SEO increases market share
With new players emerging in the credit report sector, traditional leaders such as Equifax face growing competition, especially in search where new entrants are particularly competitive. The company quickly needed a new SEO strategy to combat both new and existing competitors.
Faced with a tight budget, Agenda21 sought to boost Equifax’s search performance by implementing many small refinements, including a combination of technical, on-page and content marketing techniques.
A preliminary audit uncovered technical issues inhibiting its natural search performance. This was addressed by drawing up an on-page SEO and content strategy for key terms such as ‘Credit Report’ and ‘Credit Check’.
By creating appealing and informative content that visitors wanted, pages became contextually relevant for these search terms. Content on credit fraud was also picked up by Bloomberg Businessweek and other financial publications.
This combination of engaging content and optimised technical elements meant that results exceeded expectations with Equifax gaining market share from its main competitor and newcomers. Organic search performance improved 17% year-on-year and Equifax became the leading result for both the key targeted terms. These receive 24,000 queries per month in the UK and would have cost £100,000 a month in paid search.
The results were even more impressive given the small budget, a tight deadline, and a client who was completely new to SEO. Following its success, Equifax prioritised SEO within its marketing plan.