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Product-Led SEO: The Why Behind Building Your Organic Growth Strategy PDF

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A D V A N C E P R A I S E “Eli is the master of SEO. His ideas have changed the game for the companies I’ve started and invested in. If you want to understand how to power growth with SEO, you need to learn from Eli.” —������ ���, ������������ ��� �������� “Bravo! Thank you so much for sharing with us your hard-won knowledge about how to drive long-term and scalable SEO results. This book is what all marketers responsible for digital growth need to understand in order to clearly communicate the ‘whys,’ not just the ‘hows,’ behind the SEO strategies to drive leadership buy-in.” —������� �����, �������� �� ������, ��������� “Eli’s fresh approach to SEO helps demystify the black box of organic search. This book is a must-read for anyone who wants to learn how to leverage this channel for growth.” —������ �����, ���, ���������.��� “One of the essential factors to achieving enduring market leadership is a winning, scalable distribution strategy. This book teaches entrepreneurs and marketers how to turn product-led SEO into a powerful growth engine that can build multi-billion dollar businesses.” —����� ���, ��-������ �� ������������ “A smart, useful guide to integrated and effective search optimization. Recommended!” —��� ����, ������ �� ��������� “SEO is so much more complex than just focusing on keywords and has evolved significantly over the years. This book sets the stage for how to really manage SEO.” —��� ��������, ���� ��������� �� ������, ������� “Eli brings to the table a vast knowledge of SEO. He was able to consistently increase, year over year, SurveyMonkey’s percentage of traffic from organic search. He approaches SEO holistically, in a way that works very interactively with the product and engineering team to deliver these gains with a strong consumer experience. Extremely confident this book will be a wealth of knowledge for readers.” —������ �����������, ��-�������, �����, ���� “Almost all companies create content, but if people can’t find it, what’s the point? Content findability is perhaps the most important part of the content-marketing process. If you read this book, getting found will never be a problem.” —��� �������, ����-���� ����������� ������, ��������� ������� ���. ��� ���� ������� ��������� “In this book, Eli gives you a different view of how search engines work, what pages they want to rank, and why they work the way they do. It gives you a unique perspective of how to do SEO from many of the other books on the market.” —����� ��������, ������, ������ ������ ���������� ��� ������ ������ ���� “In Product-Led SEO, industry thought leader Eli Schwartz teaches a methodology he has honed and proved ‘optimizing’ brands you know, iconic to upstart. In these pages, you’ll learn to more clearly communicate SEO strategy to gain buy-in and align your boss, internal teams, and stakeholders.” —����� ���������, �������, �������� ���������� ��������� ������ “Eli Schwartz has mastered the art of innovative marketing as both an international leading speaker and now as an author. Eli shares his personal marketing successes. This book is clear, concise, and able to inspire by opening new ideas.” —����� �����, �������, ������ “When it comes to SEO, Eli is one of the best at decoding the intricacies of the Google algorithm. This book is an invaluable resource for applying smart, data-driven insights to create lasting results for your business.” —��� ���� �����, ��-������� ��� ���, �������; ������ ������ ���� ��������� �� ���������, ������������ “Longtime industry veteran Eli Schwartz has helped simplify the world of SEO in a way that makes it simple and straightforward for all to understand. A must-have for execs needing to know how to engage with SEO.” —���� ����, ���������, ���������� “Whenever I need a second pair of eyes on problems related to product-led growth or scaling international SEO for any of our clients, Eli is my first call. He’s the rare type of marketer who doesn’t just have mastery within his discipline but can also contextualize what’s actually important and will help CEOs take action.” —����� �������, ���, ������� ������ ��������� “Without a strategic approach toward SEO, you are leaving growth opportunities on the table. Product-Led SEO will allow you to marry your acquisition efforts with your ultimate revenue goals.” —����� �������, ����� ������� �������, ���������� “SEO has earned a negative reputation by focusing on tricks and hacks to fool Google’s algorithm and rank at all costs. However, the best SEO marketers now realize that the best way to rank in Google is to build your product in the way that Google’s algorithms optimize for. This means great content, strong engagement, and fulfilling the user’s intent. Eli Schwartz lays out product-driven frameworks for how companies can build their SEO not just for quick traffic spikes, but for long-term, robust growth.” —����� �����, ���, �������� “Eli’s product-led method has made a huge difference in how we approach SEO prioritization and alignment across marketing, product, and engineering. He’s an exceptional leader in this field—Eli has transformed the way we think about both the ‘why’ and ‘how’ of our SEO strategy, along with our growth results. This book is a must-read for any marketing, product, or engineering leader.” —������� ��� ������, ����� ��������� �������, ���� ��� ���� “Eli understands that good SEO cannot be had through a sleight of hand aimed at tricking Google into giving your site a high ranking. Instead, he relentlessly promotes the idea that good SEO comes from creating a product-led flywheel of user-valued content. That’s the magic that all websites should be aiming for, and Eli has created a guide for just that in this book.” —������ ����, ���� �� ������� �����������, ����� “Before utilizing product-led SEO, we were constantly scrambling to hit the next keyword, jump the next algorithm, and win the latest SERP. We focused on bots rather than the function of what users want and how we can help. Once I met Eli and implemented product-led SEO, the growth of our businesses and websites skyrocketed. SEO became a function to help users solve problems, not trick bots. Product-Led SEO changed my career and my company.” —���� �������, ������ ��� ��� ��� ������ ������� “SEO is critical to building a growth flywheel, but it only works with a defined strategy. Eli’s Product-Led SEO is the best guide to helping you build that strategy.” —��������� ������, ������� ������� “Eli Schwartz does a great job distilling his many years of experience leading enterprise SEO initiatives. This book isn’t just useful, it’s indispensable for marketers and technologists alike.” —������� �������, ��-������ �� ��� ��� �� ���; �������, ����������� “Especially in a world dominated by always-on mobile devices, the need for a well-rounded SEO strategy is greater than ever. Eli’s ideas of product-led SEO is the exact recipe that enterprises seeking sustainable and defensible SEO should follow and build upon.” —������� ���������, ����� ��������� �������, ���� ������� “Product-Led SEO is an excellent reference for product managers for a better, in-depth understanding of SEO within the product triangle, to ultimately integrate and leverage it for a successful product growth.” —������ �����, ������������� ��� ���������� ��� �������, ������� “SEO without a strategy is not a recipe for success. This book, Product- Led SEO, is a great primer on how to strategize, communicate, and implement SEO for long-term growth.” —������� ����, ������ ������� ��� ������ �� �� ������� ���������, ������� “Product-Led SEO helps teams focus on creating content that matters and produce tangible ROI. Working with Eli over the years has given me the opportunity to learn firsthand how to blend the art of content writing and science of SEO to create a defensible business moat. Now this book shares these lessons with everyone!” —������� ������, ����� ������ ��� ������� C�������� © 2021 E�� S������� All rights reserved. ����: 978-1-5445-1955-5 I have dedicated this book to the late CEO of SurveyMonkey, Dave Goldberg. Dave was an incredible human being, and his kindness was legendary. During the time I spent at SurveyMonkey, I was a beneficiary of his immense kindness. He had a great respect for all of his employees, and he invested an extraordinary level of attention into the work I was doing. When discussing or proposing anything related to SEO, Dave had a keen interest in learning more. He was tremendously curious. I was even able to convince him that rankings were not the goal. Dave took an interest in my growth, and I felt like he was personally invested in my success. When I wanted to expand my career opportunities by gaining international experience, Dave took a huge bet on me just a few months before his untimely passing. Since that passing, whenever I make a career decision, the memory of Dave is with me. I feel duty-bound to make the right one. This book would never have been possible without Dave’s support. All of you dear readers are, therefore, benefiting, by proxy, from Dave. May his memory be a blessing. CONTENTS INTRODUCTION 1. THE BASICS OF SEO AND HOW SEARCH WORKS 2. WHAT IS PRODUCT-LED SEO? 3. SEO IS A JOB FOR HUMANS 4. SEO AND DIGITAL MARKETING 5. STRATEGIC SEO 6. TACTICAL SEO 7. BROAD SEO CATEGORIES 8. THE COMPANY AND SEO 9. IMPLEMENTING PRODUCT-LED SEO CONCLUSION ACKNOWLEDGMENTS ABOUT THE AUTHOR The publisher and the author have used good-faith efforts to ensure that the information and instructions contained in this work are accurate. The publisher and author disclaim all responsibilities for errors or omissions, including, without limitation, responsibility for damages resulting from the use of or reliance on this work. The publisher and author make no guarantees concerning the level of success you may experience by following the advice and strategies contained in this book, and you accept the risk that results will differ for each individual. Identifying details of individuals in some of the events in this work have been changed to protect their privacy.

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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.