I gave this presentation in a SEMrush webinar. It's about differences between classic online marketing and growth marketing and synergies between SEO and growth marketing.

1. Problem Solution

2. Product Solution=

3. Demand
Value*
*Quality, Price,
Efficiency, Usability
Product Solution=

4. Demand
Value*
*Quality, Price,
Efficiency, Usability
Product
Optimum

5. Demand
Value*
*Quality, Price,
Efficiency, Usability
Product
Optimum$$$
No sales

6. Demand
Value*
*Quality, Price,
Efficiency, Usability
Optimum
Product-Market Fit
$$$
No sales
Exponential growth
High NPS
High retention

7. Demand
Value* Optimum
*Quality, Price,
Efficiency, Usability
Product
No sales
$$$

8. Demand
Value* Optimum
*Quality, Price,
Efficiency, Usability
Online
Marketing
Growth
Marketing
$$$
No sales

9. Demand
Value* Optimum
*Quality, Price,
Efficiency, Usability
Online
Marketing
Growth
Marketing
$$$
No sales
SEO

10. Where Growth Marketing
and SEO collide

12. www.kevin-indig.com

13. #Goals
Differences Synergies Practicalities

14. SEO vs GM

15. Growth Marketing vs. SEO
Goals Funnel Channels Process
Growth
Marketing
Achieve PMF
and Grow
acquisition,
convert and
retain
Awareness
Conversion
Engagement
Retention
Referral
SEO
Paid
Social
E-Mail
Referrer
Find, test
and scale
SEO
Grow user
acquisition,
convert and
retain
Informative
Considerate
Transactional
OnPage
OffPage
Content
Reverse
engineer
ranking
factors

16. Growth Marketing vs. SEO
Goals Funnel Channels Process
Growth
Marketing
Achieve PMF
and Grow
acquisition,
convert and
retain
Awareness
Conversion
Engagement
Retention
Referral
SEO
Paid
Social
E-Mail
Referrer
Find, test
and scale
SEO
Grow user
acquisition,
convert and
retain
Informative
Considerate
Transactional
OnPage
OffPage
Content
Reverse
engineer
ranking
factors

17. Growth Marketing vs. SEO
Goals Funnel Channels Process
Growth
Marketing
Achieve PMF
and Grow
acquisition,
convert and
retain
Awareness
Conversion
Engagement
Retention
Referral
SEO
Paid
Social
E-Mail
Referrer
Find, test
and scale
SEO
Grow user
acquisition,
convert and
retain
Informative
Considerate
Transactional
OnPage
OffPage
Content
Reverse
engineer
ranking
factors

18. Growth Marketing vs. SEO
Goals Funnel Channels Process
Growth
Marketing
Achieve PMF
and Grow
acquisition,
convert and
retain
Awareness
Conversion
Engagement
Retention
Referral
SEO
Paid
Social
E-Mail
Referrer
Find, test
and scale
SEO
Grow user
acquisition,
convert and
retain
Informative
Considerate
Transactional
OnPage
OffPage
Content
Reverse
engineer
ranking
factors

19. SEO + GM

20. 1. SEO feeds PMF
Search volume
Long-tail keywords
User questions
Brand
Related searches
User signals
Bounce rate
Time on site
CTR
Pages / visit
Rankings
Competitors
Influencers

22. Title Text

24. Search volume as indicator for
product-market fit

25. 1. SEO feeds PMF
Search volume
Long-tail keywords
User questions
Brand
Related searches
User signals
Bounce rate
Time on site
CTR
Pages / visit
Rankings
Competitors
Influencers

26. Homepage
Product LP
Feature x
Feature x
Feature x
Feature x
Feature x
Feature x
Weak feature
of the product?
Strong feature
of the product?
1. SEO feeds PMF

27. 1. SEO feeds PMF
Search volume
Long-tail keywords
User questions
Brand
Related searches
User signals
Bounce rate
Time on site
CTR
Pages / visit
Rankings
Competitors
Influencers

30. 2. SEO = compound growth
Scale growth
SEO
Growth
Marketing

31. 2. SEO = compound growth
Pages*
Traffic
1 page ranks for
many keywords
*with high relevancy and authority

32. 2. SEO = compound growth

33. 2. SEO = compound growth

34. 2. SEO = compound growth

35. 3. SEOs need to embrace the
testing mindset

36. 3. SEOs need to embrace the
testing mindset
The last 10 years have been about building a
world that is mobile-first, […]. But in the next 10
years, we will shift to a world that is AI-first, […].
-Sundar Pichai, CEO of Google
https://blog.google/products/assistant/personal-google-just-you/

37. 3. SEOs need to embrace the
testing mindset
Deep
Mind
Industry specific
ranking factors
Testing

38. 3. SEOs need to embrace the
testing mindset
https://codeascraft.com/2016/10/25/seo-title-tag-optimization/

39. 3. SEOs need to embrace the
testing mindset
https://medium.com/@Pinterest_Engineering/demystifying-seo-with-experiments-a183b325cf4c

40. 3. SEOs need to embrace the
testing mindset
https://www.thumbtack.com/engineering/seo-tip-titles-matter-probably-more-than-you-think/

41. 3. SEOs need to embrace the
testing mindset
1. Brainstorm
2. Research
3. Test setup
4. Test
5. Analysis
6. Conclusion
Existing tests, hypotheses
KPI, goal, description,
timing, URL, hypothesis
Sub-set of pages vs.
a control group
Learn from and
store results

42. Conclusion
Feed PMF
with SEO
Harvest synergies
for compound
growth
Embrace a
“Test Mindset”

43. Kevin Indig
kevin.indig@gmail.com
@Kevin_Indig
www.kevin-indig.com