Startup Lessons Learned: SEO, It’s a Journey Not a Destination

We’ve been plugging away at making our product the best it can be. We want people to love it and tell all of their friends about it so we don’t need to spend a ton of money on Google AdWords – been there, done that. Not at Dasheroo.

This week’s startup lessons learned is all about SEO. We’ve been focusing on our search engine optimization strategy. Janine and Alf have been putting a ton of time into getting above all of the search engine noise. Going up even a point for your Moz page authority and domain authority is NOT easy and takes time. Our focus isn’t just to only win at one big keyword, but to win at dozens of other keywords as well. Only a diversified SEO strategy (ranking high for lots of relevant keyword searches) wins in the long run.

We decided to start with Moz’s pie chart of what goes into Google’s search algorithm. This chart was created by insights from a ton of SEO experts, and focuses on key efforts that are going to really move the needle.

Weighting of Google's ranking factors


1. Inbound Linking – We put a concerted effort into inbound linking since that makes up almost 21% of the ranking factor. And it ain’t like the olden days where you could stick a link on a million sites and get ranked #1. Here it needs to be from quality sites that have a good domain authority. We use the Moz bar when we’re looking at sites and if they’ve got a killer domain authority, they make the list.

2. Page Level Linking – Since this makes up for almost 20% of the ranking factor, we took a look at our website and our blog and found we were not really doing enough linking from page to page and we were just doing one word linking instead of entire phrases. So we changed that. Instead of just linking “Dasheroo” to our blog, we link phrases like best free dashboards a business can find to our site. And we don’t mind linking people off of our site, say to the Moz Bar tool page since it makes total sense for this content you’re reading.

Google description used for Dasheroo's Google Sheets dashboard3. Page Level Keywords & Content – This makes up almost 15% of the Google ranking factor. So we took a look at our site and decided that for every app integration we do, we’re going to make the focus be long-tail keywords. Instead of “business dashboards” all over the site, on these specific pages we may focus on the specific integration. For instance we have an integration with Google Sheets where you can take your Sheets data and create great-looking dashboards. So we have a specific Google Sheets dashboard landing page where the URL reads: We put the keyword right in the URL and use the keywords in the description and the content so we hopefully will someday be found pretty easily, we’ve already risen out of nowhere to page 2; page 1 here we come!


Our page authority went up 2 whole points and our domain authority went up 3 (the more important one IMHO). Like the headline says, it’s a journey not a destination. We’ll keep you up to date on how we’re improving and what we’re doing to get there.

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