"Noting the YMYL (your money or your life) nature of AskTraders' product, we were quick to spot the issues in the existing backlink profile, most notably the prevalence of comment-led links which, though good for the brand, were not hitting the relevance and quality of links the brand would need to grow moving forward."
"We believe in the benefits of layered strategies, meaning we run multiple campaign activities at once. Not only does this mitigate the risk of lower performing campaigns, it presents a more natural link acquisition journey to Google."
"For AskTraders, we operated on a structure of what we call 'hero campaigns' and 'audience campaigns', the former being focused strictly on finance topics while the latter would explore broader audiences through more mass appeal style content."
AskTraders, a financial analysis firm, engaged Impression to enhance their backlink profile and SEO rankings after previous PR efforts yielded insufficient search impact. The existing backlink strategy relied heavily on comment-led links that lacked relevance and quality for YMYL (Your Money or Your Life) content requirements. Impression implemented a dual-campaign approach: hero campaigns targeting highly relevant finance publications and high-authority websites through finance-specific content, and audience campaigns using broader, mass-appeal content for wider reach. This layered strategy mitigated campaign performance risks while creating a natural link acquisition pattern for Google, balancing brand-building coverage with SEO objectives.
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