getting around finance - keyword research & tagging
DESCRIPTION
In order to win in competitive markets like finance, you need to understand the market, your audience, and the opportunities. You can only do this from an orbital view of keywords, language and behaviour - and to then zoom in to specific niches and areas of focus. Stop thinking about 'keywords', and start thinking about keyword 'families' - groups of contextually related phrases which indicate similar need groups; from synonym phrases through to simple typos, there's a world of insight you're missing out on.TRANSCRIPT
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Getting Around Finance
Jono AldersonHead of Insight @ Linkdex
@jonoalderson
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I believe...It’s doable.
Winnable, even.
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...but that you have to...Pick your fights
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...andSet yourself up for success
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“There's virtually no such thing as an industry or niche
where thought leadership, interesting/share-worthy
content and great inbound marketing can't work”
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“They said elevator installation couldn't have anything
good, then Grant launched their great news section
including awesome infographics”
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“In five minutes, you can have a WordPress installation
running in a subfolder of your site.”
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“If you can't get executive approval; create your own
blog/site, show them the success you're having”
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Same old story
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Content Marketing
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TOO MUCH RESOURCE
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Social Engagement Strategy
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TOO RISKY
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Changes to the website
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TOO COMPLICATED
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Isolated Campaigns
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TOO LIBERAL
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Thought Leadership
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TOO RADICAL
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How about we start simple?
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Writing some articles, or some ‘basic’ content
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OK!*
*(as long as it costs next to nothing)
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150 words
0 links0 likes
CPC £40+
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22 likes1 comment 0 linksROI ???
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“WHERE ARE MY CONVERSIONS!?”
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Competitive Mediocrity
When decisions are informed by “What are my competitors doing?”
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Or people just cheat.It’s not a level playing field
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#2 for ‘car insurance reviews’ ...but isn’t this the category page, at #3?
Independent and trusted, or manipulated and biased?
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This is demoralising.*sigh*
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But it means that there’s money left
on the table.
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Let’s look at Car Insurance
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Saturated.
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Terrifying numbers!
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...or maybe not?
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“Young Drivers Insurance”
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6.6k monthly searches
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But what about all of the... [variants, plurals, stems, synonyms, metonyms, typos]
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This is not enough, and not your world.
Keyword research is too limited
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What if you could see your whole market?
...but focus in on an area with a microscope...
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“Young Drivers Insurance”
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Oh. Look.
266 “young drivers insurance” keywords...
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6.6k 65k monthly searches
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£318k media value
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...and the site in #2
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13% of market
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8k visits per month
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£41k media value
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Hanging off a page with 121 words
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...which has no links
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...and no shares
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!!!
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One off?
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“one day car insurance”12k
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But also...
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“1 day car insurance”6.6k
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“day car insurance”2.4k
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“car insurance for a day”1.9k
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“daily car insurance”1.6k
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etc.
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71k monthly searches...and the biggest brands have
<10% market share
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!!!
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Stop thinking about
keywords
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This is about need groups(and how they overlap)
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Finding keyword families
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Do epic keyword research
...and tag the hell out of it.
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Brand / non-brand Short / long-tail
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by niche
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by modifier
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by language
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by location
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by context
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by persona
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by language
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by behaviour
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E.g.Keywords with significant search volume
where the user is asking a question about a service we provide, indicates a propensity to buy, and where we don’t
have a targeted page
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There are TONS.
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But nobody searches for “buy young driver mini car insurance”
Stop thinking of this as a single keyword
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How many terms define an industry?
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This lets you change the way you think about
performance
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It’s not about where you rankit’s about where you’re mentioned ranks
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This is much more powerful than “top 10 rankings” for individual keywords
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Run campaigns, engage with content producers, make stuff better at a
BRAND level
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Doing this manually, at scale, is a lot of hard work.
Complex rules and logic
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So here’s a treat.
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Coming soon!Talk to me in the meantime.
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We’re using this in Linkdex
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E.g.Find authors who are authoritative on a specific combination of topics, who don’t link to me, who focus on a specific niche
or stage of the buying cycle.
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So.
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Start thinking about keyword families
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Tag the hell out of everything, in every
conceivable direction
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Go broad, then focus in to discover opportunity
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Look beyond your own domain(s)
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Remember that this is about connecting people
and brands
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Thanks!