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How to Achieve Product-Market Fit (5 Steps)

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How to Achieve Product-Market Fit (5 Steps)

Startups experience a never-ending stream of problems and challenges. Survival in such a scenario is an art of choosing between what to focus on, put on hold, or simply ignore.

But that is never easy: differences in opinions, time and money running out, and the false notion that a truly great business idea should sky-rocket immediately are common issues that startups will face.

Product-market fit is a concept that aims to solve various startup problems by aspiring to be “the only thing that matters.” Focusing on this concept should put any startup on the right track, no matter the circumstances. 

In this article, we’re going to take a closer look at this widely discussed concept. Here’s what we’ll address:

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What is product-market fit?

Product-market fit (PMF) is when a business has confirmed signals that its product can satisfy an existing demand in a market with high potential. 

The usual sign of achieving PMF is when people are willing to buy the product (even if it’s not perfect yet), actively use it, and recommend it to others. 

Why is product-market fit important?

Building a successful product is a matter of doing the right things in the right order and focusing on what truly matters. 

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Just as houses need to be built from the ground up, businesses should build good foundations before going any further. 

Before hiring more people or scaling customer acquisition, startups should confirm two things: First, there are enough people willing to pay for the product; second, the market itself shows a potential for growth. 

Simply put, without PMF, there is no sustainable growth. 

Examples of product-market fit

There are a few possible scenarios for achieving PMF. Some companies find a good, initial idea that they build upon. Others need to change their business completely (pivot) to become profitable. So let’s look at some examples of businesses finding their PMF. 

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Ahrefs

Ahrefs is an all-in-one SEO toolkit that comprises multiple tools designed to grow organic search traffic, analyze competition, and tackle technical SEO issues. 

Ahrefs' value proposition

Ahrefs’ five core tools.

But in the early days, Ahrefs was just a single tool built for backlink analysis (which is only one aspect of SEO). 

Recommended reading: SEO: The Complete Guide for Beginners

Ahrefs' value proposition in 2011

Ahrefs’ value proposition in 2011.

Ahrefs’ founding team focused solely on customer satisfaction of the first product. There was no marketing or sales team in the beginning. 

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That strategy allowed the company to get clear signals of PMF. Consequently, thanks to the organic growth of its customer base, Ahrefs was able to build more successful SEO tools and scale its team.

It’s important to note Ahrefs didn’t stop at the initial PMF. To stay competitive and on top of the market’s demand, it expanded the functionality from a single-purpose SEO tool to a full-blown SEO toolkit. 

Slack

Meet Glitch, the progenitor of Slack that wasn’t even a messaging app. Glitch was a browser-based online multiplayer game launched in 2012, and it looked like this:

Glitch app

That chat window on the right is what later became the Slack we all know today. The rest was dropped by the company and released under an open-source license for anyone to take over. 

Slack found its PMF by turning into a completely different product. In startup lingo, that is called a “pivot.”

The Glitch game didn’t see the desired success. But in light of its spin-off’s success, that doesn’t matter at all. The important part is to understand your lesson quickly and focus on things that actually work.

Play-Doh

Play-Doh is a classic toy that has been a must-have in any toy store for some 50 years. The brand is hugely successful, but its journey of searching for PMF is a lot less smooth sailing.

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First of all, Play-Doh originally had a completely different application for a completely different target audience than today. Going by the name of Kutol, this product was a wall cleaner made especially for washing off the black residue on coal heaters—a common problem in the 1930s. 

The business was great until the coal heaters were substituted by “cleaner” gas and oil heaters. That’s how the company lost its original PMF. 

But it didn’t give up. Legend has it that one of the founders’ relatives had been using Kutol with children in art and crafts classes. That relative suggested something similar for a new, official product application. So the producers of Kutol took a leap of faith and rebranded the product as Play-Doh, a modeling compound for children. 

With that, the company discovered its new PMF and has held on to it ever since. 

Kutol wall cleaner

Before and after. In the 1950s, the wall cleaner ‘Kutol’ tried to regain its PMF. In doing so, it became a successful toy.

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Five steps to achieve product-market fit

The underlying idea behind the process of finding PMF is similar to the scientific method. To make a discovery (i.e., what product to build), you need to research the problem well enough to propose a hypothesis and then design an experiment that will prove or disprove the hypothesis. 

If you want to learn about measuring PMF for an already existing product, jump to step four.

Step 1. Formulate the value hypothesis 

A value hypothesis is an assumption explaining why a customer is likely to buy your product. In other words, you need to specify what value your product would introduce to the user’s life. 

A value hypothesis may look something like this:

  • Buying books online provides a better experience than buying books in physical stores.
  • SEO professionals need a tool for automated technical SEO diagnosis.
  • Email communication is less productive than real-time online chatting. 

Your value hypothesis will later be tested in confrontation with real users interacting with your minimum viable product (MVP).

Great products solve real, meaningful problems. To identify those problems and the potential customers in need of a solution, you need to perform market research.

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Market research can be a really time-consuming process. But the good news is that a good portion of market research can be done online without breaking the bank.

For example, by using an SEO tool like Ahrefs, you can gauge market demand by looking for signs of search demand in search engines, as they are often correlated. 

Let’s say your startup wants to offer an online solution for delayed and canceled flight compensation. Since this will be an online product, you’ll want to see how often people search for queries related to that problem. With Ahrefs’ Keywords Explorer, that information is only a few clicks away. 

Delayed flight compensation search volume

Flight delay compensation’ gets around 1.6K searches per month globally and seems like a common problem. Also, we can see the search demand was heavily impacted by the pandemic.

Step 2. Specify the features of your minimum viable product 

Once you’ve clearly defined the problem you want to solve, the next step is identifying the set of features that will solve the customer’s problem.

Building too few features will result in an incomplete solution. But having too many features is not good as well, as this can dilute the core value of the product and increase the risk of overspending on your prototype. 

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This is where an MVP comes in. Building an MVP is about the balance of the right kind and the right number of features needed to verify the hypothesis. 

It’s probably a good idea to use multiple sources and types of research to discover what needs to be built. You can combine conclusions from your competitive analysis, surveys, observations, and industry reports. 

Also, SEO tools can come in handy. For example, you can get a pretty good idea of which features are generating the most value for your competitors by identifying webpages that they drive paid traffic to and top pages by organic search traffic. 

Suppose you want to build a project management tool. Let’s use Ahrefs’ Site Explorer and look at the Paid pages report for asana.com:

Asana landing pages

And let’s see the landing pages for product features that get the most organic traffic in the Top pages report: 

Top paid landing pages for Asana

You can infer that building forms and timeline features into your project management app is something to seriously consider. If it’s good for your competitor, it could be good for your product as well (on top of your unique value proposition). 

Step 3. Build your minimum viable product

If you look at some of the most successful MVPs, you will see there are many ways to build them. They don’t even have to be fully functional products.

To illustrate, Buffer started as a landing page that collected sign-ups for a product that did not exist yet. 

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Buffer MVP

Dropbox validated its business idea by creating two videos about the product. The first video didn’t even show the product. 

https://www.youtube.com/watch?v=w4eTR7tci6A

Now, let’s look at a few ideas on how you can build an MVP (besides developing a fully functional product):

  • Ad campaigns – You can produce various types of creative content for specific audiences to see which aspects of your product appeal to them the most. 
  • Prototypes – You can use design tools like UXPin, Figma, or Marvel to create an interactive, high-fidelity prototype of your solution and show it to people. 
  • Landing pages – Similar to how Buffer started, you can create a landing page to pitch your idea and collect email addresses through a waiting list sign-up form. Later on, you can use those emails to gather feedback. Also, you can run A/B tests on the site to test different hypotheses.
  • Customer interviews – This method allows you to dive deeper into how your prospects would react to your product with the least possible effort.
  • “Wizard of Oz” MVP – Customers think they are experiencing a real product, but you deliver the service through manual work that’s “behind the scenes.” 
  • Concierge MVP – A manual-first MVP similar to the “Wizard of Oz,” but you don’t fake the product. 
  • Kickstarter/pre-order pages – You can test market demand by getting early birds of your product to sign up. 

However you choose to build your MVP, remember that it needs to help verify your value hypothesis. 

Step 4. Test your minimum viable product with real users 

In this stage of finding PMF, you need to gather as much feedback for your product as you can. Don’t stop at positive or negative feedback. Try to dig deeper and understand what your users like or dislike and what they want to change. 

Platforms like SurveyMonkey, UserTesting, or Remesh can help you reach the right demographics to conduct user testing and/or interviews. 

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You can also post your MVP to online communities relevant to your product’s target audience or share it on platforms like Product Hunt. 

For products existing on the market, depending on how long your product has been around, signs of PMF (or the lack of it) can be seen in customer satisfaction and engagement. Consider these indicators:

  • NPS score – Run a Net Promoter Score survey among your users. If your users are not satisfied with the product, it’s unlikely they will recommend it to their friends. Hence, you have a low chance of growing organically via word of mouth. 
  • The 40% rule – Like the NPS survey, this is about just one question: “How would you feel if you could no longer use [product]?” The possible answers are a) very disappointed, b) somewhat disappointed, c) not disappointed (it isn’t really that useful), and d) N/A—I no longer use [product]. If at least 40% of your users choose the first option, there is a great chance you’ve achieved PMF.
  • Cohort retention rate – This is reserved only for products designed to be used over a longer period of time. The idea is this: If your paid customers stay with your product, that’s a sign of PMF. The ideal retention rate can vary, depending on the type of product and industry. Read more about retention rate benchmarks here.

Step 5. Learn from your users and iterate

At this final stage of the process, you should be able to answer two questions: Did your MVP prove or disprove the value hypothesis? And what can you do to make your future product better?

A negative result of your value hypothesis experiment is not the end of the world. Depending on the feedback, you may make some tweaks and restate your hypothesis. Then, start the process all over again. 

One famous example of that is bubble wrap. It didn’t catch on as a new type of wallpaper or house insulation. 

Bubble wrap wallpaper

Also, some business ideas can just be ahead of their time (e.g., due to technical reasons or current legislation). You may need to try again some other time. 

However, some business ideas are just bad, and there’s really nothing you can do about it. On the bright side, if you discover this issue early, you’ll save yourself a great deal of time and money. 

But if you are right all along and your MVP survives the confrontation with users, then you’ll have a good chance of succeeding. In other words, it’s likely you found PMF. 

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Before you turn your MVP into a fully functional product and deliver it to the market, it’s a good idea to make a couple more iterations to tackle all of the feedback you’ve received. What you want to hear from your users is your MVP is easy to use and provides a valuable solution.

Finally, as we’ve seen with our PMF examples, PMF can be a temporary thing. You may lose at some point, like Kutol (Play-Doh), or may need to expand on your initial idea like Ahrefs. 

Final thoughts

The market always wins. A great product will fail in an unfavorable market, and a bad product will sooner or later be marginalized in a thriving market. 

That’s why choosing a market where users have a real, meaningful problem, launching the product quickly, and iterating it based on the feedback matter so much. Succeeding at that stage is a sign you can start working on the next steps: hiring more people and acquiring more customers. 

On a final note, it’s good to keep in mind that not all user feedback is created equal. You don’t need to make all of your users’ wishes come true. Focus on doable improvements and things that go along with your product vision. 

Got questions or comments? Ping me on Twitter.

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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


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