Post on 27-Dec-2014
description
Getting Around Finance
Jono AldersonHead of Insight @ Linkdex
@jonoalderson
I believe...It’s doable.
Winnable, even.
...but that you have to...Pick your fights
...andSet yourself up for success
“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”
“They said elevator installation couldn't have anything
good, then Grant launched their great news section
including awesome infographics”
“In five minutes, you can have a WordPress installation
running in a subfolder of your site.”
“If you can't get executive approval; create your own
blog/site, show them the success you're having”
Same old story
Content Marketing
TOO MUCH RESOURCE
Social Engagement Strategy
TOO RISKY
Changes to the website
TOO COMPLICATED
Isolated Campaigns
TOO LIBERAL
Thought Leadership
TOO RADICAL
How about we start simple?
Writing some articles, or some ‘basic’ content
OK!*
*(as long as it costs next to nothing)
150 words
0 links0 likes
CPC £40+
22 likes1 comment 0 linksROI ???
“WHERE ARE MY CONVERSIONS!?”
Competitive Mediocrity
When decisions are informed by “What are my competitors doing?”
Or people just cheat.It’s not a level playing field
#2 for ‘car insurance reviews’ ...but isn’t this the category page, at #3?
Independent and trusted, or manipulated and biased?
This is demoralising.*sigh*
But it means that there’s money left
on the table.
Let’s look at Car Insurance
Saturated.
Terrifying numbers!
...or maybe not?
“Young Drivers Insurance”
6.6k monthly searches
But what about all of the... [variants, plurals, stems, synonyms, metonyms, typos]
This is not enough, and not your world.
Keyword research is too limited
What if you could see your whole market?
...but focus in on an area with a microscope...
“Young Drivers Insurance”
Oh. Look.
266 “young drivers insurance” keywords...
6.6k 65k monthly searches
£318k media value
...and the site in #2
13% of market
8k visits per month
£41k media value
Hanging off a page with 121 words
...which has no links
...and no shares
!!!
One off?
“one day car insurance”12k
But also...
“1 day car insurance”6.6k
“day car insurance”2.4k
“car insurance for a day”1.9k
“daily car insurance”1.6k
etc.
71k monthly searches...and the biggest brands have
<10% market share
!!!
Stop thinking about
keywords
This is about need groups(and how they overlap)
Finding keyword families
Do epic keyword research
...and tag the hell out of it.
Brand / non-brand Short / long-tail
by niche
by modifier
by language
by location
by context
by persona
by language
by behaviour
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
There are TONS.
But nobody searches for “buy young driver mini car insurance”
Stop thinking of this as a single keyword
How many terms define an industry?
This lets you change the way you think about
performance
It’s not about where you rankit’s about where you’re mentioned ranks
This is much more powerful than “top 10 rankings” for individual keywords
Run campaigns, engage with content producers, make stuff better at a
BRAND level
Doing this manually, at scale, is a lot of hard work.
Complex rules and logic
So here’s a treat.
Coming soon!Talk to me in the meantime.
We’re using this in Linkdex
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.
So.
Start thinking about keyword families
Tag the hell out of everything, in every
conceivable direction
Go broad, then focus in to discover opportunity
Look beyond your own domain(s)
Remember that this is about connecting people
and brands
Thanks!