Lenny's Podcast: Product | Career | Growth Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)
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Sep 19, 2024 
Eli Schwartz, a leading SEO consultant and author of Product-Led SEO, shares his insights on the evolution of SEO in the AI era. He discusses how businesses must adapt their strategies for keyword research, emphasizing mid-funnel tactics and understanding user intent. Eli highlights the need to treat SEO as a product while debunking common myths. He also explores the impact of recent legal challenges on Google's dominance and how younger generations are shifting away from traditional search engines toward social media for information.
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Getting Started with SEO
- The first step in SEO is understanding your target user and their search motivations.
- Then, design the SEO asset as a product, considering design, engineering, and user research.
When SEO Isn't Right
- If no one searches for your product's solution, SEO may not be effective.
- SaaS products, often requiring complex sales processes, might not benefit much from SEO.
Evaluating SEO Investment
- Evaluate SEO investment by considering the all-in cost, including agency fees, content creation, and engineering.
- Compare the potential ROI of SEO with other marketing channels like brand ads or influencer campaigns.
