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.

1. Search marketing
Tools of the trade

2. Hello!
Teodora Curelciuc
Sr. Marketing Specialist, SEO
Twitter: @teocurelciuc
Hampus Hansson
Sr. Marketing Specialist
PPC Technology

3. Agenda
Marketing toolbox SEO PPC
Q&A Resources

4. 81%
of shoppers conduct online research before making big purchases. (Retailing Today, 2014)

5. Prospects think about needsToolbox
People don't want to buy a quarter-inch drill, they want a quarter-inch hole. (Theodore Levitt)

6. How you name your startup mattersToolbox

7. How you explain your business matters too!Toolbox

9. Music streaming app free online calls
streaming cine autor
online voting online elections
Do you recognize these brands by their main key phrase?

10. Dominate search engine resultsToolbox

13. Find the deeper questions your users ask

14. Macro trend researchToolbox

15. Market research directly from Google SearchToolbox

16. Scale up with UberSuggest.ioToolbox

17. Identify question-focused searchesToolbox

18. So many words… what’s next?Toolbox
Find your...Create a keyword list!

19. Find your differentiatorToolbox

20. Find your differentiatorToolbox
➔ faster
➔ handmade
➔ easier
➔ backed by
scientists
➔ more sustainable, more personalised, cheaper, local, safer…...

21. Find your unicorn!Toolbox
Important to the customer
Unique
True
Difficult to copy
Short & concise
Memorable
Specific

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

27. Search Causal ChainToolbox
Conversions
Clicks
Conversion
Rate
Impressions
Click-Through-
Rate
Average
Position
Max. CPCQuality Score

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

30. SEO 101 for startups

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

34. Site architectureSEO
MVP
Discoverability Indexability Opportunities

35. Information architectureSEO
MVP
User logic Clean URLs

36. Has Google indexed my website?SEO
MVP
Use this search operator
site:www.mywebsite.com

37. Content & relevance

38. Your content solves their problemSEO
MVP

39. Optimise your homepageSEO
MVP
#1 portable coffee maker

40. Target top competitor alternativesSEO
MVP
Ghost = Wordpress alternative

41. Invest in website authority ≠ Buy backlinks

42. Utilise connections in the startup ecosystemSEO
MVP
Investor websites

43. Utilise connections in the startup ecosystemSEO
MVP
Events & business competitions

44. Utilise connections in the startup ecosystemSEO
MVP

45. Ways to earn backlinks to your websiteSEO
MVP
Influencers Guest writing for media outlets
Interviews

46. Take over the search engine resultsSEO MVP

47. Oh, wait! I have an app...SEO MVP
27%
search engines
24%
company website

48. App discovery via search resultsSEO MVP

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?

50. Paid + organic = ?!SEO MVP

51. PPC 101 for startups

52. Paid Search is a complex universePS
MVP

53. How much will it cost?PS
MVP

54. 4 settings to control costsPS
MVP
Daily Budget Location Language Device

55. Call to Action and use your USP!PS
MVP

56. Exact BroadPhrase
Understand the different Match TypesPS
MVP

57. Revenue per click = Revenue per conversion X Conversion Rate
Know the Value of a ClickPS
MVP

58. Don’t drive blindly!PS
MVP

59. Enjoy the ride!

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