🧵 Let's talk about just how much above the line activity can help entity building...here's a graph of how evanshalshaw.com ranked for "we buy any car" over a few years 👇
🏷️It's another brand's name
📊It currently gets 673k searches/month
🥈EH were 2nd for a year
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Here's the page that ranked web.archive.org/web/2019060301
Title tag: "Sell Your Car"
URL: "/sell-your-car/"
H1: "Sell Your Car"
Number of times "we buy any car" occurs in the copy *in sequence*: 0
Number of links built with that anchor text: 0
So how did EH rank so well for it?
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By HAMMERING ads like this youtube.com/watch?v=G52MkY
"We paid over £500 more than webuyanycar.com on average" - making sure that anyone who searched for "we buy any car" also searched for "evans halshaw", because they knew they could use us to get a better price.
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Some of my thoughts at the time:
"sell your car" and "buy my car" could be interchangeable as far as Google is concerned?
We spent a LOT on media, including retargeting with this message and using the "vs. We Buy Any Car" messaging on display.
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Also, every single marketing discipline understands that frequency (people seeing your brand/message more often) leads to better recall and more sales...EXCEPT SEO, who are obsessed with new sites where your brand will just be a passing mention/readers will forget you quickly.
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...and the graph falling off at the end? Cut TV spend.
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Replying to
What is the effect of ads on rankings?
I had the belief that the effect of paid ads on rankings was 0 (assuming this commercial was pushed with paid ads). I thought the effect of paid ads was on traffic.
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Replying to
🙂
Here's how "get £250 when you switch your current account to first direct" as a CTA on a MoneySupermarket ad moved fd from 21st to 13th for "current account" without us doing a single other thing
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