How can Product Marketers help the SEO Team?

Good SEO optimizes your visibility online. This means that the more people see your website, the more your online traffic increases, and the better your chances to provide your product or service to a greater number of people

The product that you are selling has a unique value and if your SEO team doesn’t understand what that is, then you don’t stand a chance of getting your prospects to show interest.

SEO Search matters, it is how prospects start their research. 68% of B2B buyers start their research with a web search. Similarly, product marketing matters, it is how you show your prospects you understand their needs. Product marketing and SEO working together can drive game-changing acquisition efforts organically.

What can Product Marketers do with SEO knowledge?

  1. Think about how to incorporate prospect queries and intent in the first draft of your content.

2. Understanding your prospect’s intent, helps develop new content strategies that address different stages in the buyer’s journey

3. With a bit of knowledge about how to identify long-tail queries, your content can pull relevant searches to your piece

4. Provide a Master SEO Document during the pre-launch planning stage for your SEO Team, so that they can start working on SEO strategies right from the start.

What should the Master SEO Document contain?

  1. Provide a brief: This starts by communicating the unique value proposition of your product to your SEO team. This gives them a better basis for keyword research and recommendations.
  2. Keywords that your prospect may be looking for
  3. Problems your product targets
  4. Links to Competitor pages/alternative solutions that will help the SEO team understand the domain

Product marketers should work with SEOs to review keyword lists, help them with negative keywords, help them with content clustering and review the content strategy the SEO team comes up with.

Good to know SEO Concepts for Product Marketers:

You can use Google Keyword Planner, Semrush Tool, , LSI Keywords (explained at the bottom) to mine questions, queries, and keywords that relate to the problem you are trying to solve.

1)H1 Tag: You want to check your site’s code to make sure your title is wrapped in an H1 and that your keyword is inside of that H1 tag.

2)Wrap Subheadings in H2 Tags: Include your target keyword in at least one subheading and wrap that subheading in an H2 tag.

3) Keyword Frequency: It’s how many times your keyword appears in your content. There’s no need to go overboard here. As long as you use your keyword naturally a few times, you’re good.

4) External links to related pages help Google figure out your page’s topic. It also shows Google that your page is a hub of quality info.

5)Optimize Your URLs for SEO: Make your URLs short and include a keyword in every URL

6) The title tag gives search engines a high-level overview of what your page is all about. The closer the keyword is to the beginning of the title tag, the more weight it has with search engines. Using modifiers like “best,” “guide,” “checklist,” “fast,” and “review” can help you rank for long-tail versions of your target keyword. Using Questions & Emotional Sentiments can also improve CTR greatly.

7) Use Unique, Keyword-Rich Meta Descriptions as a good meta description that helps your result stand out, which can boost your organic CTR. You also want to include your keyword once in your description.

8) SEO-worthy, unique content: Write content that brings something new to the table. That something new can be:

  • A new tip or strategy
  • A better list of curated resources
  • Strong design and UX
  • New case study
  • Streamlined step-by-step process

9)Add details: Images, screenshots, and steps make it easy for someone to put your content into practice.

10) Make use of Voice Search based natural language keywords and content on your website.

11)Talk to your SEO team about topic clusters and assist them with content for each topic cluster.

Search Engine Journal has a great article that talks about Building SEO into a Product

If you are an SEO +Product Marketer+ Product Manager+ CEO you can read further on this topic.

Core Concepts for On-Page Optimization on your webpages

Meta Data: small snippets that help search engines identify important information about a webpage.

Title Tag: 55 characters are optimum, not more than 2 keywords in the start, use a hyphen between words with a brand at the end. Social Media will pull the title.

Meta description: Accurately describing the content, including the keywords. Stick to 160 characters so that they are not cut off. Use CTA to improve CTR. E.g., ‘learn more,’ ‘read our article to discover,’ ‘find out,’ or ‘download here,’ or ‘watch our video,’ can help get that visit. Social networks use the description here.

Meta Keywords: These are obsolete; however, developers still use it for international SEO on Baidu. It has to be in Chinese.

URLs: It is essential from an off-page SEO perspective. If a URL changes, ensure that it is 301 permanent redirect. However, while building new pages. Use keywords in URLs, and subdirectories if possible. However, if a page has built authority, it may lose its history.

Headings: <H1> Primary and most important. Optimize with Keywords, similar to the title tag. It is ideal for sticking to 1 H1 tag per page.<H2> to <H6> subheadings: Incorporate keywords

Content: It’s important to make sure your content is relevant to the theme of your site. If you have an article that doesn’t match the topics and keywords you normally use, this article won’t be seen as relevant and will not rank as well. In addition, the content should be well-organized within subdirectories, so search engines and users can locate and identify the content most relevant to the specific topic they’re searching for. For example, you might want to include a video, a series of images, or other material to make your content stand out and offer more value to the reader than similar articles would. It is also a good idea to break up your keyword use throughout the article. This should occur naturally as you write. Consider topical associations. For example, if you’re reading an article about movies, you might expect to see words related to movies, like entertainment, popcorn, or theater. This will help reinforce the theme of your article. Instead of only using an exact keyword, try to use synonyms.

How do you perform a simple internal content audit:

  • Does it include useful resources that add value to the reader?
  • Does the article link out to other sites?
  • Does the article appear to use keywords effectively?

Disclaimer: Thoughts expressed here are accumulated from various sources, from my experience doing SEO, writing content, and by all means documented here for me to review from time to time.



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