Guest: Eli Schwartz - Growth advisor specializing in SEO. Eli has helped major companies like Quora, Coinbase, Tinder, LinkedIn, WordPress, and Zapier develop and execute their SEO strategies. He is also the author of "Product-Led SEO" and offers a fresh perspective on adapting SEO strategies in the evolving landscape of AI. Key Takeaways: SEO as a Product: Treat SEO like a product, focusing on the user journey and how your content can solve their problems, particularly in the mid-funnel stage. AI's Impact on SEO: With AI-generated answers becoming prevalent, traditional top-of-funnel SEO is less relevant. Focus on mid-funnel content that supports deeper user engagement and conversion. Programmatic SEO: Leverage programmatic SEO for scale, using data to create pages that meet user needs without the need for extensive editorial content. Rethink Link Building: Focus on brand building rather than acquiring links for SEO. Genuine mentions and brand recognition are more valuable. SEO Investment: Not all companies should invest heavily in SEO, especially if the user journey doesn't support it. Evaluate the ROI compared to other marketing channels. Topics Covered: AI's impact on SEO, programmatic vs. editorial SEO, SEO myths, brand building through SEO, Google's search strategy, investment in SEO.
“SEO is not a dark art. It is simple.”
“You can never really rest on your laurels. You have to create a product people want and understand your users.”
“It's not all about links. It's really all about the right fit.”
