SEO shouldn’t be just about doing keyword research, writing content, and optimizing pages. Anyone with a credit card and access to a keyword research tool can do that.
In this class, you'll learn product-led SEO tips to unlock growth and build a competitive moat that sets you way ahead of the pack with long term sustainable SEO strategies that truly drive revenue rather than just traffic.
Eli Schwartz:
Hi, everyone. It's a great honor to be with you here today, or shall I say, you're here with me today in my house, as I present to you on building sustainable SEO.
Eli Schwartz:
Now, this idea of sustainable SEO may be something that you already think you're doing. You're building out something that is strong SEO, it's not just temporary. Now, some of you don't really care to build sustainable SEO. For those of you that don't care and for those of you that believe you're already building sustainable SEO, what I mean, and what we're going to talk about sustainable SEO today, is SEO is the most valuable and will be the most valuable acquisition channel that you will have working for you. What I mean by that is when you consider all your other acquisition channels, say paid marketing, say brand marketing, say even referral, when you go on vacation or you stop your spend or you get in a fight with your referral partners or your brand marketing ends because it's the holiday season, those channels will stop working for you. SEO, if you put in the right effort, those will continue to work for you, even if you stop working and stop putting the investment into them, provided you have built out the right efforts, you've built out sustainable SEO.
Eli Schwartz:
Now, obviously I can't take questions today. I'd love for you to reach out, share feedback, share questions. My email's right here at the bottom, Eli@EliSchwartz.co. I'd love to hear from you, love to hear your feedback, I'd love to hear your complaints. Anything on a follow-up, please reach out to me.
Eli Schwartz:
I also have a book that really dives into this a lot deeper, on what I call product-led SEO, which is an idea of building SEO into your product and not just building content for SEO, which we're going to talk a little bit about today. This book will be out sometime in the spring. Please do follow me and go to my website, add me on LinkedIn, happy to accept any connections on LinkedIn. Even if your name is Spammer, I'm still adding you as a connection on LinkedIn, because maybe you'll reform your ways. But add me on LinkedIn, love to stay in touch. The book will be out and I'd love for you to read it and dig deeper into these topics that I discuss on building sustainable SEO, building a great product that drives continuous traffic, sustainable traffic, and helps drive your acquisition.
Eli Schwartz:
Now, with that in mind, let's dive into it. Obviously, I can't see you and you can't see anybody else in our virtual room over here, but as I discuss the way most people are going to do SEO, just nod if this is you, just agree that this might be the way you're going to do this. Now, I've given variants of this presentation, this presentation is brand new for all of you folks here at Product-Led Summit, where I've discussed this idea and nearly everyone in the room is an agreement that this is the way that everyone does SEO.
Eli Schwartz:
Say you sell a widget. It's a pharmaceutical, it's a physical tool, it's a car, it's a SaaS product, whatever it is. You go and you take that widget, put the primary word into a keyword research tool, and you look at the search volume for all the words those keyword research tools are going to spit back at you. There's some tools, like Ahrefs, Semrush, which will give you a finite list, there's some tools, like Google Keyword Planner, which will give you smaller lists, or there's some tools that will spit back hundreds and hundreds of suggestions.
Eli Schwartz:
Now, whatever those keywords are, the next thing you or most people will do is they're going to take that list and they're going to go on Upwork and they're going to find someone to write that content. They're going to take each one of these keywords and key topics and they're going to write out some piece of content, 1,000 words, 1,500 words, 500 words, whatever it is, whatever you tell those writers to do for you. If you have deep pockets, maybe you have a team of writers that work for you. But the most important thing that you're doing is you're taking those keywords and turning it into content.
Eli Schwartz:
Then finally, once the content is live, everyone knows you need links. They're going to go out and they're going to hire a link builder, either an agency or they're going to hire someone internally, and they're going to go and build guest posts. For those of you that are unfamiliar with this idea of guest posts, a guest post is there are websites that are willing to accept content written by you that have links in it, and that's why they're willing to take it, that have links in it pointing back to your website and your content. Now, a little caveat on this, if they're willing to accept your content, maybe, just maybe, the quality of the website isn't that high. They are not having the same journalistic standards that a high-quality journalistic outlet might have. But either way, this is the way most people are going to go and build links.
Eli Schwartz:
Finally, they've done their SEO and they're going to sit back and wait for all the money to roll in from all the traffic that they've built and all the traffic they're waiting for from this great library of content. There's just a little bit of a problem with this, and that is that it doesn't work. From all the times that I've ever worked in SEO projects, and I have been fortunate to work on projects ranging from small startups all the way up into large public companies, this idea of taking keywords and throwing it at a content writer and then getting guest posts towards it doesn't work in actuality.
Eli Schwartz:
The reason why, is you haven't done anything truly unique. Now, I know that some of you are about to log off and skip this presentation because you believe it does work, but hear me out here. What you have done, if all you have done is created content towards keywords that anybody with $99 can go find and anybody in the ability to write an Upwork content brief can do, this is not a secret recipe for success. With you have the user in mind, you're not going to go and be able to drive a significant amount of traffic and high-value traffic just because you have keywords and you've inserted that into content.
Eli Schwartz:
Even more than that, if it does work, and this is where those of you that were disagreeing with me and telling me that this was a great recipe for success, if it does work, the KPIs are completely wrong. The KPIs that most people are using in this instance is they're using rankings. They're measuring how much visibility they have on search engines and they're able to say, "Well, look at this. I've done my keyword research, I've built out content for it, and now look, I'm ranking number five, I'm ranking number seven, I'm ranking even better. I'm ranking number one on this keyword. How successful am I?"
Eli Schwartz:
But the problem is, is that rankings are not clicks. Now, most of you probably don't have sites in your search console that have the letter B after the number of impressions. As you can see here, this is a site that I've been privileged to work with. They have two-and-a-half billion impressions from the last 28 days, well, in the time window I looked at, and they have two billion impressions from the year before. But look what this has done for them. For all of those hundreds and hundreds of millions of impressions difference, it hasn't really impacted the amount of traffic they've gotten. I can assure you, the revenue is equivalent. They are not seeing from all this traffic, this would be a very high-traffic website on the internet, they are not seeing revenue that would equate to this amount of traffic.
Eli Schwartz:
If you're just measuring the amount of traffic you get and the rankings you get, and it is not of high value, that is not what I would call successful SEO. That is not sustainable SEO. That is not the way that you should go about building an SEO effort that is going to drive traffic and users for you when you're on vacation and when you no longer want to invest in your SEO channel. Sustainable SEO is really this idea of you're building something of value for users. You're bringing in quality users and you're growing the business, just like any other marketing channel might be.
Eli Schwartz:
To underscore this a little bit, and when I say rankings are not clicks, who would measure their paid marketing campaign by where they're ranking, by saying, "Look at how many position ones or top positions on paid marketing I get." That does not equate to business metrics. You want to get the right users, not just any users. You want to get the right visibility, not just visibility.
Eli Schwartz:
Even more than that, having tactics. Creating an SEO campaign and driving towards something does not equal a strategy. When you go out and do paid marketing, or you do brand marketing, or you do any other sort of acquisition effort, there's a strategy which dictates who, what, why and how are you going to get these users. With SEO, somehow this falls through the cracks of like, "Here's a tactic I'm going to do. I'm going to fool a search engine like this," or, "I'm going to load up keywords like that." You may get traffic, but that doesn't equate to business strategy that will get you sustainable traffic, that will get you sustainable users and help the business continue to grow.
Eli Schwartz:
If we look at some of the common SEO best practices, all of these fall into the tactic category. Putting a keyword in a title tag, does that really impact how many users and what kind of users we're going to get? Having the number of keywords in copy, does that really impact the kind of users we're going to get that are going to pay us? Clickable title, powerful snippet, stock image with alt text, how does that help us get quality users? How is that a strategy?
Eli Schwartz:
Even more, my favorite one I kind of like to mock is measuring the page speed of a website to determine how high quality your SEO efforts are going to be. Now, the reason that most people do use page speed as some sort of SEO metric is it happens to be the only quantitative metric you can use in SEO. It is the only red, yellow, green metric you can say I'm good, I'm bad, or I'm somewhat in between. On everything else, it's sort of iffy, it's really up to search engines. But having a fast website, again, does not equate a strategy. It doesn't equate to growing a business and finding the right users that will help your acquisition grow in a sustainable, long-term fashion.
Eli Schwartz:
Finally, the way most people are going to do links, and this is just a couple of screen grabs from my weekly inbox of people pitching links to me, and I mentioned this earlier when it comes to guest posts and this is the way people are going to go do that. Now, if they send it out emails like this, they probably send emails like this to Google. Google might know that Inc.com might not be the best website to value high-quality links, or they may know that IBM.com, they probably are hacked if they're able to give out links to anybody that's able to sell it. These are not strategies. This is not the way you're going to elevate high-quality users by sneaking links into a hacked website like IBM or having a paid post on Forbes.com.
Eli Schwartz:
But even more than that, forget the whole idea of users and the reason why I say it doesn't work. It may work, but not in a sustainable way, but it may not work at all. The reason is, is let's think of who Google is today. For those of you that are not Android users, you may not recognize some of these images. The image on the left is Google Assistant. Google Assistant is, again, for those of you that are not privileged to be Android users, Google Assistant is Google Siri. It is a very, very smart AI engine. It can recognize music that it hears playing in the background, it can have a conversation with you, it can talk to people on hold.
Eli Schwartz:
Now, is a company that's able to make something that can recognize music, there aren't even any words, that can recognize a tune, are they going to be fooled by low-quality text written by Upwork users targeting keywords that you found on a keyword research tool that anybody can pay $99 a month for? Are they going to be fooled by having guest posts on a hacked website, or are they going to be fooled by having guest posts in a website that publishes a great monthly magazine, but puts low-quality stuff on the internet?
Eli Schwartz:
Moving over to the image on the left, again, for those of you that don't have Androids, strongly recommend you download this app called Google Lens. What this can do is it can take pictures of anything and recognize exactly what it is. Now, if Google has an tool that can recognize objects, recognize characters, can they not also figure out if something is high quality, if something will be useful for users and not if it just matches keywords?
Eli Schwartz:
Finally, the image in the middle, for those of you that are not from the Bay area, this is Waymo. This is Google self-driving car division. This uses AI that actually will save lives and currently doesn't take lives. As far as we know, Google's Waymo has yet to seriously injure or kill anybody. This company, Google, the same company we're trying to trick with our basic tactics, has artificial intelligence that can drive a car on streets with drivers that may or may not know what they're doing.
Eli Schwartz:
Basic tactics, they may work temporarily. They won't work in the long term when you're going against the smart engine like Google, but they are never going to work against users. For that, I like to focus on what I call product-led SEO. I introduced this a little bit in the beginning when I talked about my book. Product-led SEO is you're building a product around search users. You're building something that is of value. You're not just creating content because a keyword research tool tells you to do it. You're building something that all users will want. If you're in e-commerce, you're creating a product description that helps people to make decisions about whether they want to buy and not a product description that just loads keywords in. If you're creating a widget or you're creating a director, you're creating something that helps users learn something after they have clicked onto your website. It's not just because you're just driving keywords, you're building something of value.
Eli Schwartz:
Now, another reason I like to call it product-led SEO is I like to use product principles when creating my SEO efforts. Whatever I'm creating for SEO I want to have, instead of content as my only input. Content will be one of my inputs. You want to have engineering as an input, you want to have design as an input, you want to have databases as an input. You don't want, again, just write content. It's just a content effort that might as well be a blog post. It has to be something of value, and the design of that will matter, the data will matter, where it is situated in a website matters.
Eli Schwartz:
When you're building a product, any time you build a product, you start with a strategy or plans. You don't just throw things up because it makes sense, because a keyword research tool will tell you. Now, whatever business line you're in, and I know this is the Product-Led Summit so everyone is building products, you're not going to build something just because someone told you to. You're also not going to build many, many different things, and that's what keywords are when you're creating keyword-driven content. You're writing content that targets a bunch of keywords. I would rather target one topic set and find words and find ways people are going to search that from all over.
Eli Schwartz:
When you begin a product and when you begin an SEO effort, you have a strategy, you have an end goal in mind. You know why you're building whatever it is you're building to try and get users to come enjoy your website, enjoy content, potentially become a paying customer. When you build a product, instead of asking what, what is the content I'm going to create, ask why. Why should this blog post exist? Why should I write content towards that keyword? How does it help my users?
Eli Schwartz:
To get at this why, again, instead of using metrics like keyword research tools, I'm going to use people to decide what it is and how I should build it. I'm going to create surveys. If I have existing users, I'm going to survey my existing users. If I don't, I go ahead and survey other people's users or I go ahead and even start with a person on the street. This isn't a qualitative survey where you need X amount of people to answer your question. You can just interview random people to get random ideas. We're getting ideas from people to know what it is that they want in your vertical and what they may be searching for and what their expectations are after they find your content.
Eli Schwartz:
If you have existing customers, your customers will be telling you, if you look at the data, what kind of things you're looking for, what else they might be looking for, what is the content you must create. Finally, if you have customer support, your customer support team will have the best insights in where there's a drop-off, why people have to reach out to customer support and what it is that you can create for them. We're creating something for users, we're not just creating something based on keyword metrics and keyword research.
Eli Schwartz:
Then once you know what you're creating, then you can start with the how, and by how, I mean is it a blog post of a thousand words? Is it an ebook of 5,000 words? Is it a widget that is something dynamic? Is it is a directory, a glossary? There are many, many SEO strategies out there that start with the how. It's like, "Well, I need to have a bunch of content in my space," the easiest way to get out the content into that space is to create a dictionary. Well, if no one in your space is looking for a dictionary, no one's going to find it.
Eli Schwartz:
An example is I worked with a company that produced a pharmaceutical product. They were had a novel way of reaching a different market and it was a way of delivering this pharmaceutical product to people's houses, rather than them going to stores. The biggest keywords in their space were the name of the drugs. When we worked through the what, the why, and then the how, the way they had started was they were creating content around those drug names. Now, these are not names that people just pop into their head. They were getting the names of the drugs from doctors. If the doctor gave them the name of the drug, they probably also called it into a pharmacy. People looking for the names of a drug aren't looking for where to buy it, they're probably looking for side effects.
Eli Schwartz:
Creating content towards that, creating a big list of all the drugs in the space, it sort of ranked for them, but didn't drive any value. Once they figured out that what people were looking for was they were afraid to leave their homes because of COVID, they can create content towards that and then they can get the how. They can create how do you get pharmaceuticals without leaving your house? They were able to do that on at scale, around all the use cases of the product. You need to know the what first, and then you can work on the how.
Eli Schwartz:
Again, I like to approach all this from a product standpoint, from a prioritization standpoint. I may come up with an idea around something I'm going to create and it has to be weighted against every other product on the roadmap. The way you're going to do that is by assigning scores to the priority and by deciding what it is you're going to build based on your existing resources. I have a basic spreadsheet, happy to share if you reach out, again, I shared my email address at the beginning, I'll share it at the end. This is just a way of saying I'm going to build this.
Eli Schwartz:
Say you're going to tackle page speed, which is something I don't think most people should tackle, you could say, "This is how much it's going to cost us, this is how many engineers I need. What's the value of the return on this? Probably very low. I'm going to create a widget. I think I can get many different people to use this widget. The value is very high and the investment is very low." Then you can decide you're going to create that widget. Now, someone else in the company, again, we're approaching this from a product, as building a product, which will help drop off from say a shopping cart. Weigh that against the loss of users and maybe I want to fix that shopping cart before I go and fix my SEO.
Eli Schwartz:
Reach out, happy to share the spreadsheet. That's the way I would value any effort, again, from a product standpoint. The other thing is I can share my recommendations. I try not to mention tools specifically in presentations, because I don't want to leave out any of my favorite tools, but I'm happy to give you the list I have and recommendations for agencies that are really, really good at helping you build out PR and links for SEO.
Eli Schwartz:
Now, going back into it, when you're creating content and when you're creating your product, you want to think about the conversions and not just search volume. Where most people don't get excited around content for SEO, and really their product-led SEO, is branded content. The reason I really liked branded content is because the conversion rate will be really high. For most people, branded content might not be sexy because there's not a lot of search volume.
Eli Schwartz:
However, if you think about your brand versus another brand, those are people in your consideration set. If you think about people searching for your brand sucks, those are people that you don't want them to find your competitors' brands, who maybe have content for that. If people are searching for your brand's price or your brand's contact information, just because there aren't a ton of people searching for it doesn't mean you should ignore it. That's where you're going to create value, and maybe you're going to get a 50% conversion off a low search line versus something non-branded that will be a 0.001%. Yes, you'll create content, yes, there's a lot of potential searches, but it doesn't really convert for you.
Eli Schwartz:
One of the first things I'm going to do when I get into any website is I'm going to look at queries that the brand is contained within this query. This is just Google Search Console. Whatever your brand is, you go to queries containing, look for your brand, depends on the brand this is. If there's common misspells, shorten the number of characters in your query here. Then the other thing I like to do is, this is harder to do and you can reach out, I'm happy to share more information on doing this, this is a little bit complex for this presentation, but figure out your exact brand versus non-brand percentage.
Eli Schwartz:
Depending on the size of the brand and how popular brand is and what the vertical that the brand is in, that brand split could be as high as 60%, if it's a very large brand, 60 versus 40. If it's a very, very high non-brand category, like say your Spotify and our people are looking for a lot of music, your non-brand percentage may be as high as 90%. What you don't want is brand percentage as high as 90%, so 90% brand, 10% non-brand. That means you're leaving a lot of essentially unbranded content on the table and that's where you should be focusing your SEO efforts.
Eli Schwartz:
Thinking about ideas that you can create around brand, here are some things that you should absolutely steal from me. Look at search suggestions. Put your brand in a keyword search box and look for the kind of queries that come up. If you don't rank for those queries, fix that immediately. Anything that's related, so this is looking at the bottom of the search results, so if there's any related queries that you don't currently rank on and don't currently have content, create content for that. Competitor comparisons, so if someone's for you versus another competitor, that's when you want to make sure that you have content on that. If you don't have content on it, Reddit might have content, Quora might have content. There's no reason that you shouldn't own that.
Eli Schwartz:
Look at your Google Search Console. Again, I showed this earlier, look at any query that's coming up with your brand and make sure that you have the right content for that. Then finally, optimize for click-through rate on all of your titles. Just look at anything related to your brand if you want to be the official brand, don't just try to stuff your non-branded keywords in your title tags. Make sure that people are going to click and know who your brand is.
Eli Schwartz:
Now, as you build out your product-led SEO, you really want to find what your blue ocean is. Blue ocean is an idea of coming from a book called Blue Ocean Strategies, which is there are blue oceans and red oceans when you think about acquisition markets. A red ocean might be if you created a new taxi service and you want to compete against other taxis, so you might have to have cheaper prices or more comfortable cars. Blue ocean is you blow the whole thing out of the water and you say, "Forget taxis, I'm going to go and create an Uber," and then you essentially own that entire market. I believe, for SEO, there's always a blue ocean. By talking to your users, you're going to find what your blue ocean is. You're going to ask your users, "What is it that you're looking for?" We're looking at, again, running a survey or talking to customer support. What is it that they're looking for that's not currently found on the internet.
Eli Schwartz:
Again, I don't believe there's not a blue ocean possible for any business. If you're not doing a blue ocean, you're trying to compete against all your competitors by creating better content for the exact same keywords. If you find a blue ocean, that's something that you own. The best example I can think of a blue ocean is Zillow. Before Zillow started, there was no search volume at all on people's personal addresses. That was not something there was going to be search volume for. When Zillow came into existence, now there's a ton of volume and Zillow already has a moat around it. If you want to compete with Zillow, you have your work cut out for you.
Eli Schwartz:
Excuse me. As you build this out, you want to aim for being programmatic and scalable. Again, we don't want to create content just for single keywords. We don't want to create content that's going to cost you $500 a piece of content. You want to do something where as you create a dataset, you can create this over thousands or hundreds of thousands of pages, because you know your users are looking for it. Again, think Zillow. Zillow didn't write out manual pages for my house, they made thousands of pages for every house in the country.
Eli Schwartz:
These are some ideas of where you can get some content that you can build out scalable and programmatic, blue ocean, product-led, programmatic SEO. Government resources, anytime there's content just on the government websites. These are things where the government's producing the content, it's possible that users are looking for it, but they can't find it because governments are really bad at doing this. Sorry. If there are a number of PDFs in your space, again, information locked away that people can't necessarily find. Anything price-driven, people are looking for prices around things. Then anything that has many, many granular details. What you can do is take those granular details, combine them. I have a number of examples deeper in my book, but if you think about people looking for the cost of medical procedures and then combining with what the typical reimbursement rates are, that would be combining multiple data sets.
Eli Schwartz:
When thinking about this idea of sustainable SEO, there are a number of questions that will come up and I hope I can answer all those for you. First of all, does this work? I'll give you a few examples. The first one, this is a company that was building out a dictionary product competing against every other, well, multiple languages, but every other dictionary that existed in the world.
Eli Schwartz:
Two ways they could have gone about this, and they started with zero. They could have gone about this by creating content just like any other dictionary, word-to-word, we're going to focus on big words in each language. Hopefully we can win red in German, hopefully we can win cup in French. Instead, what they did was they focused only on the product. How do they create a superior product? Well, it just happen to have every single language, against non-dictionary, every single language, every phrase in every language. Wouldn't you know it, they won on certain languages like Hawaiian and Filipino. They didn't win on German, but that's okay, because if you look at this traffic graph, they started at zero and they're in the hundreds of millions of impressions.
Eli Schwartz:
Branded content. This is a company that was missing out on a very specific content related to their brand. They were the largest brand in their space, but they were focused on non-brand. Working together, we focused just on content around that brand. This graph is showing that increase, that came just from their branded content. Finally, this is one where they had sort of plateaued for all of 2020, and then once they started creating content which compared to them versus their other competitors, they unlocked a tremendous amount of volume. Big, steep jump right there.
Eli Schwartz:
How long will it take to build this out? The longer it takes, the more you have a moat around what you're doing. If it takes you nine months, your competitors might not know that you're launching this. Once it launches, they're essentially nine months behind you. The more effort you put into this, the more effort you put into the product, the stronger your product is. Then of course, it takes some time for SEO to grow, but anybody that tells you exactly how long SEO will take probably doesn't really know. It could range anywhere from 24 hours to weeks. But either way, the more effort, the more time you spend building your product, the more of a defensive mode you have around your efforts.
Eli Schwartz:
Building links. Earlier I mentioned I'm not a fan of guest posting, so the way you would build links is by using PR. Create relationships where you can rate content that's actually of value. Don't go for a site that lets anybody write in them, go for sites that it's very difficult to get it. The harder it is to get in, the more valuable that link might be. Don't worry about anything like follows or no follows, I think Google is a lot smarter than that. But really build links by doing PR. Don't worry about what the SEO value is, worry about whether people are going to read it and are likely to click through.
Eli Schwartz:
My recommendation on the kind of people that you should hire for this are excellent project and growth managers, rather than SEO leaders. This is really around building a product, building something for users. Incorporating SEO values is secondary to having a high-quality product. Finally, the kinds of things you need. In order to be successful at this, you need to have a tie-in, you need to understand how your efforts are going to translate into revenue. If you can't figure out revenue, this is a problem, because we're not building towards a KPI of just traffic. You need access to Google Search Console and Bing Search Console. This is your lens into how things are working with search engines. Any keyword research tool. You're not going to build content based on it, but you're going to get ideas from it.
Eli Schwartz:
My favorite cloud crawling tool is Oncrawl. You only need a crawling tool when you actually have a large enough site where there could be technical SEO issues, but if you don't, I wouldn't worry too much about it. Clearscope is my favorite content tool. Again, if you email me I can share more content tools, but love Clearscope because it gives you an idea of once you know what you're going to create, Clearscope guides you into how to create that. Then links, you either need to use PR skills or work with a PR agency.
Eli Schwartz:
Just to wrap up. Doing content to drive your SEO value, it's not scalable. It's very easy for anybody else to replicate and it's very expensive. If you're spending $500 a piece of content and your competitor has 10,000 pieces of content, it's going to take you a lot of money and a very long time to catch up. Even more than that, your competitors probably not stopping doing what they're already doing, so you're always going to be a thousand pieces of content behind, unless you have bigger pockets.
Eli Schwartz:
Product-led SEO is really about driving traffic and revenue, so it's marrying the two together. We want to focus on our users and not just focus on the traffic. When we're building this, we're investing into all aspects of the product. It's not just content. It's really, again, the design, the architecture, the user experience, where it's going to live, how much you're going to charge for it, whether you're going to charge for it, and all of that. The focus on it is not the search engine, how do we trick the algorithms, really the focus on it is the user.
Eli Schwartz:
Finally, there is no one way you can do this. No one can tell you how you should do SEO because you know what your blue ocean is, you know who your users are, you know what it is they're looking for. Really, this is based on what your core abilities and your key competencies are. If you are really good at high-level service, build your product and build your SEO around that. If you're really good at, let's say, quick delivery, build your product around that. Whatever it is and the reason that you started the company or somebody started your company, that's where you're going to build your SEO value around, not just because of keywords research.
Eli Schwartz:
Here's how you can get in touch. Again, love to hear from you, feedback, comments, complaints. Here's my email address. Please follow me on all social networks, again, happy to add anybody on LinkedIn. Please do check out my book Once it comes out in the spring. Thank you Product-Led Summit for having me, and I look forward to hearing from all of you.
