Two marketers argue the standard SEO categories for marketplaces mix up page purpose with how content gets made. They propose sorting by page type first (product pages, reviews, guides, tools) and content method second (programmatic, human-written, AI, hybrid). Traditional blog posts drive traffic but rarely convert.
Chapters
I thought it might be helpful. Can you just give us like a high-level overview of the different types of SEO and maybe kind of break it down into the buckets?
Yes. So I want to reimagine what actually the types are. So the typical types are programmatic, editorial, and technical, which I don't actually agree with. So, but I'll define those and then I'll redefine what I think that it should be. So programmatic would be programmatically generated pages like browse pages and product pages. Editorial would be articles. And then technical, quote technical is sort of this loosely defined thing, but that would be the infrastructure like your internal links and your metadata and things like that. I think that this is not actually the right way to think about it. So I think that we need to decouple programmatic and editorial, which is how content is made with the page type. You can have a page type with programmatically generated content or editorial content. Any of those page types could have programmatic or editorial content. So I think instead we should start with the page type and then we should talk about how the content is created on the page. The page types, these many different page types, the traditional marketplace page types are browse pages, which would be, you know, red shoes, product pages, which would be an individual product. And then there's a bunch of other kinds of page types beyond just articles. So articles usually are these high volume extremely low intent pages that sort of float over in the blog and you get a bunch of visits and they don't convert, which is not what we want. The other page types that I think are very interesting are listicles, which is sort of an editorial form of a browse page, a product review page. So a lot of times product queries, product review pages outrank the product page. There could be how to do X, like how to perform this task. Or how to solve this problem, tools, templates, all these different kinds of page types. And all of those page types could have programmatic content, they could have editorial content, human-written content, they could have AI content. But programmatic editorial is the— is how the content is created. But we start with what the right page type is.
