Use Money keywords to generate revenue

So, we ranked our money-related keywords as 3: These were the high-intent keywords where we could easily present Cognismo as an answer to our buyers’ pain. An example is “b2b contact data provider”. At the end of this phase, we had a list of approximately 25 keywords ripe for generating revenue.

2. Focus on the product

In the second phase of the process, we reviewed our existing content with a product-centric mindset.

For each page with money-related keywords, we needed to make sure they answered the following questions:

  • What does our product do?

  • How is it good/bad?

  • What are the advantages of its use?

  • How does it compare to what our competitors offer?

The trick was to thoroughly understand our product, who uses it, and what it’s best at. With this information, we could position Cognismo as the perfect solution for our buyers. This product focus led us to create several strands of monetary keyword pages based on our competitors.

For example, content lists that compare ZoomInfo alternatives, or “crash the party” pages that target keywords that our competitors rank for, such as ZoomInfo pricing.

However, it is important to underline that we never wanted to criticize competitors or make unnecessarily misleading statements. Instead, we wanted our money pages to accurately reflect the different instruments.

We worked with our legal and product marketing teams during publication to ensure we stayed within boundaries. They had to sign every page before we could hit the publish button.

3. Identify new keyword opportunities (thinking like our customers)

This stage was all about good old fashioned keyword research. Our goal was to find new keywords to add to our list of money-related keywords.

The key was to think like a customer. What keywords would someone type into Google if they were searching for tools like Cognismo?

Again, we assigned all keywords a business potential score between zero and three, where zero means the keyword was limited in presenting Cognismo as the best solution and three means Cognismo was a critical or essential solution to problem.

4. Publish the content

In the fourth step, we had a list of existing and new money-related keywords. It was simply a matter of publishing new pages or updating old ones. We have given ourselves a few more rules to follow:

Optimization for conversions

If existing content was generating high traffic but few conversions, it was optimized for conversions (see the CRO section below for more information).

Here is an example:

We’ve revamped our “B2B Data” page for conversions, adding elements like forms and explainer videos. We wanted to provide visitors with targeted information in more interactive formats, while making it easy to request demos on the page.

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