SEO for Startups

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Where to Invest Effort vs. What to Ignore

Rand Fishkin – February 2010

 Dilbert Explained SEO Last Friday

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Via http://dilbert.com/strips/comic/2010-02-19/
 Hopefully, Lots of You Went to MIT
Virginity Rates (MIT 2009-2010)

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http://tech.mit.edu/V129/N49/survey.html
 Do You Have a Product People Want?
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 Keyword Research can Tell Us

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https://adwords.google.com/select/KeywordToolExternal
 Keyword Research can Tell Us

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Via http://www.google.com/insights/search/
 Who Gets those Customers Today?

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PPC: ~10% of all

search clicks

SEO: ~90%
of clicks
 SEO Value

X 0.41
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X 0.10 Avg CLTV = $50

Potential SEO Traffic Value

= $6,600/month
(just for those 3 keywords)
How Can Your Startup Capture that Traffic?
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 Successful SEO Follows Two Paths

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 Top Rankings on Competitive Terms

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A Consistent Presence in Long Tail Queries

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 SEO is a Simple Process
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(that’s HARD to execute)
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 To Succeed at SEO You Need...
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A) Unique, Search Engine Friendly Content

Umm… How
About No?
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 B) Content that Will Attract Links

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Via http://theoatmeal.com/story/reddit_how
 The Search Ranking Factors

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 Great Content ≠ Great Rankings

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 Customers ≠ Linkers

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Links Come From a Unique Web Population

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 Appeal to Them + Get On-Site Right = Win at SEO

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SEO is (nearly) a
winner take all
game
 Alternatively (or in addition), there’s
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Vertical Search
 Video & Images Results

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 News, Blog & Real-Time Results

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 Social Search Results

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 Personalized Results

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 Shopping Results

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 Local Results

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 Vertical Results are Not Always Based on
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Keyword Targeting & Link Popularity
(though those usually help)
 Why I Love SEO as a Startup Strategy
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 SEO Rewards Creative Thinking

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 SEO Demands Technical Nimbleness

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SEO Punishes Big Orgs that Can’t Change

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SEO Constantly Presents New Opportunities

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 SEO is a Barrier to Entry
(but one that amazing startups can still achieve)

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 Q+A

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