Once your startup is up and running, you need to market it, to promote its message to your vast, as yet unmet target audience.
Your marketing objectives are diverse: increase awareness, engage customers, build rapport, establish trust and authority, increase conversions, and boost revenue.
Your purpose is singular: grow your startup.
To gain traction and build momentum, you need to spread the word to as many people as you can. You know SEO is the answer to your startup needs. And that CONTENT CREATION is right in the centre of your marketing process.
You’ve heard it from the top marketing gurus. You know that if you create relevant, engaging, and informative content, it can bring:
- More organic (free) traffic
- Increased audience engagement
- A level of virality from your engaged audience (significant social shares)
- Authority, audience trust and a loyal following
Many startups decide to work on creating content without consulting with an SEO agency, believing that simply creating the right content and sharing it on social media platforms is good enough. It’s not that simple.
The Subtle Factors Startups Often Miss When Creating and Implementing their SEO Strategy
Start-up SEO strategies often miss targeted organic off-page and on-page SEO efforts for their content.
Off-page SEO efforts are used to make your content more visible to your target audience and bring visitors to your website. These include consistently creating the right content, publishing regularly and correctly, sharing on the right platforms and through the right people, and gaining and nurturing back-links from other relevant businesses.
On-page SEO efforts are used to make your content more visible on search engines, and also increase engagement level on your website. These include learning how to promote your blog, how to manage user engagement, managing content through CMS, creating a proper sitemap, streamlining back-end architecture and coding for speedier loading.
Right content, consistency, right people, and the right web experience - these are the four pillars of SEO work.
Mistakes Made by Startups when they go DIY
When start-ups go DIY, they create a blog and post content without knowing, understanding, or learning how to promote that blog.
They often miss a fundamental factor that decides the effectiveness of their work: marketing and building relations in a timely manner.
Your blog must have a content plan built on keywords and topics your audience finds relevant and shareable.
It has to be built around cornerstone contents (pages, gated content, etc) and then connected through pillar contents (highly-informative and relevant content). In a phrase, it has to be built around the concept of bricks and feathers content-pieces, where bricks are the content pieces that give true value while the feathers allow the discussion on the main content to keep going.
This is content your audience is expected to engage with - landing pages where you offer direct response copy that addresses their pain points and shows them the benefits of working with your business, and valuable, informative content (eBooks, whitepapers, reports) your audience wants.
However, cornerstone content must take into account on-site SEO aspects so that the content and page load quickly, keeps users engaged, and reduces friction before point of conversion (proper layout, fonts, Call to actions and loading times). This is where an SEO agency brings experience and insights.
These are the content pieces you can publish on your blog. They offer informative, relevant, valuable content for the audience, building your authority and ensuring you can internally link your website and direct them to your landing pages.
Even when start-ups create this content, they pulverise their reach with bad on-page SEO.
The Mistake in On-Site Optimisation
Startups tend to use ready-made templates, online guides and site builders. These never answer site-specific questions: what happened because you tried X with Y, or installed several plugins simultaneously, or created sub-domains, or forgot to add no-follow links or do a rel-canonical for re-sharing a post you’ve published elsewhere?
They may also be left wondering:
- Is the responsive theme tailored to the most created and shared content? Is it displaying the most important content on different devices?
- Will the plugins work in tandem with one another or will they reduce loading times?
- Are the custom pages displaying correctly with the responsive theme used for the whole site?
- Is the sitemap the search engine crawlers are seeing simple? Is it causing broken links (404 redirects)? Is the website being ranked properly?
Even if you believe your startup is foolproof, you need to ensure you are leveraging the best techniques to promote your content.
This is where expert insights from a professional SEO agency come in. The insights, knowledge, and experience it brings can dramatically reduce your learning curve and boost your organic reach, customer engagement, and visitor conversion.