"Aggregator Strategies for Integrators: Incorporating UX Design Principles from Gaming"

"Aggregator Strategies for Integrators: Incorporating UX Design Principles from Gaming"

Introduction:

In 2016, The Athletic, founded by former colleagues at Strava, became a successful integrator in the sports content industry. With 600 employees and $65M in ARR, the company was eventually acquired by the New York Times for $550M in cash in January 2022. The Athletic differentiated itself by creating all its content in-house, catering to various user intents through team pages that provided information on schedules, game performance, player updates, and more. This article explores the concept of aggregation in SEO strategies, identifies three types of supply for aggregation, and delves into the importance of incorporating UX design principles to enhance product value and user experience.

Understanding Aggregation and SEO Strategies:

Not every company can pursue an SEO aggregator strategy, so it is crucial to determine whether a website has the potential for aggregation. Treating the website as a product instead of a marketing property is key to surfacing supply to search engines effectively. The three types of supply for SEO aggregation are User-Generated Content (UGC), inventory, and programmatic landing pages.

1. User-Generated Content (UGC):

UGC can come in various forms such as reviews, templates, or inventory. However, contextual content like "article comments" does not qualify as UGC for aggregation purposes. UGC platforms often function as two or three-sided marketplaces, connecting buyers, sellers, and sometimes advertisers. Many integrators initially start as point solutions, adding a marketplace dynamic to their offerings.

2. Inventory:

The concept of inventory revolves around the idea that most products create entities when used that can be aggregated and surfaced on search engines. This inventory can be partially or entirely made public to benefit from aggregation. Examples of inventory include directories, where individual listings become entities that can be aggregated.

3. Programmatic Landing Pages:

Programmatic landing pages are created for keyword permutations, typically using the same template for each page. These pages serve as destinations for users searching for specific information. Directories can also be considered programmatic landing pages, as they provide structured information for various entities.

Improving Aggregation through UX Design Principles:

To succeed in aggregator SEO, it is essential to adopt a product-focused approach and consider the user experience throughout the journey. By understanding the steps users go through to receive core value, identifying public entities, and enabling user-generated content, integrators can enhance their aggregation potential. Additionally, integrating other platforms or apps into the product and targeting keywords with search volume can contribute to successful aggregation strategies.

Conclusion: Shifting from Marketing to Product Thinking:

Incorporating UX design principles is crucial for builders looking to maximize the potential of their aggregation strategies. It requires considering product value, business feasibility, and user experience. Additionally, the ability to drive significant traffic from targeted keywords through aggregation should be considered a potential risk. By shifting from marketing to product thinking and focusing on these aspects, integrators can create a robust foundation for their aggregator SEO strategies.

Actionable Advice:

• 1. Conduct a thorough analysis of your website to determine its potential for aggregation. Identify areas where user-generated content, inventory, or programmatic landing pages can be leveraged to enhance SEO.

• 2. Prioritize the user experience throughout the product journey. Identify opportunities to make entities public, incorporate user-generated content, and integrate with other platforms or apps to provide a seamless experience.

• 3. Research and target keywords with search volume that align with your aggregation strategy. Ensure that the keywords you target have the potential to drive significant traffic to your website.

By combining the principles of aggregation and UX design, integrators can build successful SEO strategies that drive traffic, engage users, and provide valuable content and experiences.