Seth Godin Category Design for Search: Build a Purple Category, Not Just Pages

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Ever wondered why your content isn’t generating the demand you expected, even when it’s ranking? That’s where category design—inspired by Seth Godin—blows traditional search strategy out of the water.

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In this post, I’ll show you why building a purple, remarkable category matters more than spinning up page after page—even in the era of AI Overview, SGE, and product-led SEO. We’ll break down the pivotal principles of Seth Godin SEO, how to create demand (not just harvest it), and actionable steps to build a category that search engines—and people—crave.

What Is Seth Godin’s Take on Category Design in SEO?

Seth Godin believes it’s not about ranking for keywords; it’s about creating new ideas people talk about. In category design, you invent (not just compete). Instead of blue oceans, you build your own colored sea—a purple one.

• Design the category so you’re the only real choice
• Differentiate, don’t iterate
• Make the competition irrelevant by being incomparable

Think about how the iPod wasn’t just another MP3 player—it was a whole new category Apple owned.

Why Is “Purple” Better Than Just Blue Ocean in Search?

A “purple” category is unforgettable, like Godin’s famous Purple Cow—something people can’t ignore. In search, blue ocean means unexplored markets, but purple categories are uncopyable ideas people talk about and seek out.

• Not just less competition—no real competition
• Your messaging shapes the demand
• You’re Google’s entity and people’s reference

Go purple, not just blue, to be truly differentiated online.

How Does Category Design Work With Search Strategy?

Traditional search strategy finds keywords and fills gaps. With category design, you define the gap—then own it.

• Identify an under-addressed need
• Coin a term or sub-niche
• Build landing pages around educating searchers about the category

Instead of competing for SEO scraps, you create the table everyone wants to join. For more on blue ocean strategies in SEO, see our blog post: Blue Ocean Strategy for SEO.

How Can You Create Demand—Not Just Harvest It?

Most SEO chases demand already in Google. Godin-inspired thinkers create the demand themselves. Here’s how:

• Coin terms only you use
• Publish manifestos—content that stakes your claim
• Teach the problem, not just your solution
• Show how your category changes the game

Inventiveness, not iteration, builds durable search moats.

What Happens When AI Overview & SGE Take Over?

AI Overview and SGE are changing how people discover. They combine content, summarize, and surface brands with strong authority. If you own a category, Google and AI will cite you as the reference—driving persistent, defensible traffic.

• Occupy the source position for new categories
• Be referenced in generative search experiences (GSE)

For future-proofing your SEO, category design is your moat in the age of AI.

How Does Product-Led SEO Fit Into Category Design?

Product-led SEO focuses on leveraging your product’s unique assets to scale organic visibility. Category design goes deeper: your product isn’t just another tool, it’s the origin of a new category.

• Your product becomes the blueprint for searches
• Landing pages educate on the category, tied directly to what you offer
• No product? No category. It’s a virtuous loop.

The more unique your product, the easier it is to shape and own the category online.

Why “Pages” Alone Won’t Win in Modern Search

SEO playbooks used to say: make more pages, capture more demand. Just publishing pages is a commodity strategy. A purple category gives purpose and cohesion to your content, creating:

• Deeper reader engagement
• More links and citations
• Stronger expertise, authority, trust

Don’t just build pages—build movements.

What Are the Steps to Building Your Own Purple Category?

Follow these Godin-inspired steps to carve your space:

1. Spot the unseen problem—more than unmet, it’s unrecognized
2. Coin the name—own the phrase, landing page, and initial definition
3. Publish thought leadership—manifestos, explainers, and industry “primers”
4. Invite the tribe—give practitioners a way to self-identify as part of the new category
5. Build defensible assets—data studies, benchmarks, glossaries

Move beyond content to community.

How to Use Language to Make a Category Stickier

Words shape searcher behavior. Seth Godin recommends creating a “vocabulary” around your new category. Some tactics:

• Invent memorable acronyms (e.g., “PLG” for product-led growth)
• Host a glossary or jargon buster page
• Use metaphors, like Godin’s “Purple Cow” story

Make your phrasing intuitive so others discuss—and search for—your new term.

What Makes Category Design AI-Friendly?

AI engines value:

• Fresh, semantic-rich entities
• Original topic clusters (not copied)
• Clear answers to new questions
• Authority signals (links, references, thought leadership)

Design a category, and future AI models use your language as the basis for their results.

How Do You Get Others to Adopt Your Category Language?

Getting your phrase to “catch on” requires strategic nudges:

• Host a workplace or industry challenge (“Are you a [category] leader yet?”)
• Encourage influencers and early adopters to use your term
• Publish industry “state of the [category]” reports
• Monitor mentions and reward community adoption

If people use your phrase without quoting you, you’ve nailed it.

How to Anchor Your Category in Google’s Knowledge Graph

Google uses structured data, schema, and clear entity relationships to define categories. Here’s what to do:

• Add schema markup to new category pages
• Connect entities (people, companies, glossary terms) to your core page
• Submit to Wikidata or Wikipedia (if notability allows)

Become the canonical definition and you’ll be cited by both human and AI searchers.

How Do You Build Authority Fast in a New Category?

Authority isn’t just links anymore, but relationships and citations. Speed up by:

• Creating data reports or benchmarks only you can access
• Getting early press coverage about your “new” thing
• Partnering with thought leaders for joint content

For advanced tips, see our post: Demand Creation vs Demand Capture in SEO.

How to Design Pillar Pages for Category Domination

Your pillar page is the home of the category:

• Explain what the category is and why it matters
• Show problem/solution fit with data, broken status quo, and clear outcomes
• Link to support content (how-to’s, stories, FAQs, comparison pages)
• Use visuals to reinforce new concepts

This becomes the “Wikipedia” of your purple category.

How to Use Storytelling in SEO to Seed Your Category

People remember stories more than facts. Seth Godin’s work relies on memorable stories—Purple Cow, Tribes, and Linchpin.

• Tell customer success stories from your new category
• Share your origin—why did you invent this?
• Highlight “enemies” (old way vs. new category way)

Stories persuade, motivate, and drive adoption in search and social.

What Are Common Pitfalls in Category Design for Search?

• Picking a category too similar to what already exists (no novelty)
• Coining a term nobody understands (too clever is a risk)
• Failing to get community or influencer buy-in
• Lack of ongoing content or support

Iterate, listen, and be ready to shift.

How Do You Measure Success of a Purple Category?

• Brand searches—are people Googling your category name + brand?
• Mentions in third-party blogs and media (not just your own content)
• Share of voice in AI Overviews
• Organic growth of category keyword volume
• Conversion rates on category-focused pages

It’s about impact, not just impressions.

What Does Category Design Look Like in Practice?

Back in the early days, Salesforce coined “No Software.” They didn’t fight other CRMs. They redesigned what a CRM could be—and owned the “cloud CRM” category.

• They published guides, hosted events, and spoke a new language
• Google started associating “CRM in the cloud” with Salesforce as the authority

You can do the same for your industry.

Where Does Hoook.io Help in the Category Design Journey?

At Hoook.io, we've built technology and frameworks—rooted in product-led SEO and demand creation—to scale your category-building efforts.

• Identify emerging category opportunities
• Build bespoke pillar and support pages fast
• Monitor authority, mentions, and AI/search engine adoption
• Accelerate adoption and growth of your unique category

Ready to be the only answer—not just another option?

How to Pivot if Your Category Isn’t Catching On

If your phrase or idea isn’t resonating:

• Test phrasing variations in ads/content
• Solicit industry feedback—what do people call their problem?
• Use comparison pages (“Why X is better than Y”)
• Always stand ready to reframe—iteration is part of category design

Agility wins in early stages.

Why Is Now the Best Time to Invest in Category Design?

Search is being reimagined in the AI era.

• Google, Bing, and AI tools reward originators, not copycats
• Unprecedented opportunity as new questions and needs emerge
• Category design is defensible IP for search and business

If you move now, your purple category may become tomorrow’s household name.

FAQs About Seth Godin Category Design for Search

Q1: What’s the difference between category design and traditional SEO?Traditional SEO finds existing demand and competes for it; category design creates new demand and positions you as the leader.Q2: Can any business create a purple category?Yes, if they address an unrecognized problem with a distinctive solution and narrative.Q3: How long does it take to see results?Initial traction can start in months; full ownership for search and AI often takes 6-18 months of sustained effort.Q4: What content formats work best?Manifestos, pillar pages, glossaries, thought leadership, and customer stories all reinforce your unique narrative.Q5: Is link building still important?Link building remains crucial, but citations, mentions, and authoritative referencing of your category matter even more.Q6: How do I avoid my new term from becoming genericized?Defend your definition, brand association, and extend your assets before competitors try to co-opt your language.Q7: Can category design help with generative AI engines?Absolutely—AI models prefer unique, semantic-rich categories that serve new informational needs.Q8: Does Google penalize new categories?No—in fact, Google rewards original, helpful content and becomes your ally in spreading new terms if properly structured.Q9: How do I measure new demand creation?Track increases in branded search, new keyword volume, third-party mentions, and organic conversion rates on your category pages.Q10: Should I trademark my category name?For defensibility, yes—especially if you expect competitors to adopt or mimic your phrasing.

Conclusion

Seth Godin category design for search isn’t about churning out more pages—it’s how you build a purple, uncopyable category that wins with people, search engines, and generative AI. Own the narrative, shape the language, and become the answer in your niche. Book a demo now at https://hoook.io or reach out to hello at hoook dot io so we can show you how to get 5.3% revenue increase in only 4 weeks, not months.