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. The client was able to re-invest those dollars into other growth channels, including a financial email marketing plan to nurture new 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:
Post CanIRank SEO Services
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 ended up canceling their service soon after this case study was completed.
Although we’re always sad to lose a client, in this case, a silver lining is that it allowed 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 rather than an experienced financial services marketing agency or wondered whether the work your agency is doing really makes a valuable difference in search engine optimization – this part is for you!
First, some context: as you can tell from the quotes, Client X was happy with our SEO strategy and the results we’d achieved. But human psychology is such that sometimes, 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 the number of linking root domains but rarely leads to sustainable rankings improvement.
Besides the spammy links, some 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. Without a strong financial services content strategy to guide their efforts, much of this new work will never deliver an ROI.
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 through our SEO for financial services or fintech SEO strategy.
How can CanIRank SEO help your financial services 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 smart search engine optimization strategies.
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 to younger generations, it’s increasingly important for financial companies to adapt to these shifts in consumer behavior. Rather than letting the media control the narrative, financial brands should leverage SEO and content marketing to play a direct role in educating and engaging with 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. Marketing for finance companies requires a more thorough understanding – and experience with – these challenges to deliver reliable, relevant organic traffic.
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. If you’re looking for a digital marketing agency for your financial services business, we’re here to help!