We tell you why low-frequency queries are not a judgment call
So, we tell you what MCA is and how we got this result.
MCA is a field in which companies are engaged in borrowing money for other organizations on certain conditions. Mostly such short-term loans are taken for the purchase of equipment by medical institutions, restaurants, etc.
The client, a CRM provider for MCA, wanted to start attracting the first applications already at the MVP stage. But how can this be achieved in a competitive environment when the company's website is brand new and consists of only one page?
We started promotion by analyzing the project itself and its competitors. Briefly, what we found out and took into account when creating the strategy:
The client's website consisted of one page, and that's not enough for promotion
The CRM itself was still in the final stages of development
There are many big players in the niche. They are old-timers in the market, their sites are 5-10 years old, and they all have several products. Our client, on the other hand, worked with CRM only for MCA, which narrowed down the target audience of the project.
Then we started to collect a semantic core. We looked at how people formulate their queries, what phrases they use, what they expect to see. To do this, we manually checked the output for each key, analyzing what pages were displayed and what content was
After semantics we started to structure the site, but it is impossible to make it from 1 page, we need more. They suggested that we expand the site in stages and start by adding two sections:
To attract additional traffic to the site
So that people can easily find explanations of the terms they need
For the homepage, we completely rewrote the text and created unique meta tags. We focused on the usefulness for the user and basic seo-requirements - the content of relevant keys, the use of LSI-words, the absence of overspam, uniqueness of more than 98%, and the structure of blocks.
They decided to create new commercial pages after the CRM is fully ready.
The fact is Google supports sites with correct and expert content and we took advantage of that.
But the main reason for such a decision - CRM for MCA is rarely searched for, and the client needs applications.
Therefore, we started to create Blog articles on related and more frequent topics, and at the end of the text we smoothly moved to the story about CRM for MCA, features and advantages of the system, offered to order a demo version.
And this strategy worked, the client began to receive the first requests! And we strengthened the result with the help of link building.
Develop a strategy for building links and get to work. You can't build up links dramatically - you can get banned by Google. We started with 3-4 per month and gradually increased this number. We placed both paid and free sites. These were mainly resources about business and technology.
After 7-8 months, built up about 60 links and moved on to working with two-tiered links.
Added a button with an appeal to try the test product and contact details
We added links to pages that will help users to get to know the product, the company and understand how the system solves customer problems, and for this purpose we placed case studies
We have finalized the Blog divorce page, more precisely we have implemented article filter and search
Improved the homepage, added blocks to familiarize yourself with the product and the company, increase loyalty
If you have a young site and a limited target audience, you can choose a combination of content marketing and link building for promotion, but first you will need to eliminate all technical errors on the site.
This project is proof of the effectiveness of this approach. We created articles for the Blog on more frequent topics related to the subject matter of the site. At the end of the text told about the client's product and offered to order a viewing demo. And the small age of the site compensated by building up the link mass, thus showing Google that the project can be trusted and shown higher in the output.
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