Stan Golovchuk
speaker
100 appearances
1 recordings
1 series
first heard Oct 2024
last heard Oct 2024
Stan Golovchuk’s voice in public audio — every appearance, attributed to the second.
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Appearances
And
we have individual sites targeting those consumers too.
And on the one hand, every site is its own battle and it has its own different stage of organic and content maturity.
So our strategy actually has to be pretty agile on a country per country level.
But on the other hand, essentially bringing it back to the subject, we're able to actually learn from our successes from maybe more mature websites and use those as a shortcut to build up the content on a new website, maybe because we've emerged in a new market altogether.
Yes.
You have to be surgical about it and understand the different texture of a particular country's marketplace and financial environment.
The same is true in parts of Europe.
The UK is not a member of the EU and countries in the EU can actually sometimes invest in banks in other countries if they're part of the European Union in a way that people that are not in the EU actually cannot.
And that's where I think it's really been important for us to build our thought leadership across broader savings, investing, retirement topics that maybe are targeted to people just at different levels of personal finance knowledge and personal finance maturity too.
Not every piece of informational content is going to lead to a conversion, but it might lead to brand awareness and will generally contribute to our overall expertise within a space that I think not only resonates with potential consumers, but that's something Google recognizes over time as well, that we're ranking for content across this wide range of subject matters.
And sometimes that helps us actually perform better when we produce a new piece of content about something net new altogether.
Well, we're fortunate that it's an easy sell when a page is doing really well in one country and stakeholders from another country want to emulate that as well.
And we're a really solid international team, but there's friendly competition on all sides of the Atlantic.
And it's really easy to build that confidence when you can say like, here's a page that's done really well.
Maybe it's about a topic that you wouldn't intuitively think to write about, but we're
we could be capturing that traffic that would otherwise go to another competitor here in the United States.
So in the sake of competitive analysis and expanding our competitive reach across content in the US, we're willing to write about just about anything where it makes sense to our brand and our voice.
And we can actually share a little bit of expertise with consumers too.
You try to iterate as much as you can, because sometimes a piece of content not working isn't indicative of the subject itself, but maybe it's the keyword decision that we made and making sure that we're also meeting search intent as well as possible.
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