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How to Kickstart an SEO Audit for Your Startup – Whiteboard Friday

January 05, 2017

By randfish

Posted by randfish

Launching a startup is a huge task all on its own. While it can be a challenge to factor SEO into the mix, it’s an incredibly important consideration. In today’s Whiteboard Friday, Rand shares a comprehensive plan to kick off your new SEO audit and grab a piece of that organic search pie from the get-go.

Pro tip: For easy listening, this video is broken up into 9 chapters that correspond with the transcript below.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hi, everyone down at StartCon. Thank you so much for having me. My name is Rand Fishkin. I’m the co-founder of Moz, and today I’m going to be talking to all of you and to Whiteboard Friday fans everywhere about how to kick-start an SEO audit for your startup.

So what I’ve done here is I’ve taken our classic SEO pyramid, sort of you’ve got to start with a strong base and work your way up. Well, I flipped it, because, in an audit scenario, we’re actually going to start from the bottom and work our way to the top. So I’ve inverted our pyramid. We’re going to start with crawling and accessibility, and we’re going to work all the way up to conversion.

Now, SEO in a startup setting can be challenging. I’m going to assume that your startup has already launched your website or your web content, your application, and that now you’ve just realized, “Wait, maybe we should do some of that SEO stuff.” And yes, you should. Let me make three big reasons, three big cases why you should.

  1. Search traffic is among the highest percentage of all referral traffic on the web. So whereas social traffic sends approximately 5% to 6% of all the web’s referral traffic, search engines send about 28% or 29% of all the web’s referring traffic. This is data according to SimilarWeb who has a large clickstream panel that they look at.
  2. Organic search traffic is more than 90% of all the clicks that go to search results. So 90% of the clicks are going to organic, 10% or actually less than 10% are going to the paid results. Companies around the world are spending $40, $50, $60 billion a year or more on Google’s paid search results alone. That organic stuff is a competitive advantage because it means low cost of customer acquisition. It tends to mean higher retention. It tends to mean higher conversion rates. Very, very attractive traffic.
  3. Searches are a specific request from a user that says, “I want this thing and I want it right now.” That’s some of the most powerful traffic you can possibly be in front of on the web, and, as a result, the startups that can get their product, their service, their company, their brand in front of those searchers can have an outsized impact.

Now, we need to kick off this audit.


Crawling, …read more

Source:: Moz Blog

      

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