All the organic traffic in the world doesn’t help unless it translates to sales. So when looking at what content to merge with the new websites, we focused on two things: 1) what content drove leads, and 2) what content drove traffic that we could re-optimize to be more conversion focused?
By working with Happy Money’s marketing and content team, we were able to put together new versions of successful content.
Part of the optimization included outlinks to very strong sources (.gov sites, very strong companies, wikipedia, etc) to improve the authority of the article.
The other aspect of optimizing successful content included scaled content scraping and analysis to determine what entities Google recognized and how to implement those into the content to rank for the more transactional, conversion focused keywords.
The conversion rate improved drastically, as well as the number of loans signed. On page engagement also improved by 44% from the first half of the year to the second.