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Well not sure about PMF and SEO efforts alignment but SEO for start ups or newly launched companies/websites differ from SEO in general(the one you read about on web). You have to take different angles, come up with quirky strategies/campaigns to hack growth. But an aligned Paid ads and SEO strategy will boost your growth for sure .

with all due respect I think that the author has eaten a bit too much of his ranking for breakfast I kind of see his take broadly but I don’t think there is coherence and anything actionable. “Paying for traffic till you get PMF and then doubling down to do SEO”, I don’t get what one will double down on , on the organic front if to the point of PMF, they only did Paid. Definitely paid helps to get traction and traffic but it is only top of funnel, the onboarding/conversion and PMF learning post that will have its own set of factors causing success/failure. From my pov, seeding content which is skimmable, respecting the readers and providing value (based on search intent) can drive search traffic over 3-4 months and it helps the PMF journey more and more with time. When the content is of value, you will start ranking for phrases that you might not have thought of but lead to the solution; you might identify blind spots in messaging; not just a limited set of phrases/keywords you bid for based on prior assumptions. Longer conversation for sure but coming back to the post shared, I don’t see coherence in it and I either misunderstood it or totally dismiss it 🙂