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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 12

Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of improving your ranking in search engines in order to get more people to your site. Almost all Internet users turn to search engines for answers. As Rand Fishkin, founder of the popular SEO software company Moz, told us:

At its base, SEO is starting with a content strategy and finding a way to attract relevant visitors through search engines. You have to intelligently design this kind of [content] and make sure search engines can find and rank that content.”

SEO allows you to amplify all of the good things you’re already doing in other traction channels (PR, non-traditional PR, content marketing) and use them to bring in more customers from search ...

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