Small Battles, Big Results

Using Vertical TopicSEO for Growth

Cam Garrant | Repsly, Inc

Vertical Topics?“My regular topics are just fine, thank you..”

That may be true!

“Vertical topics are applications of your product, down to the most granular level.”

Who Needs Vertical Topics?

1. Companies trying to break into established SEO markets.

2. Companies with flexible products that serve many different markets.

3. People with close to no resources.Hint: If you’re at a growth camp—there’s a good chance this is you!

• Repsly needed organic traffic and customer growth—QUICKLY.

• Their primary market—CPG customers—often purchase software in an ‘old-school’ way.

• Those same CPG customers search for Repsly-relevant terms such as ‘Mobile CRM’ , ‘Data Collection Software’, etc.

Check This Out

MFW

What We Had : Limited personnel, a limited timeframe, and limited resources.

We could try to compete with the larger companies *cough*Salesforce*cough*

but it would have taken most of our time & effort.

Time To Make A Choice

Repsly sat down as an entire team for a day, once a week, for a month, and thought of every feasible application of our software, regardless of how obscure it may be.

In fact—the more obscure it was, the better.

Here’s why:

Vertical Topics It Is Then.

DA PA Backlinks#1 50 17 268#2 68 17 87#3 55 21 6#4 61 77 50#5 50 12 14#6 50 12 8#7 78 37 7#8 53 15 2000#9 52 43 61#10 49 41 15Repsly @ the Time 33 9 0

DA PA Backlinks#1 61 14 7#2 64 12 2#3 56 18 46#4 48 10 2#5 38 14 54#6 51 22 797#7 52 15 42#8 47 10 0#9 36 15 0#10 52 11 102Repsly @ the Time 33 9 0

“Mobile CRM” “Maid Service Software”

The thing is – almost none of the pages in the SERP had their on-page house in order. They may have had some cheap links from Fiverr – but we could build contextual relevancy.And we did. And we ranked.

• Competition for a keyword like ‘mobile forms’ was fierce. But ‘cleaning estimate form download’ was ripe for the picking.

• Paper forms were a problem maid companies had that most of them didn’t even realize.

Don’t Sell Your Features—Sell The Use-Case

Turns out we didn’t have to rank for ‘Mobile CRM’ or ‘Mobile Forms’ (we’re still trying though!)

Now You’ve Got An Audience

Some Other Awesome Industries We’ve Succeeded With

• Appliance Repair• Auto Parts• Bakery Management• Beer Distribution• Brewery Management• Carpentry• Carpet Cleaning• Catering• Contractors• Couriers

• Distillery Management• Dog Walkers• Electricians• Fire Safety Inspectors• Hospice Workers• Locksmiths• Real Estate Managers• Roofers• Solar Installers• Wholesale Distributors

Small Verticals

—Big ResultsThen And Now

Marko Kovac – CEO & CoFounder of Repsly

Cameron.garrant@repsly.com@camgarrant