The digital marketing myths startups treat as Gospel Truth

The start-up world is an exciting place fueled by endless strategies, apps, tools and innovations – especially when it comes to marketing your new product or service.

For many start-ups the reality is that resources are scarce which means allocating time, effort and resources to strategies which don’t work can lead to significant opportunity costs.

We’ve analysed just 1 of the most overlooked mediums, frequently used incorrectly by Startups.

Search Engine Optimization Myths

SEO tends to be a little unfashionable for start-ups, it seems like such as “yesteryear” marketing channel which many marketers take for granted. The truth is that SEO is still an incredibly powerful strategy for start-ups to generate troves of qualified traffic without paying for each and every visitor.

Myth #1

Creating endless content generates a myriad of additional traffic

The amount of ‘SEO Specialists’ we’ve come across that are merely content writers is astounding. Simply adding three pieces of content to your blog every day entitled “Top ten tips to create X using Y platform” will not help you build authority or relevance in Search.

Instead, it’s better for start-ups to focus on developing QAC Content – Quality Actionable and Creative.

Most tech start-ups are designed to make life easier, solve problems or bridge the gap between one system and another. Addressing problems, questions and hot topics in your content is far more likely to attract attention, engagement and higher rankings in search for relevant keywords.

Ensure every article contains a valuable takeaway point which can be put into practice – something that offers value or something that provokes thought.

Myth #2

Links are no longer important

Whether in-house SEOs and Marketing Managers like it or not, high authority links are an integral part of a start-up SEO strategy. How you acquire them is up to you, be it outreach, grey hat or even black hat strategies – to rank competitively you’ll need links to stay competitive.

When considering the sorts of links you should acquire consider:

  1. Relevance to your website
  2. The authority in general terms of the organisation linking to you
  3. How easy the link is to obtain – generally more difficult links to acquire are better quality as they aren’t surrounded by hundreds of other links.

Links can generally be acquired in three main ways:

  1. Built yourself through grey hat/black hat methods which may have a place in some circumstances as well as Directories, Blogs and Local Citations
  2. Outreach to partners and associate firms and clients
  3. Press link-backs

Myth #3

HTTPS increases rankings overnight

This myth has well and truly done the rounds in SEO Circles although there is still no solid and credible results we’ve achieved which demonstrate the mere addition of an SSL to a website significantly affects rankings.

Nevertheless, SSLs should be installed on your site from day one irrespective of the SEO benefit as they provide a valuable layer of encryption and inspire credibility and trust.

Google over time are more likely to weigh down sites or ‘demote’ them if they do not meet SSL requirements rather than promote sites specifically.


Matthew Hammon started developing websites and selling online marketing services at the age of 12. He is sought for his depth of knowledge in Search Marketing together with his Intellectual Property, Finance and web infrastructure skills. Matthew divides his time between Melbourne, Australia and San Francisco, USA consulting with clients in between managing his own entrepreneurial endeavours.


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