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Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)
Lenny's Podcast: Product | Growth | Career
SEO x Product
Viewing SEO through the lens of product management emphasizes the necessity for collaboration between product teams and marketing. Product managers should explore user needs and experiences rather than relegating SEO as a mere marketing function. The challenge arises when products are designed without addressing what users seek in search results, particularly in the SaaS space. This disconnect often leads marketers to force-fit content into search criteria that don't align with user intent. As SEO evolves, it's critical to focus on mid-funnel strategies, catering to users who engage through self-discovery rather than traditional marketing channels. Successful positioning of products hinges on understanding user needs and effectively communicating how they meet those needs. An example is Zapier, which initially struggled because potential users didn't know they needed its service. By aligning its marketing with user searches for integrating specific applications, Zapier showcased its value successfully. This case illustrates how recognizing and responding to user-driven queries can create a productive relationship between SEO and product development, solidifying a strategy that resonates with the actual needs of users.
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