SEO for Early-Stage Startups
A few months ago, I had the opportunity to discuss growth strategies with a client, and the question was: "How would you drive growth through SEO for an early-stage company in a new niche?"
My immediate answer was straightforward: “I wouldn’t use SEO for growth.”
At first glance, this may sound counterintuitive, especially when SEO is widely considered one of the most powerful long-term growth strategies. However, for early-stage companies, particularly those operating in saturated industries, SEO is often not the right tool for the job—at least not yet.
What Does "Early-Stage" Really Mean?
When a company is in its early stages, it typically means a few things that will directly affect growth strategies:
No product-market fit: You may still be figuring out whether there’s a real demand for your product.
Undefined Ideal Customer Profile (ICP): It's tough to know who exactly your product is for.
Unclear Unique Selling Propositions (USPs): Without a clear differentiation, you’re just another player in a crowded market.
Limited resources: You don’t have the budget or manpower that larger companies do.
A less experienced team: You might not have the top-tier talent that comes with more established companies.
Uncertain positioning or messaging: Your brand's voice and messaging may still be a work in progress.
When you combine these challenges with the reality of operating in a competitive, often saturated industry, attempting to scale via SEO can be a frustrating and inefficient strategy.
Why SEO Might Not Be the Best Strategy for Early-Stage Companies
If your startup is still navigating these hurdles, diving headfirst into SEO is probably not the best move. Here’s why:
SEO without Clarity is Like Pouring Water into a Leaky Bucket
When your foundational business elements aren’t solid, pouring energy and resources into SEO often yields little in return. You’ll likely face:Low traffic: If your product-market fit is shaky, or if your ICP isn’t defined, your content won’t resonate with the right audience.
Poor conversion rates: SEO can bring traffic, but if your value proposition isn’t clear or your messaging is off, those visitors will not convert into paying customers.
Slow pipeline movement: Even if you manage to generate some traffic, moving leads through your funnel without clarity or strong positioning will be a slow and painful process.
SEO is a Long-Term Strategy
Organic growth through SEO takes time. You need to create high-quality, relevant content, build backlinks, and wait for search engines to recognize your website's authority—all of which requires a solid strategy and steady execution. But in the early stages, you likely don’t have the luxury of time.Saturated Markets Make SEO Harder
In highly competitive industries, SEO becomes even more difficult. Established players with larger budgets and years of domain authority dominate search results. Trying to compete for keywords against these giants, without a proven product and a strong online presence, is a tough battle. And with limited resources, you’re unlikely to win.
So, What Should Early-Stage Companies Focus On Instead?
While SEO might not be the right choice for early growth, there are other strategies that can be far more effective for building demand and traction in the early stages:
1. Leverage Content Platforms Your Audience Already Uses
The goal in the early stages is to build awareness and demand for your product, and you can do this by meeting your potential customers where they are:
LinkedIn Organic Social: Sharing your story, insights, and thought leadership can help you connect with your target audience and start building an organic following.
Podcasts: Appearing as a guest on relevant podcasts in your niche can boost your visibility and credibility quickly.
Newsletters: Starting your own newsletter or collaborating with existing ones allows you to tap into established audiences that align with your target market.
Communities: Engage with your audience in niche communities—whether on Reddit, Slack groups, or other forums—where potential customers are already having relevant conversations.
Paid media: Reach your audience through targeted paid media and display ads on platforms where potential customers are already active and engaged, such as Reddit, industry forums, and relevant website communities.
2. Test the Waters with Paid Ads
Paid search ads (like Google Ads or LinkedIn Ads) can be a quick way to drive some initial traffic and test your messaging. While paid ads aren’t a long-term solution, they can provide immediate feedback and allow you to validate your messaging and product offering with real potential customers.
3. Old-School Growth Tactics
Sometimes, going back to basics is the best way to get your first customers. Consider leveraging:
Cold emails: Reaching out directly to potential customers can build meaningful connections and even result in your first paying users.
Warm reach-outs: Engage your network, or ask for introductions to people who may benefit from your product.
In-person events: If your product or service lends itself to face-to-face interactions, local meetups, conferences, or industry events can provide valuable opportunities to make personal connections.
Why Early-Stage Growth Is About Getting to “Zero to One”
While organic search growth is crucial in the long run—especially as you scale from 1 to 10 and, eventually, 100—it’s essential to focus on building momentum in the early stages. You need to get from “zero to one” before you can start optimizing for search engines and organic traffic. That means having your product-market fit, messaging, and ideal customer profile defined before you invest in long-term strategies like SEO.
In summary, while SEO has its place in a growth strategy, it should not be your primary focus in the early days. Instead, concentrate on building your audience, testing your messaging, and leveraging the growth channels that deliver faster, more immediate results. Once your foundations are in place, you can turn your attention to SEO and watch it contribute to sustainable, long-term growth.
