Challenge

Our client, a leading short-term lender, was committed to providing their customers with the immediate solutions they need without compromising on integrity. They relied on both organic and paid digital activities to do so. 

However, to keep pace with changing times and customer needs, they needed to change course fast. Ensuring that they didn’t lose the lead they’d gained on their competitors was their highest priority.

As their long-time digital partners, they looked to us for an innovative yet practical solution that checked all these boxes. 

Solution

Our client was part of a crowded, competitive and regulated marketplace. Taking a strategic approach that focused their efforts while covering significant ground was critical for them to meet their goals.

First, we built a strategy that ensured resonance between organic search and paid activities. Our aim: laying out the roadmap for success. We began by defining a list of target keywords for organic and paid activities. Combining our client’s priorities and past customer behavior patterns, we identified a group of sixty (60) bottom-of-the-funnel keywords, which we then expanded to include other non-branded keywords to cover paid activities.

Next, we dove into their marketplace to deconstruct ranking content and uncover relevant insights that helped us build a content strategy that drove inbound interest. Simultaneously, we also worked on on-page optimization elements that would improve visibility and increase engagement from their target audience. Finally, to secure organic success, we focused our efforts on link building to improve domain authority. 

Parallelly, to ensure that paid ads performed and met regulations, we revamped their entire approach to paid advertising. From keywords to positioning and CTA, we took an entirely customer-first approach. The goal was to place all our focus on helping their customers navigate a challenging time in their life with a little more ease. Any brand recognition benefits that came from it was a welcome by-product.

Finally, to make sure that our client got the biggest bang for their buck, we applied all the tracking and analysis principles of conversion rate optimization to improve the percentage of applications submitted from existing visitors.

Results  

• The number of ‘keywords in the top five spots’ increased by 405.9% from the last year. 
• A 53% increase in organic traffic year-to-date compared to 2022
• The number of applications submitted from organic search increased by 78%. 
• The cost per application submitted dropped to a little below half the original value.