"Status as a Service: Understanding Social Capital and the Role of Product Features in SEO"



Aug 02, 20233 min read


"Status as a Service: Understanding Social Capital and the Role of Product Features in SEO"


In the ever-evolving landscape of social networks and search engine optimization (SEO), understanding the dynamics of social capital and the importance of product features is crucial. This article explores the concept of Status as a Service (StaaS) and its connection to social capital theory. Additionally, it delves into the role of product features in driving SEO traffic for large sites.

Status as a Service and Social Capital:

Status as a Service, as coined by Chris Dixon, refers to the phenomenon of social networks providing a platform for individuals to gain and maintain social capital. Social capital assets and status games play a significant role in analyzing and understanding social networks. The accumulation of social capital and the competition for status are key drivers behind the success of social networks.

The Importance of Social Capital Axis:

Social networks that focus on the social capital axis, or the status axis, tend to be more mysterious and captivating than those purely based on utility. The ability to accumulate social capital and the forms it takes are crucial considerations. Furthermore, measuring social capital and understanding how to earn and maintain status are essential aspects of StaaS.

The Role of Exogenous Social Capital:

Successful social networks often bring an existing supply of social capital from other status games, such as the fame game. This transfer of social capital across platforms contributes to the success and growth of new social networks. However, the competition for attention becomes more intense as more individuals join a network, making it harder for latecomers to establish their status.

Proof of Work and Unique Status Tokens:

To create a successful StaaS business, a social network must devise a proof of work system that emphasizes skill and differentiation among users. Unique status tokens, earned through distinctive proof of work, provide a means for users to carve out their own space in the market. The challenge lies in creating a new status ladder game that incentivizes users to switch from existing networks.

Distribution, Quality, and Social Capital:

The distribution of content plays a vital role in allocating social capital on social networks. Prioritizing the distribution of the best content, regardless of the vintage of the user producing it, is crucial. A reshare option, similar to the retweet button, can significantly accelerate the virality of content and increase its reach.

Actionable Advice:

1. Focus on developing unique product features that target specific keyword groups to drive SEO traffic for large sites.

2. Utilize SEO research, particularly search volume analysis, to discover and develop new product features based on customer needs and search demand.

3. Foster effective communication and collaboration between product teams and SEOs to inform the development of features that align with organic traffic opportunities.


Understanding the dynamics of social capital and the role of product features in driving SEO traffic is essential for the success of social networks and large sites. By leveraging unique status tokens, focusing on distribution, and prioritizing quality, businesses can carve out their space in the market and maximize their social capital. By incorporating these actionable advice, companies can enhance their SEO strategies and improve their overall performance in the digital landscape.


  1. "Status as a Service (StaaS) — Remains of the Day", https://www.eugenewei.com/blog/2019/2/19/status-as-a-service (Glasp)
  2. "Great product features are key to SEO traffic for large sites", https://www.kevin-indig.com/great-product-features-are-key-to-seo-traffic-for-large-sites/ (Glasp)

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