Organic strategy that cashed in on traffic & rankings for personal finance comparison experts

The Challenge

The finance industry is a hugely competitive market that is often saturated by global banks, lenders and brokers. Boring Money publishes articles and whitepapers that not only compete for the non-brand keywords but also many competitor brand terms (e.g. Santander Cash ISA guide). For most businesses you can immediately allocate any branded keywords to rank in position one, however organic traffic coming from brand terms advertised through Boring Money is much more diluted.

Making an impact in a fiercely competitive market that already hosts several articles on the approach to finance makes the search landscape cluttered too. Luckily for Koozai, the content created for Boring Money was able to be extremely engaging, so that immediately helped, while the team also took care of site optimisation and link acquisition.

How We Helped

Delivering a comprehensive organic strategy that was predominantly based around on-page recommendations. Optimising a mass content house of both existing and new articles, syncing up internal editorial calendars with seasonal search behaviour to inform content gaps and addressing fundamental technical issues through regular management of crawl errors and indexation parameters on site.

Utilising the brand message of cutting through the financial jargon to make smart investments, our PR team was able to reach out to large database of journalists, providing supporting statements and contributing articles (provided by Boring Money) to gain extensive PR coverage and obtain local links. This significantly build up the authority of the site, complimenting the previous success achieved through our SEO and content recommendations.