Eli Schwartz literally wrote the book on "Product-led SEO," a practice he has applied at leading B2B and B2C companies such as Coinbase, Zendesk, Gusto, MixPanel, Quora and many more.
In this conversation he shares practical advice on implementing this strategy along with examples from Zillow, Figma, Canva and others. We also talk about hiring for SEO in a startup and where SEO should live inside the org, as well as AI tools in SEO.
This podcast is brought to you by grwth.co. Grwth offers fractional CMOs, paired with best-in-class digital marketing execution to support early-stage startup success. With a focus on seed and series A companies, Grwth has helped a number of SaaS, digital health, and e-commerce startups build their go-to-market function and scale up. To learn more and book a free consultation, go to grwth.co.
(1:27) What is Product-led SEO?
(4:07) Zillow case study
(7:24) The three pillars of SEO
(9:45) Product-led SEO in B2B vs. B2C companies
(11:59) Planting as many seeds as possible
(13:18) Leveraging AI in SEO
(16:11) Hiring for SEO at the early stages
(17:34) Where should SEO live within the organization?
(18:49) Houston vs. the Bay area
(21:29) When does product-led SEO not work?
(22:48) Figma & Canva case studies (see notes below)
(24:08) The value of link-building
(25:29) Applying this to eCommerce
(26:38) Final thoughts
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When you're done the book and want more examples of product-led SEO, check out this article from Kevin Indig (who coincidentally recently started a podcast with Eli called "Contrarian Marketing"): https://www.kevin-indig.com/5-examples-of-product-led-seo/
And here are a couple of great articles on Canva's SEO growth strategy:
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