Seo advertising

SEO for IR: Upgrading Keyword-Based Content to Educate Investors

Warren Buffett once said that a company’s returns are “much more a function of the trading boat you jump into than how efficiently you row it.”

The same principle applies to making noise online. Working on the right content strategy (finding the right topic with rich messaging) is more important than the myriad of execution details (how deep you go and how far it goes).

It is increasingly important to strategically engage current and potential investors via a strong communication strategy through social channels. The keystone of any plan begins with understanding the types of investors your business and industry attract. Next comes the content discovery phase, which will help guide keywords and content for SEO that will drive engagement and nurture relationships.

Although each group of investors – short-term, long-term, value-oriented, veteran, digital-first, etc. – will be motivated by different catalysts, they all want to hear the same story, perhaps in a different order or by theme. With over 500 million tweets sent per day and 3 million pieces of content shared weekly on LinkedIn, you will need to redirect content by adapting content leads, tracking operational details executing on your long-term vision to elevate and overcome the noise.

Social objectives and snack nuggets

Social IR goals are not mutually exclusive of the company’s broader sales and marketing goals. Find keywords that can be used as hashtags based on a combination of industry and competitor research on industry websites, Google, Twitter, and LinkedIn. This will identify highly competitive keywords that competitors are using and help you discover keywords that can be changed, for example, by reversing the order of the words, using a plural rather than a single noun, or other minor one-word tweaks to improve SEO rankings.

If you’re using a new hashtag, own it and use it whenever you post to this topic. It will eventually be associated with your brand.

Be sure to use a combination of hashtags including general industry hashtags – such as #yourindustryniche – service or project specific hashtags (eg #wecanxyzandmore) and an ESG tag (if applicable) to attract investors focused on environmental or social issues. This type of SEO-based hashtag strategy, from general to hyper-specific, can build strong communities of investors, brand awareness, and lead generation.

To optimize hashtags for SEO — on-page, off-page, and social media — start with Google Search Console. As for keyword rank tracking tools, Google Console (which is free) gives you a quick overview of overall performance, showing you how Google views your website from a keyword search perspective. Once you have a basic understanding of keywords for your business and industry, you can dig deeper with inexpensive tools like Semrush, Moz Pro, or SE Ranking.

Keep in mind that a solid social strategy requires metrics, which come in the form of likes, shares, clicks, pageviews, reach, Google search hits, and more. While the same kind of communication should be offered to all stakeholders, including customers, what works on a social scale are the nuggets that are ultimately easier to measure and manage.

Gather information

A more in-depth approach to investor outreach is to create and maintain a generous list of relevant content topics organized by a broad list of SEO-based keywords. First, gather information and buyer-side information. Spend time on free online forums – StockGuru, Morningstar, Seeking Alpha, Reddit – and on Twitter, Google Trends and Google Console, monitor investment interests, goals and strategy, as well as political and social issues that could influence the decision of investors -making.

This type of research can form a solid foundation for an SEO-based keyword strategy. It takes a while, but this deep dive can provide continued future returns. It also allows you to later prioritize the list based on key metrics.

Second, brainstorm seed keywords to grow the seedlings. Put them in a spreadsheet and analyze, compare, and prioritize based on your goals: search traffic, eyeballs, and opportunities. And remember that even low-requested search terms aren’t completely irrelevant. They can be invaluable for SEO by creating link bait: content designed to attract backlinks that pass their equity to other pages.

Backlinks are an essential part of any SEO campaign. It’s the links you earn from other websites that Google considers votes of confidence that your the site is high quality and user friendly. Backlinks are hyperlinks to your website from other websites.

There are dozens of potential scenarios for delivering great content, all of which have the potential to increase awareness and traffic and improve Google search rankings. The fastest – but most expensive – way is to establish your business as the subject matter expert by creating exceptional SEO-based content. Typically, this type of content consists of “how to” posts: infographics, guides, white papers, opinion pieces, interview-based posts, press releases, and original research.

A cheaper (and, therefore, less powerful) method is to forge valuable networking relationships with other websites such as industry journals, news sites, and organizations by commenting and reposting contents.

Cost vs Time vs Opportunity

Granted, we’re excited about the storytelling, but it’s important not to overlook the cost vs time vs opportunity equation. One way to establish a baseline is to estimate the number of hours multiplied by an hourly or project rate and use that as a guideline.

Creating content based on keywords with high search volume is not enough to build investor awareness because a piece of content can rank for thousands of different keywords. You can use this to your advantage by focusing on quantitative and qualitative keywords. And don’t overlook algorithmic trading, which monitors content for sentiment, context, and – of course – positive keywords.

While SEO isn’t a magic bullet, for businesses looking to increase brand awareness, it should be a key part of any content plan – and IR.

Lisa Micali is Executive Director of Port accesswhere this article first appeared, in two parts