I recently started something new: Root Over Zero — a business I’m building from the ground up with a strong focus on organic growth.

Instead of immediately putting money into ads, I’m experimenting with SEO, content, useful web tools, and platforms like Pinterest to see how far I can take a business through organic discovery. The interesting part is that it’s already starting to work. Google has indexed the website, and I’m beginning to see impressions coming from the US and UK. Pinterest is also starting to pick up some of the content, so I’m now testing which topics, visuals, and content formats can turn those impressions into actual visitors.

I’m taking the organic route intentionally. I want to build an asset that compounds—where every useful article, tool, search ranking, and piece of content can continue bringing people in months after it’s published, instead of having traffic disappear the moment an ad budget stops.

It’s still very early, but seeing people from markets I’ve never actively reached discover something I built is probably the most exciting part of the experiment.

I’ll be documenting the process as I go.

Root Over Zero: https://rootoverzero.com

What would you focus on first if you were building a new business today—paid growth or organic growth? And why?

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