Last year, we set out a plan to try and dominate the SERP, here’s how we did it 👇 We made the decision to move from a high volume, low keyword difficulty TOFU content strategy because we’d maxed it out. We were doing a lot of work for little business benefit. We switched to a money keyword strategy that focused on BOFU content and keywords with the highest intent. The goal changes from bringing in as much traffic as possible to bringing in the best quality traffic, full of those prospects ready to buy. How did we do that? 1️⃣ List and rank keywords by business potential i.e how relevant is it to a solution we solve, ‘Buy B2B data’ is right at the top 2️⃣ Focus on the product - we rejuvenated our SEO pages, with a new product focus 3️⃣ Identify new keyword opportunities - by thinking like our customers, what would someone in a high intent situation be searching? 4️⃣ Publish the content and consistently optimise for search and conversions But we got good at this, so then what’s next? SEO Surround Sound. Surround sound SEO aims to dominate the SERP for your money keywords. Number 1 isn't enough. We all want all 10. A surround sound strategy, means ensuring your rank number 1 for all related money keywords as well as an off-page extension of your backlinking strategy. ✅ We start by Googling our money keywords (e.g., “b2b lead generation tools”). ✅ On the SERP, Cognism has the second place. But it isn’t mentioned in any of the other top nine results. ✅ Next, we contacted each website, asking if they could add Cognism to their lists. ✅ We won’t get Cognism on every URL. But it’s certainly worth trying. If successful, we get the link juice and increase our brand awareness The end result, we’re everywhere 😎 Check out the examples below 👇 If you wanna learn more about this strategy in detail, join me, Joe Barron and Monika Kisielewska on the Loop live next week. Link in the comments 🔗 Ps. As ever thanks to Gaetano Nino DiNardi for his sage wisdom and SEO strategic advice! 🙏
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