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Blog / Case Studies / Case Study: How Fintech Company Driva Grew Their SEO Traffic by 800% Within 8 Months
The company
Driva is an Australian FinTech start-up founded by William Brown and Scott Montarello. It’s an online platform, which allows customers to get pre-approval and personalized involvement rates—based connected their recognition profile—from much than 30 antithetic lenders.
The goal
- In the short-term, summation website discoverability successful integrated hunt for the people non-branded and branded keywords
- In the long-term, marque integrated hunt the main lawsuit acquisition channel, and trim expenditures connected paid advertising
Steps to scope the goal
- Baseline survey of the starting-point rankings for large cities and countrywide
- Competitive research to find optimization opportunities
- Optimizing Google Ads based connected the insights from competitors’ advertisement campaigns
- Keyword research to enactment the taxable clustering methodology
- Creating pillar pages and interlinking them with contented clusters connected the blog
- Building backlinks to summation the site’s domain authorization and ranking potential
Getting the occupation done
From the precise beginning, co-founders of Driva realized the immense imaginable of hunt motor optimization for lawsuit acquisition. Still, knowing that it takes clip for SEO to commencement bringing results, they archetypal had to trust a batch connected Google Ads and Facebook Ads.
In October 2020, the squad decided that it was clip to level up their SEO. In hunt of a instrumentality capable to pass their aboriginal selling strategy, they signed up for SE Ranking. In May 2021, the institution launched an SEO run that has continued to carnivore effect ever since.
On their mode to SEO success, the Driva squad has relied heavy connected SE Ranking’s tools. They’ve been utilizing the Competitive Research, Keyword Research, Rank Tracker, and Backlink Checker tools astir daily.
1. Baseline rankings study
The squad started by adding their people keyword database to SE Ranking. They wanted to show rankings for each large metropolis successful Australia and for the state arsenic a whole. The platform’s fertile tracking module allowed the squad to acceptable up presumption tracking for respective locations successful 1 project.
Being strategical astir what pages should fertile for each keyword, they recovered the Target URL diagnostic of the Rankings module precise useful. The diagnostic allows mapping keywords to pages optimized for them. As a result, the squad sees if the close leafage is ranking for each peculiar keyword.
One much diagnostic of the Rankings module came successful useful to Driva’s marketers. They wanted to measurement the interaction of Google algorithm updates connected their website. To their delight, SE Ranking automatically adds notes connected each Google’s update to their project.
They tin entree the accusation astir hunt motor updates from the Notes tab and from the charts showing the dynamics of cardinal SEO metrics successful the Detailed and Historical data sections of the Rankings module.
A database of project-related and keyword-related notes connected the Notes tab successful SE Ranking
Willing to way interaction from different events, specified arsenic large sitewide changes, the squad wanted to usage the Notes diagnostic to the max. Now, they strive to enactment each large project-related and keyword-related betterment to presumption its power connected rankings.
“SE Ranking lets america spot however our caller pages are progressing and which ones to absorption connected with our SEO efforts to bump them up successful hunt results.”
2. Competitive research
Driva is penetrating rather a competitory market. They person to beryllium watchful of rivals. The squad relies a batch connected SE Ranking’s Competitive Research instrumentality successful identifying coagulated SEO players successful their niche. They benchmark their rivals against themselves by a scope of metrics, which helps them grasp however overmuch accent their competitors enactment toward SEO.
When analyzing competitors, they look intimately astatine the metrics connected the Overview tab: domain trust, leafage trust, postulation from integrated search, and the fig of keywords a tract is ranking for. The squad pays attraction to the metrics dynamics to spot if it is trending upward.
Driva’s selling squad uses the instrumentality astir regular to analyse their competitors’ keywords and find caller optimization opportunities for themselves. To instrumentality a person look astatine idiosyncratic else’s keyword list, they determination from the Overview section to Organic postulation research.
Under Organic postulation research, they look done the database of keywords filtered by presumption and hunt by volume. This way, the squad rapidly sees the top-performing keywords of their competitors. The Keywords array gives them penetration into however overmuch postulation these keywords bring and to what pages.
“We gauge a competitor’s website beingness successful integrated hunt arsenic a full to spot if they are a beardown player. If so, we inspect what strategies they’re utilizing to execute this.”
3. Google Ads optimization
While their SEO strategy gains momentum, Driva continues to tally Google Ads campaigns. To amended advertisement efficiency, they usage the Paid postulation research module of SE Ranking’s Competitive Research tool. This module lists the keywords utilized by competitors. For each keyword, determination is accusation astir paid postulation measurement and share, fig of ads, competition, outgo per click, and adjacent creatives utilized successful the ads.To extract insights from data, the squad filters the Keywords array by postulation share; that’s however they find missing high-performing paid keywords applicable to their business.
They besides benignant paid keywords by hunt measurement to spot if determination are immoderate precocious hunt measurement keywords that their competitors target. This way, they find promising keywords that aren’t suggested successful Keyword Planner successful Driva’s Google Ads account.
Lastly, they cheque their top-performing keywords successful Google Ads against akin ones of their competitors. They filter keywords by mean presumption and past comparison advertisement texts they and their competitors use, denoting topics and angles they could follow for their ain creatives.
“This instrumentality is fantabulous successful giving america insights into our competitors’ ads strategies. We tin analyse the keywords they are bidding connected to thrust the astir traffic, past look astatine the substance of these apical hunt ads to tally amended campaigns ourselves.”
4. Keyword research
To physique credibility successful the sphere of car financing successful the eyes of Google and users, Driva opted for the taxable cluster’s method of creating content. The institution wanted to seizure integrated postulation for long-tail, low-search measurement keywords done clump pages and for competitory high-search measurement keywords done pillar pages. To pass this strategy, they had to treble down connected keyword research.
To cod keywords, Driva’s squad utilized SE Ranking’s Keyword Research tool. The information connected hunt volumes and ranking trouble informed their choice. They looked for a equilibrium betwixt these 2 metrics to prime the keywords for which they person precocious imaginable to rank.
“SE Ranking’s Keyword Research instrumentality is captious for us. Before we physique retired immoderate caller contented clusters connected our blog oregon look astatine introducing a caller pillar page, we code this tool.”
5. On-page optimization
Rolling retired a bid of caller in-depth and informative blog posts was the main portion of Driva’s SEO strategy. Having defined the keyword clusters, they trickled retired contented implicit respective months. It didn’t instrumentality agelong earlier they saw the archetypal results.
For example, successful June 2021, we re-optimized our ‘Quick Guide connected the Most Tax Effective Way to Buy a Car’ blog. We wanted this leafage to people the long-tail keyword ‘most taxation effectual mode to bargain a car.’ Its hunt measurement makes 110 searches per month. SE Ranking gave this keyword 7 points for difficulty, and it, indeed, turned retired to beryllium casual to get to the archetypal position.
In the past six months, this blog station received 420 clicks connected the Google SERP and had 7.5K impressions. During the six months earlier the optimization, it managed to get lone 12 clicks and had 391 impressions. The on-page optimization genuinely made a difference.
6. Backlink research
To enactment the caller SEO campaign, the squad wanted to get integrated backlinks to their pillar pages and boost their leafage authority. They decided to probe competitors’ backlink profiles to spot opportunities for link-building. SE Ranking’s Backlink Checker instrumentality helped the squad retired with this task.
SE Ranking’s Backlink Monitor is different instrumentality Driva uses to power its link-building activities. It helps them enactment connected apical of the changes successful their ain backlink profile. They analyse their nexus anchor texts, ticker for referring domains, and power the dofollow to nofollow nexus ratio.
“Our website’s domain trust, an aggregate domain prime people calculated successful SE Ranking, has grown from 25 to 59 aft the SEO strategy was implemented.”
Automated reporting keeps stakeholders successful the loop!
“An overview SEO study of our rankings crossed each metropolis is automated play to occurrence disconnected to management, which has saved america loads of clip from ‘before SE Ranking.’ Previously, we had to manually compile information successful a spreadsheet to stock it.”
The results
Over 8 months, from May to December 2021, the fig of keywords the Driva’s website ranks for successful Top-100 connected Google accrued from 159 to 2,793.
The institution got a 2000% summation successful impressions successful non-branded integrated hunt results. The improved visibility brought an 800% summation successful clicks for these keywords.
Overall integrated postulation (branded included) grew from 3.72K to 10.4K, with an summation successful the fig of impressions from 83.6K to 1.11M.
Takeaways
The illustration of the Driva startup proves that a website tin marque it to the apical of hunt results wrong months. All that is needed is simply a astute strategy and a reliable SEO instrumentality to enactment it.
Driva’s squad opted for the taxable clump methodology and SE Ranking, which proved to beryllium an perfect combo for them. Why don’t you travel successful their steps? Сhances are, it volition enactment for you, too.
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Kseniia is simply a contented marketer astatine SE Ranking. She's funny astir each things SEO and contented production. When she's not writing, you're apt to spot her training, running, climbing, oregon cycling. Yet, the ever-evolving satellite of integer selling occupies her caput and deters her from being a full fittingness junkie.
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