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This week on In The Marketing Room, I sat down with Theresa Ejiogu, an SEO specialist with 7 years of experience helping startups grow their visibility online through SEO. She gave us a masterclass on SEO—breaking down misconceptions, tools, and step-by-step strategies for startups looking to rank higher without overspending.

In this session you’ll learn:

• Most common misconceptions that startups have about SEO, particularly in the early stages.
• The most critical SEO strategies that a startup should prioritize to achieve early visibility and ranking. And how these strategies should evolve when the budget increases.
• Key SEO strategies to implement for ranking, especially for companies just starting out with SEO
• The stage where a startup or growth-stage company considers bringing on an SEO strategist or specialist (Specific indicators or milestones that signal the need for dedicated SEO expertise).

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SEO for Startups: Organic st... Dec 4 · In the Marketing Room 57:44   ​

You can now listen to the audio version of the newsletter on Spotify. Get the full details.

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Sauce Of The Day:

Side note: I really wish I could publish the full interview in a written format, but this session was so detailed and informative that I would have missed points and it would also take me much more time.

It’s best you listen to the interview first. It’s a whole masterclass and she didn’t gatekeep any points!

Here’s a summary on her story and her advice, in her own slightly edited words:

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When I started my journey in SEO, I never imagined I’d one day be breaking it all down like this. But here we are. My name is Theresa Ejiogu, and I’m an SEO specialist with experience helping startups find their footing online.

From Content Writer to SEO Specialist

My story begins as a content writer. I loved writing because it allowed me to explore new ideas without committing to any single niche. But I also had a knack for tech and wanted to dive deeper into it.

I dabbled in front-end development, back-end, and even app development. None of it felt right. Writing, however, stuck with me. Eventually, I found my way into technical SEO, which turned out to be the perfect fit—it’s a mix of content and tech.

As a technical SEO specialist, I work on everything from auditing websites to ensuring proper site structure and managing migrations. My background in content and my experience in tech gave me a unique edge, and for years, I freelanced successfully.

Then last year, I decided to try something new and took on my first full-time role at a startup. It’s been a learning curve, but it’s shown me the value of collaboration and long-term planning, things you don’t always get as a freelancer.

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Early-Stage SEO: Where Startups Should Begin

When I work with startups, one thing I see often is hesitation around SEO. People assume it’s expensive or that it can wait. But starting early is the best way to build momentum. Here’s what I recommend for startups:

1. Start with a Website Audit

Before you do anything, audit your site. This means checking for broken links, page errors, and redirects. You also want to review your on-page SEO (like headings and meta descriptions) and your off-page SEO (like backlinks). This sets the stage for everything else.
2. Focus on Keyword Research

Keywords are your foundation. Use tools like Google Keyword Planner or SEMrush to identify long-tail keywords with low competition and high search volume. Avoid trendy, overly competitive keywords—it’s better to go niche and relevant.

3. Create Content That Solves Problems

Your content should be for your audience, not search engines. Answer their questions, solve their problems, and provide value. Follow Google’s E-E-A-T guidelines: Experience, Expertise, Authoritativeness, and Trustworthiness.

4. Use Tools Wisely

Free tools like Google Keyword Planner are a good start, but be cautious of tools that seem too good to be true. Ubersuggest and Answer the Public, for example, used to be great, but their data quality has dropped since becoming paid tools.

5. Build Backlinks the Right Way

Backlinks are essential, but quality matters more than quantity. Start with guest posts, HARO (Help a Reporter Out), and forums. Avoid spammy backlinks—they can hurt your site’s credibility and rankings.

6. Don’t Ignore Mobile Optimization

Ensure your website works seamlessly on all devices. Speed and responsiveness are key, especially since mobile browsing now accounts for a significant chunk of traffic.

7. Plan for Local and International SEO

If your audience is local, focus on strategies tailored to that region. For example, if you’re targeting Lagos customers, your SEO should reflect that. For international audiences, create specific strategies for each target market.

8. Monitor, Adjust, and Keep Going

SEO isn’t a one-time task. It’s an ongoing process. Use tools like Google Search Console to track your progress, refine your strategy, and stay ahead of the competition.

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The Misconceptions Theresa Hear All the Time

In my work, I’ve come across a lot of misconceptions about SEO. Here are the ones I hear most often:

• “SEO isn’t necessary.” -- Many startups think launching a website or sharing links on social media is enough. But without SEO, you’re invisible to people searching for solutions like yours.
• “It’s a one-time thing.” -- SEO is an ongoing process. You can’t just set it and forget it.
• “Results are instant.” -- SEO takes time. Expecting quick wins will only lead to frustration.”
• “Keywords are everything.” -- Keywords are important, but they’re only one piece of the puzzle. Content quality, technical fixes, and backlinks all play a role.
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My Go-To Tools for SEO Success

Over the years, I’ve developed a toolkit that makes my work easier. My favorites?

1. Google Products – From Google Keyword Planner to Google Search Console, these tools are essential.

2. WordPress – It’s versatile, user-friendly, and works for almost any type of site.

3. SEO Plugins – Chrome plugins like Detailed SEO Tool give quick insights into keywords, links, and errors.
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How Theresa Unwinds

When I’m not knee-deep in SEO, you’ll find me binge-watching old TV series like FRIENDS and How I Met Your Mother. Watching these classics on repeat is my way of recharging.

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SEO for Startups: Organic st... Dec 4 · In the Marketing Room 57:44   ​

Listen to the full conversation and *masterclass* on Spotify! Please remember to leave an honest review or your questions in the comment.

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What's Hot?

• We all agree that only some people actually read 1,500-word articles in detail unless they come from a favourite source or cover a topic they genuinely love, right? Even when the topic is something I *need*, I often skim through to find quick answers before considering reading the entire paragraph (not even the entire article). Our attention span has become shorter and will continue to shrink due to the constant distractions we face. Use clear headings, and concise paragraphs, and incorporate visuals to make your content more engaging. Here's how to optimize your content in 2025 so that people *will actually spend more time reading it.*
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Happy holidays to all who celebrates 🎄❄️🤶🏼