This was discussed at a Meetup on "Data Driven SEO for Startups" conducted by HelloMeets at Animaker's office in Chennai. Speaker & Presenation by: Ashok K Kammara, Head of Growth & Marketing at Klenty. Presentation includes: -Basics & Why should you focus on SEO -How long does it take for SEO to work - Different Stages -How to create SEO optimized content - Keywords and Content types -How to optimize your existing content for SEO -Metrics you need to track your performance

1. Data Driven SEO for Startups
Ashok K Kammara
Head of Marketing, Klenty

2. What are we going to cover
● Basics of SEO & How does SEO work
● How long does it take for SEO to work - Different Stages
● How do you create SEO optimized content - Keywords and Content types
● How do you optimize your existing content for SEO
● Metrics you need to track your performance
Objective: You should get a good understanding of what SEO is and how should
you create a playbook to create SEO driven content.

3. What is SEO?
SEO is a marketing strategy which focuses on increasing the quality and the
quantity of traffic to your site through organic search engine results.
● Quality of traffic
● Quantity of traffic
● Organic traffic
Simply put, you need to make your site is loved by Google.

4. Always remember this
“Google only loves you when
everyone else has loved you first”
- Wendy Piersall

5. How does SEO work?
● Google’s crawler gathers information about all the content on the Internet
● Brings back the results to the search engine to build an index
● The index goes into an algorithm that matches all that data with the user’s
query
That’s how the search results appear.

6. How does SEO work?
Factors that go into the Google Algorithm:
● Domain Authority
● Quality of the Content
● Content Relevance
● On-page SEO
● Off-page SEO
● Page load times
● Etc

7. How long does it take for SEO to work?
SEO is a long-term game. It is a marathon.
● It will take you 9-12 months to see results if it is executed properly.
A look into the typical SEO timeline for a B2B SaaS company
● 5 Stages

8. Klenty’s Organic Growth by 9X in 18 months
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9. Stage 1
Finding where your
website stands in terms
of performance and
potential improvements.
● Run comprehensive
website Audit
Timeframe: 1-2 months
Stage 2
Getting the structure of
your website right and
putting the technical
SEO in place.
● Fix the site based on
audit results
Timeframe: 1 month
Stage 3
Start creating your
content.
● Do your keyword
research and start
writing fresh content.
Timeframe: 5-6 months (start
seeing results)
Typical SEO timeline

10. Stage 4
Fine-tuning the SEO
work done so far.
● More content creation,
technical optimization,
attracting high-quality
backlinks, etc
Timeframe: 2-3 months
(huge improvement in traffic)
Stage 5
Looking to turn visitors
into customers
● Improving the
conversion rate
optimisation of your
website
Timeframe: 3 months
(More traffic and leads)
Stage 3
Typical SEO timeline

11. How do you create SEO optimized content?
● Step 1: It all starts with Keywords
● Step 2: Narrow down to high opportunity keywords
● Step 3: Decide what type of content you need to write
● Step 4: Write a draft based on the content
Objective: Keywords and Content Types

12. 1. Generating a list of keywords
● Brainstorm - Your own knowledge about your business and industry is a
great place to start (20-50 keywords)
● Google Search Console - Look at the keywords that are already getting
impressions for your keywords (0-500 keywords)
● Competitive keyword reserach - Find the keywords your competitors are
ranking for (0-1000+ keywords) Tools to use → Semrush, etc.
Put all these keywords into an excel

13. Keyword List

14. 2. Find high opportunity keywords
● Find the monthly search volume data
Tool → Keyword planner
● Categorize your keywords by search intent
→ Informational
→ Valuable
→ Maybe
→ Too broad
→ Irrelevant
This is an important step because the goal should be to generate qualified leads
and not just raw traffic

15. Keywords and Intent
Sort your keywords by intent and
search volume.

16. 3. Deciding Content Type for each Keyword
Content is King.
We will have to figure out searcher intent to determine what content type people will want to click on.
Different Content Types in SaaS:
1. Product Pages
2. Informational/Educational resources - like blog posts and case studies
3. Product comparisons

17. Deciding Content Type for each Keyword
● For the chosen keyword, look at the top 10 results and see what content type is most popular. Then
decide based on that.

18. 4. Time to start writing
● Check the top 10 results for your keyword and look for these attributes - key related
terms, subtopics, overall length, any videos, infographics, etc
● Based on the key related terms and subtopics; create an outline for your article
● Write the best content than the others
● Optimize the blog. Focus on the heading, sub-headings, meta tag, internal links, etc.

19. Optimize your existing content for SEO
Updating past content is a very quick way to improve your SEO performance.
● Use search console to find your low ranking content (choose the ones with avg position of 10-15)
● Choose just one high volume keyword to optimize for
● Check if the existing content type is relevant (compare with top 10)
● Re-write and re-publish

20. Optimize your existing content for SEO
Example:

21. Metrics you need to track your performance
● Organic Search Traffic - Gives you an aggregate view of how much of your website’s traffic comes
from organic traffic. (Google Analytics)
● Page-by-page performance - In Behavior > Site Content > Landing Pages (under “Organic Traffic”
segment) (Google Analytics)
● Keyword ranking - Track of how your target keywords are being ranked (Keyword performance
hero, Stat, etc)

22. Metrics you need to track your performance

23. Helpful Resources
● https://moz.com/beginners-guide-to-seo
● https://ahrefs.com/blog/seo-checklist/
● https://ahrefs.com/blog/free-seo-tools/
● https://neilpatel.com/blog/58-seo-resources/

24. Q & A Session