What It Is
This strategy tailors your entire SEO approach to the site’s underlying archetype. Integrators, such as SaaS and DTC brands, must generate content and demand because they don’t inherently hold search-worthy inventory. Aggregators, such as marketplaces and UGC platforms, win by organizing and surfacing an existing supply of inventory or user content. Diagnosing which model you are prevents you from copying tactics built for the opposite archetype and wasting effort on the wrong growth lever.
How It Works
- Classify your site as an integrator (must create content/demand) or aggregator (relies on inventory/UGC).
- For integrators, prioritize original content, thought leadership, and demand generation.
- For aggregators, prioritize scalable templates, internal linking, and inventory indexation quality.
- Audit whether your current tactics match your archetype and cut mismatched effort.
- Set archetype-appropriate KPIs and growth models rather than copying a competitor’s playbook.
Who Recommends It
- Kevin Indig endorses — Popularized distinguishing integrator versus aggregator sites and matching SEO strategy to each archetype’s fundamental growth mechanics. Unscripted SEO episode →
Difficulty & Time Estimates
HardDifficulty
1–2 moTime to Results