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SEO for Startup Founders - Foundercon - Slideshare Edition

My talk from FounderCon in November 2012.

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SEO for Startup Founders - Foundercon - Slideshare Edition

  1. 1. Startups and SEOFounderCon 2012How Startups Should Think About SEOJohn Doherty | Distilled
  2. 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. 3. SEO is part of inboundmarketing It fits here.Image credit: @randfish
  4. 4. SEO ≠ linkbuilding
  5. 5. Keyword ResearchTechnical SEOInternal LinkingExternal linkingContentThe main SEO tasks.
  6. 6. Why SEO IsRelevant/Essential forStartups
  7. 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-12Startups can see goodgrowth
  8. 8. Paid Paid 18% of clicks go to ads Organic 82% of clicks go to organic OrganicOrganic gets 82% of clicks
  9. 9. Rich snippets Ecommerce Local/MapsThere are opportunities
  10. 10. Author photos VideosAnd these give better CTRs.
  11. 11. Why SEO matters forstartup success.
  12. 12. Paid Paid Organic OrganicIt’s scaleable. Traffic keeps comingas opposed to ads. It’s still work.
  13. 13. SEO is a longterm play Two years 4x growth (established company)
  14. 14. Startups can move quickly to exploitopportunity.
  15. 15. How Startups Win
  16. 16. Educationhttp://www.distilled.net/u/ or http://www.seomoz.org/beginners-guide-to-seo
  17. 17. Build Branded Mindsharethrough ContentBuild, 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 towardsyour overall site.
  18. 18. Pro tip – Make people happy toshare their profile.Delight your users, whoever they are.
  19. 19. Get Coverage for Contentthrough OutreachFind your audience, build content for them, leverage PR
  20. 20. Be Solid TechnicallyUse SEOmoz Pro (30 day free trial then $99/mo). It’s worth it.
  21. 21. Case Study Traffic Tripled Made technical fixes
  22. 22. Case Study This stuff works Traffic Tripled Made technical fixes
  23. 23. Mistakes I’ve Seen StartupsMake
  24. 24. No Content Outside LoginDropbox grew because they targeted content at Digg. Their homepagedoesn’t rank for anything. [cloud storage]? You won’t find them.
  25. 25. “Go build links, and I wantsome SEO text.”Do cool sh*t instead.
  26. 26. “We’ll do SEO later”Retrofitting is much harder than doing it right the first time.
  27. 27. Not integrating SEOinto all marketing.
  28. 28. Where do you start?
  29. 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 SEOhttp://www.seomoz.org/beginners-guide-to-seo
  30. 30. Learn Morehttp://www.slideshare.net/dohertyjf/startup-content-marketing-distilled-meetup
  31. 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. 32. Thanks.