Our strategy was to increase semantic relevance for high scoring, uber-competitive transactional “head” keywords. We would do this by building greater content depth via the less competitive informational “tail” queries. 6 content hubs were established and lived under a newly created “/learn” folder, right off the LanternCredit.com root: Personal Loans, Small Business Loans, Student Loans, Credit Cards, Auto Loans, and Mortgages. These keywords had 3,000,000+ supporting keyword derivatives and search demand estimates of over 92,500,000/month tied to them.
On a weekly basis we developed and launched new content clusters for each of our 6 hubs (800+ content pieces): in-depth articles, guides, tools and calculators, how to’s, what is and answers to frequently asked questions. This helped to expand our keyword universe and develop the critical E-A-T (Expertise, Authoritativeness, Trustworthiness) signals that both Google and potential customers are looking for. E-A-T is part of Google’s Search Quality Evaluator Guidelines and an important component of its algorithm.
As a relatively new domain, Lantern needed a robust digital PR strategy to help disseminate its story, promote the newly created content, and boost page and domain equity. We leveraged existing relationships with publishers and influencers in both the financial and investment space. Current and ongoing news events related to COVID’s impact on small businesses along with multiple interest rate hikes by the Federal Reserve created tremendous digital PR and content placement opportunities. Rising search demand for loans that provide relief for small businesses helped us prioritize content creation. We capitalized on this opportunity by placing more than 500 pieces of high-quality content in publications such as The Business Journals, Time Magazine, LA Opinion, and Fox Business. Each outlined Lantern’s differentiators, value proposition, features, and unique approach to lending. A robust internal linking strategy to the primary navigation and across newly developed content pieces helped to increase Googlebot crawl activity, indexation, semantic relevancy, and page authority for all 6 content hubs and their clusters.