iQuanti was recognized for our work with Vanquis Bank (UK) and was shortlisted for ‘Best Use of Search – Finance [SEO]’ at the European Search Awards 2022.
The European Search Awards reward and celebrate “the very best companies and people working in PPC, SEO, and Content Marketing across a variety of business sectors, in a shifting digital landscape which inspires innovation, creativity and connectivity”.
HERE’S AN OVERVIEW OF OUR CASE STUDY:
Vanquis Bank is a UK-based bank that is part of the Provident Financial Group, offering specialized credit-building credit cards, loans, and fixed-rate savings bonds to its customers.
In a highly competitive market, the bank was looking to improve its organic performance against relevant search categories and themes. The objective was to increase the brand’s organic market share and enable Search to become a performance marketing channel for the bank – increasing relevant traffic and driving an increased number of acquisitions and bookings.
In a highly competitive market, the bank was looking to improve its organic performance against relevant search categories and themes. The objective was to increase the brand’s organic market share and enable Search to become a performance marketing channel for the bank – increasing relevant traffic and driving an increased number of acquisitions and bookings.
Our team devised and implemented a comprehensive SEO strategy to optimize for content relevancy, topical authority, and technical trustworthiness.
LEVERAGED THE POWER OF DATA SCIENCE
We used iQuanti’s ALPS to drive our SEO strategy roadmap and action. ALPS’ patented algorithms reverse engineers Google’s ranking algorithm with unprecedented accuracy—making it possible to quantify ranking drivers and predict the impact of actions before you implement.
IDENTIFIED AND SOLVED FOR EXISTING GAPS
We identified quantifiable gaps across content relevance, topical authority, and technical aspects for Vanquis vs the search competitors. We identified themes and categories under various stages of purchase journey of the target audience.
DEVISED A COMPREHENSIVE ENTERPRISE SEO STRATEGY BASED ON A PRIORITIZATION FRAMEWORK
The implementation included
- Identifying 50 priority pages and the priority branded- and non-branded- keyword themes of these pages
- Addition of 20 new pages to address the upper-mid funnel needs and keyword themes identified
- Building topical authority through on- and off-site content publications
- Improving page load speeds across the website through technical improvements
- Implementing performance monitoring to better analyze competitor data
- Creating a Google data studio automated dashboard to track and monitor technical performance.
Key Results:
Organic Traffic:
up by 54% MoM
Acquisitions:
overall bookings up by 27% MoM
Brand Recognition:
Huge surge in branded traffic,
the monthly searches for “Vanquis” in January 2022 were the highest over the past 12 months.
Have questions? Reach out to our Digital Solutions team today for more insights and assistance.
