Getting Around Finance - Keyword Research & Tagging

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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.

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Getting Around Finance - Keyword Research & Tagging

  1. 1. Getting Around Finance Jono Alderson Head of Insight @ Linkdex @jonoalderson
  2. 2. I believe... It’s doable. Winnable, even.
  3. 3. ...but that you have to... Pick your fights
  4. 4. ...and Set yourself up for success
  5. 5. “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”
  6. 6. “They said elevator installation couldn't have anything good, then Grant launched their great news section including awesome infographics”
  7. 7. “In five minutes, you can have a WordPress installation running in a subfolder of your site.”
  8. 8. “If you can't get executive approval; create your own blog/site, show them the success you're having”
  9. 9. Same old story
  10. 10. Content Marketing
  11. 11. TOO MUCH RESOURCE
  12. 12. Social Engagement Strategy
  13. 13. TOO RISKY
  14. 14. Changes to the website
  15. 15. TOO COMPLICATED
  16. 16. Isolated Campaigns
  17. 17. TOO LIBERAL
  18. 18. Thought Leadership
  19. 19. TOO RADICAL
  20. 20. How about we start simple?
  21. 21. Writing some articles, or some ‘basic’ content
  22. 22. OK!* *(as long as it costs next to nothing)
  23. 23. 150 words 0 links 0 likes CPC £40+
  24. 24. 22 likes 1 comment 0 links ROI ???
  25. 25. “WHERE ARE MY CONVERSIONS!?”
  26. 26. Competitive Mediocrity When decisions are informed by “What are my competitors doing?”
  27. 27. Or people just cheat. It’s not a level playing field
  28. 28. #2 for ‘car insurance reviews’ ...but isn’t this the category page, at #3? Independent and trusted, or manipulated and biased?
  29. 29. This is demoralising. *sigh*
  30. 30. But it means that there’s money left on the table.
  31. 31. Let’s look at Car Insurance
  32. 32. Saturated.
  33. 33. Terrifying numbers!
  34. 34. ...or maybe not?
  35. 35. “Young Drivers Insurance”
  36. 36. 6.6k monthly searches
  37. 37. But what about all of the... [variants, plurals, stems, synonyms, metonyms, typos]
  38. 38. This is not enough, and not your world. Keyword research is too limited
  39. 39. What if you could see your whole market? ...but focus in on an area with a microscope...
  40. 40. “Young Drivers Insurance”
  41. 41. Oh. Look. 266 “young drivers insurance” keywords...
  42. 42. 6.6k 65k monthly searches
  43. 43. £318k media value
  44. 44. ...and the site in #2
  45. 45. 13% of market
  46. 46. 8k visits per month
  47. 47. £41k media value
  48. 48. Hanging off a page with 121 words
  49. 49. ...which has no links
  50. 50. ...and no shares
  51. 51. !!!
  52. 52. One off?
  53. 53. “one day car insurance” 12k
  54. 54. But also...
  55. 55. “1 day car insurance” 6.6k
  56. 56. “day car insurance” 2.4k
  57. 57. “car insurance for a day” 1.9k
  58. 58. “daily car insurance” 1.6k
  59. 59. etc.
  60. 60. 71k monthly searches ...and the biggest brands have <10% market share
  61. 61. !!!
  62. 62. Stop thinking about keywords
  63. 63. This is about need groups (and how they overlap)
  64. 64. Finding keyword families
  65. 65. Do epic keyword research ...and tag the hell out of it.
  66. 66. Brand / non- brand Short / long-tail
  67. 67. by niche
  68. 68. by modifier
  69. 69. by language
  70. 70. by location
  71. 71. by context
  72. 72. by persona
  73. 73. by language
  74. 74. by behaviour
  75. 75. 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
  76. 76. There are TONS.
  77. 77. But nobody searches for “buy young driver mini car insurance” Stop thinking of this as a single keyword
  78. 78. How many terms define an industry?
  79. 79. This lets you change the way you think about performance
  80. 80. It’s not about where you rank it’s about where you’re mentioned ranks
  81. 81. This is much more powerful than “top 10 rankings” for individual keywords
  82. 82. Run campaigns, engage with content producers, make stuff better at a BRAND level
  83. 83. Doing this manually, at scale, is a lot of hard work. Complex rules and logic
  84. 84. So here’s a treat.
  85. 85. Coming soon! Talk to me in the meantime.
  86. 86. We’re using this in Linkdex
  87. 87. 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.
  88. 88. So.
  89. 89. Start thinking about keyword families
  90. 90. Tag the hell out of everything, in every conceivable direction
  91. 91. Go broad, then focus in to discover opportunity
  92. 92. Look beyond your own domain(s)
  93. 93. Remember that this is about connecting people and brands
  94. 94. Thanks!

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