Launching a start-up is a massive endeavour and in today’s online world search marketing is crucial for the success of any project. From understanding your prospects and how they search online, to defining your unique selling proposition and planning out a measurement framework, this is an essential toolbox that will set your business up for success.
Teodora Curelciuc and Hampus Hansson share their expertise based on insights from Vistaprint's large audience of micro business owners and startup founders.
22. Why do you need a measurement framework?Toolbox
23. 1. Determine your main goal
How to implement your measurement framework?Toolbox
Revenue/Profit….
24. 2. Develop a causal model
How to implement your measurement framework?Toolbox
Revenue/Profit….
Sales GM per sale
Conversion Rate Traffic
Paid Search
Traffic
Organic Search
Traffic
25. 3. Develop a business strategy
How to implement your measurement framework?Toolbox
Revenue/Profit….
Sales GM per sale
Conversion Rate Traffic
Paid Search
Traffic
Organic Search
Traffic
26. 4. Collect the relevant data
5. Review regularly
How to implement your measurement framework?Toolbox
Revenue/Profit….
Sales GM per sale
Conversion Rate Traffic
Paid Search
Traffic
Organic Search
Traffic
28. Know the value of a conversion!
Purchase
DownloadSign-up/Registration
Micro Goal Final Goal
Calculated
value
Real
value
What is a conversion for you?Toolbox
29. I need... SEO PPC
… to get my startup name known right away.
… my business to appear super-credible.
… to get my first users.
… to test my market positioning.
... to show this is a science-backed project.
… to get rapid feedback on my product MVP.
… to know what search terms convert the best.
… increase confidence and awareness through strong visibility.
I need RESULTSToolbox
31. MVP in the world of SEO is...SEO
MVP
The promise of something awesome.
32. Main building blocksSEO
MVP
Site architecture
Information architecture, discoverability, indexation, page performance
Content relevance
Keyword research, landing page optimization, content marketing
Authority
Backlinks, brand mentions, social signals
User
interaction
CTR, UX, usability
33. Site architectureSEO
MVP
Discoverability Indexability Opportunities
➔No scripts
➔No Flash
➔Navigation & internal
links in clean HTML
➔Robots.txt file
➔Sitemap
➔Page load time
➔Clean HTML
➔Use content as text,
not as image
➔Correct http status
➔HEAD elements:
canonical, hreflang
➔Micro-data
➔No cloaking
➔ Secure protocol
➔ Mobile first index
➔Specific to your
business or industry:
AMP, voice search,
Google local, semantic
web
49. HOMEWORK: audit your websiteSEO MVP
1. Check how Google has indexed your website by using this operator: site:www.example.com
2. Are the expected pages showing up? Homepage, products? How many?
3. Start using Google Search Console to monitor Google Search results for your website.
4. Check the Google cache for key pages by writing in the address bar: cache:www.example.com
(You need to have Google set up as your default search engine)
5. Is a there a minimum of content (text) on every website page?
6. Can you reach any page on your site with maximum 3 clicks?
7. Do a brand search with your brand name.
8. What does the search engine results page look like for your product or industry?
9. Which competitors run paid ads or product listing ads?
10. If you search by your main keyword, are there special types of results that stand out?
○ Do you spot a People also ask type of result?
○ Do you spot unique type of results such as image, video or local?
○ Does any of your competitors feature product rating & reviews?
61. Resources
Keyword Research
● Alexa
● SEMRush
● Google Keyword Planner
● UberSuggest
● Answer the Public
Competitor Research
● Similar Web
● Google Trends
Website Analytics
● Google Analytics
62. Resources
Blogs
● PPC Hero
● Search Engine Land
● Search Engine Watch
● Moz Blog
SEO guides & tools
● Search Engine Optimization Starter Guide by Google
● Beginner’s Guide to SEO by Moz
● Google Search Operators Explained