Building a strong link portfolio based on ERP systems research

There is a range of specific online marketing instruments that are helpful to gain visibility in search results and generate targeted traffic to a website. Development of link building strategy is an essential step of making a website searchable and linkable within a relevant industry niche.

IM Action specialists implemented an industry specific research for ERP (Enterprise Resource Planning) Systems based on the analysis of niche capacity, traffic volume and potential leads. The main task is to estimate priority directions for internet marketing, which could be useful for SEO in Russia. The result of our research can assist in development of successful marketing strategies in banking area and related industries.

Step 1: Keyword research 

The first step is to collect and analyze data about keywords semantics. Such analysis shows the target action’s over all processes in a selected niche. According to this, specific sematic structure for ERP systems is as follows:

1. ERP Systems (erp systems presentation, russian erp systems, erp system selection, erp system cost implementation, etc.);

2. CRM systems (crm system for business, sales crm system, comparison of sales crm systems, etc.);

3. Finance (erp finance, enterprise financial planning process, etc.);

4. Quality (quality management system, erp quality management, manufacturing process control, etc.);

5. Human Resource Management (HRM system organization, erp human resource management system, etc.);

6. Environment (environmental management of impacts, etc.);

7. Business Performance Management (erp bmp, business performance management, etc.);

8. Document (erp document, etc.);

9. Product lifecycle (product lifecycle management erp, automation product lifecycle management, etc.);

10. Business processes (erp business process modeling, business process modeling tools, etc.).

Step 2: Conversion, sales and revenue

Based on the quantitative analysis, each semantic group was examined for the following aspects:

• Average monthly search (Google and Yandex);

It allows to estimate the total size of the market. You will get info about all users’ searches for particular products or services. It is specific for targeting settings and simplifies the search volume data. You can get global data or local.

• Competition rate (Google and Yandex);

This parameter estimates the level of competition.

• CTR Top-5;

Click-through rate shows the total amount of traffic in Top-5 of organic search results.

• CR;

Conversion rate monitors performance. The conversion is close to the purchasing process and shows an approximate traffic volume that converts into leads.

• Sales revenue;

It shows revenue from the website, indicating an average volume cost.

Find detailed statistical data of the research in the table below.

Table 1.

The analysis shows the total market capacity, in particular across the most popular search results, as well as enables to compare various business areas in terms of business attractiveness. Conversion rate may be adjusted according to seasonal trends. The same thing applies to the average cost per lead that can be discussed at the final stage of niche marketing approval.

There are many technical expert blogs, national rankings, wiki and article directories to found in search results for a given keyword semantics. While the number of software development websites in a given semantics is insignificant, there is no need to differentiate commercial and information search queries. Potential leads can be of both types.

Chosen keyword semantics shows significant niche capacity. During the first year of the marketing campaign, it is a good practice to select at least five feasible niches and consistently expand to other markets.