Product-led SEO

0:00 They have some interesting case studies, um, too with some, uh, big names in the app space. So, excited to have you guys. And let's get started. Awesome. Cool. So, welcome to the talk. Thanks for the intro, Joseph. Um, so my name is Amir. I'm joined by Mzuk. He's one of my co-founders at Trailblazer Marketing. And we are an SEO and AI optimization agency. We help companies essentially generate profitable inbound traffic. And today I will be talking to you about the SEO strategy that we've used to help companies like Music by Cali and many more companies grow and basically establish themselves through profitable inbound uh SEO programs.

0:48 So jumping right in, a lot of people think that uh SEO is essentially dead. It's not dead. It's just evolving in our opinion. Um and it is at a key inflection point. Um and what I mean by that is like you know Chad GPT has about half a million views or sorry half a billion views in December 2024. Google conversely had 10x that amount in the same amount of time. But at the same time like you know not a lot of traffic is flowing from AI but majority of the websites on the internet are getting some traffic from uh AI search bots.

1:37 So people think Google is going to die again for the 30th time in history. Um but reality is just different like this is more about a shifting landscape where people are using AI for different things or you know different personas are using AI search. So for example I know younger people um prefer AI search and then older people prefer you know traditional search engines and they're also using it for different use cases too. But what we'll be showing you in this talk is that Google is still kind of the king when it comes to driving inbound traffic.

2:02 Um, and yeah, before I do that, a quick overview um, into who we are. We essentially use SEO to grow businesses. So, prior to Trailblazer Marketing, we actually started and exited a two-sided marketplace that we grew primarily through SEO. Um, we didn't really have a lot of uh, capital. We didn't raise any money. We bootstrapped small little Toronto marketplace and so the only option we had was basically to grow through lowcost organic methods. So we got lucky in a sense that everybody was online in the pandemic but we scaled past 100,000 users for a tiny like HR uh kind of marketplace connecting HR and manufacturing warehouse labor.

2:47 And since exiting we've helped over 100 companies grow through SEO. Um and at the same time we're using SEO to grow our own ventures too. So, we've got a local SEO company uh that we've set up over here in Toronto. Basically, um my brother bought a jet ski and so we're renting that out over the summer. So, we're already ranking at position 5. You can check out my Twitter. I'm documenting that entire journey over there as well.

3:09 Um we've got a SAS tool that we're launching this week, too. And then hopefully in Q4 we're going to do an e-commerce play as well. Um, so big m misconception, like I'm going to jump straight deep in is that most people get SEO completely wrong. Like every conversation that we have with clients, especially new clients, is that they think SEO is mainly just blogging. Um, but that's kind of the tip of the iceberg. So like we see this all the time like great products are just buried because they don't match the language that people are using in search.

3:32 SEO is less about like writing for robots. It's more product marketing at scale. So this means curating and creating pages that attract your audience across your entire marketing funnel. Like your goal is to basically own your market and own your niche when it comes to the search terms that they have across the entire marketing funnel. Not just info, also transactional pages. So what we'll be doing is talking about in this talk is a simple framework that we'll share that we use for our clients actively and our own companies to rank in Google and AI.

4:20 Um how AI and SEO work together. So like AI search, chat, JBD, Replexity, etc. And then four actionable tactics that you guys can use today to actually rank in AI search too. And then Joseph and the team will choose like one to two companies that we'll do a live SEO strategy audit for. Time permitting. Um Joseph if if you guys can just ask like everybody joining whoever wants the SEO strategy if you guys want to get like the most helpful you know thoughts if you can share your information in this in this format like three bullet points.

4:43 one, your company domain. Two, your niche or industry, and then three, your top two to three competitors. That will make it easy for us to give you actionable feedback. Could you repeat those again? I'm going to put it in the chat. Company name. Yes. Company, domain, like your website. Yep. Your niche or industry. Mhm. Um, and then your top two to three competitors. That will make it easiest. I'll put that in the chat. Awesome. Thanks. So, uh, jumping right into the SEO crash course.

5:29 When we work with clients, there's two kind of broad categories that we go after in terms of keywords. One are transactional intent keywords. And so, these are basically keywords that people are searching for when they're ready to convert or at least create their short list of solutions to consider. So, as an example, you know, you'd be searching for something like CRM for marketing agencies because it's very specific and tailored to what the user is trying to accomplish.

5:52 And these are usually landing pages of some sort and they're meant to drive conversions. Um, conversely, informational is what a lot of people know about SEO. It's like, you know, uh keywords when people are still trying to figure out if they have a pain or how to solve the pain specifically. And these are usually top, middle, bottom of funnel keywords that build trust and awareness. So, as an example, in that same, you know, category, it's like how to set up a CRM because this is something that somebody's searching for when they're curious about how this type of software works.

6:14 And these are usually blog articles or some kind of resource page. So, when we work with clients, we usually help them set up pages using our productled SEO framework. So this means thinking through all the different transactional intent keywords that we can use to create pages that align with your product or service value propositions. And then the blog articles are not meant to be like the primary revenue drivers. They're basically meant to funnel people through to your landing pages or product pages and then help you drive conversions.

7:01 They also help you become an authority within your niche, too. Um the combination of the two like the transactional intent landing pages and then blog articles is what will essentially help you dominate uh your niche. So I'll I'll walk you through an example. Um and this is basically for the CRM industry and the re I know I know this is like the consumer club. I'll walk you through an example of that too. But this search is so fresh in my mind because we are trying to find a good CRM solution.

7:26 like I'm I'm actively in the market for a good CRM solution. So this is