Founder Fundamentals EP 05: Mastering SEO and SEM for Startups

In today's digital landscape, standing out online is essential for startup success. But with an overwhelming number of marketing channels, how do you know where to begin? In the latest session of our Founder Fundamentals Winter 2025 series, we were joined by Glynis Tao and Anne Bui, two experts in Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Together, they guided attendees through the fundamentals of increasing visibility, driving organic traffic, and leveraging paid search to maximize online presence.

Understanding SEO vs. SEM

SEO and SEM are two sides of the same coin, but each serves a unique purpose:

• SEO (Search Engine Optimization) focuses on optimizing your website to rank higher organically on search engines, ensuring long-term discoverability.
• SEM (Search Engine Marketing) involves paid search advertising (e.g., Google Ads) to drive immediate visibility and targeted traffic.

For startups, combining both strategies can help establish credibility while generating quick wins.

“Search is unique because people are already telling you what they need—your job is to connect them with the right solution.” – Anne Bui

Key Takeaways from the Workshop

1. The Power of Search Intent

Search intent is the reason behind a user’s query. Understanding this helps you create content and ads that align with what potential customers are actually looking for. The four main types of search intent are:

• Informational: Research-based queries (e.g., "how to start an online store")
• Navigational: Looking for a specific brand or website (e.g., "YSpace website")
• Commercial: Evaluating options before purchasing (e.g., "best SEO tools for startups")
• Transactional: Ready to buy or take action (e.g., "buy keyword research software")

Matching your content strategy to user intent improves search rankings and ad performance.

2. SEO Essentials: Getting Found Organically

Glynis shared a roadmap for SEO success, emphasizing that SEO is a long-term investment. Key best practices include:

• Off-Page SEO: Build backlinks (links from other reputable sites) to boost authority.
• Technical SEO: Ensure your website is fast, mobile-friendly, and crawlable by search engines.
• On-Page SEO: Optimize titles, headers, and content with relevant keywords.

A well-optimized website improves discoverability and enhances user experience, keeping visitors engaged longer.

“If your site isn’t optimized, you’re missing out on free traffic that could drive real business growth.” – Glynis Tao

3. SEM: Making Every Click Count

For startups looking for instant results, SEM provides an opportunity to target high-intent users and generate immediate traffic. Here are the fundamentals of running effective paid search campaigns:

• Keyword Research: Select high-converting keywords based on search volume and competition.
• Ad Copy Optimization: Craft compelling ad copy that speaks to user needs.
• Landing Page Strategy: Direct clicks to pages designed for conversions, not just traffic.

One of the most cost-effective strategies? Retargeting ads—which allow you to reach visitors who have already interacted with your brand, increasing the likelihood of conversion.

Practical Steps to Improve Your Search Strategy

Whether you're just getting started or refining your strategy, here are four action steps to take immediately:

1. Audit Your Website: Use free tools like Google Search Console and PageSpeed Insights to check your site’s health.
2. Refine Your Keywords: Identify high-value keywords and create content that aligns with search intent.
3. Set Up Google Ads: Test a small-budget campaign focused on high-intent search terms.
4. Monitor & Adjust: Track performance using analytics and refine strategies based on data.

Final Takeaways

Search marketing is an ongoing process—constant optimization leads to long-term success. SEO builds credibility over time. SEM gets you noticed instantly. The best strategy? Use both to your advantage.

About Founder Fundamentals

Founder Fundamentals is a 12-week workshop series by YSpace and Markham Small Business Centre (MSBC), designed to equip you with essential entrepreneurial skills like business planning, bootstrapping, and Shopify setup. Attend 9+ workshops to earn a Certificate of Recognition and take the first step toward entrepreneurial success!