Louisa is such a sweetheart! Her skills in content strategy coupled with her strong SEO background and willpower has made her indispensable when it comes to building and growing authority for brands. Now what is it like to work behind the curtains in the world of Entertainment? You’ll be surprised with how fun and challenging it could be!
Louisa Frahm is an enthusiastic SEO professional with agency and in house experience. Working with e-commerce, lead generation, and editorial companies, her recent portfolio includes E! Entertainment, Yahoo, and TMZ. Trained in both technical and creative SEO, her true love is content strategy. A pop culture news junkie, she loves to chase down trends online in and out of the office. When she’s not brainstorming SEO ideas, you can find her taking in the latest musical in the theater district, singing karaoke, and/or eating a giant slice of pizza in NYC.
Editorial SEO Manager at Time Inc (now Meredith), covering People Magazine and Entertainment Weekly
WHAT YOU DID
My formula to success with this position: trends forecasting, keyword research, content outlining, CMS optimization, and analytics review.
I use Google Trends to find SEO friendly story ideas and conduct keyword research, SEMRush to gather evergreen keyword insights, WordPress to complete CMS optimization, and Google Analytics to review overall performance of articles. All of these tools supply the information I need to garner the support of the editorial team on SEO objectives.
Working with editorial teams on enterprise level brands, bandwidth is always an issue. It’s important to provide enough background information on topics when making suggestions, to get the writers excited about SEO. Additionally, it can be tricky to work with all components of an editorial workflow system. I’ve learned to be empathetic and open minded towards my colleagues on the web development and audience development teams, to achieve our shared goals. Finally, shortly after I took this position (and moved across the country), our company underwent a giant merger, which was unexpected! Lots of things at work have changed, but my love for the brands I cover has remained. Through the experience, I’ve learned the importance of focusing on what you are in control of rather than committing energy to things that are out of your control. No matter what is going on around you, you can always contribute valuable work, amidst the chaos.
Happy to say that my work with these brands is ongoing! My favorite part of my job is seeing SEO wins every day on the grand stage of Google. People and Entertainment Weekly have great authority within the editorial entertainment space, but it’s been a fun challenge to try to build on that existing power. During my first 5 months of work, both of these brands experienced SEO growth around awards show season and the overall breaking news cycle. It’s a privilege to contribute to their success through discovering trends, conducting keyword research, and optimizing articles. I look forward to many more wins in the future!
Don't get complacent. When opportunity presents itself, go for it! Click To Tweet
I have no regrets about anything I’ve done. Working for Time Inc (now Meredith) has taught me the importance of being adaptable and optimistic within the editorial world. The publishing industry is volatile. It’s easy to get hung up on negative circumstances, but there is almost always a silver lining to focus on instead. A positive attitude and strong sense of self is an absolute necessity in any kind of business, especially mine. My biggest advice to other SEOs is to not be afraid to take calculated risks. The biggest growth I’ve experienced in my career has come from jumping away from the safety net into the unknown. I’ve had to switch gears quickly and stay on my toes, but through the ups and downs, I’ve learned my true strength. Don’t get complacent. When opportunity presents itself, go for it!