Louisa Frahm

SEO Director | 10+ Years

About

Who is Louisa Frahm?

SEO Director at ESPN.
Lover of tracking trends, conducting keyword research, brainstorming headlines, and creating utility content
Owner of a giant Funko Pop collection.

Hi! I’m Louisa Frahm, SEO Director at ESPN. In this role, I manage a small but mighty SEO team consisting of two senior SEO analysts and a freelance SEO writer. We serve as SEO evangelists for the organization, preaching the power of search across each of our sports sections. We regularly train newsroom members on SEO best practices, workshop articles, pitch new content ideas based off of breaking news, report on wins/areas of improvement, and advocate for evergreen opportunities.

I have 10 years of experience in SEO, previously holding in-house news strategist roles at E! Online, Yahoo!, TMZ, People Magazine, Entertainment Weekly, and the LA Times. I’ve also had the unique opportunity to work with the team at Google Trends, which is my favorite SEO tool. I started my SEO career at a digital marketing agency named Wpromote. Throughout my career, I’ve found consistent joy in tracking trends, conducting keyword research, brainstorming headlines, and creating utility content.

When I’m not working, I’m still driven by trends. I’m a pop culture junkie who loves to watch movies, go to concerts, take in live theater, and enjoy entertainment (and life!) to the fullest. ESPN has been a natural fit, as I’m also a lifelong sports fan. I was born and raised in California (where my soul will always reside). I have a giant Funko Pop collection (over 100 figurines strong) that spans across my wide range of eclectic interests. Ask me about Prince, Freddie Mercury, or David Bowie.

Advice For Anyone Joining The Industry

Never forget the human element of SEO. Amid the technical components of SEO, we can’t lose sight of the power of straightforward utility content. If you prioritize the needs of your users, you can’t go wrong.
Share ideas with other SEO professionals and ask for guidance when necessary. One of the best parts of this industry is that people love to discuss developments on LinkedIn, Twitter, and other platforms. There are always opportunities to learn!
Build a thick skin when proposing ideas to stakeholders. There are many moving parts to companies that can present potential roadblocks with search strategies. If you’re confident in your approach and resilient about pushback, you can overcome barriers and reach your end goals.

Areas Of Interest

Keyword research
Content Ideation
AI (EX: Google Search Generative Experience)

Education, Awards, Certifications

Bachelor of Science, Journalism: University of Colorado at Boulder, 2012
Master’s degree, Communication Management: University of Southern California, 2021

Affiliations & Past Work

ESPN (August 2022-present)
Google Trends (October 2021-August 2022)
Los Angeles Times (June 2019-October 2021)
Time Inc/Meredith (October 2017-May 2019)
TMZ (June 2017-October 2017)
Yahoo! (May 2016-June 2017)
E! Online (October 2015-May 2016)
Wpromote (May 2014-October 2015)

Published Work & Inclusions

Watch this video on YouTube

Any Results/Highlights From Your Work You Want To Promote? Any Impact You’re Proud Of?

It’s been a privilege to watch the influence of SEO grow within newsrooms over the past decade. When I took on my first news SEO role in 2015, the landscape of the industry looked very different. News SEO has gone from an option to a necessity for editorial stakeholders, as Google has evolved. I’m proud to have helped usher in a new era of relevance and results for this unique niche of the SEO industry. Training editorial team members on the ins and outs of SEO has been the highlight of my career.

Favorite Articles/Publications You Share/Follow

Cool Fact

Throughout the entirety of 1996, I insisted on performing the Macarena for anyone that I encountered (regardless of their reaction). I’ve been focused on trends from the beginning!

Favorite Food And/Or Restaurant

A proud San Diegan, Mexican food stole my heart a long time ago. My favorite restaurant is El Compadre in Los Angeles, California. Get the Arroz con Pollo with a flaming margarita (or 3) and tell them Louisa Frahm sent you.