In this case study, we will walk you through SEO strategy for one of our clients Inyova – a digital platform for sustainable impact investing.
The client came to us in May 2019, looking to boost their organic traffic and increase rankings for the most important keywords in their business niche.
After having mixed experience with trying to work on the website’s SEO on their own, they were hoping to get on a steady upward curve.
This was the starting point – inyova.ch organic traffic from January till June 2019.
Step 1. Technical SEO Audit
Our work started in June 2019 with assessing the overall state of the website. Our standard technical assessment procedure includes checking how fast are the pages on the website, does it index the way it should, is the health of URLs ok, are all images loading and does it check other technical requirements boxes. Having all the technical aspects in order is a must to start climbing on the top of google search results.
Overall, we were off to a good start and the client’s website was already in good shape. A couple of improvements on the to-do list were:
- Fixing URL redirects and broken links, sending visitors to webpages that no longer exist. They not only decrease the user experience but can also negatively impact the way search engines assess the website. The more broken URLs, the more red flags Search Engines see.
- Updates on the sitemap. Sitemap sends the info to the search engines about the website’s structure and helps them discover new pages quicker and easier. Some of the elements on the sitemap were either outdated or incorrect, thus we worked with Inyova’s tech team to solve it.
/ Step 2. Content Strategy
When all the technicalities are in place, it’s time to focus on creating the right content to bring visitors to the website.
Keyword research
Every good content plan has to start with keyword research. After all, what you write about should be relevant to your audience.
An industry insider knowledge might help with guessing what your customers are interested in. However, it does not always translate in pageviews on your website. Keyword research helps to narrow down exact keywords people are typing in their google search, see the approximate search volume, and how easy or difficult it would be to outrank the existing pages in the top positions of SERPs (Search Engine Result Pages).
The client’s primary target market is Switzerland and the website is multilingual – in German and English (now in partially in French too). Keeping that and Inyova’s user personas in mind and with the help of the powerful SEO tool ahrefs.com we could identify the main keywords to target:
- Geld Anlegen
- Geld Investieren
- Geld Sparen
- Investieren
- Invest in Switzerland
- Impact Investing Switzerland
In Switzerland, each of the German keywords has attractive monthly search volume and keyword difficulty that would allow competing for Google’s top positions. Most importantly, people searching for these keywords are those that Inyova would like to see on their website.
Content creation
Every good content plan has to start with keyword research. After all, what you write about should be relevant to your audience.
An industry insider knowledge might help with guessing what your customers are interested in. However, it does not always translate in pageviews on your website. Keyword research helps to narrow down exact keywords people are typing in their google search, see the approximate search volume, and how easy or difficult it would be to outrank the existing pages in the top positions of SERPs (Search Engine Result Pages).
The client’s primary target market is Switzerland and the website is multilingual – in German and English (now in partially in French too). Keeping that and Inyova’s user personas in mind and with the help of the powerful SEO tool ahrefs.com we could identify the main keywords to target:
- Geld Anlegen
- Geld Investieren
- Geld Sparen
- Investieren
- Invest in Switzerland
- Impact Investing Switzerland
In Switzerland, each of the German keywords has attractive monthly search volume and keyword difficulty that would allow competing for Google’s top positions. Most importantly, people searching for these keywords are those that Inyova would like to see on their website.