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A Founder's SEO Playbook book cover

Ebook · PDF · 16 chapters + 3 appendices

A Founder's SEO Playbook

How to Build Search Traffic That Compounds, Without an Agency or a Giant Budget

By Henrik Åberg. Doing SEO since 2008, first to grow a product company to an exit and now to grow SaaS products from zero. This is the playbook, written down.

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Who this is for

Founders and small teams who need search traffic but can't justify an agency retainer or a five-figure tool stack. No growth-hack promises, no "rank #1 in 30 days" claims. Just the honest version: what compounds, what doesn't, and the weekly habits that keep it moving. Everything in it was used on real products, not written for the sake of a book.

What's inside

  1. 01SEO the Way a Builder Learns It
  2. 02How Search Actually Works (the 20% You Need)
  3. 03Site Foundations: Get the Boring Stuff Perfect
  4. 04Getting Seen: Sitemaps, Search Console & Bing
  5. 05How to Judge Whether You Can Win
  6. 06Routing: Which Page Type Does This Keyword Deserve
  7. 07Landing Pages That Actually Rank
  8. 08The Colony: Building Pages That Earn Authority in Batches
  9. 09Documentation as a Pre-Sale Channel
  10. 10Reading the Signals: Your 15-Minute Weekly GSC Habit
  11. 11The Refresh: Moving Pages From Position 15 to Position 3
  12. 12Your First Backlinks: Directories, Listings, and Launches
  13. 13Communities, Roundups, and Earning Links by Being Useful
  14. 14Linkable Assets: Free Tools That Earn Authority While You Work on Everything Else
  15. 15Defensive SEO: Keeping What You Earned
  16. 16The Full Machine: Where to Start and How to Stay the Course
  • Appendix A: The First 90 Days
  • Appendix B: The Founder's Toolkit
  • Appendix C: Your Own Case Study

About the author

Henrik Åberg has been doing SEO since 2008. He ran a product company selling physical goods, direct-to-consumer and through B2B channels, and needed visibility he couldn't afford to buy, so he learned to earn it. In 2021 he sold that company to an international investment firm; search traffic was the engine underneath that exit. Today he builds SaaS products (including directree) and applies the same playbook to a completely different kind of business.

He won't tell you his way is the only way. This book is what actually worked for him, across very different businesses and very different eras of search, written so you can take what's useful.

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