In today's digital landscape, SEO traffic plays a crucial role in driving success for large websites. One of the key factors that contribute to SEO success is the presence of great product features. These features not only attract organic traffic but also enhance the overall user experience. So, how can you find and optimize these product features to maximize your SEO gains?

In today's digital landscape, SEO traffic plays a crucial role in driving success for large websites. One of the key factors that contribute to SEO success is the presence of great product features. These features not only attract organic traffic but also enhance the overall user experience. So, how can you find and optimize these product features to maximize your SEO gains?

To begin with, it is essential to use SEO tools to filter keywords based on their position and include question modifiers like "why, where, what, when, or how." By doing so, you can identify keywords that have a position greater than 30 and are likely to generate organic traffic. These keywords often provide insights into the customer's needs and can be targeted with new or improved product features.

When it comes to large sites, there are two types of websites to consider - inventory-driven sites and content-driven sites. Inventory-driven sites rely on scalable and indexable page templates, which can be generated from user-generated content or product inventory. On the other hand, content-driven sites generate organic traffic by creating their own content. For large sites that scale with inventory, new product features play a significant role in driving SEO traffic.

One effective way to discover new product features is through SEO research, which focuses on search demand and the problems real people have. By analyzing search volume and identifying keywords that your competitors are ranking for, you can gain inspiration for new features. Tools like AHREFS or SEMrush can be used to find keywords that you are not currently ranking for, giving you an opportunity to capitalize on untapped potential.

To streamline the process of discovering new keywords and features, the "jobs-to-be-done" framework by Clayton Christensen can be incredibly helpful. This framework considers not only the customer's needs but also how they perceive themselves while using a solution. By creating job statements that consist of a verb, an object, and context, you can align your product features with the customer's needs and language.

However, it is important to note that SEO is not a standalone approach. It needs to be integrated into the company's organizational structure, including web development, design, and writing. SEO is a meta-layer that adds value to these areas, so the success of SEOs depends on the execution of others. To ensure effective communication and collaboration, it is ideal to have direct reporting lines from developers to SEOs.

Evangelizing SEO within the organization is crucial for its success. Constant education and promotion of the importance of SEO and how to implement it are necessary to gain support and buy-in from stakeholders. SEOs must also be able to speak the language of revenue and clearly communicate how their goals align with the company's bottom line. By showcasing how product features and user experience impact organic traffic, SEOs can gain the trust and support of executives.

In conclusion, optimizing product features for SEO traffic is a powerful strategy for large sites. By leveraging SEO tools, conducting thorough research, and aligning product features with customer needs, you can drive organic traffic and enhance the user experience. To accelerate your product management career, here are three actionable pieces of advice:

1. Utilize SEO tools and keyword research to identify untapped potential and discover new product features.
2. Incorporate the "jobs-to-be-done" framework to align your product features with customer needs and language.
3. Evangelize SEO within your organization by educating stakeholders about its importance and how it aligns with revenue goals.

By following these strategies, you can accelerate your product management career and make a significant impact on your company's SEO success.