Listen now (91 min) | Ethan Smith is the CEO of Graphite, a boutique growth agency that’s helped companies like MasterClass, Thumbtack, Robinhood, Medium, and Honey develop and execute their SEO strategies. SEO is one of the least-understood levers for growth, while also one with the biggest payoff. This episode is a true master class on all things SEO. Ethan shares a wealth of information, including when you should begin investing in SEO, how to build your SEO growth engine, how to build your SEO team. He explains the difference between topics and keywords, shares exact rules of thumb and tools that will help you be successful in developing and implementing your own SEO strategy, and also goes deep into how to advocate for resources for SEO.