SEO for Startup Founders - Foundercon - Slideshare Edition
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My talk from FounderCon in November 2012.
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SEO for Startup Founders - Foundercon - Slideshare Edition
- 1. Startups and SEO FounderCon 2012 How Startups Should Think About SEO John Doherty | Distilled
- 2. Who Am I? Director of Distilled NYC t: @dohertyjf Former Entrepreneur e: john.doherty@distilled.net http://www.distilled.net http://www.distilled.net/u/ t: @distilled
- 3. SEO is part of inbound marketing It fits here. Image credit: @randfish
- 5. Keyword Research Technical SEO Internal Linking External linking Content The main SEO tasks.
- 6. Why SEO Is Relevant/Essential for Startups
- 7. 243% Organic Improvement in 6 months 14,000 13,967 12,129 11,206 10,500 7,000 6,012 5,087 4,072 3,500 0 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Startups can see good growth
- 8. Paid Paid 18% of clicks go to ads Organic 82% of clicks go to organic Organic Organic gets 82% of clicks
- 9. Rich snippets Ecommerce Local/Maps There are opportunities
- 10. Author photos Videos And these give better CTRs.
- 11. Why SEO matters for startup success.
- 12. Paid Paid Organic Organic It’s scaleable. Traffic keeps coming as opposed to ads. It’s still work.
- 13. SEO is a longterm play Two years 4x growth (established company)
- 14. Startups can move quickly to exploit opportunity.
- 15. How Startups Win
- 17. Build Branded Mindshare through Content Build, outreach through SEO/PR, design it well. Video can work well. Also, don’t put your blog on a subdomain. Links to it won’t count towards your overall site.
- 18. Pro tip – Make people happy to share their profile. Delight your users, whoever they are.
- 19. Get Coverage for Content through Outreach Find your audience, build content for them, leverage PR
- 20. Be Solid Technically Use SEOmoz Pro (30 day free trial then $99/mo). It’s worth it.
- 21. Case Study Traffic Tripled Made technical fixes
- 22. Case Study This stuff works Traffic Tripled Made technical fixes
- 23. Mistakes I’ve Seen Startups Make
- 24. No Content Outside Login Dropbox grew because they targeted content at Digg. Their homepage doesn’t rank for anything. [cloud storage]? You won’t find them.
- 25. “Go build links, and I want some SEO text.” Do cool sh*t instead.
- 26. “We’ll do SEO later” Retrofitting is much harder than doing it right the first time.
- 27. Not integrating SEO into all marketing.
- 28. Where do you start?
- 29. Where do you start? 1. Hire a consultant to at least do a technical and content audit of your site. 2. Look for opportunity for links from places you’ve already been mentioned. 3. Give content away in exchange for a link. Create content targeted at your ideal users. Where do they hang out online? 4. Build rich pages, not squeeze pages. Squeeze pages don’t rank. 5. Read The Beginner’s Guide to SEO http://www.seomoz.org/beginners-guide-to-seo
- 31. Three Burning Questions 1) Think about keywords your site should rank for. Why did you choose this keyword? 2) Where does your audience hang out online, and how can you meet them where they are? Brainstorm one piece of content that will get you press, links, and new users. Bonus - Who will help you get there, or who do you need to meet? 3) What other inbound marketing channels could you leverage to hack SEO and get links? Be creative. 4) What’s one thing you can do tomorrow to delight your customers so that they will tell all their friends about your product? How can you then encourage them to link to you?
- 32. Thanks.