All businesses need a solid marketing strategy, but it’s especially true for startups. Marketing gets the word out about the brand and products or services, and without it, startups may never get a foothold in the industry.
Most people click on the links at the top of the search results or the front page. From there, the likelihood of someone clicking on a link gets lower and lower.
Ranking high on the first page of the search results page is vital to generating traffic for your website, and search engine optimization (SEO) is the best way to accomplish that.
Learn more about the best practices for using SEO to drive traffic to your startup in the first year.
What Is SEO?
The overall goal of SEO is to improve and increase the amount and quality of website traffic to a website from search engines.
SEO is about targeting unpaid traffic, rather than paid traffic through ads and affiliate links. This is usually accomplished through web copy, blogs, videos, and other digital content.
Benefits Of Using SEO For Your Startup
Startups need to invest in a solid SEO strategy to fuel brand awareness and growth. Here are some benefits of SEO for startups:
Startups usually have smaller marketing budgets than large enterprise companies. Fortunately, SEO is among the most cost-effective marketing strategies.
Though it may take time and money to create the content that ranks on search engines, it’s less expensive than paid ads or traffic and offers an excellent return on investment.
It Builds Brand Awareness
Getting a high ranking in the search results is an excellent way to get your brand out in the world and in front of prospective customers.
Most customers find brands through content on search engines, which means you can leverage high-quality content to get people interested in what you’re selling.
It Creates A Positive User Experience
User experience influences how a user interacts with a brand or product. This includes the user’s perception of utility, efficiency, and ease of use.
Some of the elements of SEO, such as the site’s mobile-friendliness and the site’s load times, contribute to a positive user experience.
It Promotes Brand Authority
When your content consistently ranks high on search engines, it improves the value and credibility of your brand. If someone finds your content at the top of the rankings, it looks like your brand is a thought leader and authoritative voice in the industry.
How To Use SEO For Your Startup?
Once you understand the benefits of SEO for your startup, let’s take a look at some SEO strategies and tips that can help you get the most out of your content.
Go For Low-Hanging Keywords
“Low-hanging fruit” keywords are keywords that already receive a high ranking on search engines and don’t have a lot of competition. In many cases, these keywords put your content at the top of the first or second pages.
Because these keywords already perform well, you can use them to maximize content and boost your ranking.
Hone In On The Target Audience
Casting a wide net doesn’t help your SEO. In your first year, it’s vital to hone in on a specific audience that’s most relevant for your product or service, instead of aiming for broad appeal.
When you target the people most likely to use your product or service, you’re more likely to turn them into customers.
When you’re trying to narrow your audience, ask these questions:
- What problems am I trying to solve?
- What are the key demographics of my ideal customer?
- What type of content is my audience looking for?
You can get insight into your audience by researching the keywords that they’re most likely to use.
Long-tail keywords are excellent for SEO. As the name implies, long-tail keywords are phrases, instead of a single word.
For example, at Zutobi we have created content around driver permit tests all across the United States. For all 50 states we are trying to get these tests ranked so we optimize for keyword phrases like “Georgia practice permit test” in optimizing for that state.
We may also promote a driver’s guide for the road test with long-tail keywords like “how to pass your DMV road test.
Post Authoritative Content
Brand authority is important for a startup. First impressions make a huge difference in differentiating your brand from competitors, so focus on the topics you know best.
Search engines reward content that performs well and provides value to users, so avoid discussing unfamiliar topics.
Some of the most effective content is long-form blog posts. This type of content gives you plenty of room to showcase your brand’s expertise and provide tons of relevant, valuable information to your audience.
On top of that, long-form content tends to rank better than short-form content.
For example, our New Jersey practice permit test page is filled with valuable content for student drivers, such as state driving statistics, information about test questions, and screenshots showing what you can expect from the driving test.
All of this is valuable to the audience, but also shows the search engine that we are an authority on the subject.
Focus On The Long Game
Good SEO doesn’t happen overnight. Implementing and refining an SEO strategy takes time, effort, and patience, but it pays off when you generate tons of organic traffic and interest.
Paid ads may get you more traffic at first, but research indicates that organic, SEO-driven traffic is more beneficial for sales and customer retention than traffic from expensive ads.
Focus On Consistency And Organization
Managing a startup is difficult, especially if you’re trying to stay focused on SEO too. Consistency and organization are crucial, however, so make a plan that fits your schedule and time constraints.
It’s better to post less content on a consistent basis than a ton of content all at once. Settle on the number of times you’ll post, such as once or twice a week, and plan your content around that.
Work On Technical SEO
Technical SEO is backend optimization that helps search engines understand what your content is and what it has to offer. Technical SEO is just as effective as other types of SEO, so don’t neglect it.
Here are some tips:
- Ensure your site is optimized for mobile
- Check and improve speed and load times
- Add a schema markup
Supercharge Your Startup With SEO
Digital content is growing, so SEO is here to stay. With our SEO tips, you’ll be able to leverage the power of content to drive organic traffic to your website and supercharge your business long after the first year.