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Why Should SEO be a Product?

SEO should be considered a product because it is a source of organic traffic and money.

SEO as a product mostly refers to the following:

Recognizes that it functions in a digital-first world.
Attempts to make its digital resources (website, app, etc.) SEO-friendly.
As a result, when prospective buyers search online using smart devices, look up information through an app, or do a voice search, the resulting digital assets are discoverable.

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In a word, product management is a problem-solving discipline that begins with consumer empathy. While search engine optimization (SEO) is a constantly developing, larger issue of being discoverable to customers utilizing connected devices to obtain information, products, or services.

There are more locations for humans to “search” than standard search engines such as Google, DuckDuckGo, Baidu, or Microsoft Bing. Prospects can begin their product search on Amazon or, for a visual search, on YouTube.

All of this is dependent on the customer’s purpose – what do they want?

To be clear, this essay is not about SEO-optimized product detail pages.

Instead, it looks at the wider picture of allocating product resources to increasing organic traffic and income, as well as why firms should consider SEO to be a product.

What does SEO as a product imply?
Let us immediately set the scenario to emphasize that this is a relatively new notion.

A Google Trends search for “product management” reveals that interest has peaked lately, in December 2022.

In comparison, the search term “SEO” has shown consistent interest over time.

SEO has been around (and continues to evolve) for more than a decade. Product management, on the other hand, is just getting started. It will take time for the job of SEO product manager to gain traction.

More significantly, how firms operationalize their SEO effort must adapt. When SEO is marketed as a product, it is viewed as a component of the business that produces revenue and customer acquisition.

SEO as a product denotes the use of product management to search engine optimization.
SEO was formerly all about keywords, namely how many and which ones to utilize on your site. Then, in order to detect rogue actors, Google’s algorithms evolved dramatically.

Eli Schwartz presents the notion of a product-led strategy to SEO in order to change and prosper with the times. Schwartz states in his book “Product-Led SEO”:

As an SEO product manager, you must account for two types of customers: search engines and humans.

Most product managers are primarily focused on one client or target market group (as defined by the business), but they fail to see that large search engines, such as Google, are consumers in their own right since they consume web-based goods and features.

The following are the top four reasons why SEO should be a product.
Consider the following persuasive arguments for SEO as a product.

  • When you treat SEO like a product, you must account for it as a source of organic traffic and income. SEO best practices are incorporated into online operations to ensure that search engines “see” your website and that individuals looking online find your branded site or social media pages.
  • SEO product managers understand external elements (such as how search engines function) as well as how components of a website must be improved in order for it to be SEO-friendly and gain organic traffic.
  • Because of the fluid nature of search, SEO should have its own roadmap to cover constant improvements (for example, developments in machine learning), growth areas (for example, generating useful content), and upkeep.
  • No company has a limitless quantity of cash or resources to gain new clients through large investments in sponsored search. For new site visitors, organic traffic is a scalable and compounding source of revenue. To thrive, that source need protection and growth.

Why not have a product manager for everything else that important to a business?
Product managers for search exist in certain firms, although they primarily deal with on-site searches made by consumers and their experiences discovering, or not finding, items.

In contrast, I’m referring to an SEO product manager who is primarily concerned with two types of external consumers: search engines and customers that visit the website through a search engine results page.

How SEO product management fits into a company
SEO is often managed by a manager or a team of technical SEOs, content SEOs, and analysts inside marketing in large firms. SEO is not often associated with a product sector.

However, regardless of where SEO is located inside the company, there will always be a need to negotiate complexity and ambiguity while adopting a systematic strategy and producing results.

SEO frequently suffers from a lack of resources (particularly in engineering) to make and publicize changes.

Source: Why Should SEO be a Product?

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