We’re thrilled to announce that we are winners of Best Financial & Professional Services Campaign at the 2019 Drum Search Awards last Thursday night in London.
Uncle Buck partnered with Absolute Digital Media in April 2018 with a number of key objectives to enhance their overall search visibility in the competitive payday loan market. While they had previously undertaken some SEO in the past, this had been unsuccessful in providing them with the results that they required to effectively compete against some of the more well-known leaders of the industry. Their aim was to reach page one from the bottom of page two for one of the most competitive keywords in the industry, ‘payday loans’.
The campaign needed to focus on the sensitivities of those facing a financial emergency as well as that of the Google March Broad Core algorithm update. With our strong knowledge of the industry and Financial Conduct Authority regulations, we worked closely with Uncle Buck to ensure that our marketing efforts were only targeting individuals who would not overcommit themselves. We also ensured that all work carried out focused on the responsible lending practices and FCA regulations Uncle Buck abide by.
As part of the content creation, we deciphered a strategy to increase the opportunities to develop featured snippets as a result of relevancy to a search term, with the inclusion of highly relevant, informative content, which was conveyed in easy-to-read formats. This allowed us to generate a series of snippets which featured in the Position Zero space of Google Search Results, further enhancing overall visibility of the site, prior to the site achieving top 3 positions.
There were also a number of ways on the site where individuals could apply for a payday loan, but each process required streamlining in order to increase conversion rates. To rectify this, we implemented a number of CRO and UX changes gradually, amending the step-by-step process, considering colour psychology and structural changes in order to further enhance the success of the changes.
Our partnership enabled Uncle Buck to achieve position one for ‘payday loans’ which has 301,000 monthly searches, ‘same day loans’ which has 12,100 monthly searches and ‘payday loans direct lenders’ which has 33,100 monthly searches.
Ben Austin CEO said:
“I’m delighted that Absolute Digital Media have WON the award for Best Use of Search in the Financial & Professional Services category at the 2019 Drum Search Awards. Search is becoming increasingly competitive, so winning this award alongside the UK Search Award in 2018 is a real achievement that has allowed us to showcase our ability to produce successful campaigns.”
Judges included the likes of Ravleen Beeston Head of Sales at Bing, Curtis Sinclair Head of Biddable at Neo, Michelle Wilding Head of SEO & Content at the Telegraph Media Group and Nick Bamber Digital Marketing Director at Missguided.
We’re looking forward to continuing our excellent partnership with Uncle Buck.