The main challenge to a startup’s success is generating new business. With limited budgets and a need for rapid growth, these companies often struggle to get their name out there.
This is where SEO comes in—not as a magic solution but a powerful medium-term strategy that can help startups increase their visibility and attract customers organically.
In this guide, we’ll explore SEO strategies tailored for startups, helping you build a sustainable foundation for long-term growth.
What is SEO for Startups?
SEO, or Search Engine Optimization, improves your website’s visibility on search engines like Google. The goal is to appear as high as possible in search results for relevant keywords, ideally within the top three spots. This is because the top three Google results capture 68% of all clicks.
Websites that rank on the second page? They receive very few clicks, if any. This makes SEO an essential strategy for businesses that need to attract attention and drive traffic.
SEO is a cost-effective way for startups to gain traction and grow their customer base. Unlike paid advertising, SEO is a long-term investment that continues to bring in new leads organically without increasing your marketing budget.
The numbers back this up:
Companies generate twice as much revenue from organic search traffic than from other channels like social media.
For B2B SaaS startups, the potential return on investment (ROI) from SEO is even higher—a remarkable 702%, with thought leadership content delivering the most value.
Lastly, by focusing on SEO and content marketing, startups can reduce customer acquisition costs by over 87%, making it a scalable choice for driving growth.
Finding sustainable, affordable ways to grow can be crucial in the early stages of a startup’s lifecycle.
SEO for startups: What it’s NOT
Now that you know what startup SEO is, it is probably a good idea to tell you what it’s not.
➡️It’s not a way to cheat search engines. SEO focuses on optimizing for user experience rather than gaming the system with tricks like keyword stuffing or buying links, which can backfire and harm your ranking.
➡️It’s not just about rankings. While rankings are important, SEO is also about increasing relevant traffic, enhancing user experience, and building brand authority.
➡️SEO is not a quick fix for immediate results. It’s a medium-term strategy that requires patience and consistent effort. Expect to see results over months rather than days or weeks.
➡️It’s not just keywords. Modern SEO goes beyond keywords; it involves creating high-quality content, optimizing technical elements, and building reputable links.
➡️SEO is not one-size-fits-all. Strategies vary based on industry, audience, and goals. What works for one company might not work for another, so customization is key.
Understanding what SEO is not can help you approach it with the right expectations; you’ll be better equipped to make SEO work for you.
Is Your Start-up Ready for SEO?
Before we show you how to get started with SEO, it’s important to assess whether your startup is in the right place to capitalize on it.
Here is a checklist to help you determine if you’re ready to start building a sustainable SEO strategy.
☑️You’ve got a clear picture of your startup’s stage in its lifecycle, so you know which SEO strategies make sense right now.
☑️You’ve figured out who your ideal customers are and understand what they’re struggling with, so you can create content that speaks to them.
☑️You’re confident that you’ve nailed product-market fit—there’s demand, and you’re ready to start scaling up.
☑️You’ve explored your marketing channels using the bullseye framework, and SEO is a solid growth option.
☑️You’re ready to test how organic search fits with your product and make it a crucial part of your growth strategy.
☑️You’ve got an internal SEO champion who’s ready to take over the process and keep things moving.
☑️You’ve set up a way to track growth experiments, so you’re geared up to test, learn, and tweak your SEO strategy as you go.
☑️You’ve mastered essential startup metrics like CAC, LTV, ARPU, churn rate, and burn rate, so you can monitor growth.
☑️You’ve set a baseline for key marketing metrics like website traffic, landing page conversions, lead sources, and conversion rates, so you know where you’re starting from.
If you’ve checked off most of these points, you’re ready to dive in! Let’s start with the basics of how Google works, followed by a step-by-step guide to doing SEO for your startup.
How Does Google Work?
When people type search queries into Google, the search engine analyzes that phrase and instantly displays results that it considers to be the best match. But what makes a “best match”? Google prioritizes results that are:
✅Relevant: Google looks for content that closely aligns with the search term. It analyzes keywords, context, and intent to find pages that directly answer the user’s query.
✅High-quality: Google values accurate, well-written, and informative content. Signals like page structure, readability, and even the presence of visuals help Google determine a page’s quality.
✅Authoritative: Google aims to show sources that demonstrate expertise. Sites with trustworthy backlinks, active user engagement, and a solid online reputation are seen as more credible.
Google doesn’t scan the entire Internet each time someone searches. Instead, it pulls from its own “index” of pages, which it builds and maintains through crawling and indexing.
Crawling is when Google discovers pages across the web. After crawling, pages are indexed—organized, stored, and ready to appear in search results. For startups, ensuring your pages are crawlable and high quality can improve your chances of ranking well, getting your brand seen, and drawing in valuable traffic.
The main elements of SEO
Mastering SEO involves understanding and optimizing four main pillars, each of which contributes to your website’s performance in search results.
Content
Content is the core of any SEO strategy. Creating valuable, relevant content helps you connect with your target audience and gives Google a reason to rank your site.
A fundamental principle here is E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness. This framework is how Google evaluates your website’s credibility. For startups, it’s vital to ranking well in search results and building trust with your audience.
Here’s the gist:
✔️Prove you know your stuff. Show off your team’s skills and experience.
✔️Be a trusted source. Get your name out there on reputable platforms and earn quality backlinks.
✔️Share your wins. Use case studies and testimonials to show you have a real-world impact.
✔️Build trust. Make your website secure, easy to use, and transparent.
On-Page SEO
On-page SEO covers everything you can optimize directly on your website. This includes:
- Keyword usage
- Meta titles
- Meta descriptions
- Headings
- Image alt tags
Structuring your content clearly and accessiblely helps a search engine understand what your page is about and improves the experience for visitors.
Technical SEO
Technical SEO ensures your website’s infrastructure supports a smooth user experience.
This includes ensuring your site loads quickly, is mobile-friendly, and can be easily crawled and indexed by search engines.
A well-optimized technical foundation allows Google to find and understand your content without any roadblocks.
Off-Page SEO
Off-page SEO refers to all the activities you do outside of your website to improve its search engine rankings.
One of the most essential aspects of off-page SEO is link building. It’s all about building your site’s authority—that is, the level of trust and credibility Google assigns to your site.
High-quality backlinks from reputable sites signal to Google that your content is trustworthy and worth ranking. These authoritative links act as endorsements, helping to improve your position in search results.
Your startup can boost its credibility and visibility in search results by earning links through outreach, partnerships, or valuable content that others want to link to.
👇🏼 Confused? Don’t worry; we’ll break this all down below.
Step-By-Step Guide to Startup SEO
Step 1: Defining your SEO goals
While ranking on search engine results pages (SERP) is essential, it shouldn’t be the sole focus of your startup’s SEO strategy. Defining clear, focused objectives will help you prioritize resources, save time, and maximize your return on investment (ROI) in the long term.
SEO objectives should align closely with your startup’s marketing and business goals. Here are some common SEO objectives to consider:
✅Increasing organic traffic: Bringing more visitors to your site expands your reach and increases the likelihood of converting prospects into customers.
✅Lead generation: Create content encouraging visitors to share their contact information, supporting your customer acquisition strategy and helping you build an initial client base.
✅Building brand awareness: Engaging content attracts more people to your brand, which is especially valuable for startups looking to establish themselves in new or competitive markets.
✅Driving sales: For eCommerce startups, driving relevant traffic with high purchase intent can maximize sales conversions.
✅Supporting customer service: Publish content that answers common customer questions or solves their problems, helping you build loyalty and enhance satisfaction.
Once you’ve defined your objectives, ensure they’re clear, specific, and measurable. These defined objectives will be the foundation for the following steps, allowing you to track progress and adjust your strategy as needed.
Step 2: Do a technical SEO audit
A technical SEO audit helps you identify issues that could impact your site’s performance and visibility in search results.
This step is critical for your startup SEO strategy because it ensures that your website is optimized for search engines right from the start.
By addressing technical issues early on, you create a strong foundation for organic growth, helping your site attract more traffic, rank effectively, and compete with established players in your industry.
Here’s how to go about it and what to check:
Check site speed
➡️What it is: Site speed refers to how quickly a webpage loads and responds to user actions.
❓Why: Faster sites improve user experience and are more likely to rank higher in search results since Google values quick-loading sites.
🔎What to look for: Check load time, server response time, image sizes, and any elements slowing down your site. Delays can frustrate users and hurt rankings.
⚒️Tools: Use Google PageSpeed Insights, GTmetrix, or Pingdom.
Ensure mobile-friendliness
➡️What it is: Mobile-friendliness means your website displays and functions well on mobile devices, providing a seamless experience.
❓Why: With mobile-first indexing, Google primarily uses the mobile version of a site for ranking and indexing. A mobile-friendly site improves user experience and ranks better in mobile searches.
🔎 What to look for: Ensure the site is fully responsive, with readable text, tappable buttons, and no cut-off content on smaller screens.
⚒️ Tools: Google Lighthouse.
Check for crawlability and indexability.
➡️What it is: Crawlability is a site’s ability to be navigated by search engine bots, and indexability refers to whether pages are stored and retrievable in Google’s index.
❓Why: If Google can’t crawl or index your site, it won’t appear in search results, making these factors crucial for visibility.
🔎 What to look for: In the “Coverage” report, check for pages blocked by robots.txt files or errors and warnings that prevent proper indexing.
⚒️ Tools: Google Search Console.
Optimize URL structure
➡️What it is: URL structure refers to the format and organization of URLs across a website.
❓Why: Clear, consistent URLs help search engines and users understand your content and improve navigation.
🔎 What to look for: URLs should be short and descriptive, using hyphens to separate words. Avoid special characters and underscores, as these can confuse search engines and users.
Here is an example:
Source: Authority Builders
Identify and fix broken links.
➡️What it is: Broken links lead to pages that no longer exist or are inaccessible.
❓Why: Broken links disrupt the user experience and can prevent Google from correctly crawling your content, potentially harming SEO.
🔎 What to look for: Locate broken internal and external links, ideally redirecting them to relevant pages or updating them to functioning URLs.
⚒️ Tools: Ahrefs, Screaming Frog, or Google Search Console.
Review XML sitemap
➡️What it is: An XML sitemap is a file listing all the critical pages on your startup website, helping search engines understand your site structure.
❓Why: An XML sitemap guides search engines to your key pages, improving crawling efficiency.
🔎 What to look for: Ensure all essential pages are listed, no irrelevant pages are included, and the sitemap is up-to-date.
⚒️ Tools: If you don’t have an XML sitemap for your website, you can use this free generator to create one.
Optimize site architecture and navigation
➡️What it is: Site architecture is how pages are organized and connected, and navigation refers to how users move through the site.
❓Why: A clear structure helps search engines understand your site’s hierarchy and improves user experience.
🔎What to look for: A few ways to improve your site architecture include confirming that essential pages are within 2-3 clicks from the homepage. Check for a logical layout with internal links guiding users and search engines through the site smoothly.
Check HTTPS Security
➡️What it is: HTTPS is a secure protocol for transmitting data between a user’s browser and your website, helping protect user information.
❓Why: Google favors secure sites, making HTTPS a ranking factor. It also builds trust with users, as they know their data is safe.
🔎What to look for: Ensure your website has a valid SSL certificate to provide a secure connection for users and boost trust
Optimize for structured data (schema markup)
➡️ What it is: Structured data (or schema markup) is a type of code that helps search engines understand your content in-depth, often leading to enhanced search results like rich snippets:
Source: Google
❓Why: Structured data helps Google display enhanced results, improving click-through rates and providing more context to users.
🔎 What to look for: Check for structured data errors and consider adding schema markup for relevant elements, such as reviews, FAQs, or product information.
⚒️ Tools: Google’s Structured Data Testing Tool.
Optimize internal linking
➡️ What it is: Internal linking refers to linking from one page of your website to another, helping users and search engines navigate your site more effectively.
❓Why: Internal links distribute link equity across your site, guiding search engines to understand the structure and importance of different pages. They also help users find related content, keeping them on your site longer.
🔎 What to look for: Ensure that critical pages are linked from multiple places on your site. Use relevant anchor text, and avoid overloading a single page with too many links. Make sure there’s a clear path for users to find important content.
⚒️ Tools: Tools like Screaming Frog, Ahrefs, or SEMrush can help you analyze your internal linking structure and identify opportunities to improve link distribution.
Step 3: Create high-quality content
We mentioned this above, but content is the cornerstone of a solid SEO strategy. As a startup, you can use content to convince your product to solve its problems better than your competitors.
One of the most effective ways to do this is by creating high-quality content that helps them solve a problem.
By providing in-depth, valuable information, you can build trust, demonstrate expertise, and position your brand as a go-to resource in your field.
For example, Zapier has crafted detailed guides on how to integrate their product with other tools, like Mailgun. This is a niche topic, but it’s incredibly helpful for their customers and strengthens Zapier’s authority in its space. This type of practical, solution-oriented content is what you should aim to create:
Source: Zapier
1️⃣ Generate content ideas
As mentioned above, start by honing in on topics that resonate with your audience’s interests and challenges. Aim to create content that addresses their needs or delivers valuable insights. Here’s where to find inspiration:
- Analyze your product reviews, survey feedback, or support tickets to uncover frequent questions or issues your audience encounters.
- Explore forums or social media spaces (like Reddit or Facebook groups) where your target audience is active.
- Check out competitor blogs to spot content gaps or topics they’ve only lightly covered.
- Use keyword research tools like Ahrefs to analyze popular search terms and determine what your audience is searching for. (We’ll discuss this in more detail below!)
2️⃣ Conduct keyword research
Here is how to perform keyword research in Ahrefs:
Go to Keywords Explorer
Enter a keyword related to your topic. We’ve chosen “project management software” as an example of a target keyword.
Source: Ahrefs
Analyze keyword metrics
Look at keyword difficulty (KD) metrics, search volume, clicks, and traffic potential. As you can see in the screenshot below, the keyword “project management software” has a KD of 87, which means it’s super hard to rank for this term. It has 20,000 searches a month and a traffic potential of 19,000.
Source: Ahrefs
| 💡Key point: Why is the search volume so “low”?
You might wonder why specific keywords with only 20,000 monthly searches are difficult to rank. Great question! This keyword is so competitive because it’s a high-intent keyword. A high-intent keyword refers to a search term people use when they’re ready to take action, such as booking a service or purchasing a product. In this case, “project management software” means that people searching for this term are actively looking for project management software, which makes ranking for it incredibly valuable. |
Explore keyword ideas
Highly competitive keywords like “project management software” can be challenging to rank for, especially for startups.
To improve your chances, focus your keyword research on targeting long-tail keywords that are still relevant but less competitive.
Long-tail keywords allow you to create content that addresses specific questions or needs, helping readers understand project management software and introducing them to your product.
Ahrefs’ Keywords Explorer tool offers a “Keyword ideas” report that can help you discover relevant long-tail keywords:
Source: Ahrefs
Here are a few examples worth considering:
- Best project management software
- Best software for project management
- What is project management software?
These keywords not only have good search volume but also provide a perfect foundation for informative and valuable content for your audience.
| 💡 Key point: Consider search intent
Before finalizing specific keywords, consider the type of information people might expect based on their search intent. For example, if the keyword is “best project management software,” users are likely looking for comparisons and recommendations, not just a product pitch. Matching your content style (like lists, guides, or how-tos) to what users expect can improve engagement and increase the likelihood of ranking well in search results. |
Check the SERP overview
Next, analyze the competition by reviewing who ranks for your target keywords and assess whether you can compete:
Source: Ahrefs
Download keywords
Once you have selected a keyword in Ahrefs, you can export the list of matching terms. Under “keyword ideas,” click on “view all.” This will take you to a detailed page with all related keywords. On the left-hand side, click “Export,” and choose to download the data in CSV format:
Source: Ahrefs
3️⃣Create a content calendar
A content calendar helps you stay organized and consistent by planning when each topic will be researched, created, and published.
Start by mapping out a schedule for each piece of content, from blog posts to social media updates, based on your goals and audience needs.
To keep everything on track, assign deadlines for each content creation stage—outlining, drafting, editing, and publishing—to keep everything on track. A well-structured calendar keeps your team aligned and allows you to identify seasonal trends or events that inspire timely, relevant content.
Planning ensures a steady flow of content that engages your audience and appears at the top of search engine results pages.
4️⃣Create content
Use professional writers and designers when creating content. Make sure it is high-quality, resonates with your audience, and addresses their pain points.
Step 4: On-page optimization
The next step in getting started with SEO for startups is on-page SEO. This aspect of SEO is all about optimizing individual pages on your startup’s website to improve rankings and attract relevant traffic from search engines. Effective on-page SEO is crucial to attract organic traffic.
To begin with, ensure that your website content is high-quality, relevant, and naturally incorporates targeted keywords, as discussed in the keyword optimization section.
But on-page SEO involves more than just content—there are crucial elements that further help search engines interpret your pages and increase your chances of ranking higher.
Here’s how to enhance on-page SEO for your startup:
✅Optimize title tags: Title tags are the clickable headlines in search results. Create clear, keyword-rich titles that reflect the page content. Keep them concise (50-60 characters) and engaging to encourage clicks and stand out from competitors.
✅Write compelling meta descriptions: Meta descriptions are summaries that appear below the title tag. Craft informative, keyword-friendly descriptions that summarize the page’s content in 150-160 characters and entice users to click.
Here is an example of a search result for “project management software.” In the screenshot, 1 is the meta title, and 2 is the meta description.
Source: Google
✅Use headings to structure content: Organize your content with headings (H1, H2, etc.) to make it more readable and to help search engines identify the key topics on the page. This also enhances the user experience, positively impacting your organic search results.
✅Optimize images: Use descriptive file names and add alt text (alternative text) to describe images. This helps search engines interpret your images, improves accessibility, and can even drive traffic through image search results.
Step 5: Build high-quality backlinks
Off-page SEO is a critical part of SEO for startups. It focuses on activities outside your website to improve its search engine rankings.
A significant component of off-page SEO is link building, which is the process of acquiring backlinks—links from other websites pointing to yours. Search engines treat backlinks as a signal that your content is valuable and credible.
The more high-quality backlinks you have from trusted sources with high Domain Authority, the better your chances of ranking higher in search results. This is especially important for startups competing in crowded markets.
| 💡Key point: What is Domain Authority?
Domain authority (DA) is a score from 0 to 100 that reflects a website’s trustworthiness and credibility in search engines. This score, influenced by factors like the quality and quantity of backlinks from reputable sites, indicates how likely a site is to rank well in search results, with higher scores showing stronger authority. In the image below DA appears as domain rating (DR). This is a similar measurement used by SEO tool Ahrefs. |
For example, you’re trying to rank for a local keyword like “project management software for startups.” While it may be less competitive than broader terms, the top-ranking sites often have a substantial number of backlinks:
So, if you wanted to improve your chances of ranking higher here, it would be time to build some backlinks to compete. Here are some effective strategies for generating backlinks as a startup:
| 👑 Building high-quality backlinks takes time, effort, and expertise. If you’re looking for professional assistance in developing a solid backlink profile for your startup, consider partnering with Authority Builders.
Our team specializes in creating tailored link-building campaigns to enhance your website’s authority, have high search engine rankings, and attract potential customers. |
Guest posting
A guest post is an article you write for another website to share your expertise and reach a wider audience. This strategy helps build your brand’s authority and provides valuable backlinks to your site, boosting SEO.
Fortunately, startups have plenty of guest posting opportunities to explore. Check out our comprehensive guide to the best websites for guest posting here.
One effective way to get started is by using Google. Try search queries like “guest post [your industry]” or “write for us [your niche]” to find websites actively accepting guest posts in your field. For instance, phrases like “guest post marketing” or “write for us tech startup” can yield relevant results.
Once you identify potential sites, contact them and offer to write a guest post. This provides value to their audience while earning you a valuable backlink. Aim to share unique insights or tips that highlight your expertise.
ℹ️ For example, in this guest post on Forbes, you’ll notice that the author often includes a link to their company website and social links at the end of the post. This not only enhances credibility but also drives organic traffic to their site:
Source: Forbes
Create linkable assets
Create valuable resources like guides, original research, eBooks, infographics, or case studies that others want to link to. Offering these as lead magnets can attract backlinks naturally, as people reference and share helpful content.
ℹ️Here is an example of a linkable asset by Asana on the State of AI at Work.
Tell your story (PR backlinks)
Share your startup’s journey or unique story through press releases or media outreach. Many outlets cover exciting startup stories, and this can result in valuable PR backlinks from reputable sites like this article on Airbnb:
Source: Telegraph
Become a source
Connectively (formerly HARO) is a valuable tool for startups looking to build backlinks by connecting with journalists and bloggers who need expert insights for their articles.
By signing up for Connectively, startups can respond to queries in their industry, offering quotes or expert opinions. When your insights are featured in an article, the publication often includes a backlink to your website, helping you gain visibility and boost SEO.
For example, say your niche is AI; a query might ask for insights on machine learning—topics on which startups can share unique perspectives:
Source: Connectively
Here’s how to use Connectively for Backlinks:
- Sign up for a free account on Connectively as a source.
- You can set preferences for the types of queries you’d like to receive, such as topics related to tech, startups, or your specific niche.
- Review daily emails with media queries from journalists and bloggers.
- Respond to relevant queries by clicking “pitch,” providing your insights, credentials, and website link.
Create a widget or tool.
Building a free widget or tool that solves a problem can attract organic backlinks, as other sites recommend or link to it. Think calculators, simple design tools, or industry-specific tools your target audience would find helpful.
ℹ️Here is an example of a fun widget by Divbyzero that helps users generate X (formerly Twitter) screenshots.
Appear on podcasts
Connect with podcasts in your industry and offer to share your expertise or unique insights as a guest.
Not only does this position you as an authority, but podcast hosts frequently include a backlink to their guest’s website, boosting your visibility and adding valuable backlinks to your site.
ℹ️Some good examples of podcasts are the Startup Podcast, How I Built This, and This Week in Startups.
Step 6: Track, evaluate, and re-optimize your SEO performance
SEO is a long-term project, so regularly tracking and assessing your progress is crucial to maximizing your efforts. Recording your return on investment (ROI) and reporting it to management also helps stakeholders see the value of SEO in supporting your startup’s growth.
Why track SEO performance?
By monitoring key metrics, you can identify which strategies drive results and which areas need refinement. Consistent reporting keeps everyone on the same page and reinforces the importance of ongoing SEO investment.
SEO tools for tracking performance
📈Web analytics platforms: Use tools like Google Analytics to monitor user behavior, traffic sources, and conversions. These metrics help you see how SEO-driven traffic supports key goals like lead generation and sales.
📈Google Search Console (GSC): Setting up a Google Search Console account is critical. GSC provides insights into impressions, clicks, keyword rankings, and any technical issues affecting visibility. This data helps you ensure your pages perform well in search results.
📈Ahrefs: Ahrefs offers valuable insights into keyword rankings, backlink growth, and competitor strategies. Tracking your keyword rankings and link profile can help you stay competitive and adjust your content to target high-value terms.
Evaluate and re-optimize your SEO efforts
Once you’ve set up tracking, the next step in an effective SEO strategy is evaluating and re-optimizing based on your findings. This ongoing assessment helps you adapt your strategy as your site gains traction. Focus on the following key metrics:
- Ranking: Monitor your page rankings in search results. Even if you haven’t reached the top positions yet, gradual upward movement indicates that your SEO efforts are on track.
- Organic traffic: Track organic traffic growth alongside rankings. If your rankings are improving but organic traffic is declining, investigate other metrics to uncover any issues.
- Conversion rate: Measure conversions based on your specific goals, whether form submissions, email signups, or sales. Conversion rates show how well your SEO efforts attract visitors who take meaningful actions on your site.
- Link profile: Monitor new backlinks and referring domains to assess the progress of your link-building strategy. Review competitor link profiles to identify potential opportunities and address gaps in your approach.
Final Thoughts: SEO for Startups
Generating new business is a significant challenge for startups, and SEO offers a practical, cost-effective way to gain visibility and attract organic traffic over time.
This guide has covered the essentials of startup SEO, from setting clear objectives to optimizing your site, creating valuable content, and building high-quality backlinks. Each step helps build a solid SEO foundation, allowing you to compete and grow sustainably.
Remember, SEO is a long-term strategy that requires ongoing tracking and adjustments. Setting measurable goals and refining your approach will create a reliable growth engine for your startup, attracting customers and building credibility in your industry.
Need SEO support for your startup?
Authority Builders specializes in helping startups like yours grow online. Our services include:
Ready to boost your visibility and reach your target audience? Sign up today, and let’s build a strong SEO foundation for your startup!