The Power of Keyword Clusters for Fintech Communications
Traditional SEO strategy
Traditional keyword-focused SEO strategies have long been the cornerstone for fintechs aiming to achieve high visibility online. By honing in on specific terms or phrases relevant to their offerings, fintech companies could draw organic traffic and potential clients.
But search engines are become smarter and user queries are more diverse than ever. Is zeroing in on singular keywords still the most effective strategy?
Well. Yes and no. I think it’s more a case of both/and than either/or.
Enter keyword clusters. Instead of just leaning on one main keyword, this approach uses the synergising power of a group of related keywords.
Think of it as not just targeting a single fish but casting a wider net to capture an entire school. For alternative asset fintech companies, this could be the silver bullet in reaching both a more specific and a broader audience.
Understanding Keyword Clusters: Beyond the Main Keyword
To appreciate the power of keyword clusters, I want you to understand the limitations of the main keyword strategy.
2.1. The Limitation of Single Keywords:
When alternative asset fintech companies rely solely on main keywords, they often find themselves in a saturated market where everyone is competing for the same narrow band of visibility.
Take the term "alternative asset platform". It's precise, it does accurately represent what a lot of my clients are, and a lot of companies might believe it's the golden ticket to attracting their target audience.
But there are thousands of alternative asset platforms in the field. Focusing on just this keyword unduly focuses your content on an oversaturated space, making it harder for you to stand out.
2.2. Enter Semantic Search:
Search engines today are much more sophisticated than they were a decade ago. Google now aims to understand the intent behind a user's search rather than just the specific words they type in.
This is where keyword clusters really come into the fore.
Instead of just identifying individual terms, search engines now look at related terms, synonyms, and context to deliver more accurate and relevant results. It’s a more human-centred, almost sociological search mechanism, which, as a sociologist, I obviously think is very cool and wise.
2.3. What are Keyword Clusters?
At its core, a keyword cluster is a group of closely related keywords that cover a particular topic or theme comprehensively. So, instead of focusing solely on "alternative asset platform", a keyword cluster might include:
Alternative asset investment solutions
Blockchain technology in alternative assets
Sustainable alternative asset platforms
Efficient alternative asset transaction methods
The beauty of this strategy is that it allows alts platforms to showcase their depth and breadth in a particular area, touching on different components of their offering and their expertise.
2.4. Case Study: Leveraging Keyword Clusters for Success
Let's take a hypothetical alternative asset fintech company, AltFinTech Solutions Ltd.
Initially, their content strategy focused on the main keyword "alternative asset management platform". After noticing stagnating growth in organic traffic, they decide to embrace the keyword cluster approach.
By incorporating related terms like "sustainable asset management", "blockchain-powered asset tracking", and "AI-driven investment insights", they can both cast a wider net, and also also target specific niches within their market.
The result is likely to be much stronger for AltFinTech Solutions Ltd because the content now addresses both diverse and specific queries from potential clients.
Ok, easy enough to understand in principle. But how do you do it for yourself?
Implementing Keyword Clusters: A Strategy Shift for Maximum Impact
Now that we understand the "why" behind keyword clusters, let’s look at the "how".
3.1. Identifying Your Core Topics:
Every alternative asset company has specific areas of expertise. Start by listing down the primary topics or services your company offers. For instance:
Real Estate
Tokenisation
Sustainable investing
Collectibles
Private Equity
Technology-driven asset management
3.2. Branch Out with Sub-topics:
For every core topic, there are tens of sub-topics that can be covered. Using tools like Google's Keyword Planner or SEMrush can help you discover related keywords. Taking "Technology-driven asset management" as an example, sub-topics could include:
AI in asset prediction
Machine learning for asset allocation
Blockchain for asset traceability
3.3. Create Comprehensive Content:
Instead of writing multiple short articles focusing on each keyword, think about working on in-depth pieces that cover an entire cluster. This not only showcases your company's comprehensive knowledge but also positions you as an industry thought leader.
I always recommend in-depth blogs and newsletters for my clients. They consistently get better results, bring in more leads, and go on to deliver more conversions.
More or less anyone can put together 400 words for a blog post about the impact of low-correlation assets. But not everyone can (be bothered) to write a 3,000 word mini white paper on the same topic. Longer pieces simply demand more information, more research, more care, and more skill.
This is exactly why you want to do it.
Your readers will see that you are the platform that is willing to put in the attention to detail, undertake the data collection, and thoughtfully craft a coherent and readable article. This pays tremendous dividends in differentiating you from your competitors, even if you are both offering an identical product.
3.4. Optimize On-page Elements:
When using keyword clusters, ensure that your main keyword appears in the crucial on-page elements like the title, meta description, and H1 tags.
The related keywords from your cluster can be incorporated naturally within the content, H2 tags, and alt text for images.
3.5. Monitor, Analyze, and Adjust:
Using keyword clusters isn't a "set it and forget it" strategy. Regularly monitor your content's performance using analytics tools.
See which clusters are driving traffic and engagement, and adjust your strategy accordingly. Remember, the financial sector evolves rapidly, and so do search trends.
Key Takeaway Action Points:
Audit Your Current Content: Examine your existing content and see where you can expand on main keywords to incorporate clusters for a more comprehensive approach.
Invest in Keyword Research Tools: Tools like Ahrefs, SEMrush, and Google's Keyword Planner can help identify valuable keyword clusters that resonate with your target audience.
Regularly Review and Adjust: The fintech sector is so fun in part because of how much innovation is genuinely going on. This also means that things in our industry change a lot. Regularly review your keyword strategy to make sure it aligns as well as possible with current industry trends and search behaviours.
Three Takeaways for CMOs and Heads of Communications
Paying attention to keyword clusters isn’t just about boosting your SEO, though that is a great thing too. Closer attention on keyword clusters is about understanding the full spectrum of your audience's interests and creating content that actually meets their needs.
For CMOs and Directors of Communications in the alternative asset fintech space, here are three key steps to takeaway and start experimenting with today:
4.1. Dive Deeper with Keyword Research:
Tool Up: Utilize advanced SEO tools like Ahrefs, SEMrush, or Moz to identify clusters around your primary keyword. These tools provide insights into related search terms, question-based queries, and the search volume associated with them. I am amazed at how many teams don’t make full use of these tools. Don’t be one of them.
Analyze Competitors: Your competition can be your best inspiration. See what keywords your competitors rank for. This can uncover gaps in your own content strategy and highlight potential clusters you might have missed.
4.2. Rethink Content Creation:
Thematic Content Calendars: Instead of standalone topics, structure your content calendar around themes. If your theme for a month is "Blockchain's Role in Alternative Assets", all content – from blogs to social media – should revolve around this, for some high ranking comprehensive coverage.
Collaborate with Experts: To maximise the depth and usefulness of your content, collaborate with industry experts, academics, and other professionals. LinkedIn is an amazing and free resource for finding and connecting with experts in your area. Including expert quotes and data in your content not only enhances quality but also boosts your credibility.
4.3. Monitor, Measure, and Refine:
Track Beyond Traffic: While organic traffic is a great metric, I invite you to go a little deeper. Monitor the average time spent on pages, bounce rate, and conversion metrics to truly gauge content effectiveness. Where exactly are you readers spending time? Which blog posts or product pages? What does that content tell you about how you can serve your clients even better?
Continual Learning: SEO and keyword strategies aren’t a set-and-forget game. Update your knowledge about industry shifts, algorithm changes, and emerging trends. This keeps your strategy agile and your content relevant.
A/B Testing: Experiment with different keyword clusters and content types. A/B testing can provide insights into what truly resonates with your audience, which means you can refine and improve your strategy over time.
For those leading the charge in communications and marketing in the alternative assets fintech space, shifting focus from a singular keyword to a more expansive keyword cluster approach can be a game-changer.
It is about SEO rankings, yes. And it's also about establishing domain expertise, meeting audience needs, and ultimately driving business growth and ROI.
Wrapping Up: The Future of SEO is in Clusters
5.1. The Evolution of Search Engines:
You already know that search engines are always evolving. Their primary goal is to provide users with the most relevant and comprehensive answers to their queries.
Gone are the days when keyword stuffing or relying solely on a single keyword would get you top rankings.
Today, search engines are looking for topical relevance, content depth, and genuine added value.
5.2. Benefits for CMOs and Heads of Communication:
For fintech CMOs and alternative asset Heads of Communication, this cluster approach isn't just a technical SEO task. It's a content strategy that can lead to:
Better Engagement: Comprehensive content answering various related queries means that your readers stay longer on your site, reducing bounce rates and improving your ranking.
Higher Authority: Covering a topic extensively can position your alternative asset company as an authority in the field. Depth and breadth is the long-term goal.
Improved Conversion Rates: With content that aligns more closely with user intent, the likelihood of converting a reader into a customer or subscriber increases. And that is, after all, the whole point.
5.3. A Sustainable Approach:
For alternative asset fintech companies who want to maximise their digital visibility and engagement, the transition from a singular keyword focus to a keyword cluster approach is a no brainer.
Not only does using the cluster approach align with the direction that search engine algorithms are moving in, but it also provides a richer, more holistic content experience for users.
This, in turn, reinforces brand authority and trust, and brings in more conversions and profit.
Final Takeaway:
Embrace the cluster approach, continually refine based on data, and remember that depth and relevance always trump simple keyword presence.
Ready to Amplify Your Content Impact?
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