SEO promotion of project UpFinance

Traffic from 0 to 17,000 per month in one year

Challenges:

There were already competitors’ websites in the niche that had been operating for 4-5 years.

And they were not just websites for nothing, but projects with large sums of money invested in them. Some of the competitors’ websites belong to the company’s chain with projects launched for several region. With their experience and high budgets, such websites have made serious competition.

The website is generally not well developed as SEO project.

Apart from a lack of link mass, the website was not developed from technicaland SEO point of view. In fact, all we had at the beginning was 50-100 pages full of content.

A completely unfamiliar region and lack of experience in promoting foreign websites.

INTERESTING FACT:

Initially, instead of demonstrating their website,  the client asked our team to do a niche competitor analysis by showing us 20 competitor websites.
As a result, we decided to exclude 2 websites from the sample because they had extremely low scores. Remarkably, our project was one of these two websites excluded from the sample 🙂

However, we were able to find some advantages as well:

– The client has an in-house programmer and content manager.

Thus, we were able to make timely changes to the technical and SEO part, reducing the workload of ordering, posting and correcting textual content.

– Established schemes of stage-by-stage promotion.

Thanks to this we were able to develop an effective strategy for web project promotion.

– Fast and high-quality communication with the client.

Thus, we were able to make timely adjustments to the promotion plan, quickly learn about the peculiarities of the region where the web project operates (as for the subject of finance, here we have vast experience).

WORK STAGES:

1. A COMPREHENSIVE COMPETITOR AUDIT: content, structure, semantic core, link weight, technical and SEO optimization, domain parameters.

2. A RISKY MOVE (because competitors did not have this): we decided to assemble cores and create separate web pages or each financial institution in the region.

3. COLLECTION OF THE PRIMARY MOST FREQUENT KEYWORD PHRASES, PRIORITIZING COMPETITORS ACCORDING TO THE AMOUNT OF POTENTIAL TRAFFIC.

4. CREATION OF NEW WEB PAGES FOR EACH ORGANIZATION INDIVIDUALLY: we created web pages, filled with information and optimized descriptions, with 30-50 new pages created per month on average.

5. TOR ELABORATION: the main objective was to ensure an effective internal linking of the website.

6. LINK-BUILDING:

• Prospecting and parsing the top 20 competitors for their link weight.
• Researching competitors’ link-building strategies.
• Parsing links, followed by the creation of two lists of links: a list of platforms found in the link weights of several competitors, as well as a list of websites by the following criteria – thematic, parameters, traffic and regional affiliation
• Systematic monthly placement of outreach links for the main web pages to be promoted.

7. REFINE THE SEMANTICS OF TOP PAGES AND UPDATE CONTENT ON A MONTHLY BASIS.

8. ALONGSIDE THE LANDING PAGES, THE TORS FOR WRITING TEXTUAL CONTENT FOR THE BLOG, NEWS SECTION AND FAQ WERE ELABORATED. However, as the cost of developing textual content for the landing Pages is quite high, we did not put much emphasis on this part of the work.

9. MONTHLY CHECKS OF THE TECHNICAL STATE OF THE WEBSITE AND DEVELOPMENT OF A TOR FOR THE PROGRAMMER FOR THE TECHNICAL REVISION. We also worked on the subject of authorship on the website, taking into account the new algorithms.

10. AFTER 9 MONTHS, AT THE PEAK OF TRAFFIC, WE MADE THE FOLLOWING CHANGES: commercially targeted content, blocks and application forms to get leads. We also fine-tuned the text and graphic content. We spent 2 weeks rechecking and tweaking the goals, but got 10 new leads on the first day after implementation.

Progress:

• The website has become technically and SEO-optimized.
• The website is consistently ranking high in search engine results in a competitive niche, thereby generating stable traffic and leads.
• Targets have been set and a detailed sales funnel has been established to track all stages of lead generation.
• Since the launch of the lead generation functionality, the monthly average profit was:
  • for the first month 13545$
  • for the second month 19800$
  • for the third month 31000$

Our Conclusions:

• Competitor analysis not only helps to develop an effective SEO ony promotion strategy, but is also a useful tool for understanding a new topic in the shortest possible time.
• When analyzing your competitors, do not just rely on the strategies they use. You need to broaden your horizons and look for new solutions.
• You have to take a flexible approach to any challenge. Maximum efficiency is the key to success.

If the Fiver was replaced by several alternatives in a timely manner, the process of project promotion would be accelerated with a budget cut in half.