Search Engine Optimization (SEO) has evolved dramatically, and now, it's not just about stuffing keywords into a webpage but rather about providing value and relevance to the users. One fundamental aspect of effective SEO revolves around creating content that speaks directly to the needs and queries of the target audience.
The following is a great example of the power of relevant content and its impact in driving traffic on the platform.?
I looked at the search query data for one of the biggest global payroll and compliance platforms. The company is designed for businesses working with international contractors and employees. The following table is a summary of the company’s top landing pages which get the most traffic on Google.
As evident, the highest traffic isn't directed to the company's homepage or product offering pages but instead to the blog/glossary section. Let's dive deeper into this phenomenon.
Who is the primary audience for this company?
The primary audience of this company will include freelancers, independent contractors, and small businesses.
What is the audience looking for on Google?
Freelancers and contractors mostly engage in remote work for companies they don’t know, so they would be looking for fair compensation. They would also be interested in the legal and compliance aspects of their work, and how to manage them.
Conversely, small businesses would look for partners who can help them navigate legal and compliance issues as they plan to scale their operations globally (by engaging talent in multiple regions). They frequently explore platforms or services providing advice on legal aspects, tax compliance, and regulatory necessities to ensure their operations align with legal standards.
How is the company creating relevant content for both freelancers and businesses?
So the way to attract an audience on the platform would be to provide information which is relevant to both stakeholders. Let us look at the top pages which the company has created to attract this audience:
- Salary Calculator: Most of the traffic is driven through the salary calculator page, which is created to engage users who are interested in calculating their take-home pay. This traffic would include employees or freelancers trying to calculate fair pay, or businesses trying to estimate how much to pay new employees in foreign regions, after taxes and deductions.
- Tax Forms: There are specific landing pages for tax forms such as W-9, W-4, and 1099 NEC. This indicates that individuals, especially freelancers and independent contractors, are looking for tax-related information and forms to fulfil their tax obligations. Interestingly, these forms are specific to the USA, indicating that the company’s primary audience is within the country.
- Specific Year Forms: The company’s strategy to provide tax forms for specific years seems to be paying off, as users are searching for forms like "W9 form 2022" and "W-4 form 2022". This suggests that people are actively seeking forms for the current tax year, highlighting the demand for up-to-date resources.
- Tax Identification Information: The search term "TIN" (Tax Identification Number) indicates that users are looking for information related to tax identification, which is essential for various financial and tax-related processes.
- Freelancing and Contract Work: The company has provided detailed pages for guidance on freelance work. This page is getting traction from search terms such as "freelancer", suggesting that self-employed individuals who are looking for tax-related or general guidance related to freelance work, will be visiting this company page (once again a high intent audience base).
- Financial Terminology: The company has provided extensive literature on payment methods for contractors and freelancers. Getting traction on search terms like "swift" (possibly referring to the SWIFT code used in international banking) indicates that users are also interested in financial terminology and might be looking for explanations or definitions. This will help enhance the company’s credibility and authority among its user base.
By creating content around different topics, the company has been able to:
- Target a Specific Audience: Freelancers, independent contractors, and businesses that engage in contract work, often have unique financial and tax-related needs, including understanding tax forms, calculating earnings, and comprehending financial terminology. Providing relevant resources has enabled the company to attract and engage an audience base from different demographics with specific needs.
- Providing Value and Building Trust: Creating landing pages with comprehensive information about tax forms and financial calculators adds value to the users. Many freelancers who are just starting out and businesses who are hiring internationally for the first time, may not have a deep understanding of tax regulations and financial calculations. By offering educational content, the company positions itself as a valuable resource, helping users navigate complex financial processes.
- Enhancing User Experience: Users often appreciate platforms that provide all the necessary information in one place. By consolidating information about tax forms, calculators, and financial terminology, the company improves the user experience. Visitors don't have to search multiple sources; they can find everything they need on the company pages. These pages would be intra-linked with each other, making the platform more user-friendly.
In essence, the success story of this platform underscores a fundamental SEO principle: relevance matters.
