The Strategy Bankrate Used to Build a $76.3M SEO Moat

Dec 23, 2023

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In this episode, we explore how Bankrate, a leading finance website, has successfully generated millions of monthly organic visits. By investing in high-value content and emphasizing expertise, Bankrate has established itself as an authority in the financial industry. We delve into the history of Bankrate, its content strategy, and the impact it has had on their success.

Discussion Breakdown:

1. The Importance of Expertise in Content

- Bankrate's emphasis on demonstrating expertise, experience, authoritativeness, and trustworthiness in their published content.

- Trusting a brand that is written by actual experts.

2. History of Bankrate

- Bank Rate Monitor founded by Robert K. Heady in 1976.

- Transition towards the internet with the establishment of Bankrate.com in 1996.

- Bankrate's IPO in 2011 and subsequent acquisition by Red Ventures in 2017.

3. Content Strategy and Results

- Bankrate's focus on creating valuable content and becoming an authority in the finance industry.

- The mortgage rate piece that drives over 1.3 million monthly organic visits to their website.

- Satisfying search queries to capture a wide audience.

4. Investing in Content and SEO

- Strategically investing in content and SEO for business success.

- The importance of backlinks to boost website credibility and visibility.

Key Takeaways:

- Bankrate's success in driving massive organic traffic is attributed to its investment in high-value content and expertise.

- The company's long history and trusted reputation have contributed to its authority in the finance industry.

- Bankrate's focus on satisfying user search queries through valuable content has attracted millions of monthly website visitors.

- Strategic investment in content, SEO, and backlinks can significantly enhance a business's online presence and success.

Resources and Tools Mentioned:

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