SEO Marketing

Financial Services SEO Case Study: Analysis, Strategy, and Results Analysis of SEO Status Before Strategy Implementation

To lay the groundwork for a successful SEO strategy, it is crucial to conduct a thorough analysis of the website’s current SEO status. This step allows for a comprehensive understanding of the strengths, weaknesses, and areas that require improvement. In the case of this Financial Services company, the initial analysis revealed valuable insights into their online presence and search engine visibility.

Examining their website structure, content quality and metadata provided essential information about their current SEO performance. It identified areas that needed optimisation, such as broken links or weak site metadata, which may have hindered their search engine rankings. Additionally, analysing their keyword rankings provided valuable data on their visibility in search engine results pages (SERPs) and helped identify potential keyword opportunities.


By conducting a detailed analysis before implementing any strategy, our client gained a clear understanding of where they stood in terms of SEO. This allowed them to formulate an effective plan tailored to address their specific challenges and leverage opportunities within the industry.

  • Conducting a thorough analysis of a website’s current SEO status is crucial for creating an effective strategy. This step helps identify strengths, weaknesses, and areas for improvement, such as broken links or weak metadata, that may hinder search engine rankings. Analysing keyword rankings can also provide valuable insights and opportunities for optimisation. By gaining clarity on their current SEO performance, businesses like this Financial Services company can tailor their plans to address specific challenges and leverage opportunities within their industry.
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SEO Challenges and Opportunities

Every SEO endeavour comes with its unique set of challenges and opportunities based on the industry and market conditions. For our client, there were specific challenges they faced when it came to optimising their website for better search engine rankings.

One key challenge was standing out in a highly competitive financial services sector. With numerous companies vying for top positions in search results, they needed to develop a strategy that would help them rise above the noise and capture the attention of their target audience.

Additionally, navigating through the finance industry’s longer sales cycle posed another challenge. Unlike industries with shorter decision-making processes, financial services often involve complex transactions that require more time for conversion. This meant that the SEO strategy needed to focus not only on driving traffic but also on nurturing leads throughout this extended sales cycle.

Despite these challenges, they also had significant opportunities to capitalise on. High volume keywords related to their services presented an opportunity for increased visibility and website traffic. By targeting these keywords strategically, they could position themselves as industry leaders and attract quality leads.

With a clear understanding of the challenges they faced and the opportunities available, we helped set out to develop and execute their SEO strategy.


SEO Strategy Formation and Execution

In the world of digital marketing, a well-crafted SEO strategy is the cornerstone of success for financial service companies. When it comes to boosting online visibility and attracting potential clients, SEO strategy formation and execution play a vital role. It involves a meticulous process that begins with thorough analysis and research.

Let’s take the case of this client, a company providing fund accounting, administration, and management services in the UK. They recognised the need to enhance their online presence and engage with a wider audience. To achieve this, they collaborated with an SEO agency specialising in financial services.

The first step was conducting a comprehensive audit of our clients website to identify areas of improvement. This involved analysing website structure, page load speed, mobile responsiveness, metadata optimisation, and more. By assessing these vital elements, the agency could determine the current state of their website performance.

Next came research, specifically competitor research. We analysed competitors’ websites to identify their strengths and weaknesses.

With a solid foundation established through extensive audits and research, it was time to dive into keyword optimisation.


Audit, Research and Keyword Optimization

During the audit process, any existing issues on their website were identified and addressed. Broken links were repaired, site metadata was strengthened, and technical SEO aspects like XML sitemaps and robots.txt were optimised. These actions aimed to ensure search engines effectively crawled and indexed the web pages.

For instance, implementing proper metadata tags with relevant keywords improved how search engines understood the content of each page. This led to higher visibility when users searched for specific terms related to financial services.

The next crucial step was conducting keyword research. We utilised various tools to identify high-volume keywords relevant to our clients’ services. By incorporating these keywords strategically throughout the website’s content, meta titles, and descriptions, they stood a better chance of ranking higher in search engine results.

With the SEO strategy fully formed and keyword optimisations implemented, it was time to witness the results of our efforts.


Implementation Results and Success Metrics

The implementation of SEO strategies for our client yielded impressive results and achieved several success metrics. With a targeted focus on strengthening search rankings for service-related keywords, increasing organic search traffic to main service pages, and boosting online visibility nationwide, the case study showcased positive outcomes in a relatively short timeframe.

As part of the SEO strategy, the client’s website underwent an audit to identify areas for improvement. Broken links were repaired, and site metadata was strengthened to enhance SEO efforts. Not only did this lead to an increase in the performance index (PI) of the website by 75% after just three months, it helped the website reach the first page of Google search results for high-volume keywords within a month of implementing the strategy.


Increased by 51%


Increased by 103%


Experienced a 33% increase


Showed a remarkable 75% boost


The improved rankings and increased traffic brought forth positive changes in conversions and overall business growth. Now let’s explore how these changes impacted the key aspects of traffic, rankings and conversions.


Traffic, Rankings, and Conversion Improvements

With the implementation of robust SEO strategies, we have witnessed significant improvements in various crucial areas. First and foremost, there was a remarkable increase in organic search traffic to their website. This surge in traffic indicates that more potential customers were finding their website through relevant search queries.

Additionally, their search rankings experienced substantial growth. By surpassing competitors’ rankings for both short-tail and long-tail keywords, our client established themselves as a prominent presence within their industry. This higher visibility on search engine result pages (SERPs) undoubtedly contributed to the increased organic search traffic and overall online visibility.

The correlation between the increase in organic search traffic and the boost in quality leads cannot be ignored. Through the successful implementation of SEO strategies, they attracted a more targeted audience that was genuinely interested in their services. As a result, the percentage of conversions via search traffic rose significantly, ultimately supporting their business growth objectives.

The positive impact of SEO strategies on traffic, rankings, and conversions is evident from this case study. These improvements not only benefited our client but also showcased the effectiveness of SEO in establishing credibility and driving growth within the financial services industry.


Key Takeaways from the Financial Services SEO Case Study

The financial services industry presents unique challenges and opportunities when it comes to SEO. After analysing a comprehensive case study, several key takeaways emerged that can guide businesses in their SEO strategy:

First and foremost, understanding the target audience is essential. In the case study, thorough research was conducted to identify the specific financial needs and pain points of the target demographic. By gaining a deep understanding of their clients’ behaviour and preferences, the business was able to tailor their SEO efforts accordingly.

For instance, we discovered that their target audience consisted predominantly of small business owners seeking specialised loan solutions. Armed with this knowledge, we optimised their website content to address these business owners’ specific concerns, such as securing capital for expansion or managing cash flow.

Secondly, comprehensive keyword research is crucial for success in the financial services industry. This case study highlighted the importance of identifying the most relevant and high-ranking keywords related to financial services and incorporating them strategically into website content and meta tags. By aligning their content with high-intent keywords, the business experienced increased visibility in search engine results pages (SERPs), helping them attract qualified organic traffic.

Furthermore, building high-quality backlinks proved instrumental in boosting search engine rankings and driving targeted traffic. The case study revealed that successful link-building campaigns focused on developing relationships with other authoritative websites within the financial niche. These partnerships resulted in valuable backlinks that not only enhanced search engine credibility but also directed qualified visitors to the company’s website.

By prioritising user experience (UX) and ensuring seamless navigation throughout their website, the company enhanced engagement and encouraged conversions. They optimised page load times, eliminated technical errors, and created intuitive site structures that made it easy for visitors to find relevant information quickly.

As highlighted in this case study, implementing a well-rounded SEO strategy specific to financial services requires in-depth audience research, comprehensive keyword analysis, strategic link-building efforts, and a user-centric website design. By embracing these key takeaways, businesses in the financial industry can maximise their online visibility, attract qualified leads, and ultimately drive growth.