Unit increases non-branded organic traffic by 180% with SEO for financial services
Unit: A thought leader in embedded banking and lending
Unit is a financial infrastructure platform that enables tech companies to build banking and lending products into their offering. They streamline bank relationships and compliance obligations for their customers, making it simple to launch powerful financial features in weeks.
By educating prospective customers about the benefits of embedded banking and lending, Unit has become a leader in the industry. Thanks to their efforts in SEO for financial services, Unit has now extended the reach of their content even further — growing their website traffic and getting more demo request submissions as a result.
Increase in all traffic from July 2022 to March 2023
Boost in organic impressions from July 2022 to March 2023
Improvement in click-through rates for organic traffic
Overcoming the unique challenges of SEO strategies for financial services
Tough industry competition
When we started this financial services SEO project, industry competitors were already ranking for many of our target keywords. These competitors regularly publish content in the embedded banking and lending space, contributing to their high ranks on Google search results page for several high difficulty keywords.
Strict legal and branding oversight
Like all technology platforms in the financial services sector, Unit must conform to hundreds of relevant laws and regulations. They place a high premium on brand style, voice and tone guidelines, seeing them as an important way to build trust with prospective customers. As a result, they can’t always optimize for recommended keywords or page structures. They also require extra time for legal and compliance oversight.
A financial services SEO program focused on authoritative content
The goal for this project was to bring more traffic to Unit’s blogs and guides while adhering to brand guidelines. After conducting market research, Productive Shop put together a strategic editorial calendar to help Unit move up in organic search rankings.
Writing with SEO in mind
As part of this strategy, we provided Unit’s writers with keyword research and SEO guidance to optimize new and existing content. We also helped to write and publish search-optimized content. Our writers interviewed Unit’s subject matter experts to ensure that the content was comprehensive, authoritative and in tune with brand guidelines.
By writing with SEO in mind, Unit was able to skyrocket critical keyword rankings in the financial services industry.
Increasing website traffic
Thanks to greater online visibility, Unit also increased overall website traffic by 20%. When taking into account only non-branded organic traffic, Unit registered an impressive 180% growth in a period of eight months.
More than SEO for financial services companies. A true partnership
“Thanks to our partnership with Productive, our team has become much more knowledgeable about SEO. I’m thrilled with the gains we’ve made and would highly recommend them to anyone looking to step up their game.”
Content Marketing Lead, Unit