Most importantly, the campaign achieved its objective of reducing Client X’s reliance on paid ads as a means of growth, freeing up significant cash flow to enable them to reinvest in their business’ future growth. By re-investing those dollars into growth channels and including bits of a financial email marketing plan to nurture the leads. The additional traffic can get even higher ROI
CanIRank’s content and outreach efforts resulted in many quality links. Our team has worked with a variety of financial services companies and earned press on sites such as:
Although it may seem counterproductive to admit this is in an SEO agency case study, even a 3,000% ROI doesn’t guarantee a client will stick around. Unfortunately Client X actually ended up canceling their service soon after the first draft of this case study was completed.
Although we’re always sad to lose a client, in this case a silver lining is that it allows us to compare the site’s performance under their new SEO agency against the growth rate achieved by CanIRank Full Service.
If you’ve ever been tempted to cut costs by going with a budget SEO agency, or wondered whether the work your agency does really makes that much of a difference in your search engine rankings, this part is for you!
First, some context: as you can tell from the quotes, Client X was happy with our services and the results we’d achieved. But unfortunately, human psychology is such that even when we have a good thing going, we can’t help but wonder if maybe something even better is out there.
“I would like to thank CanIRank’s team for their hard work. Our website is in a much better position now. Their team has gone above and beyond my expectations.”
Financial Services Client
One day the client wrote to us that another SEO agency had mailed them claiming (incorrectly) that their site had serious technical problems that needed to be resolved ASAP in order to preserve their Google rankings. Sadly, this is actually a pretty common sales tactic used by some low quality agencies. I immediately offered to jump on a call and review the “issues” with the client so that I could explain why they weren’t really a problem. Client X’s response: “Do you really want to go through this?”
Unsurprisingly, an agency that exploits the layman’s lack of SEO knowledge to try to lure away clients by falsely claiming there are urgent problems is unlikely to be amongst the top-performing SEO agencies. Let’s see how they did:
Almost immediately, Client X’s site started getting hammered by super low-quality auto-generated links. Profile links, web2.0 links, and directory listings like those favored by Black Hat SEOs over a decade ago. Low quality SEO agencies use these techniques because these garbage links are much cheaper and easier to create than authentic, white hat links. It allows them to show “progress” in vanity metrics such as number of linking root domains, but rarely leads to sustainable rankings improvement.
Besides the spammy links, a bit of new content went up on the site, but it was of the “marginally legible but not meaningful” variety produced by content mills earning pennies per word.
Google’s response was swift and tragic: SEMRush and Ahrefs data show that the site’s rankings have slipped for nearly all of their most valuable keywords, and overall organic traffic has dropped by 83%. If SEMRush data is accurate, it took less than 6 months for a black hat SEO agency to completely reverse the gains our team had fought for nearly a year.
How can CanIRank help your firm?
According to BrightEdge, 53% of all website traffic comes from organic search. Every day millions of queries are conducted online for financial information. Yet many financial institutions are missing out on opportunities to grow their business through SEO.
84% of millennials don’t trust traditional advertising. Instead, younger consumers are over 3 times more likely to be influenced by blogs and other content marketing. As more buying power migrates from to younger generations, it will become increasingly important for financial companies to adapt to shifts in consumer behavior. Rather than letting media control narratives, financial brands can leverage SEO and content marketing to play a direct role in educating and engaging potential customers.
When it comes to choosing an SEO agency, it can be challenging to separate the wheat from the chaff. Not every agency is able to achieve consistent growth in competitive verticals. SEO for financial websites is particularly challenging due to link building hurdles and Google’s strict content quality guidelines.
The CanIRank Full Service team has helped numerous businesses in the finance sector including investment firms, financial news companies, and fintech startups. Book a consultation call to learn how CanIRank can help your organization improve its online presence and stay on top of the latest trends in digital marketing.