Client case study
Finance SEO
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:
- Structural and technical audit - Technical SEO
- Data integrity audit - Analytics
- Content strategy - SEO
- Keyword research & search intent analysis
- Content audit
- Competitor and market analysis
- Content strategy and content implementation plan
- Social media audit - Paid and organic social
- Backlink audit and strategy - Link building
Campaign lifecycle
Campaign lifecycle
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 |
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 | |
Impressions | 749,679 | 855,417 | |
CTR | 1.66% | 1.63% | |
Avg. pos. | 26.28 | 24.19 |
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
Results
Part 1
- Google non-brand SEO clicks increased by +189% in 12 months to June 2022
- Google non-brand SEO impressions increased by +53% in 12 months
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%
Results
Part 3
- Organic conversions increase substantially through the funnel, with overall Submitted Loan Applications increasing by +36% YoY for June 2022
- Submitted Loan Applications for product pages (SEO pages) increased by +135% YoY
- Organic keyword growth experienced exponential growth, increasing the volume of ranking keywords by approx. +250%
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