SEO FOR PLG MASTERCLASS | Luis Rodriguez, ex Head of Organic Growth @ Miro | #18

Luis Rodriguez has 12+ years of international SEO experience and led organic growth at Uber and most recently Miro. He let me pick his brain for 60 minutes about scaling organic growth in PLG companies. Here are my 4 favorite takeaways. 1) Snake oil is actually useful All the panic and noise in SEO right now is helping the industry. It's forcing SEOs to go deeper, connect with experts, and prove their value. The smoke and mirrors push people to understand what's real versus what's hype. His advice: don't drink the Kool-Aid, but use the chaos to get closer to what actually drives business results. Check your data, look at your bottom line contribution, and let that be your answer to "is this the end of times?" 2) Templates aren't just acquisition tools, but retention engines Most PLG companies think templates are just entry points for signups. But templates are collaboration points that bring more people in, create virality, and drive retention. A user can start their journey with a template, but they can also restart it, continue it, and bring more people with them. This opens up organic growth beyond just the acquisition funnel into actual retention loops. 3) Traffic has never been enough as a metric What generates value for your company is revenue, subscriptions, conversions. The goal isn't to get more visitors, it's to provide growth and business value. For measurement, he focuses on three things: holistic visibility within your category (not just prompts or keywords), sessions as a leading indicator (people still need to come to your product), and retention (are you acquiring repeatable users, not just one-time visitors). 4) SEO profiles need a recalibration He's attracted to people with automation experience who aren't afraid of tools like Lovable, not just traditional content writers. Someone who started their career with ChatGPT has completely different timelines for keyword research across multiple languages, it's a medium task now, not a huge lift. ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Luis on LinkedIn: https://www.linkedin.com/in/luisrodriguezc/