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Yes very much so. You need to focus on long-tail search phrases and develop differentiated content.

Hire an SEO early and do NOT outsource this to an agency. They will bleed your budget and deliver very little.

I'd add, don't go to an agency until you have budget allocated and clearly defined marketing goals/plan. If you can't articulate the above you're way too early.

I agree on the agency advice. If you're in a very technical topic space, they can't be relied on to write good content for you.

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