Then, we graded our cash key phrases as 3s — these have been the high-intent key phrases the place we may simply current Cognism as the reply to our patrons’ ache. An instance is “b2b contact information supplier”. On the finish of this stage, we had a listing of roughly 25 key phrases that have been ripe for cash key phrases.
2. Give attention to the product
Within the second stage of the method, we reviewed our current content material with a product-focused mindset.
With every cash key phrase web page, we had to ensure they answered the next questions:
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What does our product do?
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What’s it good/unhealthy at?
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What are the advantages of utilizing it?
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How does it evaluate to what our opponents provide?
The trick was understanding our product deeply, who makes use of it, and what it’s greatest at. With this info, we may place Cognism as the right resolution for our patrons. This concentrate on the product led us to create completely different strands of cash key phrase pages based mostly on our opponents.
For instance, listicle content material evaluating ZoomInfo alternate options or “crash the occasion” pages concentrating on key phrases our opponents rank for, comparable to ZoomInfo pricing.
Nevertheless, it’s vital to emphasize that we by no means wished to bash opponents or make deceptive statements unnecessarily. As a substitute, we wished our cash pages to precisely replicate the completely different instruments.
We labored with our product advertising and marketing and authorized groups throughout publication to make sure we stayed throughout the mark. They needed to log off each web page earlier than we hit the publish button.
3. Establish new key phrase alternatives (by considering like our clients)
This stage was all about good old school key phrase analysis. We aimed to search out new key phrases we may add to our cash key phrase checklist.
The important thing was to assume like a buyer. What key phrases would somebody sort into Google if trying to find instruments like Cognism?
Once more, we gave all key phrases a enterprise potential rating from zero to a few, with zero which means the key phrase was restricted in presenting Cognism as one of the best resolution and three which means that Cognism was a important or important resolution to the issue.
4. Publish the content material
By the fourth stage, we had a listing of current and new cash key phrases. It was merely a matter of publishing new pages or updating previous ones. We gave ourselves some extra guidelines to comply with:
Optimizing for conversions
If the prevailing content material generated excessive site visitors however few conversions, we optimized for conversions (see the CRO part beneath for more information).
Right here’s an instance:
We revamped our “B2B information” web page for conversions, including parts comparable to types and explainer movies. We wished to offer guests focused info in additional interactive codecs whereas making requesting demos on the web page seamless.
Displaying the earlier than and after: