Product-Led SEO: The Why Behind Building Your Organic Growth Strategy
von Eli Schwartz
In our hypothetical telehealth example from earlier in the chapter, regardless of which product you decided to build, you would be creating that product category. (We are assuming no other comprehensive directory of every embarrassing condition or all-inclusive-pricing library exists.) By you creating either of these products, you will be tapping into demand that no one else knew existed. By the time any competitors notice you have invented a new acquisition source, you will be many months to years ahead of them. While much of this book advocates for developing an overarching strategy for SEO and not just leaving it to chance, tactics play a huge role in reaching your goals. Strategy alone does not lead to success; it is the tactics that ladder up to the strategy that unlocks the full potential of SEO. Without the strategy, the tactics are just scattershot into a void, and without the tactics, the strategy is a lofty idea that will never be realized. Strategy is important, but so are tactics.
Earlier-stage companies should ideally hire a jack-of-all-trades with varying skills across Marketing and Product. Younger companies likely don’t have enough SEO needs to keep a full-time employee busy, so having a number of functional areas for this hire to work on will work out best. Later-stage companies with many employees are better served by a person with deep experience in just SEO.
As anyone who has ever done medical-cost research online knows, there are many websites and datasets with pricing information online. However, you, in your research process, discover there is no source of data for total cost of care for any illness that includes transportation to doctor visits, hospitalizations, follow-up visits, pharmacy costs, and waiting time in a doctor’s office.
A successful SEO effort will include strategies that address all the Google algorithm and ranking-score factors. We must ensure all content is discoverable, crawlable, and indexable, and the content provides an excellent user experience. Focusing efforts on technical SEO, on-page factors, or user-experience optimization alone cannot give us ideal SEO results. We must have all three.
A successful SEO effort will include strategies that address all the Google algorithm and ranking-score factors. We must ensure all content is discoverable, crawlable, and indexable, and the content provides an excellent user experience. Focusing efforts on technical SEO, on-page factors, or user-experience optimization alone cannot give us ideal SEO results. We must have all three.
(Note: Many sites fall into a trap with internal linking where their algorithms only surface related pieces of content on a page. These algorithms have a tendency to just reinforce SEO efforts on whatever is popular and never give anything not yet popular a chance at the spotlight. Quora did have related links, but all of it was from popular pieces to other popular pieces.)
"In our hypothetical telehealth example from earlier in the chapter, regardless of which product you decided to build, you would be creating that product category. (We are assuming no other comprehensive directory of every embarrassing condition or all-inclusive-pricing library exists.) By you creating either of these products, you will be tapping into demand that no one else knew existed. By the time any competitors notice you have invented a new acquisition source, you will be many months to years ahead of them."
"While much of this book advocates for developing an overarching strategy for SEO and not just leaving it to chance, tactics play a huge role in reaching your goals. Strategy alone does not lead to success; it is the tactics that ladder up to the strategy that unlocks the full potential of SEO. Without the strategy, the tactics are just scattershot into a void, and without the tactics, the strategy is a lofty idea that will never be realized. Strategy is important, but so are tactics."
"Anyone with a modicum of SEO knowledge could conduct an SEO audit or build out a keyword list. However, it takes a unique person to be able to combine customer empathy with creativity layered in SEO knowledge. Success in SEO isn’t checking the boxes, and this is particularly true in Product-Led SEO. Look until you find someone with the uncommon traits that will lead to a product found worthy by both search users and search engine crawlers."
"I have looked back and realized my SEO success in a specific scenario was not because of what I did but how I did it. Strategic thinking was far more important than specific tactics. This book will show you how I think about many SEO topics using language that will be easily understood by internal teams to gain strategic alignment. It is my hope these ideas can help you achieve your growth goals and even further your career."
"Rather than develop a straight dictionary product, like any other online translation library that targets one-to-one word definitions (Google included), and then jam as many keywords as possible onto the page, the Drops page was built with the user experience first. Just like the app product, the web version would focus on making learning easy. Extra words just for the sake of SEO would confuse the user."
"Earlier-stage companies should ideally hire a jack-of-all-trades with varying skills across Marketing and Product. Younger companies likely don’t have enough SEO needs to keep a full-time employee busy, so having a number of functional areas for this hire to work on will work out best. Later-stage companies with many employees are better served by a person with deep experience in just SEO."
"As anyone who has ever done medical-cost research online knows, there are many websites and datasets with pricing information online. However, you, in your research process, discover there is no source of data for total cost of care for any illness that includes transportation to doctor visits, hospitalizations, follow-up visits, pharmacy costs, and waiting time in a doctor’s office."
- →If your research does not find search volume for a particular category, this should not deter you but should rather excite your senses. This means there is an opportunity to create new demand for something in search, provided, of course, there’s product-market fit and an opportunity for you to be able to dominate the category.
- →This is how a website should be structured. Pages should link to important pages but also to other pages that seem to be random. And those pages should link back to important pages and to other random pages. Wherever a crawler enters, it will eventually find that new page, as there many pathways to get there.
- →The Blue Ocean In contrast, Blue Oceans are wide open spaces where industries do not yet exist. In this space, demand is created by the companies that enter it first. There is always a substantial profit potential. Within a Blue Ocean, there is no competition, and the market belongs to a single player.
- →The best way to get to product-market fit is to learn from users and really understand what they want. Even better would be to take this user empathy and build for personas that will be the most profitable for the business.
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