Tuesday, April 16, 2024

Why SEO should be a product - Search Engine Land

Last updated Thursday, February 2, 2023 10:05 ET , Source: NewsService

I’ll just come right out and say it…

SEO should be a product because it is an acquisition channel for organic traffic and revenue.

SEO as a product largely means the business:

  • Understands it operates in a digital-first world.
  • Makes an effort for its digital properties (website, app, etc.) to be SEO-friendly.

This way, when prospective customers are searching online using their devices, looking up through an app or initiating a voice search, the subsequent digital properties are discoverable.

In a nutshell, product management is a discipline of solving problems leading with customer empathy. While search engine optimization (SEO) is the ever-evolving, broader consideration of being discoverable to customers who are using connected devices to find information, products or services.

There are increasingly more places for humans to “search” outside traditional search engines like Google, DuckDuckGo, Baidu or Microsoft Bing. Prospects can start their product search on Amazon or use YouTube if it’s a visual search.

All this is based on intent – what does the customer want?

To clarify, this article is not about optimizing product detail pages for SEO.

Instead, it examines the bigger picture of dedicating product resources to growing organic traffic and revenue and why SEO should be considered a product by businesses.

SEO as a product: What does that mean?

Let’s quickly set the stage to highlight the fact that this is a relatively new concept.

A Google Trends search for “...

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