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What stage is your business currently in?

The client’s problem

A well-known brand within the finance industry had struggled for years with different SEO agencies and their ability to deliver improved organic search performance for generic, non-brand keywords.


Their previous agencies struggled with:
  • Understanding technical SEO, working with dev teams and optimising websites
  • Non-performing content strategies, and 
  • Non-existent link building strategies

The client approached Digital Architects in November 2020 to begin discovery research and work on technical, content and link building SEO strategies.

The solution

Part 1, discovery research

The first phase of the the client engagement was a 6-month SEO discovery research project, which included delivery of the following research and strategic analyses:

  1. Structural and technical audit - Technical SEO
  2. Data integrity audit - Analytics
  3. Content strategy - SEO
  4. Keyword research & search intent analysis
  5. Content audit
  6. Competitor and market analysis
  7. Content strategy and content implementation plan
  8. Social media audit - Paid and organic social
  9. Backlink audit and strategy - Link building
Campaign lifecycle
marketing strategy flow chart - discovery

Campaign lifecycle
marketing strategy flow chart - planning and setup

The solution

Part 2: Technical SEO, developer consulting and implementation

The second part of the the client engagement was to support the the client’s internal development team on their strategic priorities to fix critical issues with the website:

  • Critical issue:  Main navigation not indexable by Google
  • Other issues:  
  • Dozens of technical SEO fixes, plus
  • Information architecture and internal linking strategy did not support SEO growth

Results

Part 2, technical fixes

Generic-keyword search engine visibility increased by +21% post-launch following technical fixes.

Comparing 15 weeks of Google search impressions pre-launch versus post-launch
Generic impressions
15 weeks pre- vs post-launch

Impressions pre-launch

439,512

Impressions post-launch

531,576

Change

20.95%


Clicks, impressions and average position all improved following technical fixes

Metric
6 months pre-launch
6 months post-launch
Change

Clicks

12,469

13,957

11.93%

Impressions

749,679

855,417

14.10%

CTR

1.66%

1.63%

1.81%

Avg. pos.

26.28

24.19

7.9%

Google Search Console:  Generic queries, Australia only

The solution

Part 3, SEO retainer

The final piece of the the client engagement was an ongoing SEO retainer, beginning in July 2021, covering:

  • Technical SEO monitoring & maintenance
  • Developer consulting and release testing
  • Content marketing strategy & copywriting
  • Link building strategy and digital PR
  • SEO dashboard creation
  • Monthly report and insights
Campaign lifecycle
marketing strategy flow chart

Results

Part 1


  1. Google non-brand SEO clicks increased by +189% in 12 months to June 2022
  2. Google non-brand SEO impressions increased by +53% in 12 months

organic trends graphs

Results

Part 2

In the seven months from July 2022 to January 2023, performance improved, almost exponentially:

Google non-brand SEO clicks increased by +143%

Google non-brand SEO impressions increased by +42%

organic clicks and impressions graphs

Results

Part 3

  1. Organic conversions increase substantially through the funnel, with overall Submitted Loan Applications increasing by +36% YoY for June 2022
  2. Submitted Loan Applications for product pages (SEO pages) increased by +135% YoY
  3. Organic keyword growth experienced exponential growth, increasing the volume of ranking keywords by approx. +250%
organic traffic graphs

Ready to take your brand to the next level?

We've made it easy for you to take the first leap.