I love to use the in-house experts because who knows your brand better than the people whose job it is to know the ins and outs of your brand.”
Jeremy mentions in the conversation how businesses like Classic City CPR need to adapt their content strategies as AI begins to answer more basic questions that previously drove traffic to their sites. For more on AI’s impact on search, check out Jeremy’s interview with Michael Buckbee of Knowatoa, discussing AI search optimization strategies.
Working with Subject Matter Experts (SMEs)
Laura acknowledges the challenges: “One big obstacle is those SMEs, this is not their job to talk to you all day. So they’re busy and don’t necessarily always see the value. If you can show how this is their win, sit down, book an hour of their time, record everything you talk about, keep it on topic, but record everything.”
She advocates for efficient use of their time: “From that you can create all sorts of content, whether it’s written content or case studies or graphics. Make the most out of their time and then say, ‘My gosh, you did this. You created this content and look at how great it is.’ If you see a win come from the content you created with their help, obviously be sure that they get the credit for that. And then you’re much more likely to get them on board for next time.”
Jeremy agrees with this approach: “It’s funny because you can get somebody talking about their industry, their expertise, their pain points, their challenges. But if you tell them that you need an article about it, half of them will freeze up. So I totally respect that concept – get your internal SME, book an hour with them. I think the stat is five minutes of conversation is 500 words.” This strategy aligns with recommendations in Jeremy’s article about treating your blog like a homepage and making the most of your content resources.
Establishing SME Authority for Google
Laura offers specific implementation advice: “I’ll give you a couple different scenarios. One is for a company that’s international manufacturing. Most of their experts have their LinkedIn filled out that clearly establishes who they are. Then we’re writing content that they have essentially enabled, and it’s attributed to the SME. From there, you click on the SME’s name from the article and there’s a bio page all about who they are, where they’ve worked, how many years they’ve been in different areas. Then you can go from there to their LinkedIn. So there’s a clear path of who this person is and their expertise.”
She addresses the freelance writer scenario: “Another way, and this is trickier with freelance writers – when you’ve got someone who you’re bringing in and maybe you’re trying to establish them as an SME, but they write for all kinds of different companies. Ideally they have an established presence already, a website, some kind of portfolio that shows this person has been in this industry for a while and knows what they’re talking about. Consistently linking and speaking to that authority is really helpful.”
Managing Content Attribution and Writer Relationships
On content attribution challenges, Laura recommends: “With freelancers, I try to ahead of time do my due diligence in making sure this is a person who’s reliable, who has done this for a while. I get to know them, I give them a test – ‘Here’s one article, let’s see if this is a good vibe between us.'”
She emphasizes setting clear expectations: “Then laying out at the beginning, ‘This is how this project looks. It’s gonna go on for a long time. Here’s what it’s gonna require of you. Are you down for that?’ Because I don’t wanna just get a few articles and then have that person quit. I want you to understand that this is a relationship that I’d like to be ongoing.”
Laura values long-term relationships: “Most of our writers are that way. I’ve worked with some people for over 10 years on the same project. I make sure it’s working for them. I stay in touch with them on a regular basis. I am your manager, so you’re gonna hear from me a lot. And I wanna hear from you, what’s working. That creates trust with the SME and makes it a lot better. Then you’re also not spending tons of time recruiting if you can get really good people up front.”
Finding Quality Subject Matter Experts
When asked about finding experts, Laura prioritizes connections: “Most of them have been word of mouth. If I work with Amy and she’s amazing, I’ll say, ‘Hey Amy, I am looking to expand this project. Do you know anybody in your network who’s reliable, good, in the hospitality industry?'”
She follows a clear hierarchy: “Almost all of my workers have come through reaching out to either a current or a former person who is really reliable and saying, ‘Who else in your network should I be working with?’ When I have not found people that way, I’ve used LinkedIn with great success. And then I’ve used Workable as sort of my third option. I 100% start with who you know and who they know.”
Industry Specializations and Unique Challenges
Laura has worked across numerous industries: “The ones I worked the most in – I started with medical, and I still have that relationship. Right now I’m working with Stanford Health Care. I also work a lot in tech, manufacturing, B2B, B2B manufacturing, and a lot more now in hospitality. We work for the umbrella companies that operate lots of different hotel brands, like Fairmont under the Accor umbrella, which includes luxury Raffles hotels all the way down to Sofitel.”
She enjoys unique challenges: “I get a lot of unicorns, like things that are just little weird odd industries that don’t make a lot of sense.” One example she shares: “One of my favorites is Rave Computer. They are a tiny B2B manufacturing company. They do ruggedized computers, specifically the type used in military applications or manufacturing factories or architecture – things that require really fast, high rendering. You can’t call them and get a computer; we’re talking about very large orders of these high-grade computers.”
She explains why this client is interesting: “They’re based in Detroit, and they are just really fun to work with. It’s such a cool challenge because they can get leads through SEO, but so many of their leads come through relationships and face-to-face events. So we’re helping them not just with SEO but also with PR, brand, and things printed out to show at events.”
This led to a discussion about the challenges of SEO for niche B2B businesses, with Jeremy noting that it can be difficult when search volume is low, using the example of a “manufacturer of doggy poop shovels” trying to connect with “apartment complex managers of America.” This type of challenge is explored in depth on the Unscripted SEO Podcast where Jeremy interviews professionals facing similar unique industry challenges.
Beyond Traditional SEO: Cross-Channel Thinking
Laura encourages SEOs to think more broadly: “I think we can be so quick to go straight to the SEO plan and think, ‘What are we going to do to increase our rankings and get more organic traffic?’ I think we have to step back and say, ‘Where is our audience? What’s important to them?'”
She reminds us that audiences exist across platforms: “Are they Googling something? Yes, probably at some point. But what else are they doing? It could be AI, it could be Instagram, TikTok, Reddit, Facebook. Think about where the audience is going and where they’re having these conversations. For some things it could be somewhere that you can’t even rank for – think about all the conversations happening on Discord.”
Laura acknowledges the challenge: “There’s value in rankings, but we have to start thinking much broader than just our SEO plans. That’s hard to do, especially if you’ve been doing this for a long time, to be like, ‘I’ve got to learn something else.’ But we have to do it because the world is changing right now. We have to give these brands that we’re advising our best advice on how to really reach the audience.”
Jeremy agrees: “I think it’s as much about broadening the perspective, you know, and thinking about search because there’s search function in TikTok, you know, and there’s algorithms, you know, there’s surfacing and showing up conversations. There’s, you know, thinking of multi-channel. Like one unexpected thing is I posted up on Reddit about an event and then I was checking in an AI tool about that brand and it mentioned the event that I had posted two hours before on Reddit because the brand name was there. Like, they’re also doing this beach cleanup. I’m like, that was two hours ago.” For more on this integrated approach to SEO, check out Jeremy’s Standard Operating Procedures for launching an SEO-aware business.
He references Google CEO Sundar Pichai’s vision: “Those type of secondary impacts I think are going to get bigger as Sundar Pichai said, search is changing in 2025. I think there’s multiple ways that that’s true, but I think if we could just get hidebound and just long pine for the days of just 10 blue links to compete for, like, it’s now multi-dimensional and cross-channel and multi-channel.”
Navigating New Platforms Thoughtfully
Laura offers a word of caution: “Just a word of caution for brands that are like, ‘Reddit, yes, we’re gonna do that.’ I’ve been on Reddit a long time as a user, and please do not just go jump on Reddit and start talking. Take some time and absorb the community and what’s going on.”
She advises authentic engagement: “If you’re gonna interact as a brand, do so carefully, authentically, and helpfully. Do not just get in there and say, ‘We’re the best, come buy our stuff.’ That is going to backfire majorly.”
Jeremy agrees: “Yeah, definitely. There are third rails when it comes to interacting on Reddit. I’ve been there 18 years and I’ve seen brands that do almost the same thing – some tank and others go up. So you do have to have a strategy because for the most part, Reddit hates being advertised to (…unless they like it.)”
Laura concurs with a laugh: “They hate it unless they don’t. So, luck.”
Jeremy notes changes in Google’s approach: “We are seeing 2X, 3X, 4X in the amount of traffic that Google is awarding to Reddit, but that’s because of the rise of their valuing human conversation. More and more places are infected or more brands have used AI-generated content. So to narrow that down, they’re continuing to try to surface UGC, which for the most part is not astroturfed.”
Laura adds: “Oh my gosh, look for any beauty type question, like best hairdryers or what kind of face lotion – it’s awful right now.”
Final Advice: The Human Element in SEO
Laura’s biggest takeaway focuses on relationships: “The biggest life lesson would be – this is gonna sound all warm and fuzzy so the Grinch’s heart grew three sizes and all that – but at the end of the day we are people and we’re working with people. Don’t forget who you’re working with. There are people just like you who have stuff going on. Get to know them, get to know their goals and what motivates them, and treat people well.”
She emphasizes team success: “Help them reach their goals and as a leader, bring your team along with you. Don’t make it all about you. We’re gonna cross the finish line together. I’ve got my team’s back. I guarantee you that will make your year so much better and you’re gonna have so much more success because you are thinking not ‘I’ve gotta get this goal, I’ve gotta get this number,’ but ‘I’m going to help the people around me and we’re going to succeed together.'”
Jeremy adds: “You can’t do it alone. SEO is very different based off of your position in it too. As a subcontractor, as a freelancer, that looks and feels very different from in-house SEO positions. So make sure your freelancer feels warm and welcome too.”
Laura agrees: “Yes, and if you’re a freelancer, get to know that person that you’re working with in-house. Create those relationships. Get to know not just the in-between person, but the client as well and the people that work there. Establish those relationships and you’re going to get so much more work done efficiently.” This people-first philosophy is a recurring theme in many of the conversations on the Unscripted SEO Podcast and is fundamental to long-term SEO success.
About the Host and Guest
Jeremy Rivera
Jeremy Rivera is the host of the Unscripted SEO Podcast, where he interviews SEO professionals and industry experts to uncover practical insights and strategies. With extensive experience in both enterprise SEO and freelance consulting, Jeremy brings a well-rounded perspective to his conversations.
His background includes working directly in enterprise settings, consulting for agencies, and subcontracting with companies serving various industries. Through his personal website and active presence on LinkedIn and Twitter, Jeremy shares valuable insights about SEO practices across different business contexts and explores how the field continues to evolve with technological changes like AI.
Laura Lee
Laura Lee is the Principal Advisor at New Media Advisors, a digital marketing consultancy specializing in helping brands build high-performing marketing teams and scalable programs. With over 17 years of experience in the industry, she began her career at WebMD in Atlanta in 2007, where she helped build their SEO team from the ground up during what she describes as “the Wild West” days of SEO. For the past decade, she has served in director-level positions for audience development and global SEO, working with major brands to develop content and SEO strategies.
Laura specializes in several industries, including medical, tech, manufacturing, B2B, and hospitality. She has particular expertise in enterprise SEO, cross-functional collaboration, and leveraging subject matter experts to create authoritative content. Connect with Laura on LinkedIn or follow her insights on X (Twitter) to learn more about her people-centered approach to SEO, which focuses on building relationships and understanding stakeholder motivations to drive successful outcomes.