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!