Flip the Script with Product-Led SEO: Eli Schwartz (Author of Product-Led SEO)

Join guest speaker Eli Schwartz—author of Product-Led SEO and consultant for companies like Coinbase, Gusto, Automattic and more—for a discussion on "Flip the Script with Product-Led SEO".

The webinar will cover topics like:
What is Product-Led SEO?
Focusing on the searcher instead of search engines
How to think about Product-Led SEO
Using surveys, customer data, and customer support to inform content
How to work with other departments to implement Product-Led SEO
Why you need to focus on conversions, not SEO
TAM vs search volume
Improving your brand helps with SEO
How long Product-Led SEO changes will take before impact

Links to additional resources & slides: https://www.clearscope.io/blog/flip-t...

Timestamps:
0:00 Intro
1:41 Product-Led SEO
2:40 How most people think of SEO
2:52 Step 1 - keyword research tool
3:12 Step 2 - stem keywords & find writer on UpWork
3:42 Step 3 - hire a link builder to build guest posts on high DA sites
4:42 It doesn't work
6:02 What they did wasn't really unique
6:07 $99 keyword research tool + upwork content brief is not a secret recipe
6:41 The KPIs are wrong
6:53 Rankings are not sales
7:45 Tactics are not strategy
7:55 Common SEO best practices (keywords in title tags, 1000 words of copy, clickable title, powerful snippets, internal linking)
9:11 Site speed - core web vitals and page experience
10:21 For a site with high traffic baseline - content & SEO might give you a 10% lift
12:10 Google's artificial intelligence is really smart and that's changing how SEO works
16:20 Product-Led SEO leads to 10x growth
16:53 The user is king
17:08 Products need strategies and cross-functional collaboration
19:05 Aim for programmatic & scalable
21:34 First ask why before what
22:00 People instead of metrics - survey, customer data, customer support
23:55 Once you know the what, you can start with the how
24:18 Source ideas from Clearscope
25:05 Use product processes and get buy-in from other teams
26:58 Sell with conversion not search volume
27:47 Forecast holistically not by keyword
29:24 Focus on brand
31:15 Brand ideas (use search suggest, build content for each intent)
32:10 Use these non-brand ideas (government resources, structured datasets, Reddit, Quora, Facebook, forums, PDFs)
34:05 How long will it take?
35:15 How do you build links? Think about PR
36:38 What do you need to be success into Product-Led SEO? Insight into revenue, cloud crawling tool, Google Search Console, Creativity, Clearscope, PR or BizDev skills
38:20 In conclusing - Content doesn't scale, Product-Led SEO drives traffic & revenue, Invest in all aspects of the product, Focus on the user, There is no one size fits all

About Eli Schwartz:
Eli is the author of Product-Led SEO and has helped enterprises and startups develop and implement growth strategies to scale their organic visibility in search. Clients include Coinbase, Gusto, Automattic, Insight Timer, Getaround, Handshake, Faire, Mixpanel, BlueNile, ThePillClub, G2, AllTrails, Gametime, and others.

Follow Eli Schwartz on Twitter:   / 5le  

About "Product-Led SEO":
When it comes to SEO, success often depends not on what you do but on how you do it. That is why Product-Led SEO digs deep into the logic and theory of SEO instead of offering step-by-step guidelines and techniques. You will learn to develop your own best practices and see where most SEO strategies go astray. If your main goal is driving traffic, you are leaving sales on the table.

Buy Eli's book "Product-Led SEO" on Amazon: https://www.amazon.com/Product-Led-SE...

Clearscope (https://www.clearscope.io/) is the best-in-class SEO content optimization platform that drives search traffic.

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