Competitive SEO Case Study

Learn How We Increased Organic Traffic by 100% Month On Month

40%
Increase in organic traffic
318%
Growth in keywords indexed
86%

More inbound leads

The Challenge

Established financial institutions and big banks are a major force of nature to reckon with.

Their very deep pockets allow them to engage in bidding wars on traditional ad space that is not possible for new industry players.

They will lose every single time.

When they came to us, Lend had no brand recognition, a minimal budget, and no traffic.

They recognised that getting a foothold established early on and being able to grow their marketing would be critical for their success over the long term.

In order to do this, they would need to have an asymmetrical marketing strategy that provided them with the best opportunity possible to get their message out to customers on their own terms.

Lend needed to have a content-driven, sustainable marketing platform that would provide them with organic traffic which could then be reinvested into other types of marketing channels like video, Facebook advertising, and Google Ads.

They needed to do this cost-effectively and win now, and then diversify later on.

Key problems
  1. To establish brand recognition
  2. Developing marketing strategy for business
  3. Providing content-driven and sustainable marketing platform
Goals of the campaign
  1. Build brand awareness
  2. Improve onsite visiting time on their website
  3. Increase the volume of organic traffic
  4. Increase advertising revenue
industry
Business Finance
SERVICES PROVIDED
Small Business Loans
Target Market
Australia
ABOUT THE BUSINESS

When we were first approached in 2015 by Lend, the company was a new player that was looking to break into the business finance sector, one of Australia’s most competitive industries.

The aim of their model is to connect small businesses with various non-bank lenders on a single easy-to-use platform which allows users to easily locate and compare lending options.

By electronically streamlining the lending process, they ensure that owners are able to finance their business goals online, without all of the paperwork and hassles that are normally associated with traditional bank loans.

Everything is laid out side by side and in black and white so their customers know they are receiving the best rate and best deal.

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Our Approach

The business loan market is highly competitive.

Most of the top organic spots are held by such blue-chip enterprises such as The Commonwealth Bank, NAB, and ANZ.

In order to be able to compete against them effectively, we had to be nimble and also leverage our creativity to gain impressions and ranks.

Our content marketing campaign focussed on deep topic analysis in order to discover trending questions within the industry that consumers had an active interest in.

We also offered value-driven, authoritative pieces of content that address the economic and political issues impacting the industry.

The result of our strategic content and valuable ideas was that Lend was published on some of the leading industry websites such as Canstar and GQ.

Lend was able to piggyback on its prestige to allow us to inspire and attract the right customers to visit their website and learn more about their products and approach.

Why this specific solution?

Our strategy made it possible to earn maximum returns on our client’s website, in terms of both domain authority and traffic.

Earning #1 organic positions for certain key industry search terms saw Lend rise up the ranks and allowed their name to be displayed next to some of the industry’s top players.

When combined with their value content published on prestigious websites, it reinforces the trend.

Through proximity and brand association, Lend has been able to win instant authority in the eyes of both Google and its customers.

In this highly competitive market, Lend is achieving results with its digital marketing efforts that usually takes many years to accomplish.

The company has been able to enjoy 100 percent increases in traffic to their website, month on month, each month that we have been in partnership with them.

That is long-term, sustainable, secure organic growth that avoids having to invest in the losing battle of ad space.

30%

Lower cost per acquisition

86%

More inbound leads

150%

More organic traffic

12%

Decrease in bounce rate

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