Amir Alsayegh is the SEO Lead at Crocs, a global footwear leader known for its iconic lightweight and comfortable shoes. With a deep background in international SEO, Amir focuses on crafting culturally informed strategies that drive global visibility and digital growth. His technical expertise and innovative approach have been instrumental in elevating SEO as a core part of Crocs’ online success.
About the Episode
Launching an impactful SEO program from scratch is no easy task, especially within a fast-paced, global brand like Crocs. Without existing workflows or dedicated SEO resources, how do you get started? And more importantly, how do you ensure that the program sticks?
Host Tyler Lane dives into these questions with Amir Alsayegh, who shares his process of building Crocs’ first SEO program. From testing strategies in specific silos to driving cross-team buy-in with performance data, Amir reveals how he brought meaningful change to the company’s digital strategy. He also talks about the importance of cultural and technical considerations when managing SEO on a global scale.
Key Moments
Building and Launching the SEO Program
- Amir shares how he built the first dedicated SEO program at Crocs from the ground up [1:49]
- Navigating the challenges of moving from agency work to in-house SEO [4:53]
Strategy and Execution
- Starting with one product category to validate strategies before scaling [9:34]
- Adopting a practical model to guide SEO and digital PR strategies [13:41]
Collaboration and Team Alignment
- Using performance data to build internal SEO education and buy-in [17:08]
- Enhancing attribution for clearer performance insights [19:12]
Technical Innovations and Traffic Growth
- Integrating AI into SEO while focusing on the user experience [25:11]
- How limited-edition product launches drove significant traffic surges [36:53]
Top Insights
- Start Small, Prove Impact – Begin with a single product category to reduce risk, refine strategies, and demonstrate value.
- Use a Goal-Oriented Framework – Adopt a “good, better, best” method to enable teams to act realistically without waiting for perfection.
- Educate Cross-Functional Teams – Present performance data to gain support and integration from teams beyond SEO.
- Collaborate for Longevity – Focus on syncing workflows across tech, merchandising, and content teams to ensure sustainable progress.
- Integrate AI With Purpose – Harness AI to enrich the user experience while staying aligned with product goals and brand trust.
Notable Quotes
- “Rather than pursuing perfection all the time, it’s more like we know what we need to do.”
- “The last thing that I wanted to do when joining any organization is to force a workflow.”
- “The more information that we can put out there about our products, the better we perform.”
- “We knew the things that we needed to do to be successful were things like improving our technical health.”
Resources
Industry Experts
- Amir Alsayegh on LinkedIn
- Tyler Lane on LinkedIn
- Billy Chambers on LinkedIn
- Craig Foldes on LinkedIn
- Aleyda Solis on LinkedIn
- Ashley Berman Hale on LinkedIn
Companies and Organizations
Tools and Platforms
- Botify
- Perplexity
- ChatGPT (OpenAI)
- Google Gemini
- Microsoft Copilot
- Google Search Console
- Power BI
- Google Analytics 4
- IndexNow
Elevate Your SEO Strategy
Learn how to deliver lasting impact with focused execution and strategic collaboration by following Amir’s approach to sustainable SEO. Whether you’re building an in-house team or refining your processes, these insights can guide your next steps.
For actionable advice and proven results, subscribe to the Built to Convert podcast or reach out to Session Interactive to level up your digital strategy.
