Carolyn Shelby - Yoast | LinkedIn (2025)

• You're facing a demanding executive team. How should you tailor your pitch style to meet their expectations?

  Focus on *what matters to them*. Start by showing how your proposal addresses their key goals or challenges. Fix THEIR problems — especially the ones they may not realize they have. Be concise; executives value brevity and clarity. Use data, examples, and outcomes to make your case compelling. Avoid jargon; keep it simple yet impactful. Proactively address risks and offer solutions upfront. Wrap up with a clear ask or decision point, making it easy for them to act confidently.

  Carolyn Shelby contributed 4 months ago Upvote

• You're struggling to convey the advantages of AI to a marketing team. How can you make them see its value?

  AI isn’t just a time-saver — it’s a strategic multiplier. I'd highlight how AI gives marketers superpowers: predictive insights, faster campaign optimization, and content that adapts in real-time. I think framing it as a tool that reduces 'busy work' and amplifies 'big ideas' will go a long way toward getting buy-in. Then use data-backed case studies showing higher ROI from AI-driven personalization to seal the deal.

  Carolyn Shelby contributed 5 months ago Upvote

• You're faced with conflicting data insights for strategic expansion. How do you decide which path to take?

  When I encounter conflicting data insights in any project, the first thing I do is validate the quality of each data source to ensure I'm prioritizing the more reliable/best insights. I consider which data aligns better with the company's long-term goals (even if it involves more risk.) When possible, I run a small-scale pilot or A/B test for validation before making a larger commitment. I also reach out to stakeholders for additional perspectives to try to land on a balanced decision that leverages data integrity, strategic alignment, and practical testing to minimize risk.

  Carolyn Shelby contributed 7 months ago 1 Upvote

Activity

• 🎉That’s a wrap on DigiMarCon Midwest 2025 — and what an unforgettable ride it's been!From the first keynote to the final applause, this event…

  

  🎉That’s a wrap on DigiMarCon Midwest 2025 — and what an unforgettable ride it's been!From the first keynote to the final applause, this event…

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• Day 1 at DigiMarCon Midwest Marketing Conference ✅It’s clear that marketing is evolving—especially when it comes to SEO, content strategy, and the…

  

  Day 1 at DigiMarCon Midwest Marketing Conference ✅It’s clear that marketing is evolving—especially when it comes to SEO, content strategy, and the…

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• We’ve unleashed an AGENT of the DYSTOPIAN SEO, AIO, AEO “Core Disruption” Brand Audit Algorithm(Code Name: "Ee i ee i o").The Core Disruption…

  

  We’ve unleashed an AGENT of the DYSTOPIAN SEO, AIO, AEO “Core Disruption” Brand Audit Algorithm(Code Name: "Ee i ee i o").The Core Disruption…

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• English

  Native or bilingual proficiency

• German

  Limited working proficiency

• Swedish

  Elementary proficiency

• U.S. Search Awards

  Judge

  Aug 2016 - Present

• SEMPO

  Education Committee, Research Committee

  Sep 2015 - Present

• Bob Nuber “I worked along side Carolyn for her last four years with Tribune/tronc and she was an outstanding partner for our technical teams: Deep SEO knowledge combined with practical implementation experience, backed up with a willingness to dive in to work through issues and share her expertise with developers.”
• Alex Bruner “Carolyn Shelby has been a trusted friend and mentor since long before I had the pleasure of working with her, she being directly involved in my education as an SEO. I've been involved in several SEO agencies, as well as worked as an in-house. Throughout the entire experience working in the digital marketing field I have had 1-3 contacts that have always been there to help with whatever task is at hand, Carolyn being one. It just so happens that when I come to Carolyn with a question, its her answer that typically extricates me from difficult situations. In addition to having the answers to tough questions, Carolyn stands head and shoulders above most in our industry in terms of caring for her clients. It's always a pleasure to work with someone who is true to their word and delivers as promised.Working directly for Carolyn recently has been a breathe of fresh air, those who have worked in the digital marketing realm can relate to the ever changing oft difficult to navigate climate of the industry, yet I haven't been truly stressed by any issues knowing there is steady leadership at the helm.”

• What a privilege it was to be the guest speaker this weekend at the AAUW California (Glendale Branch) annual awards luncheon. Big thank you to…

  

  What a privilege it was to be the guest speaker this weekend at the AAUW California (Glendale Branch) annual awards luncheon. Big thank you to…

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• We’re kicking off Pubcon Austin 2025 with a true pioneer in the industry.Carolyn Shelby Principal SEO at Yoast will take the stage as our opening…

  

  We’re kicking off Pubcon Austin 2025 with a true pioneer in the industry.Carolyn Shelby Principal SEO at Yoast will take the stage as our opening…

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• Throughout this week our Chief Experience Officer Robert Jacobi hosted Atarim and Omnisend's Web Agency Summit #WAS5, the largest online event for…

  

  Throughout this week our Chief Experience Officer Robert Jacobi hosted Atarim and Omnisend's Web Agency Summit #WAS5, the largest online event for…

  Liked by Carolyn Shelby

• Hey #brightonseo friends, here’s the deal - we brought 40kg of chocolate with us, and we don’t want to take any home with us. Come by the Dragon…

  

  Hey #brightonseo friends, here’s the deal - we brought 40kg of chocolate with us, and we don’t want to take any home with us. Come by the Dragon…

  Liked by Carolyn Shelby