SEO Case Study: Janover
From 2018-2020, I worked with the industry’s fastest-growing commercial real estate loan brokerage, Janover (JNVR), helping them grow from $100-$300 million+ in originations per year with organic SEO, facilitating the revenue growth that led Janover’s its 2023 NASDAQ IPO.
As Janover’s Director of Content Marketing, I created and managed over 15 websites in the commercial real estate finance, real estate investing, and small business finance spaces, helping Janover reach more than 1 million highly targeted organic clicks per year by the end of 2019.
To do this, I created a powerful and extremely cost-effective SEO strategy in order to generate as many highly qualified leads as possible at an extremely low cost-per-lead. Over the course of our initial campaign, Janover was able to generate approximately 15,000 additional highly qualified leads per year at a total campaign cost of less than $100,000.
Today, Janover’s organic SEO traffic is doing better than ever— without significantly more project investment, and is still generating well over 1-1.4 million highly targeted organic clicks per year. Check out the charts below to learn more!
Late 2023 Traffic Update For Multifamily.loans:
As we see below, Janover’s flagship site, Multifamily.loans, generated approximately 1 million clicks over the last 12 months— with only a few changes since my initial 2018-2020 SEO campaign.
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SEO Strategy and Methods:
Creating these results didn’t come naturally— but they weren’t magic, either. Some of the bedrock of the content strategy I implemented for Janover included:
The best content in the business: We created incredibly high-quality, comprehensive, long-form niche content with examples, graphics, equations, and videos— allowing highly complex concepts to be easily explained to readers of all experience levels.
Advanced keyword and competitor research: To understand the market opportunity, we researched 100s of websites in the real estate investing and lending space (using industry-leading tools like Ubersuggest, AHRefs, SEMRush, and SpyFu), looking at what they did right, what they did wrong, and what we could improve upon.
Keyword difficulty and conversion rates: We also looked at factors like keyword difficulty— since you only want to write content you have a chance of ranking for— and potential keyword conversion rates— since, in the majority of cases, you only want to write content that actually generates qualified leads.
Developing topical authority: Unless you’re a national brand or happen to go viral, to succeed in SEO, you’ll need to develop something called topical authority. Topical authority is developed when a site publishes a significant amount of quality content around a highly specific topic. This shows Google that the site has specific expertise, allowing newer sites— and those with less overall content- to rank higher for competitive terms.
Increasing domain authority: While we didn’t actively build— or buy— links to Janover’s network of sites, we did create the kind of high-quality, heavily researched, niche content that’s hard to find elsewhere, giving us backlinks from a wide array of reputable sites (including Wikipedia). We also broadcast relevant articles across our social media channels and via an email list of more than 10,000 readers, giving our best articles ample opportunities to circulate around the internet. This allowed us to generate domain authorities of 18-20+ for multiple brand-new sites and increase domain authorities up to 36 for our established sites, further helping increase organic traffic and lead generation.
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Every business is different— but they all have a few things in common; they all need to generate as many qualified leads as possible, as fast— and as affordably— as possible. I’ll help you use a mix of SEO, paid ads, and creative branding to do just that,
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