SEO as a Product: Is It a 2023 Digital Marketing Trend

Search engine optimisation or SEO is a set of practices that improve the appearance and position of a web page on a search engine ranking page or SERP. The main goal of an SEO strategy is to get more organic traffic to a brand’s website.

On the other hand, a product is anything created to offer value to a group of customers. They (products) can be physical, virtual, or hybrid. Products can also be both durable like cars, furniture, and mobile phones, and non-durable like food and beverage.

Although SEO has existed for more than a decade, no one has treated it as a product that is capable of driving revenue and customer acquisition.

However, here, we will discuss in detail how SEO can be more than a digital marketing strategy- a product.

How SEO will Help Business as a Product

For a long time, SEO has been all about keywords, traffic, lead generation, and conversion rates. However, with the constant changes in the Google algorithm and other technological innovations, it’s time to rethink it as a product that solves customer queries.

To evolve and thrive with time, a product-led approach to SEO will help in sustaining and gain a competitive advantage. It will help businesses understand the customers, their needs, and their demands better. Additionally, it will help them design a personalised marketing plan for individual users.

Moreover, any business can undertake a product-led SEO effort because it is not limited to a business type. Every website can treat SEO as a product irrespective of their line of business, making this a universal and versatile activity.

Reasons Why SEO is a Product

Although SEO as a product is a relatively new marketing trend, here are four compelling reasons to believe this new concept is here to stay:

• SEO includes the latest search engine updates and best practices for the promotion of a product, which ensures that the search engine sees your website and makes it easy to discover on the SERP. This helps in scaling the efforts of a company for organic traffic and revenue in the long run.
• SEO considers external factors while formulating a promotional plan and optimises the website to increase the user experience and make the website SEO-friendly. In the long run, these efforts help in enhancing organic traffic.
• The fluid nature of search engines forces SEO to make a roadmap for monitoring trends in the market and including them in the campaign for better results. This feature makes them an ideal product that can adjust and adapt according to the external environment.

Future of SEO as a Product

If businesses start approaching SEO as a product, it will lead to the introduction of SEO product management- a field that concentrates on delivering results in form of leads and conversions. It will also open up opportunities for a new job- SEO Product Manager.

Moreover, when SEO is treated as a product it is easier to get an output that is inventive and modern.

Top SEO Trends of 2023

In this dynamic business environment, a lot can happen in a year. That’s why it is important to be well-versed in the latest trends.

Below we have listed the top three SEO trends of 2023. You can use these trends when treating SEO as a product to enhance your results. Besides maximising your revenue, these trends will also help you solve customer queries easily.

• Including ‘People Also Ask’

‘People Also Ask’ (PAA) is a Google SERP feature that provides users with additional information about their original search query. Off late, you might have seen that Google is including a PAA box on every search query. It’s because shows that people are searching with great specificity. That means, rather than searching mobile phones on Google, they are searching “mobile phones with the best camera under 15,000”.

Therefore, while developing content for organic search try making tweaks in your content to increase their chances of getting featured in the PAA box. You can use more question-based content that can rank on the featured snippet.

• Innovation in Search

Recently, Google launched multi-search, where customers can search with both images and texts simultaneously. shows that these technological innovations are helping customers find what they are looking for naturally. Moreover, it is making searches easier.

For instance, you can just say, “Hey Google” and search your query with voice assistance. These innovations in search are making it easy to find information in less time.

• SEO Automation

The wide use of AI-enabled applications has automated complex SEO tasks in 2022, and it is expected to continue in the future. SEO specialists can use AI-driven applications for keyword research, site auditing, and website grading.

With the right SEO strategy, companies are capable of improving their search engine rankings. It can also help in increasing their online visibility and attracting more potential customers to their website.

Start Your Marketing Journey With Emeritus

SEO as a product will primarily concentrate on serving customers by leading them to the business’ website. So, whenever anyone searches a keyword remotely similar to the product or service of the business, SEO will act as a product and solve their query leading them to the website. This way, SEO will act as an excellent product and a digital marketing strategy.

Leverage the benefits of SEO product management with Emeritus’ digital marketing courses. Our learning programmes will equip you with the skills and knowledge required to utilise the benefits of SEO product management and use it to get an edge over others.

Moreover, our learning programmes are offered in association with reputed institutes like IIM, IIT, and ISB. Joining our courses will help you build a successful career in digital marketing.