How Can SEO Content Strategy Evolve Your Startup Journey?

1. July 1, 2022 | Paris - Verso Victoire
L’Événement Search Marketing
PARIS 2022

2. How Can SEO Content Strategy
Evolve Your Startup Journey?
Yagmur Simsek | yagmursimsek.co.uk
SEO Strategist @Re:signal
twitter.com/yagmrsmsk
#searchy2022

3. Agenda
- The Importance of Creating an SEO-driven Content
- Developing a Content Strategy for Your Startup
- Previous Experiences - How did We Benefit from SEO?
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4. The Importance of Creating an
SEO-driven Content
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5. Why We Want to Create an SEO-driven Content?
● To rank higher in search engine results and increase organic traffic
● To grow and expand our customer base
● To receive cost effective and long lasting results
● To increase brand awareness & reputation
● To reduce our reliance on paid ads
● To collect leads, sell products and services
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6. Developing a Content Strategy for Your
Startup
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7. Where to Start with Our Content Strategy Journey?
● Set your goals
● Conduct content audit
● Dive deep into your audience insights (what data you have?)
● Identify your competitors (both from commercial and editorial perspectives)
● Conduct competitor content gap analysis
● Identify the top level content areas (consider content gap, recent content and future trends)
● Create unique content topics for different purposes such as blog, product, category, collection, and
so on.
● Create content briefs, complete content production/writing
● Keep your website content fresh
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8. SEO Content Strategy Roadmap for Startups - Step-by-Step
Guide
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Where to start with your SEO content strategy
and which steps to follow
Relevant Tab/Template
1 Goal Setting Link 1
2 Content Audit Link 2
3 Content Strategy Phase Link 3
4 Keyword Research Link 4
5 Content Brief checklist Link 5
6 Content Management Template Link 6
Click to make a copy of this sheet: https://bit.ly/YSseocontent
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9. Content Strategy Roadmap for Startups - Free Sheet
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Content
Audit
HealthCheck
PageURLs
Status
Code
Indexability
Is thePage
Live?
OrganicPerformance Data
***(pick the time periodconsideringyour strategy)***
OrganicPage
View
Tool: Google
Analytics
Bounce
Rate
Tool:
Google
Analytics
Avg.Time on
Page
Tool: Google
Analytics
Total
Clicks
Tool:
Google
Search
Console
Impressions
Tool: Google
Search Console
Top3 organic
keywords
Tools: Google
Search Console,
Semrush, Ahrefs,
Sistrix,
Revenue
(if applicable)
Tool: Google
Analytics
Transactions
(if applicable)
Tool: Google
Analytics
Signups
(if applicable)
Tool: Google
Analytics
On-Page Data
ExistingMetaTitle ExistingMetaDescription
DoestheMeta Data
Require Action?
H1
Whatis themostimportantpage
to include internal linkfromthe
content?
Length Pixel Length Pixel
ContentDetails
ContentType
(blog, category,
product, guide,
report, news, etc.)
Author
(if you have
writers on
your website)
Word Count
Tool: Screaming
Frog (free version is
available)
Doesthe
Page Require
Additional
Content?
Whatis the
mostimportant
CTA in the
content?
Backlink Profile
Domain Rating URLRating
Doespagehavebacklink?
If yes, write the number of
backlinks.
Should thiscontentbe includedin
thebacklinkoutreach plan?
Social Share
Which channelsthe contentis shared on?
(instagram, facebook, twitter, linkedin, tiktok, youtube, etc.?)
Is thereanycommentsleftfor this
specificcontent?
Good Vibes SEO Content Strategy for Your Startup: https://bit.ly/YSseocontent

10. Content Strategy Roadmap for Startups - How the
customer/user journey looks like?
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Good Vibes SEO Content Strategy for Your Startup: https://bit.ly/YSseocontent
Customer Journey
Awareness
Interest
Consideration
Evaluation
Purchase
Post-Purchase
Search Customer Journey
Informational
Navigational
Transactional
Commercial
Content Strategy Phase - Questions to Answers
How we can make our audience aware of the trend/product?
Does our content strategy cover the audience search intent? Do
we speak their language with our keyword choice?
Do we provide enough information about our startups’ products
or services?
Do we have a clear sitemap where users can navigate easily?
Which keywords we are missing on our site compared to our
competitors’ content?
Do we provide adequate support for post-purchase?

11. Content Strategy Roadmap for Startups - Content
production & management
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Good Vibes SEO Content Strategy for Your Startup: https://bit.ly/YSseocontent
● Brainstorming
● Competitor Content Analysis
● Keyword Research
● Writing topics
● Finding writers/content providers
● Creating content briefs
● Creating an agenda and plan
● Content management

12. Previous Experiences - How did We Benefit
from SEO?
Examples from publishing, e-commerce, subscription/membership
businesses.
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13. Subscription/Membership Platform - Brief Background
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Initial Target Audience:
- digital agency owners, brands/companies looking to hire a
digital marketing agency/services
Revised Target Audience:
- digital agency owners, brands, companies, vendors looking
to promote their product/software/platform, event
organisers
Content types provided by the website:
- Articles (guides, checklists, listing posts, paid articles)
- News, Case Studies
- Events, Job Ads
Where the revenue comes from?
- Membership subscription (directory listings, publications, job
posts, profile page, event discounts etc.)
- Advertorial (banners, sponsored content, event sponsorship. etc.)
Source: Wayback Machine

14. Subscription/Membership Platform - Why add “vendors”?
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Tool & platforms usedto gather insights and data: Google Analytics, Google Search Console, Ahrefs, Zendesk
● Listing posts targeting different personas and audience
● Performance review of the posts
● Search query analysis coming to those landing pages
● Leads, revenue & traffic review coming from those pages to
the membership and contact pages
In 3 months:
● 1,87% increase in organic traffic
● 4,80% increase in organic
keywords (1-10 position)
Keyword Position Position
History
Volume URL
best seo report
tools
10 32 70 tools/seo-reporting/
ui design tools 10 12 90 tools/ui-ux-design/
app design software 7 11 200 tools/mobile-app-
design/
nft generator 9 11 1200 tools/nft-generator/
crm digital
marketing
7 10 60 tools/crm/
free time tracking 9 10 30 best-free-time-
tracking-tools/
marketing analytics
agency
7 9 70 tools/marketing-
analytics/
digital marketing
software
6 7 100 tools/digital-marketing/
market analytics
tools
7 7 80 tools/marketing-
analytics/

15. Publishing Multimedia Startup - Brief Background
15
Initial Target Audience:
- startup founders, who would like to
spread their word to the startup
ecosystem which will eventually help
with their investment processes and
brand awareness.
Revised Target Audience:
- startup founders, investors, graduates
who considers working at startups and
looking for a job, event organisers who
would like to reach the startup
ecosystem including founders, decision
makers, employees, investors and so on.
Content types provided by the website:
- Articles (guides, checklists, listing posts)
- Industry News including event
announcements
- Podcast (free podcast sessions with startup
founders + blog post about podcast)
Where the revenue comes from?
- Sponsored Content
- Priority podcast bookings
- Discounts for podcast guests
- Social media posts
- Unique content production for paid articles
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16. Publishing Multimedia Startup - Creating the revenue
model
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Fair Options Open Source Transparent Data
(Google Analytics and Google Search Console Accounts)

17. Publishing Multimedia Startup - How we created e-guide
products?
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28 day-action plan (September 2020) Investors Guide (March 2021)
Tools and methods used during these processes
- Google Search Console - organic clicks, impressions, search terms
- Google Analytics - audience demographics, insights, age, location, organic traffic
- Clickfunnel - creating the payment channel
- Competitors website - keyword gap to use within the contents and paid guide
- Supporting articles & Banner placement - to support the new paid channel form the relevant articles, improve internal linking.
50+ leads & sales
from startups as well
as the investors/firms
to be included within
our investors list sheet
provided in the paid
investors guide.
30+ sales & leads
from job seekers
to purchase or
get consultancy
from the SOL
Team for their
job hunting
process.

18. Ecommerce - Shopify Website
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Our client is a fast-growing global e-commerce brand, creating sleek,
durable, and high-quality earplugs. Together, we looked at the
opportunities available and set the following targets:
● To grow the organic revenue to 20% split of total revenue
● To grow organic traffic 3X
To achieve our goals, we developed a comprehensive strategy designed
to attract awareness, consideration and conversion traffic following
their expansion of their target audience. The opportunity analysis
revealed huge growth potential!
Our Challenges:
● Shopify theme and limitations
● Brand guideline and their choice on category & collection page
contents
● Limited resource to implement both on-page and technical SEO
recommendations
● Web development agency change, fast growing team and
approvals for the changes.
● Fast changing priorities

19. Ecommerce - Shopify Website
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1. Optimised canonicalisation
2. Improved internal linking and fixed any linking issues
3. Identified existing content where SEO performance could be improved
4. Executed a comprehensive technical SEO and link audit
5. Migrated the blog from subdomain to subfolder.
6. Revised the content strategy for the blog. Expanded the target audience including
the people having issues with noise sensitivity & neurodiversity (ADHD, Autism, etc.)
7. Optimised and improved the blog by sticking to their brand guideline.
Implementations & Tasks:
Organic revenue target = 20% split of total revenue
> Achieved28.63% split
Organic traffic growth target = “massive scaling at approx 3x”
> Achieved 340.49% growthYoY.
Achievements:

20. #searchy2022
“Problems aren’t like great Bordeaux wines -
they don’t improve with age.”
Rolf Dobelli, The Art of the Good Life

21. Key Takeaways
• Start solving your red flagged technical problems before starting your content strategy journey
• Use your existing data
• Review your organic performance regularly
• Spend time to brainstorm on your audience insights
• Don’t get stuck with one business idea; be open to new changes
• Check how people are reaching your website and important pages
• Make sure you get most out of your top performing pages
• Make sure you spend your budget and effort for the tasks relevant to your organic goals
#searchy2022

22. yagmursimsekuk@gmail.com
twitter.com/yagmrsmsk
Yagmur Simsek | yagmursimsek.co.uk
SEO Strategist @ Re:signal
Thanks for your time…
#searchy2022
EU Search Awards 'Rising Star' Silver Winner