Search Engine Optimization For Startups & Small Businesses (S5E4)


This episode dives into the world of SEO and how to properly use it to your business’s advantage. After a grueling round of consults, the winners are put to the test with an on-the-spot Blox Off that leaves some contestants searching for answers.


Our episode opens with introductions to get to know some more contestants and their businesses. As the contestants pile into the classroom, Wes is ready with one of the most relevant topics for all startups and business owners – SEO. Of all the crucial lessons the contestants learn, the most important is this: just start.

We get to know some more Bloxers over lunch just before the day’s challenge begins. Wes reveals that the contestants must complete a demand template for their business, choosing between a harvesting or creation demand. The contestants go through their frameworks with the judges and groundbreaking moments are had for multiple Bloxers.

Wes warns the contestants that tonight’s Blox-Off is “extra bad,” and that no extra direction will be given. The contestants are nervous and with good reason – the night’s Blox-Off is a literal pop quiz in SEO. While some contestants were A+ students, others could use a good dose of detention. 2 new jersey-wearers are announced, and the contestants head off for a good night’s sleep before day four.


The third lesson of this season focuses on SEO, or Search Engine Optimization, which is what allows your company to be found. Powering SEO are keywords, which can be used strategically on social media and Google. The lesson dives into the differences between demand harvesting and demand creation, which will show where your focus should lie: social media or Google. We learn the best practices for Google Adwords in order to get the best cost of customer acquisition. But as Wes notes – none of this matters if your landing pages suck. He delves into best practices for landing pages and contact form submissions before ending the day with a crash course in all things keywords, including the infamous SEO Periodic Table Of Elements.


  1. Google is an auction-based system. This means your cost-per-click, which is the most important metric there is to study, is contingent mostly on how many other marketers out there are bidding for the same word.
  2. Use your instinct to bid for words you know your customers are searching for. Then use the Keyword planner to help ideate other keywords that you didn’t think of.
  3. One way beginners can start to increase their SEO is by building up the quality and quantity of one or more of their social media pages.
  4. To determine if search or social is working better, you could create different landing pages that are identical, and send Google ads to one landing page, and social media ads to another. Whichever one creates the most/ best leads, is your winner.
  5. The sum value of SEO is based on your content, architecture, HTML, trust, links, users, and toxins.

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Meet The Judges

Darwin Liu
Darwin Liu
Founder, CEO of X Agency

Darwin Liu is the founder and CEO of X Agency. He believes in the power of strategic digital marketing and always finding the most efficient way to work with clients’ budgets and grow their revenue. He cut his teeth as an entry-level account manager at a large agency and quickly rose through the ranks to become the fastest promoted at the agency. He managed digital strategy for the largest accounts which totaled over $50M in annual spending. Throughout this time, Darwin established himself as a thought leader in the industry. In June 2017, he followed his entrepreneurial desires and founded X Agency. Darwin always has his eye focused on growing X Agency consistently hitting milestones since its founding.

John Rake
John Rake
CTO BetaBlox, CEO BuildingBlox

John’s passion lies in helping entrepreneurs and startup founders launch amazing software into the market that customers love. He partners with early-stage companies, to help them validate their ideas, to build software that matters and that customers actually want to buy. John has helped many bold entrepreneurs solve big problems that create a lasting impact.

Kaitlyn Lemus Portillo
Kaitlyn Lemus Portillo
Owner, Money Mindset & Magic Mastermind, Freedom Automations

Kaitlyn has been leveraging her expertise to help companies create structure around their ideas and scale their businesses for over a decade. In her signature program Money Mindset & Magic, she and her team coach entrepreneurs on how to create systems that support growth at their unique starting point. She is known for her raw, authentic coaching style and encouraging her clients to connect to their authentic selves so they can elevate at exponential rates. After signing her first major publishing deal with Universal Music Publishing, Kaitlyn’s work was featured on Disney’s “A Cinderella Story”, Rebecca Black (It’s Friday!), as well as HGTV shows.

Matt Shatto
Matt Shatto
Founder, CEO Shatto Milk

Matt Shatto, the innovative CEO of Shatto Milk, has achieved remarkable success in the dairy industry. Hailing from Kansas City, Missouri, Matt’s entrepreneurial journey is a testament to his unwavering commitment to quality and innovation. Through his leadership, Shatto Milk has become a beloved brand known for its farm-fresh, handcrafted milk. Matt’s ability to navigate the challenges of the industry and his dedication to local, sustainable farming have earned him a well-deserved reputation as a pioneering entrepreneur. With his Midwestern charm and genuine passion for his craft, Matt continues to delight customers and redefine the dairy experience.

Nemanja "Neman" Golubovic
Nemanja "Neman" Golubovic
Founder, CEO of Kale My Name

Nemanja Golubovic, an entrepreneur from Montenegro, is the CEO and Founder of Kale My Name, one of America’s most successful vegan restaurants. Upon its launch, his mission has been to transform how people eat by providing plant-based meals that contribute to human health and look after our planet. With few resources and opportunities available to him when he first arrived in the United States from Montenegro, Golubovic has worked hard to become a successful business owner and provide healthy options for those who want them.

Steven Khuong
Steven Khuong
Co-founder, CEO at Curacubby, Inc.

Steven is the co-founder and CEO of Curacubby, a Next-Gen Fintech platform for education, recreation, and family activity programs. As a thought leader in operations and process management, Steven has been featured in international media including CNN,, and Inc. Magazine. He currently serves as a mentor at the Envestnet | Yodlee Fintech Launchpad, as an advisor to the Arrowhead Center of Innovation at New Mexico State University, and previously a parent co-founder of an early education program for children with special needs.

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