In the ever-evolving digital landscape, SEO remains a crucial factor for driving organic traffic and achieving business goals.
This case study explores how a prominent financial technology company used our SEO services to tackle its website challenges through a comprehensive audit.
Here’s how we helped them navigate declining traffic, increasing bounce rates, and competitive pressures to enhance their online presence.
The Challenges
Our client was facing a number of different challenges with the current website. To name a few…
- Declining Organic Traffic: After undergoing a significant website migration, the client noticed a troubling dip in organic traffic. This decrease raised concerns about potential issues with their SEO strategy or website structure.
- Increasing Bounce Rates: The client experienced higher bounce rates, indicating that visitors were leaving their site too quickly. This suggested a need for better engagement strategies or more relevant content.
- Conversion Optimization: With a goal to boost conversions, the client sought guidance on how to optimize their website to encourage more visitors to take action.
- Competitive Analysis: To outpace their competitors, the client needed to understand how their content strategy and website performance compared to industry leaders and how they could improve their rankings on Google’s SERP.
Objectives Addressed in the Website Audit
1. Content and Messaging
- Traffic Decline Analysis: We investigated the reasons behind the drop in traffic, exploring whether it was related to copywriting or other factors.
- Content Effectiveness: We assessed if the website content was engaging and understandable for the target audience.
- Home Page vs. Secondary Pages: We evaluated whether the home page effectively communicated the unique value proposition (UVP) and if secondary pages addressed specific customer pain points.
- AI-written Content: We reviewed how AI functionality impacted content visibility and compared it with competitors.
- SEO and Content Strategy: We analyzed the relevance of ranking on page 1 of Google, especially in the context of AI-written content.
2. Conversion Rate Optimization (CRO) and Buyer Journey
- Visitor Journey Analysis: We examined how well the site guided visitors through different stages of the funnel.
- Effectiveness of Copy: We analyzed if the website’s copy encouraged action and provided sufficient value.
- Design and SEO Impact: We explored how design choices impacted both SEO and conversions.
- Key Performance Indicators (KPIs): We provided recommendations to improve KPIs such as meeting bookings, form fills, bounce rate reduction, and increased page traffic.
- SERP Rankings: We offered strategies to improve rankings for critical keywords.
3. Competitive Analysis
- Competitor Comparison: We identified the strengths and weaknesses of a leading competitor and how the client could leverage these insights.
- CMS and Performance: We compared the client’s CMS (Sitecore) with the competitor’s (WordPress), addressing limitations and optimization opportunities.
- Multilingual Optimization: We evaluated the effectiveness of the client’s multilingual site setup.
- User Journeys and Best Practices: We compared user journeys and industry best practices.
- Resource Sections: We assessed interactive content and gated resources, identifying areas for improvement.
The Deliverables
To address these challenges, our team conducted a thorough SEO audit. This involved analyzing the client’s website structure, content strategy, and SEO performance. We also compared their site with a leading competitor to uncover strategic opportunities.
Key Deliverables:
- PowerPoint Summary: We presented a concise summary of critical insights, gaps, competitor comparisons, and actionable recommendations.
- Supporting Data: Detailed Google Sheets with keyword research, data analytics, and performance metrics were provided.
- Actionable Recommendations:
- Improved SEO targeting by updating H1 headings and adding relevant keywords.
- Resolved technical issues like 404 errors and enhanced internal linking.
- Enhanced conversion elements with design changes and additional CTAs.
- Updated outdated content and implemented content pruning.
- Recommended visual improvements, including custom images and videos.
- Suggested strategies for acquiring and optimizing backlinks.
- Virtual Debrief: A 60-minute virtual session was held to review findings, answer questions, and discuss implementation strategies.
Results and Impact
Our comprehensive SEO audit provided the client with a clear roadmap to tackle their challenges and leverage opportunities. By implementing our recommendations, they are on track to improve organic traffic, reduce bounce rates, and enhance conversion rates. Additionally, the competitive insights gained are positioning them better in the SERPs.
Through this detailed audit, we empowered our client to overcome their SEO hurdles and strengthen their digital presence. This case study highlights the importance of a strategic approach to SEO and the impact of targeted recommendations on achieving business success.
Contact Us to Conduct a Website Audit
At Drive Research, we understand the pulse of effective SEO. Our tailored strategies and meticulous execution ensure that your website not only stands out in crowded search engines but also drives meaningful engagement and conversions.
To learn more about our SEO services, contact our team today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Emily Rodgers
A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Senior Marketing Manager. She has earned certificates for both Google Analytics and Google AdWords.
Learn more about Emily, here.
