Eli Schwartz
I like to think of as Product-Led SEO. The “product” is the collection of anything on your site used to draw in the user, whether those are widgets, articles, photos, apps, downloads, webinars, or really anything at all. When the goal is to get a user to click from search, it should be because something of value to them will be discovered on the other side of that click. Product-Led SEO builds a great product for users first and optimizes for search second. (Location 146)
This approach reverses the traditional funnel of SEO efforts that focus on the search engine and instead focuses on the user, with the search engine acting as the medium where the product will be discovered. (Location 183)
To be successful, SEO individuals or teams must understand what search engines look for in websites. Then, they must translate that knowledge into recommendations for product managers and engineers creating web interfaces. The fruits of those efforts will then be discovered and indexed by search crawlers and accessed by users via search engines. (Location 240)
Search is very much a zero-sum game, meaning if one site gets the click, inevitably, another site can’t. As long as people continue to use search engines to find information, there will be a need for SEO efforts. (Location 263)
According to Google, there are five primary factors that drive the ranking score. (Location 350)
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. (Location 376)
Panda was designed to root out low-quality content. Penguin demoted unnatural links. (Location 429)
Within a couple of weeks, Google will be crawling the site, and you can begin learning. (Location 460)
Some of my favorite conferences for SEO learning are: (Location 479)
However, this is the exact scenario where Product-Led SEO shines. In developing the plan for how we were going to build out the world’s best website for learning a new language, we did very little keyword research. (Location 518)
To this end, the SEO effort was allocated toward developing product specs, taxonomy, cross-linking guidelines, and page design. (Location 523)
Notable recent examples of companies that were incredibly successful at the “share paradigm” are Slack, Dropbox, and Zoom, which become more useful for each user as the program is adopted within a larger group. Building a viral loop where the customers drive acquisition is the holy grail of any product or service. (Location 562)