Looking to take your product and solutions pages to the next level? In this week’s episode of Whiteboard Friday, Liraz talks us through how we can optimize our product pages in the multi-search engine optimization. She provides a detailed breakdown of page structure and how to bridge the gap between product and SEO.

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Hello, everyone. My name is Liraz Postan. I am an international SEO expert with 15 years of experience, and I am here to discuss with you today about your SEO SaaS product pages. Let's talk about that. 

We all know that top-of-funnel traffic is decreasing. AI Overviews is giving us a slap with our CTR. We all know that Reddit is doing the same and forum discussions. Let's try to see what we're going to do with our bottom-of-funnel pages today. 

So we're talking about the age of mSEO, multi-search engine optimization. What I mean by that is that your users can come from all over the place. They can come from any kind of search engine these days.

So that will be like traditional search engines, like Google or Bing or LinkedIn if it's B2B, and of course, our friends, ChatGPT and Perplexity, and other LLMs. So when we're talking about that, you have to understand that these kind of fellows, they do not understand anything about your product or what you're offering today or what is that you're different from others. So we want to give them I would say the more informative pages, the more informative experience.

We also want to give the users an understanding of what are we offering without leaving the website. 

So let's talk about your product pages and what big site hierarchization looks like. We'll talk about the homepage. Most of the time in LLM traffic, the site mentions will bring the resources that you're going to see in these conversations will link to brand mentions and that will be for homepages.

Sometimes it will be for your product page as well. Most of the time if the user is looking for a specific kind of pain point, they will actually link to a solution page or actually linking to something that can be top of funnel to your blog but also to your solution pages as well.

So let's talk about your product page.

Sometimes, inside your product page, your product marketing team will want to have more fun copy or something that can be not really descriptive of what the product is actually doing. And you need to make sure that, as an SEO, the product, when someone goes into the website, immediately they actually know inside the product page what are you offering, what does this product do.

This product page also needs a link to the solution pages or use case pages. That's also nice. It's perfectly fine. So we're talking about solution pages. You know what? Let's stop talking about solution pages. Let's talk about pain point pages.

We're talking about pain point pages, and what I mean by that is that these pages can actually be useful for SEO traffic because your users are looking for how to solve a specific problem they have, and they need a product — your product — to solve their problems. 

So let's talk about the perfect and ideal layout over here, and this is something that you can take to your product marketing team or create, I don't know, a discussion inside your company to help them create better pages. So we'll talk about what we do. What we do, not fun copy, what we do exactly. 

Provide a way to see the product in action

A “try it”, we want to make sure the users are having like a right away way for them to try the product as they speak. Try it, book a demo, talk to us, any kind of CTA that they can use. 

I listed a video here because I think these days, users don't have the time to go over a long product page or a solution page and try to figure out what you're actually doing. If you're going to include your product there, with screenshots and how to use it or what it does, an actual, really brief, one-minute video will solve a lot and may be more useful than just the option to book a demo. 

Feature logos of brands you work with

Then logos, of course, your trust recognition, any kind of branding you're working with. Give some thought also to who brands it, which brands are you working with. I mean, if you're working with small businesses or bigger businesses that also have like a lot of impact when you're putting it here, when the actual average visitor is maybe a small business or maybe, I don't know, a large business as well, you have to take this into account. 

Clearly explain how the product works

How does it work? In a very clear way, what we do and how does it work? In an image, an infographic, it can be with a Lottie or a GIF, anything that you want to say with actual text. But this is what this actual section needs to be talking about. 

Highlight what pain point the product solves

What we solve, about the pain point. Why are we good for this to solve this pain point? A clear CTA. 

Outline how you compare to your competitors

And, of course, remember that if a user comes from LLM traffic, they're going to be getting several resources. They're going to be getting several options to look at. So they know that it's not just you in the market. You have others. This is why this section is useful, we versus others. 

Instead of them going to figure out why and how your offering is different, let them see it on your website, but of course more benefit to your product and where you're having like a blue ocean. So a table or a more descriptive way of understanding how you're different from your competition. 

Indicate what it takes to get started with your product

And what does it take to start? Does it require, I don't know, like a very crazy integration or creating I would say a very long onboarding process? Or maybe it's just like in a snapshot, just like two clicks and you're there. This is a super interesting way to just give them an opportunity to say if it's an easy process or if it's a longer process, we're here to solve it for you. We have the best onboarding system, best customer success system. Go for it. And then, the CTA. 

So that will help you. Of course, we're talking about with SEO, usually SEOs are more like in style for text and long-format text and things like that in solution pages. You don't have to do that as long as the page is answering specific questions, and this is all the users need, basically. 

So we're talking about this, how to do that. Go to your product marketing managers or your product team and create a discussion. And I personally believe that SEO has to get this kind of discussion with a product team or a product marketing team, whoever is involved with these decisions because we're talking about a relationship over here that can only benefit each other over time because what they care about is what you care about. 

You care about conversions and demos and leads, and they care about the same thing. You're bringing it via search. They just really have the technical background and know the actual complications for the product. 

So we're talking about pushing them for new features all the time. If you're seeing something that competitors have and your product doesn't have, push them to talk about the new features, either in a blog, either to optimize the solution pages or pain point pages as we call it. 

A/B testing, constantly checking if these pages are working or not, if it's converting or not, if you need to optimize this or not. 

And, of course, clear messaging. This is very important to start a conversation and stop the fluff in your product pages or solution pages. 

And data. I think the most important thing that sometimes SEOs overlook is actual search data and how we can actually change things with data.  

We actually know that if we change this title of this solution page or change a little bit of a section or a rank from five to one, we can actually bring valuable traffic to the website and valuable users with higher intent. So why not use this data or maybe we predict some data for your higher management to get better decisions? 

So the relationship, product and SEO, super, super important to create this kind of I would say hand-in-hand and not get product working in a silo and SEO working in a silo. 

When we're talking about mSEO, I want to talk about how to treat these users these days because we know, of course, they're coming to the product and solution pages, but we can actually do some reverse engineering to figure out which traffic is getting where and why. 

So we know that some of the pages are going to the homepage for brand mentions. But we also know some of it is going for “best for” pages. If your traffic from LLM comes to “best for” pages, try to come up with more of this and whatever works. So make it something that will be valuable for you. 

Talking about brand mentions, we know that in order to be even countable for LLMs, we know that you have some kind of mention elsewhere. So is it brand quotes or thought leadership quotes or your digital PR efforts or anything that can actually bring some valuable mentions to you as a brand? We're talking about be part of the conversation, be part of the discussions, professional discussions. 

Whether it's on professional forums or even on LinkedIn forums or things like that, this will pick up somewhere. Maybe not today. In a few months, I'm sure every kind of thing that you're writing will be mentioned elsewhere. 

And, of course, clustering. Try to cluster the content that comes to your website. If it's “best for” product pages, solution pages, or maybe documentation sometimes, try to see where these things come up with and try to cluster them and optimize the content as we go. Implement CTAs if you're already getting the traffic.

We have a client that is getting a lot of traffic from LLM, more than 1,000 a month, and growing dramatically every month. We know this is something that is going to be really heavily invested in 2025 and also moving forward, so it's not something that you should overlook.

And, of course, create more of what works. Every time you see content that really works well for your brand, try to make more of it. Try to think of a strategy to create more pages like this and not just create one of it and that's it.

Try to think of what conversations should look like. By the way, we also know that Perplexity sometimes can share an actual part of the query or the conversational query. Just see it on your local studio. When we're talking about this, we're talking about measuring it, visualizing it. This is great for you to start seeing what other sources of traffic you're getting to your website.

It's okay. We're in the stage of it's not just Google anymore. Google Search Console is not enough. You need to think of the bigger picture. You need to think of other organic sources that you're getting to your website and how to deal with them today in other content formats or to see what other content formats work for your niche as well.

So if you have any questions, of course, feel free to ask me anything, and I just hope your bottom-of-funnel pages will just get better. Thank you so much.