Winning the SEO Game

The challenge

My company's business model — earning just €1 + €1 per order — delivers incredibly affordable prices for customers and fair earnings for partners. But it comes with one big challenge: marketing costs.

Take Google Ads, for example. One click costs €1–2, and it easily takes 20–30 clicks to get a single order.

The math doesn’t work.

The Solution?

Simply win the SEO game and rise to the top of Google search results organically. When your page appears on the first search page and your prices are unbeatable, the outcome is clear: success.

But how do you succeed when everyone else is trying to do the same?

The good news is that the competition largely consists of small, non-technical companies using the same off-the-shelf templates and marketing agency-built websites.

Nuuduu is different — we are a technology company with no employees but a network of independent professionals.

From these differences comes our SEO advantage.

SEO Principles

Search engine optimization is divided into two main parts:

1. Technical SEO

Keyword placement, meta descriptions, site structure, Schema.org tags, OG tags, canonical links, multilingual versions, loading speed, consistent rendering — the whole classic list.

You have to hit the nail on the head.

Our advantage is that we control the entire platform ourselves. We are tech nerds.

A competitor like www.joe-the-plumber.com is ultimately a prisoner of whatever CMS platform their agency or cousin chose.

Does it support all the required features? Does the creator know how to optimize them? Sometimes yes, often no.

For us, this is a religion.

We dynamically generate content from the database into JSON-LD tags, provide search bots with proper OG tags, create unique content using LLMs, automatically process partner images, use server-side rendering, test, polish, and repeat.

Two months of intensive optimization — hundreds of documents read and dozens of test rounds.

Few competitors invest anywhere near that much.

Knowledge about SEO is everywhere, but much of it is, frankly, nonsense.

SEO is an industry where everyone wants to buy something — and so someone is always ready to sell a “magic bullet.”

In reality, only Google knows what truly works inside its algorithm — and they’re not telling.

Luckily, there’s one real method: look at who already ranks at the top, analyze, and learn.

Hard work, but necessary.

2. Backlinks

This is the hardest part. Technical SEO is in your own hands, but backlinks depend on others.

There’s no shortage of advice:

“Create valuable content that others want to link to.”

“Pay an SEO guru who will handle it for you.”

The first is difficult and time-consuming; the second is expensive and risky. These SEO gurus don't have any magic potion but instead often rely on link farms and Google punishes those — and the guru will have vanished by the time the penalty hits.

Five-Step Backlink Strategy

I decided to do this myself to retain full control and avoid landing in a link farm.

The following five strategies support each other and form a complete system:

1. Microsite Network for Key Keywords

Thanks to LLM tools, this is no longer difficult. Ideas are generated with ChatGPT, and each site gets its own domain and small but growing PageRank, which it shares back to Nuuduu.

Examples:

All of these sites link back to the main site. As they age and collect links their page rank increases and feeds it back to the main site and these sites cross link between them selves.

Cost: about €20 and two days of work.

2. Open Source Visibility

By publishing small open-source tools on GitHub and Bitbucket, you gain visibility on high-PageRank platforms:

Create something that you can publish out in the wild and share it on well known platforms. These create natural backlinks among technical audiences.

3. Blogs and Guest Articles

I founded several free blogs for different service types, plus this one about building a startup, I guess they call this a PBN or a Private Blog Network:

In addition, I publish articles on Medium, Vocal.media, and Uusi Suomi Puheenvuoro. Finding sites that allow dofollow links is getting harder and harder. One trick on medium is to publish your article on a blog you control and import it to medium providing you with a canonical link from medium back to the blog you control.

This way, I get natural backlinks in the “About the author” sections — a fair trade: content for them, backlinks for me.

4. Automatic Partner Microsite Network

Since Nuuduu’s partners are independent entrepreneurs, they want visibility.

That’s why I created the nuuduu.partners domain and a wildcard system that automatically generates a personal microsite for every partner with a a unique slog of their first name as the host part of the domain name.

Descriptions, links, and content are AI-generated during registration. I also enrich the pages by cross delivering relevant content from the blog on my main site (described below)

The result: hundreds of unique, profession-specific pages, on separate sub domains, all linking back to nuuduu.com.

BOOM.

5. Nuuduu BOOST Campaign

Instead of spending money on Google Ads, we use it to reward partners.

Each partner gets their own page under the nuuduu.com domain, showing only their services. They can share the link on social media or add an Order Button to their own website.

Every month, the best-performing partners are rewarded.

This creates natural social media shares and dozens — later thousands — of genuine backlinks to nuuduu.com.

Exactly what Google values.

The international structure further strengthens the whole system:

A Finnish plumber and a Lithuanian dog-sitter benefit each other, as all traffic flows to the same domain.

Other relevance signals Google uses

Another signal Google uses is of course what people search for, what they click and how log the linger on the site. So how can we manufacture this kind of behaviour?

We are about to start running campaign that encourages people to search for gift cards hidden on our main site. We publish a set of two clues on our Facebook page 2-3 times per week and users have to come up with a search term and find out page using this search term on Google, then find the hidden gift card on the site.

This leads to all sort of niceties.

Facebook page gets followers because that's there we publish the treasure hunt clues.
Google sees search traffic that lingers.
Gifts cards lead to orders.

The gift cards stay active an discoverable for as long as someone finds and uses them.

Rich blog content on the main site

I created an internal tool for me to relatively easily product rich blog content on to my own site. The system uses LLM to write the articles but the quality and relevance of the articles is the magic sauce here.

I control the whole platform so what I do is I created a list of about 10 different seed topics like "5 being tips", "best time to buy" and combine these with the 30 or so different service categories we offer on the platform.

I give the LLM background information by feeding it service descriptions, our customer manual and terms and conditions.

The output comes out not as general blaa blaa but as content relevant to the services offered on the platform and the way we offer the services.

After building this system I am able to generate topic relevant content with a few clicks. I could just mass generate tons of these articles but I still like to actually read and tweak them a little, set them up with pictures and so on.

Summary

The SEO game is not a single trick but a complete system:

technical perfection + content consistency + backlink ecosystem.

We’ve combined automation, AI, and a partner network into a natural SEO engine that grows with every new partner and article.

This is a long-term game — and we’ve come to win it.

Antti Kaipila @antti_kaipila