← Back to About Mihir Naik
eBay Classifieds / Adevinta
SEO Product Manager · 2021 - 2022 · 15M+ pages · 25M+ visits/mo
Joined the global SEO team at eBay Classifieds (which merged with Adevinta during my time there) as SEO Product Manager, running SEO as a product for a classifieds platform of 15M+ pages and 25M+ monthly organic visits. Primary focus was Kijiji and Kijiji Autos in Canada, with oversight across other markets in the portfolio. The remit was to make SEO a measured, roadmapped product surface: clear KPIs, an experimentation habit, and a prioritized backlog delivered through the same product rituals as the rest of the org.
Selected outcomes
ROI-positive within 2 months
A 1.2% organic traffic gain drove a 0.72% increase in ad revenue, enough at this scale to make the SEO program ROI-positive within two months.
15M+ pages, 25M+ visits/month
Owned SEO for a classifieds platform running to 15M+ pages and 25M+ monthly organic visits, where small percentage moves are large absolute numbers.
SEO run as a product
Defined the SEO KPI and measurement framework and owned the backlog end to end: epics, user stories, tickets, prioritization, and sprint rituals.
Unbiased decisions via A/B testing
Operationalized an SEO A/B testing framework so product and feature decisions were validated experimentally rather than guessed.
Roadmap across the portfolio
Built and executed a structured SEO roadmap with product leads, engineering, design, and business, focused on Kijiji while overseeing Gumtree and Milanuncios in other markets.
Markets
Kijiji & Kijiji Autos
Canada · primary- The core of the role: a 15M+ page classifieds platform at 25M+ monthly organic visits, where a 1.2% traffic gain turned into a 0.72% ad-revenue lift and a program that paid for itself in two months.
- Set the SEO KPI framework, quarterly audit cadence, and A/B testing practice that governed how work was chosen and shipped.
Gumtree
Australia & South Africa- Provided SEO oversight and guidance as part of the global team's remit alongside the Canadian focus.
Milanuncios
Mexico- Part of the portfolio the global SEO team oversaw, sharing frameworks and best practices across markets.
SEO product infrastructure
measurement
Defined the SEO KPI and measurement framework, and built Data Studio dashboards plus monthly performance reports that gave stakeholders granular, decision-ready SEO insight.
experimentation
Operationalized an SEO A/B testing framework to enable unbiased SEO product decisions and de-risk feature rollouts.
audit cadence
Instituted a quarterly SEO audit cadence to surface high-impact optimization opportunities continuously rather than in one-off pushes.
discovery
Ran discovery sessions with product and engineering to size dev effort for SEO initiatives, and user interviews with UX to fold qualitative insight into the roadmap.
How I operated
Owned the SEO backlog like any other product surface: epics, user stories, and tickets, prioritized and driven through sprint rituals with product leads, engineering, design, and business. Aligned SEO initiatives to broader business objectives and fed strategic recommendations to the marketing team, including on SEM performance.
stack, martech & tools
analytics & bi
Google Search ConsoleGoogle AnalyticsData Studio
crawl & audit
Screaming Frog
product
Agile / ScrumBacklog managementSEO A/B testing
capabilities
SEO product managementKPI & measurement frameworksSEO A/B testing & experimentationBacklog ownership & prioritizationEnterprise & classifieds SEOCross-functional roadmappingMarketplace SEOStakeholder management