ABC Finance

Project Brief

ABC Finance is a boutique, family-run business based in Staffordshire, West Midlands, specialising in commercial finance. They are a master broker, working with a wide range of lenders to provide bridging loans, commercial mortgages and business loans, among other products.

Following successful Content Marketing campaigns in Summer 2017, Evolved devised a full strategy for ABC Finance covering Technical SEO, Content Marketing and Outreach, with the view to achieving the following objectives:

  1. Increase organic traffic and conversions.
  2. Generate high-quality, relevant coverage and backlinks.

 

Services Delivered

SEO
SEO
Content Marketing
Content Marketing

Results

150%
lift in organic visibility YoY
570%
growth in organic traffic YoY
175+
high-quality backlinks generated
ABC Finance - What we did

What we did

In November 2017, it was decided to deliver a full SEO strategy for ABC, starting with comprehensive technical and content audits. From these, we identified several key areas to address, in particular; the site’s structure and internal linking, depth and usefulness of content, and the lack of link-worthy assets on the site that would attract the brand’s target audience.

Our strategy was to ensure, first of all, that the site was the best it could possibly be on a technical level, before building out topical hubs based on search data. From there, we’ve produced a host of content alongside the client, building the brand’s authority in areas where their content was thin, and also delivered content marketing pieces that have helped to build awareness and exposure on a national scale.

We wanted to create a mix of fun/creative pieces, with data-led ‘studies’, to show the depth of the brand’s knowledge and expertise in commercial finance. This has led to some outstanding results in terms of coverage, across both mainstream media and financial press.

ABC Finance - What we did
ABC Finance - How we did it

How we did it

We started by putting a workflow in place to fix all of the technical issues identified in the audit and supported ABC’s development company to do this, focusing on implementing a strong site hierarchy and internal linking structure to form content hubs.

This required a lot of content to be produced, using the client’s expertise and knowledge, with at least 20 pages created for each of their key services. These were produced and added to the website over an 18 month period. Each hub aimed to answer the ‘Five Whys and How’ of each topic to show search engines that ABC is an expert in these areas, covering guides, FAQs and an interactive calculator for each.

We also changed our approach to content marketing to really focus on the quality of links, aiming for top tier publications and news websites that the business had never been featured in, and in turn, would help to increase the authority of the brand.

We focused our content ideas on newsworthy stories that we knew the press would cover and could be backed up by original financial research, including the royal wedding, costs of living, and the decline of the high street. This was supported by the client finding opportunities to provide quotes and commentary on relevant commercial finance stories.

A highlight of our content marketing efforts was the ‘You vs. the Mega Rich’ campaign, which achieved 93 backlinks and was featured on The Daily Mail, This is Money and the Mail on Sunday. We also secured coverage on The Mirror, The Express, Harper’s Bazaar and MSN for other content pieces we have delivered over the past 12 months.

Case Studies
“I would highly recommend Evolved Search - they are a pleasure to work with and have produced some fantastic results for us. Their ideas are always on-brand and relevant and the improvements we’ve seen across our key performance indicators have been outstanding. The team are always on hand to help and discuss ideas, and personally, I really respect their expertise and valuable input. Their work has, without doubt, transformed our online business."
Gary Hemming - Commercial Director at ABC Finance Ltd.

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