Video Replay
Video URL：https://meeting.tencent.com/crm/2kPOqwoNe9
Password：NAMD
All images are in the original post
Why SEO Still Matters in the AI Era
Unlike the mobile app ecosystem in China, overseas search engines are the top priority! Users will first search on Google, then jump to more vertical channels
- Organic Traffic
- Search Engine Optimization
- Content Marketing
Traffic channel share - Branded/non-branded traffic share - Number of keywords/pages/page types
- Good SEO will increase organic traffic, but high organic traffic doesn't necessarily mean good SEO - it could be content marketing, PLG, PR, or a marketing campaign, like Midjourney, Runway, Pika
- "Product-Led SEO" (by Eli Schwartz): Do SEO around products/users, not around industry/search engines
- Organic traffic consists of branded traffic and non-branded traffic; e.g., Luma, Luma Dream Machine/AI Video Generator
- Not all organic traffic is equally important; traffic from brand keywords has higher click-through rates, conversions, and purchase intent, users are closer to the bottom of the funnel; most websites get more traffic from non-brand keywords, though competition is also fiercer; non-brand traffic is your touchpoint with future users
- SEO is optimization in content or technology, so SEO is a lever for multiplier growth
- Brand traffic will gradually increase over time
Have reasonable expectations for SEO, don't overestimate or underestimate
Growth is simple, using budget wisely for growth is hard
- Technical SEO：Help search engines better find, crawl, understand, and index pages; mobile-friendly, loading speed, structured data, crawl budget, website migration, etc. – Related to frontend, one-time work
- On-page SEO：All on-site operations to improve rankings and gain organic traffic; content creation (blog posts, landing pages, templates) and optimization, optimization of keywords and specific content (Title, URL, Headers, Image, Internal Links), etc. – Traditional SEO work, long-term updates, requires both theory and practice
- Off-Page SEO：All off-site operations to improve rankings and gain organic traffic, referral traffic; outreach to get backlinks, guest posts, PR, etc. – Similar to influencer marketing, but doesn't require much professional skill
SEO is not zero-cost traffic acquisition: SEO expert salaries start from $40,000, SEO outsourcing service fees range from $2,500-$10,000 per month, there are about 200,000 SEO practitioners globally
How to Develop the Most Suitable SEO Strategy Based on Project Situation
SEO In-House vs Outsourcing
Depends on budget, team (understanding, size) and workload (goals, timeline); when deciding to do growth through SEO, consider the following questions when choosing execution method:
- Choose In-House Execution:
- Are team resources and expertise sufficient to complete SEO tasks independently?
- Can expected results and goals be achieved through internal resources?
- Budget and cost-effectiveness of in-house execution vs outsourcing?
- Choose Complete Outsourcing
- How is the partner or agency's experience and expertise in SEO/industry?
- Do they have good client reviews and success cases?
- Are contract terms and conditions transparent, including scope of services, timeline, and fees?
- Choose Partial Collaboration
- Is communication and collaboration smooth between internal team and external partners?
- Do they provide customized SEO strategies to meet specific needs?
| In-House | Outsourcing |
|---|---|
| Main team members operate, need to hire or train from scratch | Operated or coordinated by third-party agencies |
| Understand full-stack SEO knowledge | Separately master on-page, off-page, and technical SEO skills |
| Integrate into omnichannel marketing activities | Conducted as independent marketing activities |
| Low budget | High budget |
| Tool expenses (can use shared versions on Taobao) | No need to pay tool fees separately |
SEO service pricing：https://clutch.co/seo-firms
How to Avoid Technical Issues When Starting SEO
From 0 to $1M ARR in 4 months? How this Consumer AI Startup did It：https://www.youtube.com/watch?v=SUrNF9fb2QE
How to Organically Integrate SEO with Other Growth Channels
Active growth + passive growth, inbound + outbound; organic channel integration, maximize growth
SEO as an independent growth strategy is powerful enough; once SEO is combined with other growth channels like PPC, social media, EDM, it will enhance your overall marketing strategy, bring more targeted traffic, improve user engagement, and increase conversion rates
Content Marketing
High-quality, optimized content improves SEO by attracting readers and encouraging them to share links, enhancing domain authority and search rankings; SEO can guide content creation, including topics to cover, target keywords, and gaps in the content landscape; content marketing is creating and distributing valuable, relevant content to attract and engage target audiences
https://www.kittl.com/article/how-to-make-cute-pixel-art-in-minutes
Social Media
Doesn't directly affect SEO rankings; more traffic from social media shares may lead to more backlinks
EDM
Guiding email recipients to visit the website can increase traffic and user engagement; sending targeted emails can encourage visits to specific pages, increase page views, time on site, and may reduce bounce rate; users who visit the website through organic search but don't convert can be retargeted through remarketing; subscribe to blog article newsletters
SEM
Paid Search is expensive, especially for high-traffic keywords; adding SEO to paid campaigns can reduce costs and improve ROI; ads matching SEO strategy have higher click-through and conversion rates; SEM can test keywords that align with long-term SEO strategy
Audience Q&A
About Overall Understanding
- SEO generally takes a long time to show results, so in the 0-1 stage, should we focus on building foundations or heavy investment?
Personal experience - Where to start learning SEO, how many stages? What's the best way to get started?
Start with hands-on practice, SEO doesn't need any learning materials, theory isn't very useful
- In the long run, will traffic distribution channels in European and American markets change? Can Google maintain its position as a traffic gateway?
Depends on how people search for information
- How should teams with no overseas experience get started?
Buy a domain, build a site
About Strategy Design
- What impact and trends do in-browser AI ads (Google's AI review, GPT's search, Perplexity) have on product promotion?
One more new growth channel
- How to improve SEO efficiency through AI tools?
Multi-modal distribution
- When your AI product commercialization isn't particularly mature yet, how to measure and evaluate SEO effectiveness and decide next steps? How to combine SEO and SEM?
Focus more on those North Star metrics, balance growth and traffic health, distinguish content audience and feature users; bot traffic accounts for a large portion of traffic, including all traffic generated by non-real human users, such as RPA, search engine crawlers/spiders
- How to promote AI short video tools? Do different countries need differentiated strategies?
- I'm a dollar fund, how to improve website and LinkedIn rankings through SEO?
- Newly launched AI image/video or other tools, no user volume or interaction signals yet, how to compete with established software? Should we attract users through free strategy?
Overtake from niche markets; in specific tracks, first-mover advantage has obvious Matthew effect, latecomers can only overtake through differentiation, "AI" is currently the biggest differentiation
- What are the cold start strategies for tool-based SaaS products?
PH, Appsumo, Reddit, just try them all
- At which stage of product growth is the best time to do SEO? How to build SEO effectiveness feedback paths?
Whether you actively do it or not, you're already passively doing SEO from the first day the website is published; traffic/registration
- Which Chinese companies are successful in overseas SEO? How did they do it?
Find AI overseas rankings, judge using the methods introduced earlier, exclude websites where most traffic comes from China
- How to configure SEO budget and team for AI products
- Depends on your budget
- What are the typical profiles and typical workflows of SEO experts
- Each has their own profile
- How to combine SEO with influencer marketing
- When building a site initially, with insufficient SEO knowledge, how to better select suppliers
- Compare three options, this is a mature industry
- How to combine SEO and SEM?
- Is there a complete workflow using AI to help generate blog articles for ranking? If yes, can you share details and what was done to avoid being penalized by Google's anti-spam mechanisms?
Yes, AI-generated article quality is higher than manual; workflow + prompt optimization + plugins
- What should be noted when websites use i18n to get traffic in other languages?
Use subdirectories, not subdomains
- For products with integrated features that are hard to split into segmented tools, are there good mechanisms to easily generate many landing pages?
Other types of Landing Pages; Comparison, Use Cases/Solutions types
- How to manage SEO keyword research, topic selection, and content writing processes within the team? Should we combine with AI to produce content?
- Third-party forums like Reddit get Google traffic preference? What about forums within your own site?
About Specific Operations
- Sitemap, format related
- .xml
- .xml.gz
- Is the latter more useful than the former? For sites with particularly large numbers of pages
- Both are just auxiliary means, no big difference, mainly monitor indexing of key pages
- What to do if Blog is not indexed
Check GSC for the reason; not crawled or poor quality
Others
- Want to learn about Discord and GitHub distribution strategies
GitHub growth related：https://www.xiaoyuzhoufm.com/episode/64d4a09be490c5dee51060f2, search "Ginger Iris" on Jike