SEO growth strategy

Client objective

The client, a medium-sized Australian super fund, wanted to drive high quality traffic to the Retirement area of their website and increase their visibility in Google for relevant searches. The key objectives were generating highly engaged organic traffic to the Retirement section, driving consideration of the fund’s retirement products and producing leads for the the acquisition and financial advice teams.

Strategy

SGY worked with the team at the super fund to undertake a intensive 6-month SEO program across this section of their site.

We conducted in-depth keyword research and competitor analysis focused on the pre-retirement and retirement sectors to guide the development of a targeted information architecture (IA) for the fund’s website. This research ensured the site’s content aligned with the specific keywords and phrases users were searching for in these key areas. By comparing the current site content to user search intent, we identified content gaps and optimisation opportunities.

Project delivery

The project was split into two phases. Phase 1 focused on improving the existing IA and optimising page titles to better match user queries. Phase 2 involved a comprehensive SEO technical audit, resolving issues such as broken links, duplicate content, and meta title inconsistencies. Additionally, 18 new content pieces were created to fill content gaps identified during the research phase, with a focus on engaging users and improving SEO performance through targeted content and internal linking for enhanced conversion opportunities.

Focusing on complicated topics such as retirement and pension rules, the copy we produced needed to strike a fine balance between keyword optimisation, accuracy and compliance, and answering user search queries in an engaging and easy-to-under language.

The outcome

With the new content going live on the fund’s website between late October and mid-November, we already saw very encouraging results as at the end of January.

Three month results

• 15+ target keywords ranked #1 on Google

• 150+ target keywords ranked on Google's first page

• The new retirement pages generated 195,000+ impressions in Google

• The new pages drove 4,500+ clicks from Google

• Organic search became the top channel for attracting new users

• 320% year-on-year increase in Organic Search sessions in January to key Retirement section of super fund

• 330% year-on-year increase in new users to the Retirement section from Organic Search

• 300% year-on-year increase in views of Retirement section pages from Organic Search

• 4 of the top 10 landing pages site-wide from Organic Search were new Retirement section SEO pages

The strategy not only grew the super fund’s SEO rankings but also significantly boosted user engagement in its strategically important Retirement section.