How to Do SEO

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  • Three Kinds of SEO

    There are three kinds of SEO: technical, programmatic, and editorial. Technical SEO is about setting up the right infrastructure for pages including page speed, internal link architecture, redirects, and so on. Programmatic SEO generates pages automatically from a database (e.g. a page for each address on a real estate website) and sometimes comes from UGC, user generated content. Editorial SEO is content written by a person about a set of topics to drive traffic around relevant keywords.

  • Programmatic SEO Is a Numbers Game

    Being able to programmatically generate content for search engine optimization is only useful if you have a lot of keywords you can target (thousands) and pages you can generate to rank for them.

  • How to Do Keyword Research

    This is a work in progress about how to do initial keyword research for SEO.

  • AI Search Optimization

    With the growing popularity of tools like Perplexity, OpenAI, Search GPT, and retrieval-augmented generation (RAG), and a healthy dose of skepticism in artificial intelligence (e.g. hallucinations) the industry is moving from “authoritative search” to “research and check”.

  • How Long Does it Take to See SEO Results?

    It takes four to six months to start seeing any results from SEO work. First you’ll see content getting indexed by Google which will result in more impressions. Next, you’ll see the site start to rank for more keywords. If all goes well, you’ll then see clicks to your website. If the site gains authority and content is actually helpful (bounce rate is sufficiently low), it will get ranked higher and drive more clicks.

  • Choosing the Best SEO Strategy

    Which of the three kinds of SEO works best depends on the business, but these days editorial content performs the best. Previously, having highly optimized technical SEO with the right tags and keywords was enough to rank highly in search results, but not anymore. Not every company has a natural fit for programmatic content that matches what people are searching for (e.g. Zillow with a page for each address). However, every company can write editorial content.

  • When to Do SEO

    Before investing in SEO, evaluate whether or not it has the potential to have a large impact on your business. Not every business benefits in the same magnitude from SEO. The way to tell is by seeing if there is already a big market and your site has existing authority.

  • How to Set up an Inbound Sales Motion

    It should be repeatable, measurable, and profitable. Every product and business is different. This will focus on a B2B SaaS product.