Instead of making SEO an afterthought, “building SEO into the product” means developing it with SEO in mind. Here’s a 5-step process you can use.
I’m often asked how to grow organic traffic exponentially. While that’s a broad question, one point I always make is that organic traffic from the product beats content marketing every time.
SEO works much better when you don’t have to create the content yourself.
But for that to work, you need to build SEO into your product.
Companies that understand this principle have much higher chances to grow SEO traffic at scale.
What Does ‘Building SEO Into the Product’ Actually Mean?
Instead of making SEO an afterthought and trying to glue it onto an existing product, “building SEO into the product” means developing a product with SEO in mind.
Considering what user intent it could satisfy.
Thinking about content.
Defining a scalable architecture.
Products with SEO in their core DNA inspire and produce indexable, useful content at scale.
In general, products can be “closed” or “open.”
- Closed products keep the user experience gated.
- Open products allow users to experience a part of the product’s value before signing up.
Not all products can expose a part of their value.
Calendly, for example, is a helpful calendar management app, but there is no useful way to expose part of the core product value to search engines.
If Calendly wants SEO traffic, they need to create the content themselves (which they do). Most Organic Traffic comes to their blog (see below).
Another example is Canva, which does a great job at building useful content that converts searchers to users with templates and guides that signal high intent and send people straight into the product with one click.