SEO for startups: getting found on search engines

Search engine optimisation (SEO) helps potential customers find you at the moment they search for a problem. Unlike ads, its effect compounds over time and becomes a low-cost, steady source of customers.

1. Keyword research

• Learn how customers describe the problem; see our customer interview guide.
• Check search engines' autocomplete and "related searches".
• Focus on long phrases with clear intent rather than competitive generic terms: "e-invoicing software for small businesses" rather than "accounting software".

2. On-page SEO

• Give each page one main topic and a unique title tag (about 50–60 characters).
• Make the meta description (about 120–160 characters) summarise the page and invite the click.
• Use one H1 and logical subheadings.
• Write descriptive alt text for images.
• Use readable, meaningful URLs.

3. Technical SEO

• A sitemap and robots.txt
• Fast, mobile-friendly pages
• Correct canonical URLs and, for multilingual sites, hreflang tags
• Structured data (schema) telling search engines what the content is
• Fixing broken links and bad redirects

4. Content strategy

Write guides answering questions customers have while deciding. Link topics together; a pillar page with supporting articles builds authority. Publish regularly and keep content current.

5. Earning links

Links from trusted sites increase your credibility. Press coverage, partners, associations, guest articles and useful tools earn links naturally; see our press release guide.

6. Local SEO

If you offer a physical service, complete your map and business profiles and collect reviews.

7. Preparing for AI search

AI-powered search and assistants tend to cite clearly structured, trustworthy sources. Sections that answer questions directly, FAQs and consistent company information increase this visibility.

Measurement

Track impressions, clicks and rankings with search engines' free webmaster tools. Results usually appear within a few months; be patient.

Conclusion

SEO is one of the longest-lasting, most efficient channels for startups. For other channels, see our low-budget marketing guide.