Equities News, a leading financial news platform, sought to increase its visibility and user engagement in an increasingly competitive digital landscape. Despite having valuable content, they struggled with low search rankings, limited organic traffic, and high bounce rates. To address these challenges, Equities News partnered with Canada BPO to develop a comprehensive strategy combining Search Page Optimization, Search Engine Marketing (SEM), and Search Optimization.
Strategy
Canada BPO devised a multi-faceted approach to elevate Equities News’ online presence:
- Search Page Optimization: Canada BPO worked on improving the layout and design of Equities News’ key landing pages. This included optimizing page speed, ensuring mobile responsiveness, and enhancing user experience (UX) through clean design and easy navigation. The goal was to reduce bounce rates and keep visitors engaged.
- Search Engine Marketing (SEM): A targeted SEM campaign was launched to drive paid traffic to Equities News. Using Google Ads, Canada BPO focused on high-intent keywords relevant to the financial industry. The team closely monitored and adjusted bids, ad copy, and targeting to maximize ROI.
- Search Optimization (SEO): Canada BPO developed an SEO strategy to boost organic rankings for Equities News. This included on-page optimization of meta tags, headings, and content, along with a robust link-building campaign. Additionally, they implemented technical SEO fixes to ensure the website was crawlable by search engines.
Challenges
Equities News faced several challenges, including strong competition from larger financial media outlets and the need to rank for highly competitive keywords. Additionally, their website required significant technical improvements to enhance its performance and visibility.
Results
Within six months, Equities News achieved remarkable success:
- 150% Increase in Organic Traffic: The combined efforts of SEO and page optimization significantly boosted organic search traffic.
- 45% Increase in User Engagement: Improved user experience led to longer session durations and lower bounce rates.
- 30% Higher Conversion Rate: The targeted SEM campaign brought in more qualified leads, resulting in higher conversion rates.
