How to Use SEO Tools to Discover and Develop Great Product Features for Large Sites

How to Use SEO Tools to Discover and Develop Great Product Features for Large Sites

Introduction: The Importance of Great Product Features for SEO Traffic

Great product features play a crucial role in driving SEO traffic for large sites. When it comes to optimizing websites for search engines, finding the right keywords is essential. By using SEO tools to filter keywords for positions above 30 and including question modifiers like "why, where, what, when, or how," you can identify potential opportunities for improving your product features.

The Power of New or Improved Product Features for Large Sites

For large sites, the biggest SEO gains often come from implementing new or improved product features. Inventory-driven sites, such as marketplaces, have the advantage of scalable and indexable page templates, generated either from user-generated content or product inventory. On the other hand, content-driven sites generate organic traffic by creating their own content.

The Role of Inventory in Product Features

When it comes to large sites, inventory and how it is displayed is a key product feature. SEOs must find ways to scale inventory, make it indexable, and optimize it for search engines. By targeting keywords that can be aligned with new features, SEOs can optimize page templates to rank higher in search engine results.

The Challenges: Discovering and Shipping New Product Features

Two challenges arise when it comes to implementing new product features for SEO purposes: discovering them and getting them shipped. SEO is not typically the approach that product people take to inform new features. However, SEO research can be a potent way to discover and develop new product features based on search volume.

Using SEO Tools to Discover New Keywords and Features

To find inspiration for new product features, you can utilize SEO tools like AHREFS or SEMrush. Simply input your competitor into the content/keyword gap feature and look for keywords that your site is not currently ranking for. This can provide valuable insights into potential areas for improvement and optimization.

The JTBD Framework: Discovering Customer Needs

One framework that can be particularly helpful in discovering new keywords and features is the "jobs-to-be-done" framework by Clayton Christensen. This framework focuses on how customers think about finding a solution to their problem and how they perceive the solution while using it. By understanding the jobs that customers need to be done, SEOs can develop product features that align with these needs.

Understanding Your Audience and Speaking Their Language

Part of selling a product effectively is knowing your audience and speaking their language. SEOs need to learn the language of product speak and understand the workflows of their target audience. By doing so, they can better align their SEO strategies with the needs and expectations of their customers.

The Organizational Impact of SEO

It's important to consider how SEO fits into the overall organizational structure of a company. SEO is not a tangible thing that can be done independently but rather a meta-layer that adds value to various aspects of a business, such as web development, design, and writing. The success of SEOs depends on the execution of others, making effective communication and collaboration essential.

Incorporating SEO into the Product Organization

To ensure that SEO is effectively integrated into the product organization, there are three key approaches that can be taken, ranked by effectiveness:

1. SEO as part of the product roadmap: By including SEO as a fixed track in the product roadmap, it becomes an integral part of the product development process.

2. Ongoing meetings and communication between product teams and SEOs: Regular communication and collaboration between product teams and SEOs can help ensure that SEO opportunities are identified and addressed throughout the product development lifecycle.

3. Direct reporting lines from developers to SEOs: The ideal scenario is to have direct reporting lines from developers to SEOs, allowing for seamless communication and alignment of SEO strategies with product development.

Evangelizing SEO and Convincing Executives

Successfully incorporating SEO into a company requires constant education and promotion of its importance. SEOs must continuously educate and evangelize the value of SEO to other team members and executives. To convince executives, it is crucial to communicate in terms of revenue and demonstrate how SEO goals align with the overall business objectives.

Actionable Advice:

1. Utilize SEO tools to filter keywords and identify potential opportunities for new or improved product features.

2. Incorporate the "jobs-to-be-done" framework to discover customer needs and develop product features that align with those needs.

3. Focus on effective communication and collaboration within the organization to ensure that SEO strategies are integrated into the product development process.

Conclusion:

Incorporating great product features into SEO strategies is crucial for driving organic traffic to large sites. By utilizing SEO tools, discovering customer needs through frameworks like "jobs-to-be-done," and effectively integrating SEO into the product organization, SEOs can optimize their websites and improve their rankings in search engine results. Taking actionable steps such as filtering keywords, understanding customer needs, and prioritizing effective communication can lead to significant improvements in SEO traffic and overall business success.