Traction: How Any Startup Can Achieve Explosive Customer Growth

by Gabriel Weinberg

run a few ads in local papers. Search Engine Optimization—Test a long-tail SEO strategy by making some content-rich pages. Perhaps your product can naturally produce data for these pages, or maybe you have enough data from making and researching your product. Link to these new pages right from your home page (e.g., on the footer), as that will give them the highest rankings. Let relevant people know about your content and see if they’ll repost it with a link back to the original source. Alternatively, test a fat-head SEO strategy by identifying promising fat-head keywords and then running search engine ads to see how effective the traffic may be. This is a very similar basic test to Search Engine Marketing itself, though the keywords may be different.