The 2 Most Popular Scaled Growth Channels for Unicorn Consumer Companies: SEO and Teaching - A Winning Combination

The 2 Most Popular Scaled Growth Channels for Unicorn Consumer Companies: SEO and Teaching - A Winning Combination

In the fast-paced world of consumer startups, successful growth strategies are crucial for achieving unicorn status. When we look at the highest valuation US consumer startups like Uber, Airbnb, and Lyft, we can see a common thread among them - they have all leveraged two powerful growth channels: referrals and SEO. In this article, we will focus on the effectiveness of SEO and the importance of teaching what you learn.

Why is SEO such an effective scaled growth channel? The answer lies in the sheer number of searches done per day with high intent. Google processes over 3.5 billion searches per day, which means there are 3.5 billion chances per day for your company to show up for free to a user. This presents an incredible opportunity for startups to increase their visibility and attract potential customers.

To fully utilize the power of SEO, it is essential to have a product-channel fit. This means having a growing base of quality user-generated text content. Let's break down the components of this fit: growing, quality, user-generated, and text content. Firstly, your content base needs to grow continuously to keep up with the competition. The top pages listed on Google already have a strong presence, so it's crucial to produce high-quality content to compete with them.

Instead of generating content in-house, opting for user-generated content is often a more effective approach. Achieving the massive scale of quality content required to make a significant impact on SEO can be challenging if done solely in-house. By leveraging user-generated content, startups can tap into a broader range of perspectives and experiences, ultimately enhancing the overall quality and relevance of their content.

When it comes to SEO, text content reigns supreme. Google's search algorithms are designed to understand and prioritize text-based content. Therefore, focusing on producing quality text content should be a top priority for startups aiming to optimize their SEO performance. By creating valuable and informative content, companies can establish themselves as authorities in their respective industries and attract organic traffic from search engines.

Now, let's shift our focus to the concept of teaching what you learn. It may seem counterintuitive, but the fastest and most effective way to learn something is to teach it to others. When you teach, you are not just imparting knowledge; you are also reinforcing your own understanding and deepening your learning experience. Knowledge is a social organism that thrives when shared and connected to other knowledge.

In my experience coaching hundreds of people on learning how to learn, I have found that very few individuals have a system for processing information effectively. However, starting a daily learning journal can be a game-changer. In a Harvard study, employees who spent the last 15 minutes of each day writing and reflecting on what they had learned performed 23% better in the final training test compared to their peers. This simple practice, which only takes a fraction of your time, can drive a significant learning gain.

So, how can we connect the concepts of SEO and teaching? By teaching what you learn, you can create valuable content that not only helps others but also boosts your SEO efforts. When you share your knowledge through blog posts, tutorials, or videos, you are not only establishing yourself as an authority but also generating user-generated content that can enhance your SEO performance.

Here are three actionable pieces of advice to incorporate SEO and teaching into your growth strategy:

1. Encourage user-generated content: Foster a community of users who are passionate about your product or industry. Encourage them to share their experiences, insights, and knowledge through forums, comments, and reviews. This will not only generate valuable content but also create a sense of belonging and engagement among your users.

2. Create educational content: Develop a content strategy that focuses on educating your audience. This can include blog posts, tutorials, videos, or podcasts that provide valuable insights and solutions to their problems. By positioning yourself as a reliable source of information, you can attract organic traffic and build trust with your audience.

3. Collaborate with influencers and experts: Reach out to influencers and experts in your industry and invite them to contribute to your content. This can be in the form of guest blog posts, interviews, or collaborations. By leveraging their expertise and credibility, you can enhance the quality and reach of your content, ultimately boosting your SEO performance.

In conclusion, the combination of SEO and teaching can be a winning strategy for scaling growth in consumer startups. By harnessing the power of SEO and leveraging user-generated content, startups can increase their visibility and attract organic traffic. Additionally, teaching what you learn not only enhances your own learning but also creates valuable content that can drive SEO performance. So, embrace these strategies, foster a culture of knowledge sharing, and watch your startup thrive in the competitive landscape.