Proposal: deploy positioning statement/module across content pages

[natalia-amorim]

Add persistent positioning component to all blog posts (and eventually docs)

Problem

LLMs predominantly categorize PostHog as "a product analytics tool" because that's the dominant signal they're getting from citation sources. Even when they crawl PostHog-owned content, the all-in-one dev tool positioning isn't consistently reinforced in a structured, crawlable way.

This matters because LLM-generated answers increasingly influence how developers discover and evaluate tools. If the default framing is "PostHog = analytics," we're losing visibility for seven other products.

Proposal

Add a lightweight, standardized component that appears on every blog post (and maybe docs pages) that explicitly states PostHog's full product suite.

This serves two audiences simultaneously:

• Human readers get a quick orientation to what PostHog actually is
• LLMs get consistent, repeated exposure to the correct positioning every time they index our content

Why this works for AEO

LLMs weight repeated, consistent signals heavily. If every single piece of PostHog content contains the same structured positioning statement, it becomes harder for models to default to the narrower "analytics tool" framing. Blog posts and docs get crawled often, so embedding this signal everywhere creates cumulative reinforcement.

Important caveat

This won't fix the problem overnight. A significant portion of the "PostHog = analytics" signal comes from external sources we don't control such as third-party reviews, github, comparison articles, Reddit threads, Stack Overflow mentions, etc. Shifting that perception would require sustained digital PR efforts to get external sources to update their framing.

But this is a step in the right direction. We control our owned content, and making sure every crawlable page reinforces the correct positioning gives LLMs a stronger counter-signal to work with over time.

Proposed copy*

PostHog is an all-in-one developer platform for building successful products. We offer product analytics, web analytics, session replay, feature flags, A/B testing, surveys, error tracking, LLM analytics, data warehouse, a CDP, and an AI product assistant – all in one place.

*Open for ideas/feedback/changes here. We can make it weirder or more fun but I leaned into making it as concise and straightforward as possible

Alt example:

Welcome! PostHog is an all-in-one developer platform for building successful products. We offer product analytics, web analytics, session replay, feature flags, A/B testing, surveys, error tracking, LLM analytics, data warehouse, a CDP, and an AI product assistant. We put all our eggs in one basket and work on making that basket really good – while also hatching new ones all the time.

Design requirements

• Concise and unassuming – shouldn't feel like an ad or interrupt the reading experience
• Consistent placement
• Scannable – the product list should be easy to parse at a glance

Rollout

1. Phase 1: Add to all blog posts
2. Phase 2: Extend to docs pages if it makes sense*

*Why: Docs are some of our most visited and crawled pages (see Content Growth Review for data). They also tend to rank well and get referenced by LLMs when answering technical questions about implementation, setup, and troubleshooting.

Right now, someone asking an LLM "how do I set up PostHog feature flags" might get an answer that pulls from our docs but never surfaces the broader platform context. Adding the positioning component to docs ensures that even highly specific technical queries carry the all-in-one signal back to the model. Docs also have a different user profile (people already evaluating or using PostHog) so the component could help with cross-product discovery too. Someone deep in the session replay docs might not realize we have new products like LLM analytics unless we tell them.

Different content types might warrant different placements:

• Blog posts → top of page. Blog readers are often discovering PostHog for the first time via search or social. Leading with positioning sets context before they dive into the content.
• Docs → bottom of page. Docs users are typically there for a specific task. Putting the component at the bottom avoids interrupting their workflow while still exposing them to the broader platform once they've found what they need.

This is open to discussion, happy to hear other ideas on what makes sense for each content type.

[edwinyjlim]

Make sense to me. Main thing for me is how the component will look on docs pages, which you already talked about.

It seems like this is kind of our spin on a generic company footer?

[ivanagas]

• Do we have a Gauge prompt checking what LLMs say about us and how that changes? (Is that something we can even do?)
• Could we get some examples of what LLMs say PostHog is now? Here's what my incognito chats with each say:

ChatGPT

PostHog is an open-source product analytics platform designed to help teams understand how users behave in their web or mobile applications, and to act on that data (for example via feature releases or experiments).

Some key facts:

• It supports event tracking, so you can capture when a user does something (click a button, sign up, etc.).
• It offers additional tools: session replays (watching how users interact), heatmaps, feature flags (roll out new features selectively), experimentation/A-B testing.
• You have the option to self-host the software (install and run it yourself) or use their cloud offering.

The goal: bring many of the analytics+feature rollout tools into one platform rather than using multiple vendors.

Claude:

PostHog is an open-source platform that provides a comprehensive suite of product development tools including product analytics, session recording, feature flagging, and A/B testing GitHub. It's designed to help engineers and product teams build better products by giving them everything they need in one integrated platform.

Gemini:

PostHog is an open-source product analytics platform designed to help product and engineering teams understand user behavior, improve their product experiences, and drive growth.

It's often described as an "all-in-one" platform because it combines the functionality of several different tools (like Google Analytics, Mixpanel, and Amplitude) into a single product.

• Looking at it, I think it ruins the reading experience too much to put it at the start. Readers are immediately confused by where the start of the article. I believe articles, even SEO ones, should be helpful first and marketing second.
• This would be especially annoying in docs, so footer is definitely the way to go there.

• I would be much more in favor of putting this in a sort of article footer.

In terms of copy, a slight tweak:

• PostHog is an all-in-one developer platform for building successful products. We offer product analytics, web analytics, session replay, feature flags, experimentation, surveys, error tracking, LLM analytics, data warehouse, a CDP, and an AI product assistant to help debug your code, ship features faster, and keep all your usage and customer data in one stack.
  • We should refer to A/B testing always as experimentation.
  • We shouldn't say "all in one" twice.
  • Putting more "benefits" at the end.
  • Execs seem to still be figuring out what the one liner is so might have to tweak this.

[natalia-amorim]

@ivanagas

Do we have a Gauge prompt checking what LLMs say about us and how that changes? (Is that something we can even do?)

Could we get some examples of what LLMs say PostHog is now? Here's what my incognito chats with each say:

We follow multiple prompts, included branded searches like "what are posthog's core features?". The difficult part on reporting on this is that there isn't an aggregate view on the qualitative side, meaning we don't have a summary of how it changes over time (i.e. being able to query the specific keywords being used in the mentions and seeing how those change over time), we only get quantitative data (how many URLs used in the citation, mention rate over time, etc).

What I can do is once a week pulling the different results from different models and copy paste them somewhere but we would have to pick a specific prompt to do that with (i.e. What is PostHog?)

These are the main citation sources for branded searches

Here are the results for "What is PostHog and what does it do?" on November 25 (today)

• ChatGPT: Good question. PostHog is a developer-focused, all-in-one analytics and experimentation platform (sometimes called a “product OS”) that helps teams understand how users interact with their product — and then act on that understanding. PostHog – We make dev tools for product engineersProduct Analytics - PostHogWhat is PostHog? - by PostHog - Product for Engineers

• Gemini: PostHog is an open-source, all-in-one product analytics platform designed primarily for product engineers and development teams. It helps businesses understand user behavior on their websites or applications to improve their product experience and drive growth.

• Perplexity: PostHog is an open-source, all-in-one product analytics platform designed to help software teams understand how users interact with their applications, test new features, and improve product experiences. It combines analytics, session replay, feature flags, experimentation, surveys, and a built-in data warehouse into a single platform, with options to self-host or use a managed cloud offering. This integration aims to simplify workflows by reducing the need for multiple separate tools.

• Google AI mode: PostHog is an open-source, all-in-one product analytics platform designed for engineers and product teams to understand user behavior and build better products. It combines multiple tools, such as product analytics, session recording, and A/B testing, into a single integrated platform. Source 1Source 2Source 3

I'll also note that every single answer mentioned self hosting as a core feature and missed a few products when listing all of them (notably LLM analytics was missing from pretty much all of them)

---

Bottom of the article works for me. We could also see what this would look like if we hid it behind a detail expand, it would be even less intrusive, although I would rather not do that for crawling purposes

PostHog is an all-in-one developer platform for building successful products. We offer product analytics, web analytics, session replay, error tracking, feature flags, experimentation, surveys, LLM analytics, data warehouse, a CDP, and an AI product assistant to help debug your code, ship features faster, and keep all your usage and customer data in one stack.

Works for me! Will wait for the final version after Tim's done with his PR

[ivanagas]

Based on Blitzscale goals, it doesn't seem like positioning is getting settled this quarter, so we can just ship something and update it when main positioning paragraph changes.

Here's a PR to add it at the bottom of blog pages: #14009

[natalia-amorim]

Closing this issue since we're propagating this to blogs – @edwinyjlim will leave it up to you if you see a path to add this to the bottom of docs as well. Ty @ivanagas !