#Build SEO in a product
Build SEO in a product: -
Instead of making SEO an afterthought, "building SEO into the product" means developing it with SEO in mind.
Here is a 5 step process that one can use.
SEO works much better when there is no need to create content.
Companies that understand this principle are much more likely to develop large-scale SEO traffic.
SEO works much better when there is no need to create content.
Companies that understand this principle are much more likely to develop large-scale SEO traffic.
Not all products can reveal part of their value.
Canva, which does a great job of creating useful content that turns searchers into users with templates and guides that signal strong intent and send people straight to the product with just one click.
Products like Notion, Trello, Pinterest, G2, or Amazon are products that have SEO in their DNA.
Have different business models but leverage SEO to grow on a meaningful scale.
Notion and Trello could have chosen to end the product experience. Instead, they allow notes, tables, or pages to be publicly visible and indexable by search engines.
No fixed process for product development, just a set of guidelines and principles:
Adapt to the product market.
Build something a big market wants.
Solve real problems.
Provide a great user experience.
If we can tie the value of a product feature to an intention that people express on search engines.
A 5-step process to integrate SEO into a product
Based on this idea,
Here is a five-step process to help one embed SEO into the product:
1. Identify the tasks to be accomplished
When building SEO into a product, the need to understand the jobs for which people can use it, which is very much related to the fundamental problem initially planned to be solved.
Make a list of all of these problems.
2. Match product content with exposed content
The product needs to develop, create, or aggregate some sort of content that searchers can find through Google and other search engines, which is often related to user-generated entries: reviews, curations, posts, tables, etc.
For example, opinions or votes allow data to be aggregated, visualized, and exposed to search engines.
3. Define an evolutionary taxonomy:
It is necessary to define how to classify the data or the content of the product.
Build a logical and scalable architecture from categories, subcategories, and instances or products.
One can also opt for a flat architecture like social networks do with hashtags.
In most cases, this step is predefined by the architecture of the product and the way people use it.
4. Decide on the user experience that can be exhibited:
See how much user experience can usefully exhibit.
One can't offer the entire product for free unless one uses an ad template.
The goal is to convert visitors into registrations by blocking the full experience.
It’s a balancing act.
5. Validate the user's intention:
Finally, it is necessary to validate that the content satisfies the user's intention.
Check to see if a target's keywords have search demand and if they can solve the problem people are looking to solve.
For example, Pinterest boards inspire people.
G2 reviews help them evaluate the software.
Notion templates help them customize their own pages.
Doordash is a three-sided market of customers, restaurants, and drivers.
Designing and developing their product in this way has worked very well for Doordash.
When integrating SEO into a product, there are strict and flexible requirements.
Google must be able to make pages accessible to the public.
Google must be able to access and crawl all publicly exposed pages.
To rank pages, they must contain valuable content: avoid any type of light content.
The goal of integrating SEO into a product is to attract new users through organic search.
Users should convert by signing up for an email or product newsletter, to create business value beyond brand exposure.
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