“She's advised dozens of companies on growth, including Superhuman, MongoDB, Netlify, SimilarWeb, Sanity, Maze, so many more.”
Similarweb
By Similarweb
5 recommend/use · 6 sourced episodes
Every sourced reference
Short attributed excerpts only. Timestamps are approximate.
“one of my favorite tools is similar web”
“you can actually look up on similar web like what percentage of traffic shows up via email to companies websites”
“I'll go into similar web I'll put the domain in I'll look at the total traffic”
“I'll go into similar web I'll put the domain in I'll look at the total traffic”
“just like plug things into like similar web and and trying to figure out the opportunities there”
Related frameworks
April Dunford's Five-Step Positioning Framework
Position a product by starting from what you must beat, not from a market category.
Assessing Whether SEO Is Right for Your Product
Judge SEO fit by two signals — a large addressable market and existing domain authority.
B2B Channel Sequencing Ladder
Turn on growth channels in a fixed order, cheapest-and-least-scalable first, because each later channel needs the customer knowledge the earlier ones produce.
Cap Table as a Growth Strategy
Recruit influential founders and operators onto your cap table so they become your earliest, most credible customers and evangelists.
Contribution-Margin Payback Period over CAC
Judge acquisition ROI by how many months of contribution-margin profit it takes to repay CAC, not by CAC or LTV:CAC.
Editorial SEO Operating Model
Split the work: SEO manager picks topics and outlines, a domain-expert writer writes, then analyze.
Eigenquestions (Finding the Question That Drives the Answer)
Find the one or two questions whose answers collapse a complex decision into clear quadrants.
Escape-Velocity Activation Metric
Identify the specific actions a user must take in their first window to become durably active, then make one team obsess over driving them.
Expected-Conversions Prioritization
Rank topics by search volume x topical authority x conversion intent, not by volume alone.
Focus With Guardrails
Concentrate on one channel but set abandonment criteria up front so you know exactly when to move on
Freemium Decision Framework (What to Make Free)
Make a feature free if it drives your growth model; gate it if it creates friction for growth.
Growth Can't Reverse a Decline
A growth team can't fix a slowing business; stop the decline first, then add growth to amplify.
Hypothesis-Driven SEO
Generate hypotheses by analyzing sites (and asking their SEO managers), then test to validate.
Inspiration, Not Imitation
Use competitor teardowns as an input to ideation, never as the finished destination.
Internal Link Spread Optimization
Most sites starve their own pages of internal links; fixing spread is SEO's biggest quick win.
LNO Framework
Match your effort to each task's leverage, neutrality, or overhead
Maximize the Treatment Effect to Fail Conclusively
In low-sample B2B tests, throw every tactic at a hypothesis at once so a failure kills the idea for good instead of resurfacing for years.
Measurements Are Not Insights (Instrumentation for Analytics)
Turn raw metrics into segmented, causal insights you actually act on.
MECE Problem Decomposition
Break any problem into buckets that are mutually exclusive and collectively exhaustive so you never miss a possible cause or solution.
Mochary's Script for Difficult Conversations
Defuse the amygdala by warning first, delivering the message, then letting the person release emotion.
North Star Translation Layer
Give every team a metric they can directly move, then convert each into a single company North Star using a shared translation factor.
Onboarding Leverage For Robust Products
Use customized onboarding to reconcile simple-enough with pro-grade, and unlock 2-4x activation
Paid Readiness Diagnostic
Read a company's funnel to judge whether paid can be a profitable channel or only a learning tool
Product-Led SEO
Treat SEO as a product you build for the search user, not content you optimize for a keyword.
Programmatic vs Editorial Decision Rule
Go programmatic only where scale meets a real use case — otherwise you scale nothing.
PSHE Career Growth Framework
Evaluate talent by how far up the Problem-Solution-How-Execution ladder they operate.
Rebrand Eyes-Wide-Open
A homepage redesign or rebrand won't drive growth; budget 3-6 months to claw performance back after launch.
SEO Conversion-Metric Rigor
Rankings and traffic are not results. Hold SEO to the same efficiency standard as paid.
SEO Readiness Assessment
Two questions decide if SEO is worth investing in: is the market big, and do you have authority?
SERP Reverse-Engineering
To learn what page to build, read what Google already ranks for your target keywords.
Subscription Funnel Benchmarks
Category-dependent conversion thresholds for judging whether a subscription funnel is healthy
The 18-Month Growth Model Overlay
Spend ~20-25% of growth time annually seeding new loops so your S-curve never flattens with no successor.
The 2-of-3 SEO Opportunity Audit
Decide if SEO is worth pursuing by checking three angles and time-boxing the test to three months
The Diversification Timing Test
Know whether it's too early to diversify growth channels or dangerously overdue
The Earned Channel Priority
Make building an owned/earned acquisition channel your growth team's number one priority over rented ones.
The Founder-Led Growth Prerequisite
Don't hire a growth team until you have proven PMF and enough data to run experiments.
The Four Things a Product Manager Brings to the Team
Prepare to contribute by mastering users, data, the business, and the competitive landscape.
The Funnel-Position Defense Against AI Overviews
AI answers eat top-of-funnel search. Move your SEO to where intent and conversion live.
The One-Month Experimentation Rule
If you can't collect the sample size in a month, don't A/B test it; ship it and measure pre vs. post.
The SEO Go/No-Go Investment Test
SEO is not free. Price it fully, then compare it against every other growth channel.
The Three B's of Behavior Change
Change user behavior by picking a specific Behavior, removing Barriers, and adding immediate Benefits.
The Three Growth Engines Selection
Diagnose which of virality, SEO, or paid your product can actually grow on before spending on any
The Three Types of SEO
Programmatic, editorial and technical SEO are different games; pick the one your queries reward.
Top-Down TAM SEO Forecast
Forecast SEO from market size down, not from keyword-tool volumes up.
Topical Authority Adjacency
Rank by starting where you're already known, then expand into semantically adjacent topics.
Topics Over Keywords
Modern Google ranks one page for a cluster of 200-2,000 keywords; target the topic, not the keyword.
Two-Path Talent Sourcing (Network + Data)
Find the companies best at the skill you're hiring for, then find the best person there - via referral chains or via public performance data.
Workshop-First Advisor Hiring
Vet an advisor with a paid working session on a real problem, then re-evaluate their value every month.
Your Problem Isn't Unique
Never start from scratch; find who already solved your problem and patternize the solution.
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