Nitin Manchanda is a developer who turned into SEO and is now responsible for the organic visibility of Berlin based travel startup, Omio (formerly GoEuro), across the globe. In the past, Nitin has helped some really popular brands like trivago and Flipkart grow organically. Nitin also hosted the super famous webinar series, in association with SEMrush, "SEO Surgery in India", and now hosting another series called “Indian Search Marketing Academy”. He's the founder of SEOSurgeon.in, the brand he uses for his SEO consultancy services. When not busy reading SEO articles or setting up his own SEO experiments, you'll find him spending time with his daughter, or planning his next trip. How and when did you start in SEO?
- Started my professional journey with Flipkart back in 2012, right after completing my masters from University of Pune
- I started my career as a Software Engineer, not an SEO
- Was assigned SEO tech team
- Started my experiments there - some worked and motivated me to do more
- I was always a believer of “you either succeed, or learn something new”
- Started liking the part that nothing was clear and I’d to find my own path
- Found it exciting and challenging at the same time
- Decided to make my career in this field
- Enjoying this since then
Tell us a bit about your current role?
- Working as Global Head of SEO at Omio, a travel tech based in Berlin, Germany
- Responsible from planning to execution of SEO strategies to increase the organic visibility of Omio domains across the markets
- We’re in 22 markets at the moment, and growing
- Really enjoy what I do here, primarily because of scale and crazy growth
Lets talk about International SEO. Could you talk about your experience with managing the global SEO for Trivago? It was a wonderful experience. Learnt 3 topic majorly:
- SEO in cross functional teams,
- SEO at that big scale, and
- International SEO
Trivago is present in 55 markets with 65 domains live. I had a team of 8 super talented brains, a good mix of engineers, SEO analysts, a designer and a QA. It’s a very interesting topic - different markets have different search patterns and preferences, it’s not one size fits all solution that works here “always”. For example - “pet friendly hotels” has a decent demand in some european countries, but I wouldn’t expect any local demand for this search term in Indian market at least (from my experience). Working on any product feature demands translations of the text into so many languages, as trivago offers you localised experience and you can’t miss even a single word untranslated. It was annoying in the beginning, but when you understand the quantity of users you’re impacting, you feel great about it. In short, I took my time to get used to the things which are only needed when you work for an international company, but at the end of the day it was an amazing journey, full of learning for me.