Fabrizio Ballarini
Organic Growth & SEO @ TransferWise
Transferwise is the rare case of a company that provides individual teams staggering levels of organisational autonomy. This has allowed Fabrizio, through merit and perseverance, to build an SEO team of 30+ people, with impressive results.
About Fabrizio
Fabrizio began his professional career in SEO and has been in the industry for seven years. After starting as an SEO Specialist, he worked at Ogilvy & Mather UK before joining TransferWise as Head of Organic Growth & SEO in 2015. Fabrizio is also active at conferences, speaking at events such as Turing Fest and Search Leeds.
A Culture Of Autonomy: Building An SEO Team That Can Do It All
“…Revenue was not our first KPI, but indexed pages. That was a basic measure of our productivity. Back then, we only had 2,000 odd pages compared to the millions we have today. Of course, those pages weren’t the end goal. We wanted pages attracting clicks, so clicks became the next KPI over the next six to nine months.
When you get that right, traffic is a natural consequence, and revenue flows as a result. But we needed to start by focusing on building out the site and bringing in traffic in before we could start to measure success by revenue.”
