SEO is underrated; it can be a goldmine for generating traffic if done correctly, despite many people shifting their focus to ads.

SEO absolutely matters in 2018, and it will matter even more in the future because companies are finding other channels like paid media and PR to be significantly more expensive and less effective for driving acquisition.

International SEO presents untapped opportunities, but ensure your products or services are relevant to a global audience. Consider localizing content and enabling international shipping to reach new markets.

With the rise of GDPR, companies are shifting budgets from paid advertising to organic SEO efforts, as tracking users has become more challenging.

Founders often waste money by hiring branding agencies for expensive rebranding efforts, which is unnecessary for B2B companies that aren't easily found online.

Media companies excel at cross-linking their content, which helps them maximize the value of their articles and pages for SEO.

Many founders mistakenly believe that spending on marketing, especially through ads, will guarantee growth, but this often leads to wasted resources without learning valuable lessons.

The best products are built to optimize for a specific acquisition channel, whether it's paid marketing or SEO, and should be designed with that in mind from the start.

For new websites, you should start your organic SEO strategy as soon as the site is live, while also generating paid traffic to gain visibility and allow organic traffic to grow over time.