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XGR0 Presents: 7 Tips to Dominate SEO For Your Brand
Google doesn’t publicly reveal the “secret sauce” that powers their search algorithm, and the company makes tweaks and adjustments all the time to continually make results cleaner and more effective. But despite all of this mystery and complexity, it’s still possible to improve your site’s performance using a few relatively straight-forward steps.
According to Kevin Miller, the co-founder and CEO of the Los Angeles-based digital marketing agency GR0, having a major positive impact on these rankings can be as simple as setting up profiles on major social media sites and web directories. “Platforms like Glassdoor, BuiltIn and Clutch to name a few have incredibly strong domain rankings, allowing those profiles to rank highly on Google searches,” Miller explained. “For most companies, if your profile is built out properly, it has a very strong chance of ranking on the first page of your brand name. This allows a brand to basically dominate Page 1 SERPs (Search Engine Results Pages) within a short span of time."
GR0 offers a bespoke B2B service with just one mission: to help brands rank #1 on Google. GR seeks to demystify the SEO process for their clients, allowing them to realize their full potential and deliver unmatched value to every customer. Now, in collaboration with dot.LA/the Founders guide, they are for the first time sharing its secret sauce: 7 tips to get your brand conquering SEO.
STEP 1: GETTING STARTED / BASIC TIPS
The first and most important step of all comes right at the top: making a list of the keywords and phrases, in addition to your brand name, that you most want to emphasize in Google results. Bear in mind that the most popular and commonly searched words and phrases are extremely competitive, so it’s wise to choose some secondary or tertiary keywords as well. (Rather than trying to rank for the term “dentist,” for example, try “West Philadelphia dentist” or “painless West Philadelphia dentist” or “painless low-cost West Philadelphia dentist.”)
You’re going to include these keywords in every item about your product or company or service that you post on other sites, so they should be relevant and natural for you to work into sentences.
STEP 2: GLASSDOOR
Glassdoor is a large and very well-established service allowing tech employees to rate and review their employers.
As with Comparably, there are a number of benefits to having an “Employer Profile” on Glassdoor. It’s a way to take control of the conversation and showcase your company and brand in the most positive and effective way possible, giving potential hires a clearer idea of what it’s like to work for you.
STEP 3: GOOGLE MY BUSINESS PAGE
“My Business” pages are a free tool from Google that helps companies manage their online presence. This is a particularly important tool for local businesses seeking to gain greater exposure in their immediate region or primary area of operation, because Google organizes search results based on your location while searching. This means a business with a clearly marked location will perform better in searches from people in that area.
Google uses the date from the My Business pages to power its “Knowledge Graph,” an important component in how the algorithm structures and organizes information. As well, Google creates a Maps location for every My Business listing, so your company will now appear in Google Maps searches and searches within any third-party platform using the Google Maps API.
STEP 4: CRUNCHBASE
Crunchbase collects basic information about startups and industry trends, and contains profiles on individual companies. Because it’s a long-standing and trusted resource that also allows business owners to customize and flesh out their profiles, it’s also a powerful SEO tool.
When filling out your Crunchbase profile, specifics are always better than vague generalities or “marketing speak.” As well, avoid using phrases like “my company” or “our company.” Whenever you can, without sacrificing readability, throw your brand name in there.
Fill out the complete profile without missing any major steps. “Founding date” is a popular search among Crunchbase users, so make sure you have this filled in as well. Also, bear in mind that investors primarily use Crunchbase to investigate funding, so the more thorough you can be in those sections – including links to articles about your previous rounds, if available – the better. Also be sure to update your Crunchbase file when there’s important news about your company.
STEP 5: BUILT-IN LA
This community for startups, tech companies, and their employees has a local element: in addition to Los Angeles, there are Built-In sites serving Austin, Boston, Chicago, Colorado, New York, San Francisco, Seattle, and more. The site is largely structured around employee satisfaction and recruitment, but it’s also another quality link pointing back to your business, which increases your visibility among people scanning LA tech startups more generally.
STEP 6: COMPARABLY
Comparably is a community tool allowing staffers to review and discuss their employers safely and anonymously. For employers, in addition to the SEO benefits of setting up a Comparably profile, having a favorable Comparably page with fair and accurate employee reviews can be a great way to attract additional talent.
Because Comparably is established in its vertical, and features original editorial content that keeps the site active and relevant, their pages show up high on Google for dozens of search terms related to jobs and job seeking. This helps not only with recruitment but media visibility as well; these profiles are a great way to amplify public-facing employee perks and programs, such as diversity and inclusion efforts.
STEP 7: CLUTCH
Clutch.co is also built around ratings and reviews, but from a B2B perspective rather than employee and employer. The Clutch platform provides in-depth reviews of companies offering B2B services based on analytics and feedback from former clients, to see how businesses and their services compare within specific markets. These profiles have all the same benefits as the employee-facing services, but exclusively for businesses that want to catch the attention of other managers, founders, and startups in the B2B space.
STEP 8: SOCIAL MEDIA
While the previous steps were based around setting up one-time profiles, some of which require occasional updates, it’s also important for your company to regularly post fresh content to major social media sites, including Twitter, LinkedIn, and Facebook.
Social media posts don’t directly contribute to your SEO ranking, but links that are shared across these platforms increase your company’s exposure, and can ultimately help improve your rankings in a number of ways. Studies have repeatedly found a correlation between social shares and SEO ranking for individual links.
It’s a good practice to tweet at least once or twice every single day, and then post this same content to your company’s LinkedIn and Facebook profiles.
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dot.LA Summit: Former Dodger Shawn Green on Transitioning From Athlete to Startup Founder
Oct 20 2022
After a baseball career spanning 14 years, former Los Angeles Dodgers right fielder Shawn Green decided it was time for a pivot.
Instead of targeting the typical route for former pro athletes and opting to become a commentator or analyst, Green chose to found Santa Monica-based Greenfly, a startup that provides a cloud-based media file sharing platform for a range of clientele from sports teams to retail stores.
Co-founded with CEO Daniel Kirschner, who previously served at Activision Blizzard as head of corporate affairs, Green launched Greenfly in 2014—a decade after he ended his season with the Dodgers.
“I always loved tech, so I figured I know, I want to reinvent myself and explore new things,” Green told panel host and Metropolis CEO Alex Israel at the 2022 dot.LA Summit regarding why he chose to start Greenfly. “The light bulb went off [and I thought] so why don't we become a [software as a service] company, and license our tech to sports networks.”
The 1999 Gold Glove winner and Stanford alumnus said he had dabbled with several startup ideas prior to settling on Greenfly’s concept.
“The first big thing we did was March Madness, and we did a deal with CBS and Turner,” Green said. After that trial run, Greenfly linked with Turner to fully license its software. Green said Greenfly works with the “top 10 biggest sports platforms in the world,” including the NBA, MLB and NHL.
Greenfly’s software platform lets users share files across social media, as well as capture and create content in the app. It also integrates with other content services like Getty Images and Dropbox. The company’s customers include the Dodgers, the San Jose Sharks and Paris Saint-Germain in addition to a number of consumer brands, including massage gun retailer Hyperice.
During the panel, Israel asked Green what key lessons he learned from pro baseball helped inform his career as a startup founder. “The most important thing I learned is you fail a lot,” Green said. “That’s helped a lot with my mindset as a startup, because there’s all sorts of things happening, all of a sudden things flip on a dime.”
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Eliminating battery waste, developing new hair growth therapy, fixing carbon dioxide. These are among some of the ambitious problems that companies are trying to solve at the First Look SoCal Innovation Showcase beginning Tuesday.
Hosted by nonprofit Alliance for SoCal Innovation, the online event connects early-stage tech and life science companies with investors and serial entrepreneurs.
Founders of the 30 companies selected to participate come from universities and academic institutions across the region. Tech developed by these researchers and scientists is just emerging from labs, said Steven Gilison from the Alliance. This means most take longer to fundraise than typical startups and this opportunity often represents the start of their funding journey.
It's the third year the Alliance will host the showcase, which has been running for over 10 years. The event starts Tuesday with a daylong focus on life science founders and ends with the next day centered on tech. Each day begins with a keynote presentation and ends with a VC investor panel — a feature that last year brought in funding for several startups.
Here's a snapshot of the founders gearing up to pitch:
BioZen Batteries Aims to Solve Our Energy Storage Issues
Left to right: BioZen Batteries' co-founders Zach Rengert, Nate Kirchhofer and Eric Brigham.
Nate Kirchhofer, co-founder and CEO of BioZen Batteries, wants to make batteries that will outlive him.
Santa Barbara-based BioZen creates organic electrolytes, the active material inside a specific type of battery called a "redox flow battery." It's a different type of technology that differs from the lithium batteries often used in mobile applications like cars and phones. Only 5% of those get recycled.
BioZen's batteries are well suited for green, large-scale energy storage, Kirchhofer said. For example, batteries that help solar panels connect to the grid or provide backup during disasters when the power goes out.
Kirchhofer, an electrochemist, founded the company in June of 2019 with Zach Rengert, a materials chemist, and Eric Brigham, the company's CFO. Kirchhofer and Rengert met while getting their doctorate at UC Santa Barbara.
There hasn't yet been a push for sustainable batteries because it isn't economically incentivized, Kirchhofer told dot.LA. He said that his batteries are cheaper than competitors.
Kirchhofer's product fits into a growing renewable energy market and a social movement in which individuals want to do their part. He's worked for four startups but says this one is poised to make the biggest impact.
"If it's not our generation that solves climate change, there's not another chance. There's not another Earth." he said. "If we can make these batteries happen, we can truly integrate renewable energy and stop the petroleum-dominated energy paradigm we're part of."
Amplifica's founder Dr. Maksim Plikus
Amplifica Treats Baldness with Mole Molecules
Back in 2013, Amplifica's founder Dr. Maksim Plikus began studying hairy moles. Though some find the growths unsightly, his work showed promise for baldness treatment.
He, along with colleagues at UC Irvine, discovered that molecules from moles that grow excessive hair can induce follicle growth when administered anywhere on the skin.
"As long as you can tease it out and replicate it in the form of purified molecules, you can achieve essentially what we think would be a novel, revolutionary solution to baldness," Plikus told dot.LA.
Plikus said his company is the first to solve hair loss by replicating cells from hairy moles to stimulate hair growth. At the moment, hair follicle research has emerged as a leading experimental model for studying stem cells.
By 2025, hair-loss products are projected to surpass $12 billion, Plikus said. But only two drugs are FDA approved and require daily treatment in the form of pills, which he said come with long-term side effects.
Amplifica says it's poised to put a more effective and convenient solution on the market. Pinkus' proposed product is a topical solution requiring less frequent application, like getting Botox injections a few times per year.
FixingCO2 Aims to Recycle Fuel from the Air
FixingCO2's team. CEO Eldar Akhmetgaliyev is at right.
FixingCO2 got its start on Mars. Like the name says, the company aims to fix the global carbon problem that's fueling climate change.
In 2018, co-founder Alma Zhanaidarova's professor and research group at UC San Diego received a grant from NASA to build out a reactor that makes renewable fuels and chemicals from carbon dioxide, often a byproduct of industrial waste. The technology was being developed in anticipation of a one-day human mission to Mars, where 95% of the atmosphere is carbon dioxide.
Now, the San Diego-based startup is commercializing their product for earthlings.
"It's a different application but the same core technology," co-founder Eldar Akhmetgaliyev told dot.LA. "Instead of making fuels from oil or any other fossil sources, we can make them essentially from air."
The team is developing the hardware to capture industrial emissions blamed for much of the Earth's warming. The product has significant application for the aviation industry, where planes are built to burn jet fuel that produces carbon emissions.
"These kinds of technologies provide them a pathway to decarbonization," he said. "They can use fuels made from CO2 so they're not contributing to climate change."
As fires burn through California and the Pacific Northwest, Akhmetgaliyev said there's urgency for innovators in the carbon tech market. "We're pretty much turning our planet into Mars," he said.
He said that by 2050, about 14% of overall carbon reduction will come from carbon capture and utilization (CCUS) technology like his.
"The market hasn't met its opportunity and with the effects of climate change being seen everyday, there's going to be more drive towards these low carbon technologies."
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