Credit Union sees dramatic boost in leads & ROI
600 place increase in rankings, top three placements for competitive keywords, and a 237% increase in search traffic14+
Competitive Keywords in Google's Top 3 searched 6K+ times a month32
Competitive Keywords on Google's first page searched 30K+ times a month237%
Increase in Organic Search Traffic
The Client
Unity is a credit union operating within New Zealand’s competitive finance industry, providing personal loans, savings accounts, and term deposits at great rates to Kiwis throughout the country. Unity is also an option for first home buyers looking for a 5% deposit home loan solution.
The Goals
Our goal with Unity was to achieve sustainable results over time. Results that would position the site on the first page for its terms, improve its visibility amongst competitors, and drive more qualified leads via search.
- Achieve first page rankings for the site’s major keywords.
- Improve brand visibility and outrank closest competitors.
- Deliver sustainable results while meeting KPIs and internal deadlines.
The Issues
When Unity came to us they found themselves dwindling in the depths of Page 6 in Google for most of their high-volume search terms. Why? Because they operate in the competitive finance sector.
Unity wasn’t just competing with the marketing teams and budgets of large national banks, they were competing with journalists, experts, and everyday Kiwis who were unknowingly promoting their competitors every single day!
- The site was dwindling in the depths of Page 6 in Google search results.
- Unity was competing with national banks, credit unions, & financial service providers.
- A lack of keyword-relevant content and a consistent blogging schedule put Unity on the back foot.
The Solutions
We knew that for Unity to start competing on Google’s first page, we would need to take a targeted, specialised approach. Attempting to go up against the site’s competitors on their own terms simply wouldn’t work.
Instead, we focused on optimising the site for a targeted list of keywords for each of Unity’s services. From here we developed a content calendar backed by keyword research in order to build out the site’s content.
This content didn’t just provide value to Unity’s customers, it also allowed us to capitalise on a range of link building techniques to sustainably increase visibility, improve organic search results and, in turn, the site’s overall traffic and customers.
The Key Services
- Keyword Research
Targeted keyword research that identified the most lucrative terms. - Search Engine Optimisation
SEO services tailored to the finance sector that ensured the site was as search-ready as it should be. - Content Marketing
Content creation including Pillar Pages, FAQ Pages, and Blog Posts. - Link Building
Specialised link building strategies that provided long-term improvements in organic search results.
The Results
- 600 place increase in Google Search Rankings.
- Top 3 for 14+ competitive finance keywords, outranking major competitors.
- Page 1 for 32 keywords, totaling more than 30,340 searches a month.
- 237% increase in Organic Traffic (2.27 million sessions, and counting!).
- Unity consistently outranks larger competitors like ASB, ANZ, & Westpac.
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