The keyword options for this financial company were limited, resulting in keywords and content that didn’t drive traffic or sales. With BrightEdge we developed a new content strategy, mapped new keywords to existing pages, and focused on quick answer topics.
Optimizing Keywords Drives 37% Increase in Organic Traffic
Task
Understand why the content for this financial and ecommerce company was not ranking high in Google search engine results.
Challenge
Verifi is a financial and ecommerce software solution for companies to help alleviate credit card chargebacks. While this is a profitable financial business, the variety and breadth of high-volume keywords are thin.
When Know Agency started managing the account, the chosen keywords were too broad and did not provide any value to the client. Also, the majority of pages on the site had thin, under-developed content.
Solution
Working with our partners at BrightEdge, we used Data Cube to analyze competitors and discovered which keywords fit the search intent of Verifi’s customer base. Using the Longtail keyword feature in Data Cube, they identified hundreds of relevant keywords to go after and then defined a content augmentation program.
Once they were confident with the new keyword plan, they mapped some of the keywords to existing pages in Keyword Reporting, created new content pages, and tracked all of them in groups in Page Reporting. They also utilized BrightEdge Ignite analysis to uncover other keywords that were missed but were an opportunity for optimization.
Finally, they worked with Verifi to present topics in a knowledgebase format, similar to what their competitors were doing, to further provide quick answers for potential new customers.
Results
The Data Cube score, a measure of search footprint and potential, increased from 413 to 3,130. Keywords almost doubled as well from 689 to 1,298. Organic search traffic increased 37% in less than 1 year.
