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Product-Led SEO: The Why Behind Building Your Organic Growth Strategy
Nothing can take your business to the next level like great search engine optimization (SEO). Unfortunately, it's not always easy to know what will successfully drive traffic, leads, and sales. If you want to stand out from your competition, your SEO needs a distinctive blend of creativity and logic.
Maybe you're a marketing manager or executive who is responsible for SEO growth but do not fully understand how it works. Or maybe you are a seasoned SEO pro looking to optimize further. Either way, this book is your behind-the-scenes guide to online visibility.
When it comes to SEO, success often depends not on what you do but on how you do it. That is why Product-Led SEO digs deep into the logic and theory of SEO instead of offering step-by-step guidelines and techniques. You will learn to develop your own best practices and see where most SEO strategies go astray. If your main goal is driving traffic, you are leaving sales on the table.
Maybe you're a marketing manager or executive who is responsible for SEO growth but do not fully understand how it works. Or maybe you are a seasoned SEO pro looking to optimize further. Either way, this book is your behind-the-scenes guide to online visibility.
When it comes to SEO, success often depends not on what you do but on how you do it. That is why Product-Led SEO digs deep into the logic and theory of SEO instead of offering step-by-step guidelines and techniques. You will learn to develop your own best practices and see where most SEO strategies go astray. If your main goal is driving traffic, you are leaving sales on the table.
264 pages, Kindle Edition
Published April 27, 2021
225 people are currently reading
797 people want to read
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Displaying 1 - 30 of 42 reviews
May 17, 2021
This comes from the perspective of an inbound marketer with more than intermediate SEO knowledge. I bought this book because I wanted to know more about what "product-led SEO" was, and to get some more ideas on SEO implementation. In addition to having my own brand and status as a micro-influencer, I work in government contracting and help small businesses connect with specific decisionmakers via websites and digital marketing.
I enjoyed that this book addressed every way I use SEO in every role I have. I didn't have to read one book about building my own brand, another about helping niche small businesses, and so on. Major bonus. The author also addressed me as a business owner and a writer, whether I was doing the same role at the same time or not. (Like many freelancers and business owners dealing with SEO, my role varies a lot--something the author clearly understands in practice!)
This book lived up to its promise of blending "creativity and logic" -- in the writing itself and the advice the author dispensed, and also in the format of the book itself. As a woman in marketing, this spoke to me. So much of what I do is written off as "just creative" or "not as valuable" when my blogging expertise blends with technical SEO implementation. As a result, the "creativity and logic" blend Schwartz discusses really encourages me to price my services more appropriately and list what I'm doing technically when I "blog for a business" or create a content strategy and analysis.
As an SEMrush alum, I'm still up on general digital marketing knowledge and tools, but was open to the refresher. Schwartz provides useful information about the history of Google/search, what used to hold true, and what is changing. Even more valuable are his predictions about what's to come. He also provides language that will help me explain value to prospects and clients.
In the end, product-led SEO is about creating or foreseeing a need for a service and then providing it, supported by tactics and strategy. It's brand-led, which I appreciate, but most of the book really focuses on general SEO, review, and (most usefully) future predictions based on solid experience.
My most important takeaway as a brand builder and business owner is red ocean/blue ocean, which you should read more about in the book. Schwartz describes how SEO and content strategy can grow and evolve with your business in this regard, and I find that useful as my own business is going through changes and provided a service people needed during the pandemic.
It's written in an informative blog style with full line breaks between paragraphs. Nothing like walking the walk. I appreciate this.
While there wasn't much of a breakthrough for me here, it was a necessary refresher for everything I do, all in one place instead of needing multiple sources. I look forward to internalizing this language and even recommending this book to the small businesses I work with.
I enjoyed that this book addressed every way I use SEO in every role I have. I didn't have to read one book about building my own brand, another about helping niche small businesses, and so on. Major bonus. The author also addressed me as a business owner and a writer, whether I was doing the same role at the same time or not. (Like many freelancers and business owners dealing with SEO, my role varies a lot--something the author clearly understands in practice!)
This book lived up to its promise of blending "creativity and logic" -- in the writing itself and the advice the author dispensed, and also in the format of the book itself. As a woman in marketing, this spoke to me. So much of what I do is written off as "just creative" or "not as valuable" when my blogging expertise blends with technical SEO implementation. As a result, the "creativity and logic" blend Schwartz discusses really encourages me to price my services more appropriately and list what I'm doing technically when I "blog for a business" or create a content strategy and analysis.
As an SEMrush alum, I'm still up on general digital marketing knowledge and tools, but was open to the refresher. Schwartz provides useful information about the history of Google/search, what used to hold true, and what is changing. Even more valuable are his predictions about what's to come. He also provides language that will help me explain value to prospects and clients.
In the end, product-led SEO is about creating or foreseeing a need for a service and then providing it, supported by tactics and strategy. It's brand-led, which I appreciate, but most of the book really focuses on general SEO, review, and (most usefully) future predictions based on solid experience.
My most important takeaway as a brand builder and business owner is red ocean/blue ocean, which you should read more about in the book. Schwartz describes how SEO and content strategy can grow and evolve with your business in this regard, and I find that useful as my own business is going through changes and provided a service people needed during the pandemic.
It's written in an informative blog style with full line breaks between paragraphs. Nothing like walking the walk. I appreciate this.
While there wasn't much of a breakthrough for me here, it was a necessary refresher for everything I do, all in one place instead of needing multiple sources. I look forward to internalizing this language and even recommending this book to the small businesses I work with.
August 8, 2021
📷 Snapshot Review
Product-Led SEO is a book that had a lot of promise, with a great central ethos centred on building and implementing creative SEO strategies. The trouble is that aside from periodic references, and a short section or two on specific product-led SEO strategies, this book reads more like an SEO handbook for 'marketing managers or executives who are responsible for SEO growth but do not fully understand how it works'.
As a fairly experienced SEO consultant, not much of the information was new or noteworthy to me, though the sections on placing SEO in the product team, as opposed to the marketing team, and on how to gain director buy-in were novel in parts.
Giving a score of 2-stars feels harsh, as it doesn't feel like the book was written for a well-studied SEO practitioner, but the synopsis does reference 'seasoned SEO pros' as a possible reader, which to me feels like a mischaracterisation.
Given that the book's main idea of 'product-led SEO' is so intriguing, this feels like a missed opportunity to double-down on specific and notable instances where businesses have created SEO 'products', and perhaps explore the process of theorising and implementing these 'blue ocean' ideas.
✍️ Summary of Themes
1. A general summary of the basics of SEO and how search works
2. An overview of SEO strategies and tactics
3. How SEO should fit into a business structure
🙋🏼♂️ Who Should Read It?
Beginner SEOs and marketing managers responsible for SEO growth, but who don't have a complete knowledge of how search works.
Experienced SEOs hungry for more SEO related content who are willing to read a whole book in order to gain a a few insights and ideas around creative SEO strategy.
💬 My Top 3 Quotes
- Anyone can create content for search, but these companies created products for search users
- Build an experience that is useful for users first, and the search engines will follow
- Blue Oceans are wide open spaces where industries do not yet exist. In this space, demand is created by the companies that enter it first. There is always a substantial profit potential. Within a Blue Ocean, there is no competition, and the market belongs to a single player. As the market matures, others will naturally become aware of the profit potential, and the Blue Ocean could turn red.
For my full review and highlights please visit my website
Product-Led SEO is a book that had a lot of promise, with a great central ethos centred on building and implementing creative SEO strategies. The trouble is that aside from periodic references, and a short section or two on specific product-led SEO strategies, this book reads more like an SEO handbook for 'marketing managers or executives who are responsible for SEO growth but do not fully understand how it works'.
As a fairly experienced SEO consultant, not much of the information was new or noteworthy to me, though the sections on placing SEO in the product team, as opposed to the marketing team, and on how to gain director buy-in were novel in parts.
Giving a score of 2-stars feels harsh, as it doesn't feel like the book was written for a well-studied SEO practitioner, but the synopsis does reference 'seasoned SEO pros' as a possible reader, which to me feels like a mischaracterisation.
Given that the book's main idea of 'product-led SEO' is so intriguing, this feels like a missed opportunity to double-down on specific and notable instances where businesses have created SEO 'products', and perhaps explore the process of theorising and implementing these 'blue ocean' ideas.
✍️ Summary of Themes
1. A general summary of the basics of SEO and how search works
2. An overview of SEO strategies and tactics
3. How SEO should fit into a business structure
🙋🏼♂️ Who Should Read It?
Beginner SEOs and marketing managers responsible for SEO growth, but who don't have a complete knowledge of how search works.
Experienced SEOs hungry for more SEO related content who are willing to read a whole book in order to gain a a few insights and ideas around creative SEO strategy.
💬 My Top 3 Quotes
- Anyone can create content for search, but these companies created products for search users
- Build an experience that is useful for users first, and the search engines will follow
- Blue Oceans are wide open spaces where industries do not yet exist. In this space, demand is created by the companies that enter it first. There is always a substantial profit potential. Within a Blue Ocean, there is no competition, and the market belongs to a single player. As the market matures, others will naturally become aware of the profit potential, and the Blue Ocean could turn red.
For my full review and highlights please visit my website
July 15, 2021
Thank you for laying it all out there. For the small business that is not all too familiar with the technicalities of SEO, but needs to know how to function and even compete with a dense market, this book is a great primer. As a small business owner, Eli laid it out for me so that I could even think of competing with the big guns in my industry. It really doesn’t matter what your business, this book is a great overview of the intricacies, history and necessity of SEO. I found the beginning pretty tactical but necessary to understand SEO better. I’m now on a 6 month plan to implement much of what I learned and to utilize SEMrush to facilitate a better SEO experience for our business.
August 15, 2022
Gera knyga, bet sakyčiau pritrūko konkrečių pavyzdžių pagal industrijas, o ne tik pačios idėjos aprašymo. Bet kokiu atveju pasitvirtinau savo požiūrį į seo tam tikrais aspektais ir jausiuos tvirčiau pristatydama strategijas klientams.
Kas nepatiko, tai skyrius apie įmonių darbuotojų įtikinėjimą, galėjo viską į vieną puslapį surašyti, bet gal reikėjo kažkaip prailginti knygą ir dėl to papilstė ten :)
Kas nepatiko, tai skyrius apie įmonių darbuotojų įtikinėjimą, galėjo viską į vieną puslapį surašyti, bet gal reikėjo kažkaip prailginti knygą ir dėl to papilstė ten :)
June 1, 2021
The concept of product led seo gets maybe 15 pages...no real world examples whatsoever
the rest is just general seo info treated at a newbie level and otherwise available on any seo blog
the rest is just general seo info treated at a newbie level and otherwise available on any seo blog
September 28, 2021
Everything in this book rings true to me, especially based on my experience at Reddit, which very much follows the product-led SEO playbook. And I also saw many of the things that Eli mentioned pay off for Reddit, such as strong buy in the SEO is important, putting in the work and chipping away to see the gains, watching those gains compound, generally not having to work about algorithm changes, and also having the SEO team live with in the product org.
I read the book as someone trying to implement the product led SEO playbook on a solo project, and found the book less useful, both because of my existing baseline knowledge about the topic from Reddit, and because I don't have to deal with any cross functional dependencies
I read the book as someone trying to implement the product led SEO playbook on a solo project, and found the book less useful, both because of my existing baseline knowledge about the topic from Reddit, and because I don't have to deal with any cross functional dependencies
July 30, 2021
Lots of good insights and advice in this. Schwartz takes a bit of time to explain exactly what he means by "Product-Led SEO" but I began to understand it when he got into the telemedicine example. He essentially means applying the concepts of user-centred design and user research to SEO strategy. Think beyond the obvious keywords that occur to you initially and instead think about the non-obvious content that prospects on the outskirts of your current user base are interested in. Targeting the obvious keywords often leads to garbage content; discovering the non-obvious provides an opportunity for meatier, more worthwhile content that will eventually lead to new business. Fairly non-controversial, I think, but important to state nonetheless. However, I think this approach could also be called "user-centred SEO" and that would be a clearer title.
I don't entirely agree with Schwartz's contention that rankings are merely a "vanity" metric. It is true that being at the top of page 1 doesn't necessarily lead directly to revenue, but I think there is almost always indirect brand building value in achieving such a high ranking, so long as the search query is at least related to your business, of course. I also thought Schwartz was a little TOO hostile toward a keyword research approach. I get what he's saying that keyword research often leads to superficial content that isn't truly understanding the user, but ultimately keyword research can also be helpful if paired with a good understanding of user personas.
I don't entirely agree with Schwartz's contention that rankings are merely a "vanity" metric. It is true that being at the top of page 1 doesn't necessarily lead directly to revenue, but I think there is almost always indirect brand building value in achieving such a high ranking, so long as the search query is at least related to your business, of course. I also thought Schwartz was a little TOO hostile toward a keyword research approach. I get what he's saying that keyword research often leads to superficial content that isn't truly understanding the user, but ultimately keyword research can also be helpful if paired with a good understanding of user personas.
January 20, 2023
As a product manager who’s been more mobile app focused in recent years I picked up this book on a recommendation from a friend after I was given the website responsibility focused on growth strategy for our app installs and engagement. My initial thoughts on SEO revolved around keywords and content descriptions and I quickly learned through this book that it’s a small part of an effective long term strategy. I’m grateful for the recommendation. I felt like I learned a lot as the author covers many angles. I probably would have given it 5 stars if there were more tangible strategy scenarios to help me think through some solutions. He did say he didn’t want to draft specifics because every organization is different and has different needs and provided some resources that could be helpful. I may go back and update my rating if those sources prove helpful.
June 4, 2021
Unlike a lot SEO book, this book haven't touched big part of the "how-to", but an bird-eye view on how SEO should be incooperate with other Marketing channel.
As a SEO agency owner, we always find it hard to persuade different involved parties to get the job done. Eli provides quite a lot strategies in coping with that.
If you are working in-house, this book will be a very good read for you pursue your internal SEO Goal.
As a SEO agency owner, we always find it hard to persuade different involved parties to get the job done. Eli provides quite a lot strategies in coping with that.
If you are working in-house, this book will be a very good read for you pursue your internal SEO Goal.
April 15, 2023
The book fails to go deep into the whole idea of product-led SEO. In fact, it barely touches the surface with a couple of poorly detailed examples. I still enjoyed revisiting a lot of topics within SEO (thus the 3 stars) but that's not the book I thought I was going to read based on the summary. This book is more like a broad handbook on all things SEO.
November 6, 2022
Great nuggets of knowledge, good for beginners but the book feels too extended, a 30-40 page information has been extended to over 200 pages of reading.
January 13, 2024
Pick chapters 2, 8 and 9. Great inspiration on a diferent way of designing and executing SEO strategies focused on products, not keywords. The rest is SEO 101.
July 29, 2024
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Thông tin chi tiết:
Website: https://go88free.vip/
Hotline: 0978992786
Email: hoangplc998@gmail.com
Địa chỉ: 5 P. Nguyễn Như Uyên, Yên Hoà, Cầu Giấy, Hà Nội, Việt Nam
Hastag: #go88, #nha_cai_go88, #go88_casino, #go88free_vip
Social:
https://www.reverbnation.com/artist/go88freevip
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https://guides.co/g/go88freevip/
https://taplink.cc/go88freevip
https://form.jotform.com/242106405454044
June 1, 2022
This book is mostly aimed at Founders, CEOs, Marketing & Product managers to help them get an understanding of what is involved in creating a successful SEO approach.
As such, this book isn't a step-by-step guide on how to do SEO - it wont tell you exactly how to execute an SEO campaign, but rather covers the logic behind different areas of SEO. Additionally, it's more geared towards SEO at scale for larger enterprise sites, rather than smaller sites and SMBs.
Having said that, I've been in SEO for 12 years and currently a Head of SEO, and still found it a really insightful read.
As well as the non-SEO book this people is aimed at, I would recommended this book as essential reading for any one moving into an in-house SEO role and also for anyone already in such a role, from junior SEOs right up to Head/VP of SEOs.
The only slight negative I have, is that while some of the industry jargon is explained, there are still quite a few terms that someone without an SEO background will struggle to understand. I feel an appendix with a list of all terms used and an explanation for each one would have been a value addition.
As such, this book isn't a step-by-step guide on how to do SEO - it wont tell you exactly how to execute an SEO campaign, but rather covers the logic behind different areas of SEO. Additionally, it's more geared towards SEO at scale for larger enterprise sites, rather than smaller sites and SMBs.
Having said that, I've been in SEO for 12 years and currently a Head of SEO, and still found it a really insightful read.
As well as the non-SEO book this people is aimed at, I would recommended this book as essential reading for any one moving into an in-house SEO role and also for anyone already in such a role, from junior SEOs right up to Head/VP of SEOs.
The only slight negative I have, is that while some of the industry jargon is explained, there are still quite a few terms that someone without an SEO background will struggle to understand. I feel an appendix with a list of all terms used and an explanation for each one would have been a value addition.
January 25, 2023
"Not every tool is right for every scenario, and content is not always required. Restaurants don't need long-form content describing their ingredients just so they might get SEO traffic. Not every doctor's office website needs to replicate the medical library of WebMD. Small, service-based businesses do not need a blog. Not every business needs an active social media following. Thie might be digital marketing heresy, but not all businesses even need a website.
A local business will get more customers on Google My Business than they might on a poorly built website with weak content. The resources wasted on bad content are better spent in channels that will actually reach customers and bring in revenue. Deployed effectively, content can have an ROI in the thousands of percent over many years, but content with no purpose will never have any return.
Content is a tremendously powerful tool in the hands of the right marketer. It should be wielded effectively and revered, not made to toil as an indetured servant."
Among all the things regarding SEO that the author though he taught, this resonated with me the most. If you just want to gain some insights about SEO then read it.
A local business will get more customers on Google My Business than they might on a poorly built website with weak content. The resources wasted on bad content are better spent in channels that will actually reach customers and bring in revenue. Deployed effectively, content can have an ROI in the thousands of percent over many years, but content with no purpose will never have any return.
Content is a tremendously powerful tool in the hands of the right marketer. It should be wielded effectively and revered, not made to toil as an indetured servant."
Among all the things regarding SEO that the author though he taught, this resonated with me the most. If you just want to gain some insights about SEO then read it.
January 30, 2022
The Product-Led SEO approach is conceptually a bit confusing at first. But basically the the idea is about avoidance of keyword research and search insights and to build a SEO effort that really matters. Meaning build traffic from a specific content offering, and design what really help the user during their search.
So, SEO should be part of digital-marketing initiatives rather than being seen just as another marketing channel with metrics, poorly developed content built to please search engine algorithms.
Thought author recommend stop keywords research and search insights, he argues that a content should be high-quality, but at other parts of the book he takes into account “words that people search”.
SEO should be regard marketing initiatives for “top of the funnel” so the business can be discovered more easily. Then marketing channels comes in to play (paid, social, email and offline).
The author has a solid experience and the book is based on that.
So, SEO should be part of digital-marketing initiatives rather than being seen just as another marketing channel with metrics, poorly developed content built to please search engine algorithms.
Thought author recommend stop keywords research and search insights, he argues that a content should be high-quality, but at other parts of the book he takes into account “words that people search”.
SEO should be regard marketing initiatives for “top of the funnel” so the business can be discovered more easily. Then marketing channels comes in to play (paid, social, email and offline).
The author has a solid experience and the book is based on that.
May 15, 2024
Really insightful and I think it would be a beneficial book for any strategist in Product or SEO to read.
Contrary to many SEO books that don't bear the same fruit for others who have been in the industry for much longer, Schwartz takes an approach that I believe would be especially refreshing for SEOs that have been in the game for a long while. There is something in this book for everyone to learn, which I think is already a feat in itself.
Even still, it wasn't difficult to digest for me who has only been doing SEO for 3 years and just started working with a Product team in the last year. I cleaned many insights that I believe will be helpful in my job and a to-do list of things to look into starting tomorrow.
Contrary to many SEO books that don't bear the same fruit for others who have been in the industry for much longer, Schwartz takes an approach that I believe would be especially refreshing for SEOs that have been in the game for a long while. There is something in this book for everyone to learn, which I think is already a feat in itself.
Even still, it wasn't difficult to digest for me who has only been doing SEO for 3 years and just started working with a Product team in the last year. I cleaned many insights that I believe will be helpful in my job and a to-do list of things to look into starting tomorrow.
December 11, 2025
Feels a bit like a derailed blog post and a word salad of 'all things SEO'. If you are a fairly experienced SEO, definitely not worth the time or the money and if you are a junior perhaps topics are way too unstructured to make any sense out of them. If, however, you are working in marketing for some time without real knowledge of SEO, then it may actually be helpful. It's maybe something you'd give to your manager to read to get their buy-in on bigger, cross-functional SEO project (which is a good thing).
The concept itself is good, but then again, I don't know if it deserves a separate label. I may not be a huge fan of too many labels in marketing in general, but I get the feeling like if we would take e-commerce and call it 'Inventory-led SEO'.
The concept itself is good, but then again, I don't know if it deserves a separate label. I may not be a huge fan of too many labels in marketing in general, but I get the feeling like if we would take e-commerce and call it 'Inventory-led SEO'.
December 6, 2021
Most SEO books and articles are discussing up-and-coming tactics which everyone is already utilizing. These resources are the straightforward way to achieve mediocre results even if you do anything based on best practices.
Yet here is a book that shares some practical tips but what it is strong in is strategy.
The author, Eli Schwartz has led the SEO team in SurveyMonkey and worked together with websites like Quora, Zendesk, and Mixpanel. Schwartz has practical experience with the nuances of SEO but in his book, he also took a step back and is explaining the basics of SEO in an unexpectedly easy-to-understand way.
Yet here is a book that shares some practical tips but what it is strong in is strategy.
The author, Eli Schwartz has led the SEO team in SurveyMonkey and worked together with websites like Quora, Zendesk, and Mixpanel. Schwartz has practical experience with the nuances of SEO but in his book, he also took a step back and is explaining the basics of SEO in an unexpectedly easy-to-understand way.
July 28, 2022
Coming from the perspective of a more-than-beginner SEO, this book is great for leaders and marketing managers looking for a better understanding of SEO and how it fits into the business and marketing mix. It could have been edited a bit better, probably could have been more concise, but I found myself coming up with tons of ideas for my own business. So, for me, this book was valuable and presented a great case and framing for SEO beyond simple keyword targeting.
October 13, 2024
Материал будет полезен разве что начинающим сеошникам и владельцам бизнеса. Для seo мидла и выше все это не более чем базовый набор.
Про Product-Led SEO собственно не так и много, больше интриги чем ценной информации. Во второй половине книги автор и вовсе скатывается в базу и начинает рассуждать о ссылочных стратегиях и анализе данных серч консоли.
В общем, лучше читать и смотреть доктора Макса)
Про Product-Led SEO собственно не так и много, больше интриги чем ценной информации. Во второй половине книги автор и вовсе скатывается в базу и начинает рассуждать о ссылочных стратегиях и анализе данных серч консоли.
В общем, лучше читать и смотреть доктора Макса)
August 1, 2022
The most sensible thing I’ve read on SEO in some time. It’s written by an SEO specialist, obviously, and very much from a product and user-centred perspective. It holds a lot of value for content peeps. (Especially those with misgivings about creating large volumes of content to attract search traffic.)
August 20, 2023
A great book on the way SEO should work
Though I had expected more from the book, which is more details of the execution, but I still want to give it 5 stars because it did satisfy me with its strategic approach. And I believe that approach is the true value that sets this book apart from others.
Though I had expected more from the book, which is more details of the execution, but I still want to give it 5 stars because it did satisfy me with its strategic approach. And I believe that approach is the true value that sets this book apart from others.
July 20, 2024
If you’ve actually worked as an SEO for the last 4-5 years, there shouldn’t much new for you here. This is a cash grab from a consultant hoping to profit off his own brand. Maybe if you’re very, very new to the skill this may prove useful, but I think you’ll find much better information on places like YouTube than you will in this book.
May 2, 2022
"SEO is ultimately a task by humans for humans". This book has the power to change careers and the trajectory of any business that implements Eli's philosophy. I recommend this to anyone even remotely involved in building a business' online presence.
October 27, 2024
Very good advice from someone who knows what they're talking about – it will reassure you and allow you to focus on the things that are properly important when it comes to SEO.
I guess I was expecting (hoping for) something a bit more advanced.
I guess I was expecting (hoping for) something a bit more advanced.
December 30, 2025
Good for what it was. Some interesting examples, but fewer that would apply to agency models. More applicable to in-house staff. And with the advent of LLMs and Google AI overviews, a lot of the nuts and bolts became obsolete quickly.
August 19, 2021
Thought there would be more discussion and case studies about product-led SEO strategies and products
April 7, 2022
A must read for anyone from the product / marketing team who is not familiar with SEO. Approach covered in the book might help you build product with the natural SEO.
July 13, 2022
Great overview book for folks relatively new to SEO.
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