Growing SEO Visibility Using Expert Advice for Capital on Tap
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Our brief was to enhance SEO visibility for Capital on Tap by creating expert-driven campaigns appealing to small business owners, resulting in valuable backlinks and increased authority.
The Brief
Our brief was to leverage creative campaigns and expert advice to build backlinks and enhance SEO visibility for the wider site, and for their target product page.
The Plan
We targeted small business owners, focusing on campaigns that would appeal to decision-makers and business owners, as well as the broader audience of users and consumers benefiting from the products and services. Using a survey methodology, we aimed to provide insights into the practices of other business owners.
Spotlight Campaigns
Expert commentary was at the core of our approach, helping to grow CoT’s voice of authority in the market and focusing on readers gaining useful, actionable advice they can implement for their own businesses.
Habits of Successful Business Owners
This campaign was created in response to unrealistic portrayals by “LinkedInfluencers”, and aimed to reveal the reality of a business owner’s life, fostering solidarity and empathy. Survey findings highlighted challenges like long hours (35% of respondents) and compromised work-life balance (34%). It included expert advice to promote healthier work-life balance for founders.
Happiest Locations for Business Owners
Launched in January to tap into the ‘New Year’ trend of people assessing their goals and aspirations, this campaign identified the ‘happiest locations’ to start or own a business. By providing actionable expert advice, these campaigns not only attract readers but also offer tangible value for both business owners and journalists to leverage.
By using versatile content themes and formats that tap into different niches and trends our relevant and engaging campaigns are delivering sustained returns for Capital on Tap and driving long-term digital growth.
By providing actionable expert advice, these campaigns not only attract readers but also offer tangible value for both business owners and journalists to leverage. By using versatile content themes and formats that tap into different niches and trends our relevant and engaging campaigns are delivering sustained returns for Capital on Tap and driving long-term digital growth.
THE RESULTS
Since launching our work with Capital on Tap in August 2023:
172 media placements to date, 94 Follow or Nofollow links, a current average DR of 56. Successfully grown Capital on Tap’s authority and brand awareness with over 346k estimated views, 2.77K social engagements, and a combined total audience of 19M.
Page 1 Keywords ranking for the ‘/business-credit-card’ page has increased by 10%, non-branded keywords have improved by an average of 3 positions and COT’s SOV has risen from 18% to 23% with overall impressions growing by nearly 2M YOY.
We succeeded in driving new users to site:
2534 new visitors, 2931 total visitors, 698 referral traffic
Coverage Highlights:
Manchester Evening News (DR 83), Business Matters (DR 77), SME News (DR 75), Startups. (DR 71), IFA (DR 63)