The “O” in SEO has always been tricky.
For too long, marketers and business owners have been taught to think backward: start with optimization, then hope the content performs. The idea was sold to us as a shortcut:
“Just input a keyword, hit generate, and you’ll have an SEO-ready article in minutes.”
“And if you add the right tone or personality, your content will stand out.”
The truth is, content isn’t just a vehicle for SEO. Content is a product, and SEO is how you bring it to market.
Content as product: A framework few talk about
Think of content like a SaaS product. You:
- Define the problem you’re solving
- Engineer it to deliver a solution
- Measure real usage metrics
For content, that could mean tracking:
- Pages visited after the first click
- Time spent engaging
- Shares, saves, and bookmarks
- Return visits
Not just rankings. Not just traffic. Metrics that actually reflect value delivered to readers.
The optimization trap: why “SEO-First” thinking falls short
Here’s what happens when optimization drives your content:
Keyword-first approach:
- Find a high-volume keyword
- Stuff it into a template
- Publish content based on search volume
Result: Content that ranks but doesn’t resonate. Traffic comes—and leaves. Leads never follow.
Signal-obsessed approach:
- Analyze top-ranking content
- Copy structures, add words, images, and “optimization” tricks
Result: Me-too content that competes on tactics, not value.
The reality? Search has changed. Google isn’t ranking pages the same way anymore—it’s ranking signals. The strongest signal? Content that actually solves the problem it promises to solve.
If your strategy is: ✗ Keyword tool → AI generator → Publish at scale… it’s time to rethink.
The product-first alternative: create first, optimize second
Here’s the principle I follow: content first, SEO second.
Spend most of your time creating content that’s worth reading, interacting with, and sharing. Then spend the rest of your time making sure that content is discoverable.
The product-GTM framework for content
Real examples: product-first content that performs
Example 1: Pain-Point Approach
Instead of targeting “CRM software,” we targeted “software to manage customer data.” Why? The latter query identifies a clear problem: people drowning in manual data management need a solution.
Result: higher conversion because we spoke to a real pain point.
Example 2: Jobs-to-Be-Done Approach
Instead of generic “how to take meeting notes,” we created “how sales reps can review 8 calls in 30 minutes.”
- Product feature: Smart search functionality
- Value: Find critical sales data in one click
- Benefit: Compose follow-up emails faster
- Consequence: Close more deals in less time
Result: content that ranks and converts because it addresses a specific person with a specific job to do.
The three pillars of product-first SEO
- Pain-Point Research Over Keyword Research
Start with the customer’s problem, then find keywords that reflect it. Don’t start with search volume. - User Value Over Search Volume
High-volume keywords don’t always drive meaningful results. Focus on content that is valuable to the people who need it most. - Experience Over Optimization
Ask, “How can I make this content more useful to the reader?” SEO follows naturally when you solve real problems.
Success metrics beyond rankings
Don’t just measure form fills or demo requests. Look at metrics that show actual value:
- Engagement depth: How long do readers stay?
- Journey progression: Do they visit related pages?
- Social validation: Are they sharing and saving?
- Return behavior: Do they come back?
- Sales enablement: Does the content accelerate deals, pre-answer objections, or reduce friction in calls?
The bottom line: outcome over optimization
The companies winning at SEO today aren’t the ones with the slickest optimization tricks—they’re the ones creating content worth finding.
When you treat content as the product and SEO as the go-to-market strategy, the “O” in SEO stops standing for optimization. It stands for Outcome—the outcome that truly matters: whether your content solves the problems it promises to solve.
Stop optimizing your way to mediocrity. Start creating content people actually want to read, engage with, and share.