From a proactive SEO perspective, we aimed to use content to better serve the cross-funnel needs of the end-user and broaden search visibility. We created a user-focused search journey with topics to target users throughout the entirety of the conversion funnel:
1. Short & Long-tail Keyword Research
At the top of the funnel, the content strategy featured longer-tail keywords that were less competitive, allowing us to demonstrate our short-term value; lower down the funnel, we created content that targeted shorter-tail queries and would become part of the longer-term strategy.
2. Creating Content Silos
With the clearly defined objective of obtaining top rankings for three keywords (“sell my car”, “scrap my car”, and “sell my van”), we knew that a silo approach would be effective. The content was organised into a sitemap that clearly dictated our content schedule, separating out each of the topics into one of the three content silos.
3. Conversion-focused landing pages
When creating the content, we first tackled more conversion-focused landing pages with our team of content writers working collaboratively with our designers to introduce our core service pages. Once these were launched, it was then a process of writing the supporting guides until our content strategy was complete.
4. On-Page SEO Optimisation
With each landing page that was created, careful considerations were made in terms of page segmentation, architecture, and internal linking whilst using TF-IDF to understand how competitors had framed each topic. This led to an incremental and thorough approach that was core to the campaign’s success.