
"Product-Led SEO" revolutionizes search strategy by rejecting outdated keyword obsession. Eli Schwartz, advisor to giants like WordPress and Coinbase, reveals why algorithm-proof SEO starts with user value. What if everything you know about driving organic traffic is actually sabotaging your growth?
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Imagine walking into your first day at a prestigious tech company, making a routine SEO request, and being flatly told: "Marketing doesn't get to tell Engineering what to do." This moment sparked Eli Schwartz's journey toward a revolutionary approach to search visibility - one that has become a cult favorite among digital marketing leaders at companies like Shopify, HubSpot, and Airbnb. The days of SEO as a "dark art" of keyword stuffing and link schemes are long gone. Today's search landscape is dominated by sophisticated AI that neutralizes manipulation tactics and rewards genuine user value. Modern SEO isn't about outsmarting Google - it's about partnering with search engines to deliver what users truly want. Google actually relies on SEO experts to implement best practices that maintain the best search experience. Without good SEO practitioners serving as conduits, Google would struggle to index a web that doesn't align with its crawling methods. The collective value of all organic traffic worldwide exceeds a trillion dollars - an opportunity no business can afford to neglect. As search engines continuously improve toward ranking content as humans would, the specific practices that constitute SEO will evolve, but its fundamental importance remains unchanged.