As a Product Marketing Manager, you have a lot on your plate—from buyer personas and product messaging, to competitive intelligence and sales enablement. You are always testing, learning, and adjusting to bring your target audience and your product together.
And that’s exactly why SEO should be your best friend.
But too many Product Marketing Managers have an outdated, siloed view of SEO. It’s true that, once upon a time, SEO was somewhat dominated by black hat tactics that tried to force keywords and links where they didn’t belong: messing up the product messaging that you spend countless hours perfecting. But that’s not how SEO works today.
Modern SEO is integrated in every aspect of marketing in order to help drive more traffic to your product or sales pages, generate and nurture more leads, and close more sales. That’s because SEO is increasingly critical for any digital marketing campaign:
If you’ve avoided or disregarded SEO, it’s time to reconsider.
Even the best, most compelling product messaging is worthless if no one sees it.
As the PMM, you have a better understanding of what’s right for your customers than anyone else in your company. The sales copy on your product landing pages is persuasive and effective because you know what your customers need, and you’ve perfected the art of communicating how your product satisfies those needs. But there is a lot of really good, engaging content on the web these days. Good sales copy isn’t enough anymore.
Good SEO extends your reach by combining your unique product marketing insights with an SEO team’s specialized insights about how people communicate with search engines. That means:
Many product marketing managers are hesitant to fully adopt SEO because they believe it will dilute product messaging. Some were turned off by the keyword-stuffing practices of black-hat SEO—when keyword density was a ranking factor. However, keyword density does little to improve rankings today. Modern search engine algorithms are more advanced, so it is no longer necessary to fill product pages with unnatural references to search terms.
In most cases, inserting keywords into just a few important places is sufficient for ensuring your page appears for relevant queries. Even if you’re wholly unwilling to incorporate keywords on your product pages, there are many alternative ways to cater to searchers and drive organic traffic without diluting product messaging.
Embedding SEO efforts into product launch and marketing campaigns doesn’t mean diluting product messaging, but it does require ensuring sales and marketing pages coordinate with what people are searching for and why they’re making the decision to buy a product. When executed effectively, SEO works in conjunction with your existing efforts to move people through the sales funnel.
SEO is most effective when paired with a full content campaign that considers the intent of prospects in each stage of the buying journey. Your SEO and content teams—if separate—need to work together to create pages that drive prospects further into the sales funnel.
As the product marketing manager, you know what’s best for your customers, and you have the most thorough understanding of prospect needs at the different stages of the sales funnel. For your SEO and editorial teams to execute their initiatives effectively, they’re going to need significant input from the PMM to create high-quality content funnels that transform organic search traffic into quality leads.
An elevated online presence is not just nice to have; it’s a must-have. Effective SEO can extend reach, increase leads, and drive conversions, but for SEO to be effective, it needs to be implemented as part of overall launch and marketing plans.
For the most success, bring your SEO team in early in the planning process so they have ample time to do keyword research, understand the needs and pain points of prospective buyers, and form a strategy that allows for optimized brand messaging and content. Doing so will make you more competitive, give you more authority and credibility, an increase online buzz for your brand and product.