Startup Beat

Rudi Davis is a Senior SEO & Content Manager at Publicize. We had the chance to sit down with him to discuss his advice for startups and how entrepreneurs can best leverage this marketing channel.

For entrepreneurs unfamiliar with SEO, can you talk to us about some of the essentials of search?

With advice for SEO, I normally like to start with an overview of search theory, which can help conceptualize the advice.

One of the ways I conceptualize it is with the search demand curve. If you took an economics class in college, you’ll already be familiar with this – it’s pretty much the demand curve theory, but applied to search terms.

This places search into three categories:

Head – one or two-word searches with super high volume and competitiveness, e.g. “insurance”. Body – two or three-word searches with moderate volume and competitiveness, e.g. “auto insurance”. Long tail – longer, more descriptive searches with much lower volume and competitiveness, e.g. “auto insurance

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