Welcome to a new Weekly Interviews edition where we interview brilliant women in our industry and share their stories with the world! Anyone is welcome to share their story by simply filling this form, we encourage women from all walks of life in our industry to do so.
Introducing Elizabeth Pokorny! Based in Paris, but originally from the UK, Elizabeth is Head of Content at Weglot, a website translation software that allows businesses to translate and display their site instantly. Outside of the office, she enjoys cooking, discovering new restaurants, and interior design.
We asked her everything from how she first got into SEO to what empowers her to be the brilliant woman she is 💪🏽
I’ve been working in marketing now for 9 years. Initially, I worked in PR but soon switched to marketing. My role in SEO really began when I moved into content marketing, I guess I fell into SEO since it's unavoidable when building a content strategy!
I would say the optimizing part. I love monitoring our rankings, seeing how we can improve content, and tweaking content to drive higher conversions. In many ways, tracking your content and how it compares to others is like playing a game, along with making sure it provides value and is relevant to your audience. There’s a lot to think about!
Apart from the usual tools such as Ahrefs (which we couldn’t live without), I’d also say following as many SEO industry leaders as you can on LinkedIn and signing up for SEO newsletters. When you’re working in content, there’s more to think about on a day-to-day basis than SEO so receiving the news that matters in your inbox is how I stay updated.
Focusing on bottom-of-the-funnel keywords that are high converting, and lower search volume but ultimately target your potential customers better, is where conversions happen.
High-volume keywords of course have their place and are still super relevant but taking a different viewpoint and not always focusing on traffic is where real impact can happen.
Growing Weglot’s organic blog traffic by 250% this year! Not all alone of course, together with the Weglot team and external agencies, but seeing that number really makes you realize the importance of a proper SEO strategy.
Start learning the basics from a number of different free courses available (Ahrefs is a good one). Sign up for newsletters and start following SEO experts on LinkedIn - if there’s a specific industry you’re interested in such as SaaS or ecommerce, follow people working within those areas. This will give you access to direct insights you can take into your day-to-day work.
Aleyda Solis - a go-to resource for many within the industry!
Shout out to my mother. I’ve always been inspired by her background and work ethic. She came from a working-class background, was the first in her family to go to university, then became a partner at a top law firm. As a child, a woman in a leadership role was the norm for me and I feel like it gave me a solid foundation for starting my career.
----
Thanks Elizabeth for a truly insightful interview!
To view more interviews with brilliant women, check out our Interviews page. If you've enjoyed reading this interview, then we'd love for YOU to share your story with the world! Simply fill this form here, we welcome brilliant SEOs from all walks of life! 🙌🏽