Lenny Rachitsky: belief

Transcript context

…We used to put out about 10 articles a week, that's net new. Whereas now we are doing more of five new articles and five article updates. Because the type of content we write, regulations change, things change all the time, so we need to make sure that even if something was published two years ago, it's up-to-date. So we have a team that is responsible for continuously fact checking. So we do about five article updates and five net new articles written. And of course we do it across many different languages. So what started off as English only operations is now in other languages as well. So there's no shortage of work to go around. Something that I go back and forth on a bit is, if SEO is something every company should be doing and will work for them? And in my experience, there's certain products that are really good for SEO, especially if there's user generated content or there's just a bunch of data like say Yelp or Glassdoor, where they can generate tons of pages in all these different ways. Do you have an opinion on what sort of business and company is best suited for SEO? Or is your feeling everyone should probably be doing SEO in some form? And even if it's not a huge part of your growth strategy, it'll help. I don't think everybody should be doing SEO. I think if you are in a space where people are looking for a solution, you should be doing SEO. But if you are a direct to consumer company selling people lipstick, which I'm a huge buyer of, you probably shouldn't invest in SEO all that much because people don't go to Google for that. They go to Instagram, they go to influencers. And even if someone types in the best lipstick of 2023, chances of your website ranking, because you're not a third party objective comparing to other people, is very low. So it really depends on the solution. But if you are in a space which most B2B products tend to be, that you're solving an active problem very specifically, then I would say SEO is a good idea. If you're a consumer good, maybe a little bit less effort should be put towards it.…

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