Interviewing Laura Cerbauske

Date: 29/11/2020

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Introducing

Laura Cerbauske
, SEO Manager at Omnisend. Based in Lithuania - Laura has been working in the SEO industry for a few years and has achieved impressive results and growth with her small team. In her free time, she likes to read about digital marketing, e-commerce trends, technology, and personal productivity.

We asked her everything from how she first got into SEO to what empowers her to be the brilliant woman she is 💪🏽

How did you get into SEO?

I've been working in the SEO industry for a couple of years. I always wanted to work in digital marketing, but I ended up in a role in a brick and mortar business (retail industry). So, once I had the opportunity to join fast-growing SaaS startup Omnisend – I had no doubts. My journey started in the SEO team with only the SEO Manager and myself. We took on an intern that was eventually hired to our team, which is where our small team is today. We work alongside the rest of the growing marketing team at Omnisend, working with content managers, designers, and others.

What is your favourite SEO task?

My favourite SEO task is building relationships with people all around the world. We are working with a lot of different companies and reaching out to many different websites. That helps drive audience to our site and when people register and try our product or book a demo call – that shows that our work has paid off.

What is your go-to tool or resource that you can't live without?

The first and most important tool is Google Search Console. I’m noticing that people love to use a lot of third-party tools, but they forget that Google Search Console is the main source of truth for organic traffic. I love to use Google Search Console to analyse different metrics, trends, issues, and more.

For third-party tools, my favourite tool is Ahrefs. I don’t know a better tool for evaluating websites. It offers so much important data when you need to evaluate a competitor’s site and extract your own site’s data. I use a lot of different Ahrefs features starting from the main keywords that drive traffic, organic monthly traffic, backlinks, DR, and other metrics.

What is something you learned in SEO that made you have an 'AHA' moment?

I really like the Analytics part. I love to analyse what’s working for us and what’s not. We are working in an extremely competitive industry with the most famous digital marketing blogs and tools. So we have to implement the most efficient tactics.

One of the main things I noticed and had an ‘AHA’ moment is that content needs constant updates to be visible. This insight had a really positive impact on our ranking and traffic. I’m still preparing a lot of content plans on how to improve our current ranking to be visible on the first page of Google. Analysing the current article, comparing it with the top-ranking articles, extracting current keywords that drive clicks or impressions and adding suggestions which keywords are missing. Using all these "parts" helped me to prepare a new content plan. With the help of the content team we have updated articles that satisfy user search intent and help us rank better. It's an amazing feeling to see that your hard work has paid off.

What is your proudest industry achievement?

My proudest industry achievement is improving our rankings to the top 3 positions for really competitive keywords alongside industry giants. I had to implement a lot of learned best practices and even experiment to achieve the best results that don’t cause a drop in current rankings.

What advice would you give women who are starting out in SEO?

Learn a lot. It doesn't matter if you watch webinars, attend courses, learn from your colleagues, or from your own hands-on experience. All these ways are good! Because the SEO industry is changing rapidly. What was working 3 years ago will not work now.

Follow news in the industry by subscribing newsletters or following SEO industry experts on LinkedIn or Twitter. And of course, you need to test all your ideas. It's best to start your own blog to do everything by yourself.

Give a shout out to a woman in the industry who inspires you and tell us why

I watched SEO courses with Irina Nica, Senior Marketing Manager at Hubspot, about SEO link building and I was so impressed how experienced she is. Irina is such a great professional and she shared a lot of useful insights, tips, and even secrets. I really appreciate the opportunity to get to know more about Hubspot’s SEO activities as they are the leaders in the Digital Marketing niche.

Finally, what empowers you to be the brilliant woman you are?

My passion for knowledge. It’s really important to challenge yourself and learn every day to become a better person and professional. Shout out to my inspiring colleagues and people around me, other professionals who share their successes and failures publicly.

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Thanks Laura for a truly insightful interview. You can connect with Laura on LinkedIn and Twitter.

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! 🙌🏽