🎙️ Unscripted SEO Podcast
Laura Lee: Enterprise SEO, Leveraging SME Expertise & Cross-Functional Collaboration
From WebMD to major enterprise brands — 17+ years of insights on what actually moves the needle in complex SEO environments where content, technical, and stakeholder management all collide.
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 into enterprise-level SEO strategy.
“Episode Recap: Psychology Meets Marketing with Rai Hyde Cornell” — how psychology principles from the ELITE Method can revolutionize content marketing strategy and audience conversion.
— Rai Hyde Cornell, Cornell Content Marketing | Listen: Psychology Meets Marketing with Rai Hyde Cornell →
Key Takeaways
- Subject matter experts are the most underutilized asset in enterprise content. The people who know the product, the customer, and the industry best are usually the ones farthest from the content team. Creating systems to capture and document that expertise is one of the highest-leverage investments a large organization can make.
- Cross-functional collaboration is the enterprise SEO unlock. The content team knows what to write. The technical team knows how the site works. The product team knows what the customer actually needs. SEO that connects all three departments produces results that any single team working in isolation cannot.
- Enterprise SEO requires a different measurement framework. Revenue attribution in large organizations is complex. Laura’s approach: build a measurement framework that tracks SEO’s contribution to pipeline and revenue, not just rankings and traffic. That’s the language C-suite actually responds to.
- WebMD taught her to treat content as a public trust. In health content especially, every claim needs to be accurate, attributable, and reviewed by someone with genuine credentials. That rigor translates to any category where accuracy matters.
The SME Access Problem
Laura’s most recurring challenge in enterprise SEO: subject matter experts are busy, siloed, and often skeptical of marketing. The SEO team wants to interview the head of product or the lead physician or the regulatory specialist. Those people have full calendars and no time for “content.”
Her solution: create structured, efficient SME capture systems — 20-minute interviews with prepared questions, recorded and transcribed, with the content team doing all the writing. The expert’s job is to talk; the content team’s job is to turn that into assets. Reducing the ask from “write this article” to “answer five questions” dramatically improves participation rates.
Connect with Laura Lee
- Company: newmediaadvisors.com
- LinkedIn: Laura Lee
The Unscripted SEO Podcast features candid, unscripted conversations with SEOs and digital marketers. Hosted by Jeremy Rivera.
