seo small battles, big results with hyper-vertical topics - cameron garrant - repsly - growth camp...
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Small Battles, Big Results
Using Vertical TopicSEO for Growth
Cam Garrant | Repsly, Inc
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Vertical Topics?“My regular topics are just fine, thank you..”
That may be true!
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“Vertical topics are applications of your product, down to the most granular level.”
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Who Needs Vertical Topics?
1. Companies trying to break into established SEO markets.
2. Companies with flexible products that serve many different markets.
3. People with close to no resources.Hint: If you’re at a growth camp—there’s a good chance this is you!
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• Repsly needed organic traffic and customer growth—QUICKLY.
• Their primary market—CPG customers—often purchase software in an ‘old-school’ way.
• Those same CPG customers search for Repsly-relevant terms such as ‘Mobile CRM’ , ‘Data Collection Software’, etc.
Check This Out
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MFW
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What We Had : Limited personnel, a limited timeframe, and limited resources.
We could try to compete with the larger companies *cough*Salesforce*cough*
but it would have taken most of our time & effort.
Time To Make A Choice
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Repsly sat down as an entire team for a day, once a week, for a month, and thought of every feasible application of our software, regardless of how obscure it may be.
In fact—the more obscure it was, the better.
Here’s why:
Vertical Topics It Is Then.
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DA PA Backlinks#1 50 17 268#2 68 17 87#3 55 21 6#4 61 77 50#5 50 12 14#6 50 12 8#7 78 37 7#8 53 15 2000#9 52 43 61#10 49 41 15Repsly @ the Time 33 9 0
DA PA Backlinks#1 61 14 7#2 64 12 2#3 56 18 46#4 48 10 2#5 38 14 54#6 51 22 797#7 52 15 42#8 47 10 0#9 36 15 0#10 52 11 102Repsly @ the Time 33 9 0
“Mobile CRM” “Maid Service Software”
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The thing is – almost none of the pages in the SERP had their on-page house in order. They may have had some cheap links from Fiverr – but we could build contextual relevancy.And we did. And we ranked.
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• Competition for a keyword like ‘mobile forms’ was fierce. But ‘cleaning estimate form download’ was ripe for the picking.
• Paper forms were a problem maid companies had that most of them didn’t even realize.
Don’t Sell Your Features—Sell The Use-Case
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Turns out we didn’t have to rank for ‘Mobile CRM’ or ‘Mobile Forms’ (we’re still trying though!)
Now You’ve Got An Audience
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Some Other Awesome Industries We’ve Succeeded With
• Appliance Repair• Auto Parts• Bakery Management• Beer Distribution• Brewery Management• Carpentry• Carpet Cleaning• Catering• Contractors• Couriers
• Distillery Management• Dog Walkers• Electricians• Fire Safety Inspectors• Hospice Workers• Locksmiths• Real Estate Managers• Roofers• Solar Installers• Wholesale Distributors
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Small Verticals
—Big ResultsThen And Now
Marko Kovac – CEO & CoFounder of Repsly