When starting a new row of seed beads, estimate the width of one of the seed beads that you will be adding in this row. Bring your needle up through the Stiff Stuff where the hole of the bead will line up on the bead embroidery medium.
When adding additional rows, you don't want to bring your needle up directly against the row of seed beads that you just stitched. This will crowd the rows of beads and they won't lie straight.
Pick up two more seed beads and add them in the same manner as you added the beads for the first row.