Site Content Strategy From a Search Leader

Organic Search & SEO
October 1, 2020
Financial Services

Key Takeaways

Traffic Channel Tactic — Organic Search Focus: Investopedia’s web traffic has increased by 41% YoY from January to October. This is mainly due to a 50% increase in traffic from Organic Search, where Investopedia derives 87% of their website traffic (which is 2.5 times more than the industry average of 33%). The keywords driving this increase in traffic focus on financial ratios (e.g., “p/e ratio”), investment accounts (e.g., “tfsa”), and individual stocks (e.g., “tsla”). Investopedia’s array of keyword-heavy articles combined with their numerous backlinks contribute to a high authority score, which helps their URLs achieve the number one position on the Google SERP. Consider building out blog content that focuses on these topics to help provide value to current & prospective clients.

Article Tactic — Increased Readability: Investopedia structures their articles to maximize reader utility and to cater to different learning styles. This is achieved by adding in a host of different features such as a table of contents, a video synopsis of the article, visualizations of the article’s main points, and a key takeaways section to help provide a quick understanding of the article. Investopedia also includes links to related terms and articles at the bottom of each post to promote further reading and keep the reader in their ecosystem.

Consider how the current features of your blog are contributing to your user’s experience and if there are any additional items you can add to enhance the utility of your articles.

Paid Channel Focus Allocation — Investopedia Display Ads: Competitors such as Wealthsimple ($299K), Scotiabank ($138K), and TD ($77K) are investing heavily in display ads on investopedia.com. Consider running display ads on investopedia.com and test between desktop and mobile display ads.

For the period of January to October, Investopedia’s web traffic has grown by +41% YoY.

Investopedia - Web Traffic

March to May saw the largest YoY traffic increase (+53% average), with a second spike this past October.

Investopedia - Web Traffic Increase - March - May 2020

From January to October, the traffic channels that saw the highest YoY increases were Organic Search & Direct—with growth in the referral & social channels as well.

Investopedia - Web Traffic Increase - Organic Search and Direct
*Based on Canadian Desktop traffic only

Investopedia derives 2.5 times more traffic from Organic Search than the industry average.

Investopedia - Percent of Web Traffic
*Based on Canadian Desktop traffic only

Investopedia also has a higher than average percentage of non-branded versus branded keywords driving traffic to their website when compared to the industry average.

Investopedia - Percent of Organic Keywords
*Based on Canadian Desktop traffic only

From January to October of 2020, the top 10 non-branded organic keywords focused on searches for different financial ratios, investment accounts, and individual stocks.

Investopedia - Top 10 Non-Branded Keywords
*Based on Canadian Desktop traffic only

Looking closer at this past October, the top 10 non-branded organic keywords focused on similar searches with a focus on the topics of “debt to equity ratio” & “return on equity.”

Investopedia - Top 10 Non-Branded Keywords - debt to equity ratio - return on equity
*Based on Canadian Desktop traffic only

Investopedia can rank number one in the SERP for the majority of their top keywords due to their vast database of investing related articles that contributes to a high website authority score.

Investopedia - SERP Position
**Based on the URLs’ organic position on the Google search results page in the last 30 days. N/A means the keyword does not have a specific link associated with it.

Investopedia structures their articles to maximize utility for the reader and to cater to different learning styles.

Investopedia - Articles

Investopedia includes a table of contents at the beginning of each article to help readers quickly jump to the section they are looking for.

Investopedia - Articles - Table of Contents

A video is also included to help those who may learn better from a quick auditory & visual summation of the article’s key points.

Investopedia - Debt to Equity Ratio

Visualizations of key points are also included for readers to further aid their learning process.

Investopedia - Key Points Visualizations

A key takeaway section helps to summarize the main points and is useful for readers who are looking to get a quick understanding of the topic.

Investopedia - Article Key Takeaway Section

Investopedia includes links to related terms & articles to keep the reader in their ecosystem and encourage them to continue reading.

Investopedia - Related Terms

In the past six months, Wealthsimple was the top advertiser for Investopedia ($299K total ad spend ), followed by Questrade ($279K).

Investopedia - Top 10 Canadian Advertisers on Investopedia.com

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