SEO Case Study

Finance Industry

Our team dramatically increased the total number of keywords the client’s site was ranking for, AND brought the estimated value of that traffic to over $350,000 per month!

Background: Financial Services SEO Case Study

The financial services niche is one of the most competitive – and lucrative – online. The client came to us because their site was not seeing enough traffic. It was launched in July of 2017 and had about 13,000 visitors a month before our team began running SEO campaigns in Oct of 2017.

The client’s goal? To compete with the biggest names in the space.To achieve this goal, our team created an aggressive plan. Starting with a $3,000 per month budget, we progressively worked up to $40,000 a month.

What steps did our team take to accomplish our client’s goal? Please read on!

Step 1: The SEO Audit

If you’ve read any of our other case studies, you know that our process always begins with an SEO audit. The audit for this client showed no previous search engine penalties since it was relatively new site.

We did, however, find aggressive anchor text making up almost 7% of the backlink profile. The team strategized ways to diversify additional links.

The Keyword Analysis
The team’s first step was to identify any keywords with monthly search volumes between 20 and 11,000 ranking in positions 4-30. This analysis yielded 230 keywords.

Because these 230 keywords were already ranking close to the top of search results, we were confident that focusing on them would result in quick results. Research also revealed that these were very lucrative Google Ad keywords. A few of the lower volume keywords were being bid at $20 per click.

Our team built this into the strategy when determining which keywords to target on which pages, as many of the pages on the site already ranked for a several keywords. We also optimized several pages on the site with LSI (latent semantic indexing) keywords to further increase the rankings.

LSI keywords are words that would logically go together when creating content. For example, if your keyword is “stock options”, your LSI keywords might be “put option example”, “cboe”, “trading strategies”, etc. LSI keywords aren’t synonyms. They’re related terms that search engines use to understand what your page is about to make sure it is serving relevant pages to the searcher. The more relevant your content is, the lower your bounce rate will be.

The Competitive Gap Analysis
The competitive gap analysis is used to help the team locate keywords that your competitors are ranking for that you aren’t. The team uses these keywords to generate new content idea for your site. If the keywords are already ranking and your competitors are getting that traffic, our goal is to take some of it.

The competitive gap analysis showed over 1000 keywords that competitors were targeting that the client’s site was not. Our team selected three kinds of content to target and applied each at different stages over the course of the campaign:

  • Category Pages
    Category pages use broad, high volume keywords that talk in general about a subject.
  • Product Review Pages
    Through the competitive gap analysis, we identified very valuable brand and product descriptions to review. The team used these to develop a considerable amount of content, the goal of which was to produce revenue.
  • Supporting Content
    Further along in the campaign, following the completion of the above foundational content, we started creating supporting content for the high competition keywords.

The overall strategy was to support a large, broader category keyword with contextually relevant cornerstone content that linked to the high competition keywords content, which built the foundation for the page rankings. These were typically more niche-specific or situational variations of cornerstone pages.

Step 2: Launching the SEO Campaign

For almost all campaigns our SEO team builds, we create an assortment of high-quality links and content. As we track and report the monthly results of the campaign, we typically shift part of the spend into higher-quality links and more content. This enables us to take advantage of the higher page rankings. Plus, the client is reinvesting profits back into the business furthering growth.

It’s important to note that our SEO and content teams only use natural white hat techniques when posting new content to increase site traffic, authority, and trust. Here’s how the campaign progressed over the course of several months.

Phase 1 – Posts and Links per Month

  • Seven blog posts of 1000 words
  • Two guest posts to sites with domain authority of 20
  • Three guest posts to sites with domain authority of 30
  • Two guest posts to sites with domain authority of 40
  • Approximately 102 backlinks into the site from authority and top level blogs

Phase 2 – Posts and Links per Month
As the campaign progressed we added more content and shifted to higher quality links, for example:

  • 16 blog posts of 1000 words
  • 10 guest posts to sites with domain authority of 30
  • 15 guest posts to sites with domain authority of 40
  • Five guest posts to sites with domain authority of 50
  • Approximately 240 backlinks into the site from authority and top level blogs

Then, as we saw the success of content ranking and the large breadth of targeted keywords to rank for, we shifted even more budget into content, while continuing to build high-quality links.

Phase 3 - Posts and Links per Month

  • 40 blog posts of 1000 words
  • 20 guest posts to sites with domain authority of 30
  • 10 guest posts to sites with domain authority of 40
  • One guest posts to sites with domain authority of 50
  • Approximately 192 backlinks into the site from authority and top level blogs

Results: Financial Services SEO Case Study

The results our team achieved for the client from this campaign were truly amazing. All of the pieces came together perfectly: A well-defined strategy, proper execution, and great communication with a wonderful client.

In less than one year, the site became a major player in the financial services sector, ranking for some very competitive keywords. The value of the site’s traffic (as of this writing) is estimated at $351,000 per month and it ranks for over 25,000 keywords. And, the graph below shows how we aggressively grew traffic over one year:

This was a fantastic campaign for our SEO and content teams. Not just because of the results that were achieved, but because of how we were able to help our client.

The client trusted the team's expertise and provided the input needed to help identify the right high targets to focus on as the campaign proceeded. The client also trusted us with a larger budget.

Because of this larger spend level, the team could do a much more robust competitive gap analysis, which gave the client deeper insights into the impact on business decisions.

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