The Client
Having seen our success within the finance industry, particularly that of the payday loan bracket, Viva Payday Loans AU partnered with us to support their overall growth. Due to the competitiveness of the industry, of which Viva Payday Loans AU was competing again several other, household names, we needed to devise an SEO strategy that would support the businesses growth from the ground upwards. Our objectives were to:
The Objectives
The Strategy
At the start of the campaign, we conducted a content audit and keyword mapping file to highlight new content opportunities.
This provided the opportunity to conduct a E-A-T audit which we could then effectively integrate as part of the content marketing strategy.
This involved the creation of in-depth, informative, engaging, and optimised content that would provide visitors with the information they would need before applying for a payday loan.
We also focused on improving the site speed and core web vitals scores.
The Campaign
- We created an in-depth keyword mapping file not only highlighting new opportunities for the existing pages on the site, but also any new opportunities which the site was not currently capturing.
- The site’s existing copy was not informative or engaging and keyword density was limited. We audited this as part of the initial audit also from an E-A-T perspective and found a number of key opportunities to further enhance this which incorporated within our content strategy.
- As we were building out the content on the site to encroach further into new markets and begin to rank for other highly competitive terms, we complemented this work with a highly targeted, authoritative offsite strategy. This allowed us to focus on specific target terms which the client wanted to push further, such as ‘payday loans’ and build higher authority overall which they were lacking in comparison to their competitors.
- From a technical perspective, the site’s speed and core web vitals were slow. While for some sites, plugins were useful to help improve the site’s performance and loading speed, the site build for Payday Ventures meant that there was a lot of conflicting CSS which required manual resolution. Alongside the implementation of Cloudflare, we resolved issues with render blocking resources, deferred JavaScript, improved LCP which was originally at 8.1s and improved the overall score for mobile and desktop.
Results.
We reached position 2 from position 5 when the campaign began.
We also saw a 71.13% increase in organic visibility.
As a result, organic traffic increased by 52.98%.
We improved LCP from 1.7s to 0.7s on desktop and from 8.1s to 2.2s on mobile.
Do you want to build an award-winning SEO campaign?
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