SEO Product Unveiled - Rank and Rethink

Putting your customer into perspective in SEO | #2

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The podcast episode discusses the use of frameworks in product management and SEO, focusing on three key frameworks: Jobs-to-be-Done (JTBD), Opportunity Solution Tree (OST), and Customer Journey Mapping (CJM). The hosts, Björn and Vanda, explore how these frameworks help SEOs and product teams align their strategies with user needs, business goals, and technical feasibility. The conversation emphasizes the importance of understanding user motivations on functional, emotional, and social levels while integrating these insights into practical SEO strategies.

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Key Takeaways

  1. Jobs-to-be-Done (JTBD):

    • Focus on user motivations beyond functionality, including emotional and social drivers.
    • Example: Users don’t just want sneakers; they want to feel trendy and confident.
    • This approach helps SEOs craft content that resonates deeply with user intent.

    • Opportunity Solution Tree (OST):

      • Visualize goals, initiatives, and potential solutions to achieve them.
      • Prioritize based on feasibility, impact, and alignment with business goals.
      • Use iterative testing to refine and optimize solutions.

      • Customer Journey Mapping (CJM):

        • Understand every touchpoint in the user journey to enhance their experience.
        • Integrate emotional and functional insights for content and UX improvements.
        • Example: Analyzing user frustration with too many options during online booking.

        • Frameworks as Tools:

          • Frameworks are not rigid rules; they should be adapted to specific contexts.
          • They offer structure and clarity but require flexibility to address real-world challenges.

          • Collaboration Between SEOs and Product Teams:

            • Align SEO efforts with product strategies for better results.
            • Use frameworks to bridge gaps between technical, business, and user-centric goals.

            • SEO Beyond Keywords:

              • SEOs should move beyond basic keyword research to understand the deeper intent.By addressing emotional and social dimensions, SEOs can create impactful content.


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                Chapter Structure

                1. Introduction and Summer Reflections (00:01 - 02:35)

                  • Hosts catch up on their summer experiences.
                  • Transition to the episode topic: frameworks for product management and SEO.

                  • Framework 1: Jobs-to-be-Done (JTBD) (02:36 - 10:32)

                    • Explanation of the JTBD theory by Clayton Christensen.
                    • Discussion on the functional, emotional, and social dimensions of user needs.
                    • Examples: White sneakers and SEO software.
                    • Importance of user-centric thinking in SEO.

                    • Framework 2: Opportunity Solution Tree (OST) (10:33 - 21:45)

                      • Overview of OST and its role in visualizing goals and initiatives.
                      • Practical examples of prioritizing tasks to achieve traffic growth.
                      • Emphasis on planning, experimenting, and iterating solutions.

                      • Framework 3: Customer Journey Mapping (CJM) (21:46 - 33:00)

                        • Benefits of mapping customer journeys to identify touchpoints and pain points.
                        • Integration of emotional and functional aspects into user experiences.
                        • Examples of detailed customer journey analysis and its impact on SEO strategies.

                        • Closing Thoughts on Frameworks and Flexibility (33:01 - 37:00)

                          • Reflection on the importance of frameworks for structuring SEO strategies.
                          • Discussion on the need for flexibility and adapting frameworks to specific needs.
                          • Teasing the next podcast episode.
                            • ...more
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                            SEO Product Unveiled - Rank and RethinkBy Vanda Pokecz & Björn Darko