Final week, I despatched out an replace on my marketplace SEO issue, and it could be a whole miss if I didn’t do the identical for the subject of product-led web optimization, as a result of they’re immediately associated.

On this problem, you’ll get:

  • An intensive have a look at what product-led web optimization is, what it isn’t, and the place it’s invaluable.
  • Three major modalities of product-led web optimization.
  • Three real-world present examples, with notes about why they’re working within the present search panorama.
  • The highest watch-outs for product-led web optimization packages based mostly on modality.

And premium subscribers will get entry to:

  1. My guiding guidelines for product-led web optimization and
  2. An interactive evaluation touchdown in your inbox this week that can information you in making a high-level plan to refine your product-led method. Sign up for full access so you don’t miss out.

Additionally, a fast because of Amanda Johnson, who partnered with me on this one. Increase your expertise with Progress Memo’s weekly professional insights. Subscribe for free!

Some corporations, not all, can take a hyperscalable method to natural progress: product-led web optimization.

Whereas most websites drive web optimization visitors by means of company-generated content material (i.e., content material libraries), product-led web optimization permits sure websites to scale touchdown pages with content material that comes out of the product.

This product-forward technique can reduce the burden in your staff to generate pages for a content material library, and it opens the gates to SEO A/B testing, scaled internal linking strategies, and constructing growth loops.

On this submit, I spotlight 5 totally different examples and sorts of product-led web optimization.

Steerage right here has additionally been absolutely up to date to replicate the current modifications in search, together with the affect of AIOs, AI Mode, and LLMs, in addition to how these modifications have an effect on a product-led web optimization method.

The time period product-led web optimization (or PLSEO for brief) was first coined by Eli Schwartz in his e book of the identical title.

PLSEO is an natural progress technique the place your web optimization practices are centered on bettering the discoverability, adoption, and person expertise of your product itself inside search outcomes, as an alternative of specializing in rising natural visibility by means of conventional content material advertising and marketing efforts.

In plain phrases, the content material comes out of your product as an alternative of writers.

Just a few examples:

  • TripAdvisor: hundreds of thousands of programmatic pages supported by critiques (UGC).
  • Uber Eats: hundreds of thousands of programmatic pages supported by eating places (stock).
  • Zillow: hundreds of thousands of programmatic pages supported by properties (stock).

The important thing distinction from marketing-led web optimization is {that a} product or progress staff considers web optimization within the growth of the product itself, surfacing user-generated content material or different stock immediately into (Google) Search.

In contrast to company-generated content material, product-led web optimization leverages person interactions, integrations, or information to create content material.

It’s an aggregator strategy, which means it solely works for corporations that “combination” (assume: accumulate and group) items like critiques, suppliers, areas, and extra.

Product-led web optimization has been fairly the thrill, particularly amongst SaaS corporations, but it surely typically will get misunderstood.

Product-led web optimization shouldn’t be:

  • Depending on manually crafting each touchdown or content material web page: In contrast to conventional web optimization approaches, the place every touchdown web page is fastidiously crafted by content material groups, product-led web optimization typically makes use of programmatic or automated strategies to generate massive volumes of pages immediately from product, stock, or person information.
  • Solely centered on focusing on queries for advertising and marketing angles: Whereas typical web optimization practices may begin with creating content material round key phrase analysis or audience-based question discovery, product-led web optimization begins with in-product alerts (e.g., what customers construct or work together with) and surfaces that as content material.
  • Counting on fastened pages: Conventional web optimization typically includes making a finite set of cornerstone belongings or subject clusters, increasing content material from there. Product-led web optimization, nonetheless, frequently scales because the product (or person base) grows – every new UGC, integration, or product addition routinely provides indexable pages.

Some corporations perform a product-led web optimization technique with user-generated content material (UGC), whereas others may use integrations or apps.

Right here, I’m going to offer a glance into three major modalities of product-led web optimization – and with three real-world, present examples.

  • UGC-driven PLSEO (like Figma, Traveladvisor, or Cameo): Neighborhood members create new belongings – design information, shout-out profiles, wikis, and so on. – and every submission spawns its personal touchdown web page. Over time, these pages accumulate long-tail key phrase protection with out editorial groups writing every one.
  • Provide-driven PLSEO (like Zapier, IMDb): On this mannequin, the product itself “provides” information – integrations, API endpoints, or statistical datasets – that routinely translate into web optimization pages.
  • Locale-driven PLSEO (like Doordash, Reserving.com, or Zillow): As listings go reside or replace (a brand new restaurant, a lodge’s availability), a corresponding city- or neighborhood-specific web page is generated. These pages seize “close to me” and different native key phrases.

A website may select to make use of a number of modalities, relying on its choices, however I’ll additionally dive into what method may fit greatest based mostly on your online business kind or objectives.

Vital notice earlier than you dive in: All marketplaces are product-led web optimization performs, however not all product-led web optimization performs are marketplaces. For a deep dive into market web optimization practices, try Effective Marketplace SEO is more like Product Growth.

With UGC-based PLSEO, person contributions (templates, profiles, critiques) change into the first web optimization gasoline.

Design instrument Figma is an archetypal instance of an web optimization aggregator that drives product-led web optimization by means of user-generated content material.

The scaling mechanism for Figma is the neighborhood, the place customers can add and promote templates for all types of use instances, from cell app design to GUI templates.

As you possibly can see within the screenshot beneath, Figma’s natural visitors is exploding.

Picture Credit score: Kevin Indig

For those who do a fast test of Figma in your most popular web optimization instrument, you’ll discover the next:

  • The primary URL exhibits that, globally, Figma’s natural rankings and visitors have held or grown barely because the intense modifications throughout the search panorama.
  • The natural rankings and visitors of the /neighborhood/ and /templates/ subdirectories have both held or elevated, relying on the actual nation.
  • The variety of complete pages on the positioning has stayed about the identical.

What this possible means:

  • For Figma, its UGC product-led web optimization method is holding sturdy after the rise of LLM chat use for search, together with Google’s AI Overviews and AI Mode.
  • This web optimization method is troublesome to duplicate, which creates a progress loop for Figma that’s onerous to compete with.
  • A UGC-driven method helps overcome present search challenges. Figma has a numerous variety of useful kits and templates that AI-driven search and LLMs can depend on of their sourcing and suggestions. (A fast search of “what are the most effective free UI kits?” in ChatGPT gave me a listing of 10 suggestions, and 7 have been from Figma. In Google’s AI Mode, I obtained two to a few “better of” lists that have been simply Figma free kits.)

Notion or Typeshare comply with the identical method:

  • With information administration software program Notion, customers can create their very own wikis and permit Google to index particular pages, or complete workspaces.
  • Typeshare is a social posting instrument that routinely provides social content material to a mini weblog that customers can resolve to index in Search.

Prime Use Instances For UGC Product-Led web optimization

Such a web optimization excels for websites and companies that may repeatedly scale content material based mostly on what customers contribute or work together with, together with:

  • SaaS corporations the place customers can create their very own templates, designs, or workflows to share and promote.
  • Code snippet sharing websites or platforms.
  • Data-sharing boards or wiki platforms (just like the HubSpot Neighborhood).
  • Evaluation and suggestion aggregators – marketplaces like G2 and TripAdvisor.

For supply-driven product-led web optimization, bear in mind: The product itself “provides” information. That’s the content material that produces pages for optimization.

A superb B2C instance of this (and a website that you just’re possible aware of already) is IMDb.

IMDb’s large repository of film and TV metadata – forged lists, launch dates, scores, and filming areas – produces web optimization pages that rank for movie fanatics’ long-tail queries.

Each time new information (e.g., “new Netflix launch 2025”) is ingested through AWS Knowledge Alternate or companion feeds, IMDb’s platform auto-generates or updates the corresponding title web page, guaranteeing recent content material for searches like “when is [Movie Title] popping out on streaming?”

Plus, IMDb advantages from a lift with a aspect of UGC from person scores and commentary.

This data-supply-driven method turns product updates into steady web optimization alerts.

Picture Credit score: Kevin Indig

For those who do a fast test of IMDb in your most popular web optimization instrument, you’ll discover:

  • The primary URL exhibits that, globally, IMDb natural rankings and visitors have held or grown barely because the intense modifications throughout the search panorama.
  • The natural rankings and visitors of the /boxoffice/ and /calendar/ subdirectories have both held, elevated, and even skyrocketed, relying on the actual nation.
  • The variety of complete pages on the positioning has decreased barely within the final 12 months, by about 23%.

What this possible means:

  • For IMDb, its supply-driven product-led web optimization method is holding sturdy after the rise of LLM chat use for search, together with Google’s AI Overviews and AI Mode.
  • This web optimization method is troublesome for different websites to duplicate, which creates a progress loop for IMDb that’s onerous to compete with. IMDb’s international information provide is strong and onerous to beat.
  • A supply-driven method helps overcome present search challenges. As a result of IMDb is aware of date-driven, rating-driven information modifications, it gives a wonderful supply of up to date, reside info for conventional looking out and LLMs to floor in conversation-based searches.

Prime Use Instances For Provide-Pushed Product-Led web optimization

Such a PLSEO excels when you’ve got distinctive, defensible datasets and a templating system to publish pages at scale, capturing long-tail and high-intent queries with out guide content material creation.

Examples of orgs that might profit from this modality embrace:

  • Safety and vulnerability databases that may auto-publish advisory pages for every newly found vulnerability (like Snyk).
  • Actual-time pricing and compensation websites (assume Glassdoor or fintech charge comparability websites).
  • SaaS merchandise that accumulate person habits or efficiency metrics (e.g., “Common web page load instances for Shopify shops”).

The locale-driven PLSEO modality leverages hyperlocal or geo-specific stock – eating places, properties, inns – to create web optimization pages for each location or zip code.

Meals supply service Doordash scales natural visitors by aggregating eating places and sorts of meals, just like Uber Eats or Instacart.

Picture Credit score: Kevin Indig

Since meals supply has a powerful native intent, near me queries are important. Doordash addresses that with an in depth checklist of metropolis pages.

The proper web page structure and content material are key for websites that scale by means of product stock.

  • Doordash’s metropolis pages include eating places, textual content, and FAQ.
  • Restaurant pages themselves comply with an analogous sample: They cowl meals to order, critiques, and FAQ.
  • One other essential issue? Inside linking. Metropolis pages hyperlink to close by cities; restaurant pages to eating places in the identical metropolis.

Doordash has additionally created pages for colleges (order close to a campus), inns (order close to a lodge), and zip codes to cowl all doable person intentions.

Different examples of product inventory-driven websites are actual property website Zillow or coupon code website Retailmenot.

For those who do a fast test of Doordash in your most popular web optimization instrument, you’ll discover:

  • The primary URL exhibits Doordash’s natural rankings and visitors have declined considerably after which held within the U.S. market, however have grown barely since January 2025 in some international markets.
  • It has diminished its complete variety of pages by ~30%.

What this possible means:

  • For Doordash, its product stock, product-led web optimization method is holding sturdy after the rise of LLM chat use for search, together with Google’s AI Overviews and AI Mode.
  • A part of this sustained presence (regardless of a difficult web optimization panorama) is probably going as a result of funding within the model, increasing globally, and decreasing unimportant pages and matters to their enterprise.

I predict that search engines like google and LLMs will proceed to provide favor to hyperlocal content material, which is difficult to match.

These product stock websites which are centered on location (like Doordash, Zillow) or hundreds of thousands of merchandise have the correct infrastructure to do it nicely.

This explicit method to product-led web optimization can work nicely for companies that may programmatically generate search-ready pages from their product or itemizing stock, together with:

  • Meals supply & native ordering platforms.
  • Actual property marketplaces.
  • Ecommerce retailers with expansive catalogs.
  • Journey & lodging aggregators.
  • Automotive itemizing portals.

Whereas product-led web optimization can drive the creation of web optimization progress loops round your online business – ones which are troublesome to your opponents to duplicate – this method doesn’t come with out some massive challenges.

Maintain the next in thoughts:

1. Websites utilizing PLSEO approaches have to be careful for web optimization hygiene, spam, and website upkeep points.

Stock modifications (menus, listings, hours, availability) on the positioning can preserve content material recent – a bonus for each basic web optimization and potential LLM coaching inputs.

Nonetheless, the hygiene and upkeep required to maintain these pages functioning and correct are important. Don’t make use of this apply with out the right infrastructure in place to keep up it over time.

And if you happen to depend on UGC? It’s mission-critical to have sensible QA processes and spam filters in place to make sure content material high quality.

2. web optimization aggregators, particularly marketplaces, have been considerably impacted by the rollouts of AI-based search.

PLSEO shouldn’t be exempt from the affect of Google’s AIOs, AI Mode, and LLM-based search. In truth, many aggregator marketplaces have been disproportionally affected.

One of many greatest challenges, particularly for product-led UGC web optimization performs, is that all of your onerous work might go unclicked.

Creating programs to do this type of web optimization at scale is labor-intensive.

It’s extremely possible that AIOs, AI Mode, and LLMs will reference the person generated content material with out you incomes the natural visitors for it.

Nonetheless, constructing a powerful, trusted model by means of neighborhood, publication mentions, and shared hyperlinks can earn extra mentions in LLMs.

As a result of I lately reworked my in-depth information to market web optimization, I’m going to avoid wasting you some further scrolling right here.

For those who’re concerned about the most effective use instances and the best way to method market web optimization from a product progress mindset, take a leap over right here for some nice examples and a full framework: Effective Marketplace SEO is more like Product Growth.

3. Don’t lower corners on the depth of data supplied in favor of scaling.

For a lot of websites, the important thing to scaling product-led web optimization is deploying a programmatic method.

However programmatic touchdown pages ought to nonetheless include a depth of data, have sturdy technical web optimization, and interesting content material with adequate person worth.

For those who don’t have these sources and practices in place, together with the right processes to keep up pages over time, then it’s possible programmatic web optimization isn’t to your org.

With the rise of AI-based search, LLMs like ChatGPT, in addition to Google’s AI Overviews and AI Mode, are transferring towards understanding and presenting info in additional conversational and context-rich codecs, which programmatic pages typically lack.

One other watch-out? If these programmatic pages are extremely templated with a number of components, they’re typically so much for a human reader to soak up directly. And that may result in poor UX if not completed appropriately.

4. Future problem: An online surfed by AI brokers.

Whereas it’s possible we don’t must be anxious about this immediately, we have to begin brainstorming the best way to adapt our content material creation for what the net may appear to be tomorrow.

In what methods would your product-led web optimization method want to alter to adapt to AI agent visitors, whereas additionally prioritizing human UX?

If customers begin utilizing queries and instructions like “order my favourite dish from the Indian meals restaurant I went to final month and have it delivered,” or “give me 3 for-sale listings of two mattress, 2 tub condos in my space that I didn’t assessment final week,” to ship an AI agent to your website, how would your PLSEO practices have to adapt?

What about PLSEO practices that floor distinctive integrations, templates, and workflows?

If AI brokers change into customers of merchandise and software program themselves – and due to this fact even have the power to generate their very own apps, integrations, and product workflows as wanted – people, and even their AI counterparts, then skip the necessity for this search solely. (Manufacturers that solely depend on a majority of these searches may say goodbye to natural visitors and visibility.)

I don’t have the solutions right here – I’d argue nobody does proper now. So, no want for speedy alarm or dramatic modifications.

Nevertheless it’s essential to start out investing time and testing to think about what your model might have to alter for an AI agent future.

Adopting a product-led web optimization technique can unlock substantial progress – and progress that holds and is sustained regardless of the rise in AI-based search – but it surely’s not a one-size-fits-all resolution.

When executed nicely, PLSEO turns your product (or product information) into an ever-expanding library of web optimization belongings.

As a substitute of relying solely on a content material staff to crank out new weblog posts or touchdown pages, you leverage in-product alerts – person contributions, integrations, stock feeds – to routinely spawn indexable pages.

However earlier than beginning or remodeling your product-led web optimization program, it’s essential to have the correct motions in place. For this web optimization method, there are various important transferring elements – and every one is essential.

Featured Picture: Paulo Bobita/Search Engine Journal


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