it.com 3 Effective Content Promotion Tactics for IT Startup Websites

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Although launching a website for your tech startup is an important step, it’s only the beginning. Strategic promotion is necessary to lure in your target audience, boost conversions, and solidify your presence in a competitive market. Here are three ways to make your startup website stand out from the competition.

Search Engine Optimization (SEO)​

SEO is a powerful tool for boosting a website’s search visibility, as it enhances its position in Google and other search engines. It doesn’t require direct media spend, although it needs human resources, expertise and investment in content and tools.

SEO involves tactics like deploying on-page optimization, content management, backlinks and maintaining technical hygiene by fixing broken links, HTTPS (Hypertext Transfer Protocol Secure) implementation, using proper canonical tags, structuring data, etc.

While naturally SEO is not quick, it can turn into a sustained, long-term source of organic traffic. You can start with these three simple steps:

1. Keywords. These are the terms and phrases users enter into searches to find information, products, or services. If you add relevant keywords to your website, you increase the chances to rank in search results. For instance, a startup developing a CRM system (Customer Relationship Management) for small businesses might use keywords and phrases such as ‘CRM’, ‘Best CRM for small business’, ‘Solution for sales automation’ or ‘Simple CRM for startups’.

Tools like Google Keyword Planner, Ahrefs, or Ubersuggest can help you to find the most lucrative keywords for your niche.

With the spread of AI (artificial intelligence), AI Overviews have become especially important. Those are generative summaries in Google Search that automatically appear at the top of search results and provide a concise answer to a question, with the links to sources.

Recent studies show that AI-powered searches can reduce click-through rates even as engagement increases — users spend more time interacting with content but may click further on the website links less frequently.

To solve this problem, your key strategy should shift from simple answers to providing unique value that can’t be contained in a short snippet. Instead of simply optimizing for informational queries, focus on:

• Creating deep, expert content such as detailed case studies, comparisons, step-by-step instructions, and research that give the user much more than a short answer.
• Targeted, actionable queries, for example, “compare A and B” “reviews of C,” “how to choose…”. These queries signal that the user is in the evaluation stage and is looking for details that will motivate them to click through to the site.

Incorporating keywords isn’t limited to your site’s content; you can also use them strategically in your domain name. Studies reveal that users are twice as likely to click on a domain that includes a keyword from their search query. If your primary domain is already taken, consider registering a secondary domain with a keyword and directing its visitors to your main site.

Analytics: For each target keyword, track impressions, clicks, click‑through rate (CTR) and average positions in Google Search Console. Also measure on‑page engagement, such as time on page, scroll depth, monetization metrics, and pages per session in Google Analytics.

2. Meta tags. Each page on your website should have distinct and compelling meta titles and meta descriptions that incorporate relevant keywords.

The meta title, typically 50-75 characters long, serves as the page’s headline and includes the key phrase from the search query. If this tag is missing or incorrect, search engines will automatically generate a title based on the page’s content.

The meta description provides users with a brief preview of what they’ll find when they click on the link.

However, it’s important to know that search engines like Google rewrite meta descriptions over 70% of the time. Despite this, it’s better to continue writing them.

These tags are crucial because they offer valuable information about your site in search results. Backlinko, a SEO company, advises that well-crafted meta tags can significantly boost your click-through rate in search results, enhancing your site’s visibility and appeal.

Analytics: Monitor CTR by page and by keyword in Google Search Console. For pages with high impressions but low CTR, conduct A/B tests by creating alternative meta tag variations and track how this impacts click-through rates. To see the results of A/B tests you can set up goal tracking for organic search visitors in Google Analytics and whether a new meta title increases CTR or not.

3. Internal links. These are links that lead from one page to another within the same website. They guide search engines like Google through the site, create topic clusters, and direct users to target actions. For link anchors (the link text that the user sees and can click), it’s better to use words that accurately describe the content of the page to which the link leads.

Logically placed internal links make it easier for users to navigate the site. They quickly locate the information they seek and delve deeper into the content. Clicking on internal links can enhance the overall depth of engagement (measured by the number of pages per visit) and increase the time users spend on the site.

Analytics: To assess the effectiveness of internal linking, it’s important to regularly analyze user behavior and search performance metrics. Track how users move through your site; which pages they visit next, where they drop off, and which links lead to conversions. Tools like Google Analytics, Google Search Console, Ahrefs Site Audit, and Screaming Frog SEO Spider can help identify broken links, orphan pages (those without internal links), and opportunities for better linking between related pages.

You can also evaluate the internal link structure by measuring metrics such as average session duration, pages per session, and exit rate — an increase in these indicators often signals that your linking strategy encourages users to explore more content. Periodic visualization of the internal link graph using tools like Sitebulb or Semrush Internal Link Distribution helps ensure a logical flow of navigation and balanced link weight across key pages.

Generative Engine Optimization (GEO)​

GEO is the process of increasing the visibility of your brand, products, and expertise in AI-generated search results and ensuring that these systems link directly to your website. While traditional SEO remains important, the main metric of success is shifting; from achieving first position in SERPs (Search Engine Results Page) to appearing as a cited or mentioned source within AI-generated answers.

Unlike search engines, LLMs (large language models) don’t rank pages. They predict the most relevant next words by drawing on massive training datasets, real-time web content, and retrieval-augmented generation. This means that authority signals, data structure, and clear entity relationships determine whether your brand will be included in AI-generated outputs.

To ensure your content meets GEO requirements, several key aspects should be considered:

1. Structure and clarity of information. Content should be broken down into meaningful chunks (small semantic blocks). Each chunk should be aimed at answering a specific question, with short sentences and a clear understanding of the idea. For instance, if you’re creating a page on ‘How our CRM helps small businesses automate sales,’ you could break it down into separate semantic parts such as ‘What problems small businesses face in sales automation,’ ‘How our CRM shortens onboarding,’ ‘What integrations matter for small business workflows.’ LLM models are more likely to cite such clear fragments because short sentences and a logical structure reduce the risk of misinterpretations or lumping multiple topics into a single conclusion.
2. Clear heading hierarchy. A single, clear H1, such as ‘Best CRM for Small Business Sales Automation,’ and multiple, consistent H2 and H3 subheadings allow not just users but also algorithms to quickly understand the content block. You can include subheadings such as H2 ‘Key features small businesses actually use’ and H3 ‘Examples: automation templates for small teams,’ which can provide the system with clear reference points. These blocks can be candidates for inclusion in AI-generated answers, such as quotes or structured excerpts.
3. Build content around user questions. LLM queries are longer and more complex than typical search queries, so GEO requires covering the entire context. While a user might enter ‘best CRM for small business’ in a traditional search, in generative systems the query is more likely to look like ‘What CRM can help a small business automate sales, reduce manual tasks, and onboard a new team member quickly?’ Therefore, content should be formed based on common questions of the target audience. For this, you can analyze data sources such as Google Trends, Google Suggestions, Ahrefs Questions, or AnswerThePublic.
4. Content quality and reliability. Original research and analytics, practical case studies with measurable results, proprietary methods, and know-how should be used. For instance, if your company updates statistics (‘In 2025, 68% of small businesses automate at least part of their sales workflow’) or publishes its own research, such data becomes safe for citation. LLM models prefer sources where facts are verified and up-to-date. This reduces the risk of errors and increases the likelihood of your fragment being included in the final answer.
5. Transparency of the company and authors. AI and users need to know the exact source of information. Full company legal information, reliable contact information, information about owners or key specialists, content authors, publication dates, and material updates should be published. If a company publishes legal information, an ‘About the Team’ page with profiles of key employees, indicates article authorship and update dates, it’s easier for models to match this content with the real organization.
6. Regular content audits and updates. This will identify outdated materials and reassess their relevance. It’s recommended to conduct such audits at least every six months. As case studies become outdated, API integrations change, or new generative search models emerge, old content no longer meets accuracy requirements, and models are more likely to replace it with competitors’ content.

Beyond the content itself, GEO optimization includes working with:

1. Entity optimization. This is a key element of GEO, as LLM models work with entities: brands, products, people, categories, and the relationships between them. It’s important for the model to understand what the company represents, who the product is for, and how it fits within its category. The clearer and more stable these relationships are, the higher the likelihood that the algorithm will select the brand as a relevant source. For algorithms to confidently identify a brand, it’s essential that key data such as the company name, domain, product description, social media links, and founder profiles appear consistent across all platforms. For example, if a brand is mentioned as ‘Smartbrand CRM’ in one place, ‘Smart Brand’ in another, and ‘Smartbrand Systems’ in a third, it’s more difficult for the LLM to recognize that it refers to the same entity. Consistency minimizes errors and boosts the chances of inclusion in the AI response.
2. Technical quality. The technical condition of a website also influences GEO. Fast loading times, the absence of code errors, a valid robots.txt file (a text file in the website’s root directory that instructs search engines which pages or sections of the site shouldn’t be crawled), the absence of 404 errors, and accessible help and documentation pages all make content accessible to the retrieval layer, which provides the model with factual information. If a site has a clear URL structure (e.g., /features/automation, /pricing, /integrations), no bot blocks, and fast pages (Page Load Speed), models are more likely to perceive it as a reliable data point. However, if a site frequently produces errors, the content is uncrawlable, or the structure is chaotic, models will be less likely to use such pages as sources.
3. Consistent public brand profiles. Public brand profiles help LLMs confirm the accuracy of information. When a company regularly updates its listings in industry directories, maintains up-to-date social media pages, posts press releases, and comments on the market, models receive more confirmation that the data is reliable. It’s important to remember that the data must be consistent and identical across all sources.
4. Trust signals and third-party validation. Independent reviews, media mentions, customer testimonials, and ratings of the ‘best CRM solutions for small businesses’ all provide the model with a set of indirect evidence that the source is reliable. If your company is mentioned in specialized blogs and industry media, models will more often include the brand in responses to questions like ‘Which tools help small businesses manage sales pipelines?’ because the informational background strongly associates the product with the category.

Essentially, GEO creates a digital footprint that LLMs can safely cite.

Analytics: Although GEO is a relatively new field, specific metrics are already being developed in its analytics. The main group concerns how often and where your brand appears in AI-generated snippets. Start by monitoring the appearance of your brand or domain in AI Overview (Google) and Copilot-generated responses (Bing). You can also use tools like Profound, BrightEdge Generative AI Search Tracking, Authoritas, MarketMuse AI Content Audit, or Wix LLM Brand Visibility Tracker. They record the frequency of brand mentions, URLs, domain names, and entities in search results from ChatGPT, Perplexity, Gemini, Copilot, and other platforms.

Track engagement metrics, such as impressions, CTR, clicks from AI-generated overview blocks, and time on page, to see whether AI-generated visibility drives meaningful traffic. Compare organic traffic trends before and after algorithm updates involving generative search. It’s also useful to analyze branded mentions and entity recognition using Google’s Natural Language API, OpenAI Embeddings, or Surfer SEO’s Entity Analysis to understand how well your company is recognized as a credible information source by AI systems.

Additionally, you can track the recognition of entities such as branded mentions, the stability of entity matching, and the quality of contextual links using tools like the Google Natural Language API, OpenAI Embeddings, or Surfer SEO Entity Analysis. This data shows how well models connect your brand, products, experts, and domains with target topics.

Finally, conduct content audits every 4–6 months using Ahrefs, Semrush, or Screaming Frog, focusing on whether key informational blocks are clearly structured, up to date, and likely to be cited by generative models. This continuous monitoring will help you stay visible as search increasingly shifts toward AI-driven summaries.

Organic Content Marketing​

Quality content serves as a magnetic pull, organically drawing in and retaining your audience while enhancing your startup’s credibility and driving website traffic. It’s crucial, however, to select the appropriate channels and formats:

1. Blog. This platform is a showcase for your expertise and a long-term asset for attracting traffic. Blog articles remain relevant for months and even years, constantly working for you through search engines. It’s your own platform where you can explore a topic in depth.

A blog is a great way to improve your website’s SEO. Each new article is a new page that can attract organic search traffic for new queries. Regularly updating content signals to search engines that your site is alive and well, which positively impacts its ranking.

In your blog, you can share useful information, tips, and news from your industry. Your content should reflect the essence of your business and resonate with your audience, their interests, and their needs. This way, you become an expert in the eyes of your visitors and establish a trusting relationship with them. Consider publishing:

• Interviews with industry leaders.
• Analyses of current trends.
• Practical guides and solutions to common problems.
• Updates on company news.

Analytics: Measure organic traffic to blog pages, scroll depth, time on page, and social shares. You can do this in your website’s admin panel. Tools like Google Analytics, Hotjar, and BuzzSumo help identify which topics perform best and guide future content.

2. Social media. This is a channel for direct interaction, community building, and viral content distribution. The power of social media platforms lies in speed and engagement. Here, you can get instant audience feedback, engage in dialogue, and respond to trends in real time.

However, you shouldn’t use all available social media. Decide who your target audience is and use channels that are relevant to them. For instance, you can tailor content to the platform and segment (B2B/B2C):

• LinkedIn (for B2B): Share thought-provoking articles, engage in professional dialogues within groups, and disseminate company news and case studies.
• Instagram/TikTok (for B2C): Deploy the allure of visual content — concise product demonstrations, compelling infographics, and exclusive glimpses into the startup’s operations.

For social media to work for your website, you need SMO (Social Media Optimization). The main goal of SMO is to make the site interesting and user-friendly for visitors from social media platforms. Ideally, users should stay on the site, share content with others, and become regular visitors.

Here are some simple examples of what you can do to achieve this:

• Place share buttons. They should be placed in prominent locations: at the beginning and/or end of the article. The buttons should be mobile-friendly and not interfere with reading.
• Use Open Graph and Twitter Cards. These meta tags control how the website link appears when shared on social media. Meta and X (ex-Twitter) define the title, description, preview image, and URL.
• Use attractive headlines and post covers. The headline should be lively and catchy, and the visuals should be unique, readable, and look good even in thumbnails.
• Set up mobile adaptation. The site should load instantly and display perfectly on smartphones.

Analytics: Track engagement rate, CTR from social posts, and referral traffic to the website. Use Meta Insights, LinkedIn Analytics, or other effective tools for analyzing and managing social media platforms such as Hootsuite or Buffer.

You can use UTM (Urchin Tracking Module) parameters to understand which content types and platforms bring the most qualified visitors and, also, to track traffic and conversions coming from guest posts, influencer links, or media coverage.

A UTM tag is a small code that is added to a link to find out where the person who clicked on the link came from. A UTM tag consists of five parts:

• Source (utm_source) is where the person came from; it could be a social media, a search engine, or an email newsletter.
• Traffic type (utm_medium) is the method by which a person follows a link. For instance, clicking on an ad or following a link in an email.
• Campaign (utm_campaign) is the specific page, post, or email that a person followed.
• Link content (utm_content) is additional information about a link that helps differentiate links on the same page.
• Keyword (utm_term) is a word or phrase that is used for paid advertising campaigns in search engines.

When a person clicks on a link with a UTM tag, an analytics system such as Google Analytics records where they came from. Using reports, you can see how many people came from a specific link, how long they stayed on the site, and how many of them made a purchase or other target action.

3. Email marketing. Email marketing remains an effective communication tool, especially when used in conjunction with other communication channels. According to OptinMonster, an American marketing automation company, 60% of consumers decided to make a purchase after receiving a promotional email. Newsletters offer a potent means of connecting directly with your audience. They serve to remind people of your presence, strengthen their loyalty and naturally, drive traffic to your website. For instance, you might send a curated selection of blog articles on a timely topic once a month, inform them about ongoing promotions, or present exclusive offers.

Given the rising cost of acquiring new customers, newsletters are an excellent way to improve advertising effectiveness and increase sales and profits without significant marketing investments.

Some email marketing trends:

• Personalization 2.0. Thanks to artificial intelligence and machine learning, each newsletter takes into account not just past purchases but also user behavior on the site, social media preferences, and even current geolocation.
• Interactive elements and gamification. Emails allow customers to order a product, take a survey, or watch a short video without redirecting to third-party websites.
• Focus on data protection and privacy. Transparent subscription policies and secure data storage are now an essential element of marketing strategies.
• Emotional triggers and storytelling. Standard promotional emails are giving way to emails with emotional stories and intriguing plots.
• Integration with omnichannel campaigns. Emails are synchronized with SMS, push notifications, and even messenger services to create a unified customer journey.
• Prioritization. This tool allows brands to focus on the most relevant messages. Based on customer behavior, emails are sent only at key moments.

Analytics: Measure open rate, click-through rate, conversion rate, and unsubscribe rate. Tools like HubSpot, Mailchimp, and Klaviyo provide insights into which segments and content types drive the most engagement and revenue.

Effective promotion of an IT startup website is no simple one-off fix. A comprehensive strategy is necessary, requiring consistency and adaptability. Start with the priority areas for your business, measure the results, test hypotheses and continuously improve your approaches.

FAQs​

What is website promotion?​

Website promotion is a set of efforts, including website and audience analysis, SEO, GEO, content marketing, paid advertising and various partner collaborations that you conduct to attract visitors to your website.

Why is website promotion important?​

For your website to “work” and generate income, the audience should know about it. Website promotion allows you to attract targeted traffic and find clients.

Can I promote a website for free?​

Yes, you can promote a website for free. You can research keywords, optimize your site structure, create educational content, update metadata, maintain active social media accounts, maintain a corporate blog, and send newsletters to your existing audience. These activities require time and experience, not financial investment.

These organic methods provide sustainable long-term traffic growth.

What is GEO and why does it matter?​

GEO, or Generative Engine Optimization, focuses on how your brand appears in AI-generated responses. Unlike classic search engines, LLMs don’t rank pages but retrieve information from sources they consider reliable. When your content is well-structured, your entity data is consistent across the web, and your brand has a strong digital footprint, AI systems are more likely to reference your website in their responses. As AI-generated results continue to replace traditional search clicks, GEO becomes essential for maintaining organic visibility.

What affects GEO performance?​

GEO depends on how clearly and consistently your company is represented in the digital space. Models find it easier to cite a source if the content is broken down into clear semantic blocks, data is updated regularly, the page structure is logical, and company information is consistent across all platforms; from the website and social media to catalogs, industry reviews, and press materials. Technical factors are also important: the site should load quickly, crawl correctly, and structured markup should help algorithms understand the page content. The more stable and accurate your digital footprint, the higher the likelihood that the model will select your resource for citation.

How to understand that website promotion is effective?​

To understand that your website promotion efforts are bringing the desired results, regularly analyze the work of all promotion methods. For this, you can use web analytics tools such as Google Analytics. Pay attention to key metrics such as traffic sources, user behavior patterns, and conversion rates.

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