Product-Market Fit.

Product-market fit (PMF) is the stage at which a product has found its right market and is solving a problem that market genuinely has, validated by strong retention, organic referrals, and growing demand. Marc Andreessen, who popularised the term, described it as 'being in a good market with a product that can satisfy that market'. Before PMF, growth requires forced effort; after PMF, growth becomes self-sustaining.

How Product-Market Fit is Measured

Common PMF signals include: a Net Promoter Score (NPS) above 40; Sean Ellis's benchmark that 40%+ of users would be 'very disappointed' if the product disappeared; low churn rates with high retention cohorts; growing organic sign-ups without proportional increase in marketing spend; and a high proportion of users actively evangelising the product to peers. For SaaS businesses, negative churn (expansion revenue exceeding churn revenue) is a strong PMF indicator.

PMF and SEO Strategy

Before PMF, SEO investment may be premature: if the value proposition isn't clear enough to convert visitors, traffic is wasted. After PMF, organic search becomes a powerful growth channel because satisfied users generate branded search volume, create link-worthy content references, and define the vocabulary (keyword set) the market uses to search for the product. Tracking brand keyword growth as a proxy for PMF is a useful leading indicator for content and SEO teams.