Leading the First SEO Program at Crocs and Making It Stick With Amir Alsayegh

Built to Convert

Amir Alsayegh is the SEO Lead at Crocs, a global footwear company known for its lightweight, comfortable, and casual shoes. With a strong background in international SEO, he emphasizes the importance of cultural understanding and technical strategies to effectively reach diverse markets. His expertise continues to drive Crocs' digital growth and global brand visibility.

About the Episode

Building a scalable SEO program in a large, fast-moving organization is no small feat — especially when that program has never existed before. Without internal precedent, clear workflows, or SEO-specific resources, where do you even begin? And once you’ve got something working, how do you make sure it sticks?

According to Amir Alsayegh, a seasoned SEO and growth strategist, the key is to start small, prove value fast, and build momentum from strategic wins. He highlights how focusing on one product category allowed him to test and refine a full-funnel SEO approach before replicating it across other silos. This focused execution created measurable growth while minimizing disruption to other teams. Amir also redefined “best practices” through a “good, better, best” model that helped set realistic standards and drive team-wide buy-in. Education, performance visibility, and internal alignment became just as important as keyword data.

In this episode of Built to Convert, host Tyler Lane sits down with Amir Alsayegh, SEO Lead at Crocs, to discuss how to launch and embed a sustainable SEO strategy inside a global brand. They cover silo-by-silo SEO testing, aligning cross-functional teams around performance data, and the transition from agency work to in-house leadership. Amir also shares how Crocs is approaching AI integration with user value in mind.