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Keyword Discovery
We're shipping Reimbursements next week. What content should we target for the launch?
4 steps
Foliopay is launching Reimbursements and wants launch-content direction. To make smart recommendations I need three things: (1) where Foliopay already has topical authority in the spend management / corporate cards space — that's the foundation any reimbursements launch content should build on, (2) what reimbursement / expense reimbursement / employee reimbursement keywords have meaningful volume and how hard they are, and (3) where competitors rank for those keywords but Foliopay doesn't — that's the gap worth filling on launch day. Then I can propose a cluster strategy that compounds on existing rankings instead of starting cold.
Pulling your existing topical authority, the reimbursements keyword landscape, and the gaps where competitors are already winning — running these in parallel.
Your topical authority (what to lean on)
You already rank top-10 for these spend & cards foundation keywords. They're your link equity and topical signal — every launch article should internal-link from them:
| Keyword | Your rank | Volume | Page |
|---|---|---|---|
| corporate cards | #4 | 5,400/mo | /corporate-cards |
| spend management | #5 | 3,200/mo | /spend-management |
| best corporate card | #6 | 1,900/mo | /blog/best-corporate-cards-2026 |
| expense management software | #7 | 2,800/mo | /blog/expense-management-software |
| spend management platform | #8 | 980/mo | /spend-management |
| expense automation | #9 | 1,400/mo | /blog/expense-automation |
Where the gaps are (open SERPs you can claim)
High-intent reimbursement keywords where you're invisible (not in top 50) and a direct competitor is winning:
| Keyword | Volume | Difficulty | Top-ranking competitor |
|---|---|---|---|
| reimbursement software | 2,400/mo | 24 | Crestpay (#1) |
| expense reimbursement | 1,800/mo | 22 | Vaultline (#2) |
| employee reimbursement software | 1,200/mo | 20 | Anchormark (#3) |
| automated reimbursements | 720/mo | 18 | Tidewell (#4) |
| reimbursement automation | 480/mo | 16 | Brightledger (#6) |
| instant reimbursements | 320/mo | 14 | — open SERP |
Recommended launch cluster
Pillar page (publish day-of-launch):
- /reimbursements — target "reimbursement software" + "expense reimbursement"
3 supporting articles (publish over the 2 weeks after):
- /blog/automated-reimbursements-guide → target "automated reimbursements"
- /blog/employee-reimbursement-software-comparison → target "employee reimbursement software"
- /blog/instant-reimbursements-explained → target "instant reimbursements"
All three internal-link to the pillar. The pillar internal-links back to /corporate-cards (#4) and /spend-management (#5) — that's where your existing authority transfers down into the new cluster.
Estimated lift, if executed
- 90 days: ~3,400 net new visits/mo (pillar + supporting at top 10)
- 180 days: ~6,800 net new visits/mo (clusters typically reach top 5)
Built for SEO managers, content marketers, agencies, and growth leads
SEO tools give you data. AI agents know what to do with it.
Give agents skills that match your priorities, your content, and your brand — and they stop handing you generic data.
| Without | With Gumloop |
|---|---|
| Keyword tools hand you a list — you still have to figure out which ones actually fit your site | Your agent knows your site, your priorities, and what’s worked before — so it surfaces the keywords worth chasing, not 500 generic top-volume picks to wade through |
| Competitor gap analysis is a one-time deep dive that’s stale a month later | Continuous competitor benchmarking with weekly digests of new content, keyword wins, and ranking movements |
| Site audits surface hundreds of issues with no priority | Crawl any URL into a prioritized action plan ranked by traffic impact, then bundle related fixes into one Linear ticket per page |
| Writing meta titles and descriptions across thousands of pages — in 6 languages — is impossible by hand | Your agent learns your brand voice from your existing pages, then bulk-generates on-brand titles and metas in any language — character limits respected, written back to your CMS |
| Reporting eats every Friday | Branded weekly SEO dashboards delivered to Slack with top movers, cluster summaries, and three recommended actions |
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