1. Changed the approach to working with queries

At Google, we worked with informational and thematic queries that would potentially bring many unique users to the site's pages, and also continued to work on commercial queries, since they were well ranked. And in Yandex, due to the fact that it is excessively difficult to break into the Top for commercial queries, information and thematic queries were additionally covered. To identify requests, we made a map of the customer's path through the sales funnel — our goal was customers who were at the beginning of the sales funnel and were only looking for useful information on request.

The customer's specialists were responsible for the content of the commercial product pages. They described the main conditions for using the bank's products and optimized the application forms, and our main task was to optimize the content page by page.


2. Optimized the content

The bank already had an information section, which, at the initiative of the customer, it was decided to turn into a full-fledged blog with useful articles about banking products for customers. To optimize this section, we have assembled an informational semantic core and prepared blog recommendations to improve the conversion rate to leads. Useful financial materials were regularly published in the blog section by the client, links to relevant products were added to all articles.

To optimize the content on the product pages, we analyzed the queries by stages of the sales funnel, collected a commercial semantic core, analyzed the nearest competitors and provided recommendations that were supposed to improve the ranking.

3. Worked out the technical part of the site

Additionally, we conducted an audit of all the pages with the bank's products and offered recommendations — their implementation was supposed to help eliminate problems that prevent the ranking from increasing. We also found errors, duplicated or empty pages, broken links, corrected internal links and added micro-markup. The recommendations were divided according to their impact on business indicators: those implementations that will bring quick results were decided to do first. The rest were postponed until the completion of the main works.

The customer promptly made all the recommendations issued by us, so we could fully evaluate the results of the strategy.

4.Increased traffic and site visibility in Yandex

For commercial requests in Yandex, we could not bypass the aggregators, but we brought the customer's website to the top of the output for a number of information requests related to banking products.

1) Traffic from Yandex to the information blog page has grown 6.5 times.

2) The visibility of the site in the information section has increased by 14.6 times.

5. Increased traffic and site visibility on Google

Working with informational and commercial queries has improved the site's position in Google as well:

1) Traffic from Google to the information blog page increased 9.3 times.

2)The visibility of the site in the information section in Google has increased 2.4 times.

6. Increased the number of leads

As a result of working with queries and increasing traffic, the number of applications from product sections increased — the increase in leads from non-branded organic traffic to the information section amounted to 14.6 percentage points (8.9 times).