#56 — Startup SEO: Cut through the noise

1 Big Thing: Forget generic SEO checklists. Founders need focused, non-obvious tactics that actually move the needle.§

Why it matters: Standard advice creates busywork but rarely delivers results. Smart, targeted SEO supports growth, especially post-product-market fit.§

1. Go Defensive Early

• What's happening: If you don't rank for your own product comparisons, integrations, or category terms, competitors will define you.
• Be smart: Claim these high-intent searches ASAP. Focus content on how you're different, not just subjectively "better". This builds awareness and supports sales.

2. Keep Your SEO Toolkit Lean

• Reality check: Complex SEO tool stacks are for gurus, not lean startups.
• Stick to the basics: An all-in-one (like Ahrefs/SEMrush), Google Search Console (free!), and a keyword browser extension (like Keywords Everywhere) cover 90% of needs.
• Remember: Tools assist, they don't create growth. Focus energy on content creation, not tool mastery.

3. Win with Low Volume Keywords

• The strategy: It's easier to rank for 100 niche searches than 1 highly competitive term.
• By the numbers: For an analytics company, a post targeting "electron analytics" (30 searches/month) yields ~5 uniques/day, or ~1,850/year. 100 similar posts could mean ~185k relevant visitors annually.
• Why it works: Targets users with specific problems you solve, building authority over time.

4. Understand Google Simply

• How it works: Google scans keywords/links but primarily learns content quality from user behavior (clicks, dwell time). It doesn't "read" like a human.
• Key takeaway: Ensure content is machine-readable (keywords, structure) and genuinely satisfies searchers so they don't bounce back to Google.

5. Solve Real User Problems First

• The move: Before deep keyword research, talk to your users. Create content addressing their actual pain points.
• Often overlooked: Your documentation is a powerful SEO asset. Improving docs helps users and attracts organic traffic.

6. Don't Chase Perfect Core Web Vitals

• Reality check: Google prioritizes relevant content over perfect PageSpeed scores. Minor performance issues won't tank rankings.
• Focus on: Achieving decent scores, but prioritize content quality and overall user experience.

7. Be Honest About Content Quality

• The hard truth: Most "great content" isn't actually great. Is yours truly insightful, opinionated, and better than what currently ranks?
• Make it: Go beyond simple explanations (AI can do that). Offer unique perspectives and actionable advice. Would an expert share it?

8. Double Down After Product-Market Fit

• The timing: SEO is long-term, but pays off faster when you have proven PMF.
• Why it works: You know your target audience and won't pivot, making long-term content bets safer. PostHog waited two years post-founding before investing heavily.
• Until then: Focus on basics – indexable site, user-focused content, defensive SEO.

The Bottom Line: SEO still matters despite AI. Success comes from disciplined habits: frequent updates, internal linking, quality writing, and relentless user focus. It's a crucial channel, but build owned audiences too.§