??The Secret to Top Ranking Content
? Estimated read time: 1 minute and 10 seconds
Hi ?? My name is Doug, and I run a niche search agency called Kalium. We help B2B companies get their organic search working. ??
This weekly newsletter covers the latest tools, techniques, and case studies you need to win at search (plus pictures of our pets).
Today, we’ll be looking at Nerdwallet - the site that helps you “make all the right money moves”.?
It’s incredibly successful at organic search.??
Their UK site launched in November 2020 and since then traffic growth has been explosive??.
Let’s take a look at how they have achieved this ??
Although they’ve been able to expedite growth using their existing resources and domain rating, the tactics they’ve used have also been smart.??
To give you an insight into their tactics, let’s look closer at one of the site’s most successful hubs: mortgages.
The mortgage hub page generates around $324 000 worth of traffic yearly—I’m sure with their partners it makes considerably more than this.
But it hasn’t all been plain sailing.
Traffic was inconsistent on this page until Nerdwallet worked out what readers want.
Once they focussed on that, traffic grew quickly ??
Here are the top ten traffic-generating terms on the page:
These are all highly competitive terms with large buyer intent. So, how are they capturing the traffic?
They focussed on these three key areas:
#1 They Provide a Practical Tool
To rank for competitive terms, useful content isn’t enough.
You need to give users something to do.
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The users that land on this page are either:
If you can help them arrive at answers (especially on cost and eligibility) you will keep them hooked. ??
But first… you need to convince them your tool is worth investing time in!
Nerdwallet gives you compelling reasons to use the tool:
#2 Big Impressive Logos
It sounds simple but putting the logos of big UK mortgage lenders provides a sense of comfort for the reader—they feel like they are in the right place.
#3 Use the Page as a Hub
The main mortgage page is like a train station. It guides you to the page that answers your specific query.
See below how each small section has a link to a comparison page—keeping the reader on the site and providing them with more information.
There really is no secret to winning in competitive fields, but remember these five things:
? ? Update content regularly.
? ? Keep iterating – Nerdwallet didn’t win at first but they kept going.
? ? Use interactive tools to engage readers
? ? Link to other relevant pages where possible.
? ? Add social proof (Nerdwallet use logos).
Lets’ go and win some rankings today ??