Meet Dani Leitner, Founder, SEO Consultant, and SSA Ambassador

Please tell us briefly about yourself, your professional journey, and your connection to the Swiss startup ecosystem.

I am an independent SEO consultant, helping businesses grow their website visibility in the DACH region. I am not originally from Switzerland. I am Austrian, which is why Swiss people think I speak a strange dialect. My background is a bit chaotic. I initially started in IT, then pivoted to civil engineering before finding my passion in marketing as an SEO expert. I love the business side of things, seeing new ideas reach product market fit and watching small companies grow beyond their imagination. That is what excites me about the Swiss startup ecosystem.

Which sectors, technologies, or topics drive your interest in the startup ecosystem?

With my background, everything related to IT and civil engineering naturally interests me, whether it is new software or innovative materials. I particularly enjoy working with the B2B sector, as sales and marketing are completely different and often more complex than in B2C, which excites me. What really draws me back to the startup ecosystem, though, is listening to founder stories and learning from their failures.

Can you share a success story or a highlight of a startup you’ve been closely involved with?

I have had the chance to meet many startups over the years through events I have attended in Switzerland. With my SEO consulting company, I typically get involved during the growth stage. I had one client I remember very well. They came to me as just two founders working from their kitchen. Within two years, we grew their website to become the market leader on Google. They went on to secure an office and hire employees. It is amazing to watch a business grow like this, and even better to know you have been part of helping them succeed.

What do you think are the biggest opportunities and challenges for Swiss startups today?

I think the biggest initial challenge for a startup is getting product market fit right. That is never easy. After that, looking at my expertise in marketing, I believe a huge challenge today is the overwhelming number of options: different social media platforms, PR, SEO, advertising across multiple channels, and now AI. A startup is not Coca-Cola with a massive budget to do everything. They need to decide which channels to focus on and let their marketing grow with them. The biggest opportunity, though, is the global interconnection we have today. Opportunities can come from anywhere.

What inspired you to become an SSA Ambassador, and how do you see your role in supporting our mission to empower Swiss startups to succeed?

I have been following the Swiss startup industry since moving to Zürich in 2023. Now that I have built my own company and gained experience working with startups, I feel I can support the industry much more actively than before. This inspired me to move beyond just attending events and truly engage with the scene. And what better way to do that than as an SSA Ambassador?

If you could share one piece of advice with startups and entrepreneurs, what would it be?

Start with product market fit and personal sales. Never start with marketing. A marketing expert knows the techniques and strategies but does not know your product, your customers, or how to sell to them. That is the knowledge you need to gain and bring to the table. Without it, your marketing will fail.

How do you envision the future of the Swiss startup ecosystem, and what role would you like SSA and its Ambassadors to play in it?

I think the Swiss startup ecosystem is growing every year. Switzerland, with its high salaries and strong currency, needs to be innovative to compete with other markets. At the same time, Switzerland is a small country that depends heavily on strong networks. That is what I see as SSA’s role: helping to build a network of experts for every startup so they can learn from each other.

What value do you see in being part of the Swiss Startup Association (personally and professionally)?

For me, the value lies in growing my network and getting to know more founders in the startup ecosystem personally. I hope to see many of you at the events the Swiss Startup Association is hosting. I would also like to bring my knowledge to the startup industry and support founders in their growth stage where possible.

Is there anything that we haven’t asked you that you would like to share with us/the community?

My favourite question to ask every startup founder is: “How do you find clients?” It reveals so much about their strategy. And while we are on the topic, how do I find clients? Obviously through my website, but also through networking and my newsletter, a medium that gives me the chance to speak directly to my subscribers without interruption. If you speak German, you should check it out: “Google hasst dich! Newsletter”

Connect with Dani on LinkedIn!