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What is product-led SEO?
Product-led SEO is a strategic approach that puts your products (and the customers searching for them) at the centre of your organic growth strategy. Instead of chasing individual keywords or relying on content marketing alone, you create pages that directly connect customer searches to your product catalog.
The concept was popularized by SEO expert Eli Schwartz, who observed that the most successful e-commerce brands don't just optimize existing pages. They systematically create new pages to capture demand they're currently missing.
The result? Revenue growth that scales with your product catalog, not your team size.
The shift from traditional SEO
Traditional SEO focuses on optimising what you have. Product-led SEO focuses on creating what your customers are looking for.
Traditional approach
- ×Optimise existing pages for target keywords
- ×Write blog content to attract traffic
- ×Build backlinks to improve authority
- ×Wait months to see results
- ×Scale by adding more SEO staff
Product-led approach
- ✓Create pages that match what customers search for
- ✓Connect searches directly to products
- ✓Let your catalog drive organic growth
- ✓See results in weeks, not months
- ✓Scale with automation, not headcount
Companies focusing solely on visibility miss opportunities to deliver what customers need and generate meaningful revenue.
Five principles of product-led SEO
Whether you're implementing this yourself or evaluating solutions, these are the principles that drive results.
Identify demand before creating pages
Don't guess what pages to create. Use search data to find customers who are already looking for products you sell but can't find on your site. This is “demand without supply,” and it represents real revenue opportunity.
Create pages that serve customers, not search engines
The best pages answer customer questions and help them find products. When you solve customer problems, search engines reward you. When you create pages just for search engines, everyone loses.
Scale without sacrificing quality
E-commerce brands need thousands of category pages, not a handful. The challenge is creating them without flooding your site with thin content. Modern AI can generate pages that meet quality standards at scale, but only when guided by real customer data.
Test and iterate continuously
Product-led SEO isn't “set and forget.” The best implementations include A/B testing to measure impact, rapid iteration based on results, and continuous refinement of what works for your specific audience.
Measure revenue, not just traffic
Traffic metrics are vanity metrics. What matters is revenue: which pages convert, which products sell, and what the return on your investment looks like. Product-led SEO ties directly to revenue outcomes.
Why product-led SEO matters now
Three shifts are making this approach more important (and more achievable) than ever.
AI changes search behavior
Search is becoming more conversational. Users ask specific questions and expect direct answers. Pages that match intent (not just keywords) win visibility in both traditional search and AI-powered discovery.
AI enables scale
Creating thousands of quality pages used to require large teams. Modern AI can now generate content that meets quality standards when guided by real data and proper brand guidelines.
Margins demand efficiency
E-commerce margins are tight. Growing organic revenue without adding headcount isn't just nice to have; it's essential for profitability. Automation isn't replacing strategy; it's amplifying it.
Implementing product-led SEO
Whether you build internally or use a platform, successful implementation requires:
- Access to search demand data to identify page opportunities
- Integration with your product catalog and CMS
- Content generation that matches your brand voice
- Internal linking that helps customers navigate
- A/B testing to measure impact on revenue
- Ongoing cleanup of pages that don't perform
Building this in-house takes significant engineering time. Platforms like Similar AI handle the technical complexity so you can focus on strategy.
Results from product-led SEO
These metrics come from real implementations of product-led SEO strategies.
New annual revenue
Visual Comfort
Return on investment
First year
Pages created
Category pages
Pages optimized
Across clients
Case Study
How Visual Comfort drove $2.4M in new revenue
Visual Comfort, a premium lighting retailer, used product-led SEO to create over 10,000 new category pages. The result: $2.4M in attributable revenue and a 29x ROI in the first year.
“The eCommerce team now has powerful automation that saves time and allows us to grow organic revenue without adding headcount.”
- Jennifer Skeen, VP of eCommerce, Visual Comfort
Read the full case studyNew revenue
ROI
New pages
New headcount
How Similar AI implements product-led SEO
Similar AI automates the entire product-led SEO workflow. Our platform connects to your product catalog and search data to find pages you're missing, then creates them with content and internal links that drive conversions.
The demand analysis identifies topics with real customer searches but no matching page on your site. The page creation agent generates category pages that match your brand voice. And the experimentation dashboard measures revenue impact.
We handle 99% of the technical work. Your team stays focused on strategy and brand decisions.
Frequently asked questions
How is product-led SEO different from content marketing?
Content marketing typically focuses on blog posts and educational content to attract visitors. Product-led SEO creates category and product pages that connect customer searches directly to your inventory. Both can work together, but product-led pages often convert better because they match buying intent.
Do I need a large product catalog for this to work?
Product-led SEO works best for e-commerce brands with 3,000+ products and average order values above $200. Smaller catalogs can still benefit, but the ROI scales with catalog size because you have more opportunities to match search demand.
Won't creating lots of pages hurt my site quality?
Only if the pages are thin or don't serve customer needs. Product-led SEO focuses on creating pages where real demand exists and ensuring each page provides genuine value. Quality control and cleanup of underperforming pages are essential parts of the strategy.
How long until I see results?
Most implementations see measurable traffic within 4-8 weeks as new pages get discovered. Revenue attribution typically becomes clear within 3-6 months. Unlike traditional SEO which can take 12+ months, product-led approaches scale faster because you're creating pages for existing demand.
What ROI can I expect?
ROI varies by catalog size and industry, but our benchmark data shows typical returns of 10-30x in the first year. Visual Comfort achieved 29x ROI ($2.4M revenue on their investment). Our growth calculator can give you a personalised projection.
Does this require engineering resources?
Building product-led SEO in-house requires significant engineering time to integrate data sources, build page templates, and manage publishing. Platforms like Similar AI handle the technical complexity, typically requiring only 10 minutes to connect your store and no ongoing dev work.
Related capabilities
How Similar AI implements product-led SEO for e-commerce brands.
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