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When to consider SEO for your startup

A presentation given to the folks participating at the Product Qualified Summit. The presentation covers when to consider SEO for your startup: * Common pitfalls of SEO for early stage companies * SEO as product market fit * SEO before product market fit * SEO after product market fit SEO has a place during all the stages of your startup. You need to know which strategy to use depending on where you're at.

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When to consider SEO for
your startup
Bernard Huang
Co-founder, Clearscope
1. Pitfalls of SEO for early-stage companies
2. SEO as product market fit
3. SEO before product market fit
4. SEO after product market fit
5. Questions
Table of Contents
Pitfalls of SEO for
early-stage companies
SEO captures monthly searches. If no one is searching for what you offer, then you’re outta luck!
SEO takes a long time (12+ months). If you pivot, you have to reinvest in your content strategy.
SEO is not guaranteed. You can work on it for awhile but get no results.

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When to consider SEO for your startup

  • 1. When to consider SEO for your startup Bernard Huang Co-founder, Clearscope
  • 2. 1. Pitfalls of SEO for early-stage companies 2. SEO as product market fit 3. SEO before product market fit 4. SEO after product market fit 5. Questions Table of Contents
  • 3. Pitfalls of SEO for early-stage companies
  • 4. SEO captures monthly searches. If no one is searching for what you offer, then you’re outta luck!
  • 5. SEO takes a long time (12+ months). If you pivot, you have to reinvest in your content strategy.
  • 6. SEO is not guaranteed. You can work on it for awhile but get no results.
  • 7. SEO as product market fit
  • 8. SEO as product market fit If you’re #1 on Google for a bunch of high value keywords, then your website will be valuable.
  • 9. Credit card leads are valuable. Ranking #1 for [best credit cards] is quite lucrative. https://surveyanyplace.com/average-cost-per-lead-by-industry/
  • 10. Lots of people are looking for things to do in cities. Ranking #1 gives TripAdvisor a ton of influence.
  • 11. Homes are expensive purchases. By being the first on Google, Zillow captures a ton of potential buyers. https://theclose.com/zillow-premier-agent-worth-cost/
  • 12. SEO before product market fit
  • 13. SEO before product market fit 1. Case studies “How X company is using your product to do Y” 2. Thought leadership “Why Z matters” “How to do Y better” 3. Guest posting Borrow other people’s audience and authority The goal of SEO before product market fit is to help with sales.
  • 14. How can a company trust your company? Case studies build early trust with potential customers. https://www.clearscope.io/customers/optimizely
  • 15. Content for thought leadership is a great way to showcase why your product is special. https://www.clearscope.io/content-seo
  • 16. Guest posting is a great way to “borrow” somebody else’s audience and spread the word. https://clearbit.com/books/data-driven-marketing/b2b-seo-content-that-ranks
  • 17. SEO after product market fit
  • 18. 1. Guides “How to do X” “What is X” “Everything you need to know about X” 2. Solutions pages “X solution” 3. Use case pages “X for Y” SEO after product market fit The goal of SEO after product market fit is to get in front of as many potential customers as possible.
  • 19. Once your an established player, the more impressions you can serve a potential customer the better. https://mailchimp.com/email-marketing/
  • 20. Solutions pages work when your product category is well defined. https://www.zendesk.com/help-desk-software/
  • 21. Use case pages work when you start to understand your user needs. https://mixpanel.com/solutions/saas/