Re-decentralizing the Web: Incorporating Great Product Features for SEO Traffic

Re-decentralizing the Web: Incorporating Great Product Features for SEO Traffic

In today's digital age, the internet has become a powerful tool that connects people from all over the world. However, the core issue we face is the hyper-centralization of data and power. We want control over our own data, but we often find ourselves at the mercy of centralized platforms. This lack of choice and control leads to the formation of filter bubbles, where we are isolated within our own echo chambers.

To address this issue, Tim Berners-Lee has called for the collaboration of experts from various fields to tackle the threats to the future of the Web. While the primary obstacles are not purely technological, computer scientists and engineers must prove that decentralized personal data networks can scale globally and provide a better experience than centralized platforms.

At the same time, SEO plays a crucial role in driving traffic to large websites. For these sites, great product features are key to improving SEO rankings. By using SEO tools to filter keywords and focusing on question modifiers, such as "why, where, what, when, or how," SEO professionals can identify keywords that can be targeted with new product features.

Inventory-driven sites, such as marketplaces, have the advantage of scalable and indexable page templates. They can optimize their inventory and how it is displayed to improve SEO rankings. Content-driven sites, on the other hand, generate organic traffic through the content they create themselves.

However, discovering and implementing new product features for SEO at scale can be challenging. SEO research, rather than traditional keyword research, can be a powerful tool for discovering customer needs and developing new product features. Tools like AHREFS or SEMrush can help identify keywords that competitors are ranking for but the website in question is not.

The "jobs-to-be-done" framework by Clayton Christensen is particularly useful in discovering new keywords and features. This framework considers not only how a customer thinks about a solution but also how they believe to be perceived while using it. By understanding the language and workflows of their audience, SEO professionals can better align their strategies with customer needs.

However, SEO is not a standalone approach. It is a meta-layer that needs to be incorporated into various aspects of a company, such as web development, design, and writing. SEO professionals must work closely with product teams to inform them about organic traffic opportunities. Ideally, there should be direct reporting lines from developers to SEOs, allowing for seamless collaboration and implementation of SEO strategies.

To be successful, SEO professionals must also evangelize the importance of SEO within the organization. Constant education and promotion are necessary to convince executives about the value of SEO and how it aligns with revenue goals. By speaking the language of "money," SEO professionals can gain support and resources to execute their strategies effectively.

In conclusion, re-decentralizing the web and incorporating great product features for SEO traffic require collaboration and a holistic approach. By giving individuals control over their own data and fostering diversity on the web, we can create a more connected and inclusive online community. Additionally, by leveraging SEO strategies and implementing new product features, large websites can improve their rankings and drive organic traffic. To achieve these goals, here are three actionable pieces of advice:

1. Collaborate across disciplines: Bring together experts from various fields, including business, technology, government, civil society, the arts, and academia, to address the challenges of decentralizing the web and improving SEO.

2. Use SEO research to drive product development: Incorporate SEO research into the discovery and development of new product features. By understanding customer needs and aligning product features with search demand, companies can create a better user experience and improve SEO rankings.

3. Evangelize the importance of SEO: Educate and promote the value of SEO within the organization. Clearly communicate how SEO aligns with revenue goals and demonstrate the impact it can have on organic traffic and overall business success.

By following these actionable pieces of advice, we can work towards a more decentralized web and drive organic traffic through great product features. The power lies in our hands to shape the future of the internet and create a more inclusive and connected online community.