Startup SEO 101: how to build organic traffic from scratch
SEO (Search Engine Optimisation) might feel daunting when you're starting out. Maybe you've heard it takes months (or years) to work, that Google keeps changing the rules (true), or that you need a massive budget.
Over the years I’ve learnt that SEO is a long game, but I’ve also seen that the right strategy can get you early wins, build momentum, and drive sustainable growth.
Here’s how to approach SEO as a startup, even if you’re starting from nothing.
Step 1: Get your SEO foundations right
Before worrying about rankings, let’s make sure Google (and your audience) can actually find you.
Set up Google Search Console & Analytics – These free tools help you track how people find your site and spot SEO issues early.
Make sure your website is indexable – If search engines can’t crawl your pages, they can’t rank them. Use the ‘site:yourdomain.com’ search to check what’s indexed.
Check your site speed – Slow sites kill rankings and conversions. Use Google PageSpeed Insights to spot fixes.
Ensure it’s mobile friendly – Over half of searches happen on mobile. Google’s Mobile-Friendly Test will flag issues.
💡 My Top Tip: If you’re launching a new site, start with a simple, SEO-friendly structure: Homepage, About, Services/Products, Blog, and Contact.
Step 2: Find the right keywords
SEO without keyword research is like throwing darts in the dark. You need to know what your ideal customers are searching for.
Start with topics, not just keywords – Instead of chasing single keywords, focus on themes (e.g., ‘B2B marketing for startups’ rather than just ‘startup marketing’).
Use free tools to find keyword ideas – Try Google Autocomplete, AnswerThePublic, or Ubersuggest.
Look for low-competition, high-intent keywords – Tools like Ahrefs and SEMrush help identify winnable keywords.
Don’t ignore long-tail keywords – ‘How to get my first 100 users’ may get less traffic than ‘startup growth’, but it’ll bring in more relevant leads.
💡 My Top Tip: Focus on problem-solving keywords - questions your audience actually asks.
Step 3: Optimise your pages for search
SEO-friendly content isn’t just about stuffing in keywords. It’s about structuring pages so they’re useful to readers and easy for search engines to understand. This has become even more important with AI search.
On-page SEO checklist
✅ Title tags & meta descriptions – Make them compelling and include your target keyword.
✅ Headers (H1, H2, H3) – Break content into digestible sections. No one likes reading a huge solid body of copy on their phone.
✅ Internal linking – Link related pages. This helps your users (and Google) navigate your site.
✅ Optimised URLs – Keep them short, descriptive, and keyword-friendly (e.g., /startup-seo-guide instead of /p=123).
✅ Image optimisation – Use descriptive file names and alt text. This helps SEO & accessibility.
✅ Prioritise fast loading times – Compress images and minimise unnecessary code.
Step 4: Create content that ranks (and converts)
Google rewards valuable content. That means creating pages that:
Answer real customer questions.
Are well-structured and easy to skim (use your headers, bulletpoints, images to make text easy to read).
Include original insights, not just rehashed info.
Content ideas for startups
How-to guides
Comparison articles – “X vs. Y: which is better for [your customer’s problem]?”
Case studies & success stories – Real-world proof that your solution works.
Industry trends & insights – Share expert opinions and data.
💡 My Top Tip: Consistency matters. A blog post every month beats five posts in one week and then silence for a year.
Step 5: Build authority with backlinks
Backlinks (links from other websites to yours) tell Google that your content is credible. Here’s how to earn them:
Guest posting – Write articles for industry blogs and include a link back to your site. Better yet, approach other brands in your niche and suggest cross-promotional content where you link to each other. In most industries there’s more than enough audience to go around.
Digital PR – Pitch your expertise to journalists and bloggers.
Create link-worthy content – Unique research, insightful guides, or useful tools naturally attract links.
Engage in online communities – Answer questions on platforms like LinkedIn, and share valuable content.
💡 My Top Tip: One high-quality backlink from a trusted site is worth more than loads from low-quality sources.
Step 6: Adapt to AI search & track your SEO
Search engines are changing, and AI-powered search is becoming more prominent. Google's Search Generative Experience (SGE) and AI-driven answers mean startups need to think beyond traditional rankings.
Optimise for featured snippets & AI summaries – Structure content with clear headings, bullet points, and concise answers.
Focus on expertise & authority – AI prioritises trustworthy content. Demonstrate knowledge and cite credible sources.
Leverage conversational queries – AI search understands natural language. Answer customer questions the way they’re asked.
Track your rankings & traffic – Use Google Search Console & Analytics.
Check for keyword opportunities – Are some pages ranking on page 2? Optimise and refresh them.
Monitor backlinks & site health – Use tools like Ahrefs, SEMrush, or Moz to track link growth and fix issues.
💡 Lara’s Top Tip: SEO is evolving. Keep an eye on AI search trends, and adjust your content to stay ahead.
In short
SEO takes time. Expect 3-6 months for meaningful results. But the sooner you start, the sooner you see progress.
Your action plan:
✅ Set up the basics (Search Console, site speed, mobile-friendliness).
✅ Be strategic about your keyword research (focus on audience pain points).
✅ Create content that’s valuable.
✅ Earn backlinks and build authority.
✅ Stay ahead of AI search trends
✅ Track progress and tweak your strategy.
Start small, stay consistent, and your organic traffic WILL grow. And if you’re strategic about the content you actually create and your calls to action, those pages will convert to users.
