|
Situation
This corporation is a subsidiary of one of the USA's largest
financial companies and is a provider of personal loans. They
give out more than 15 million applications and have over 11,000
agencies and financial specialists in the U.S. and Canada.
Through their engagement with AddReal, the company added a new
division to their website. This new group provides car and home
financial services through distribution channels that include
internal agents, independent agents, worksite, financial
institutions and broker-dealers.
The corporation does business in one of the most intensely
competitive online loan marketplaces. Marketers of their company
wanted the site to achieve greater visibility on branded and
non-branded loans and financial services terms within the major
search properties, and as a result attract more qualified
prospects that would generate more revenue for each of their
product offerings.
Objectives
Marketing online in the loan sector is an overwhelming task.
Loan companies compete aggressively for top search engine
rankings. In addition to the competition of other loan and
financial services, the company’s website was being outranked on
branded keywords by anti-company and blog websites. When a
searcher queried the company’s brand name, the number-one
listing directed users to a “complaint website” about the
organization. So, a major challenge was to outrank this
detrimental website and clean up the image of the company in
some of the blogs.
Another problem for the website was that it was structured with
a significant amount of content that did not focus on any of the
company’s targeted keywords. Even though a lot of content
usually benefits a website, ideally each page should focus on a
few selected keywords.
Because of the
lack of rich keyword content on each page, the site was
not taking full advantage of strategies that would
improve its ranking performance in search engines.
Solution
AddReal was used to increase the number of new pages on the site
that were indexed by major search engines, add directory
listings, obtain additional relevant content via links from
other relevant websites, and create meta tags for the entire
website.
AddReal was also used to create a search marketing strategy to
assist the customer in modifying and creating friendly URL names
so that search engine spiders could easily access each page of
the site. The team also made several content modifications to
existing web pages. Because the existing content had substantial
copy with no keyword focus, the copy was modified to target
important keywords on each page.
Part of the strategy was to initiate an aggressive search
directory strategy. This process included an extensive analysis
of all related financial search directory categories, the
development of keyword-rich titles and page descriptions for
each listing, and manual submissions for directory editor
review.
Results
- The client currently outranks all anti-company websites on
branded keywords.
- The combined traffic referred from Yahoo!, Bing, and Google
has increased by 1378%.
- The number of search referrals to the client’s website has
increased by 255% since the start of the search engine marketing
campaign.
- 59% of the client’s rankings are
visible on the first page of search results.
|
