Content-Led SEO for Finance Firm Secures 138 Top Three Keyword Rankings

Challenge

InvestIn, based in London, offers in-depth educational work experience programmes for young people aged 12-18. They wanted to increase traffic to their website so they could highlight to their users the fantastic opportunities they offer for competitive professional industries.

InvestIn’s biggest challenge was their niche target audience. Their non-traditional work experience programmes only appealed to a select group of young people who were both willing to live away from home for a short period and passionate about pursuing a highly skilled career such as doctors, vets and lawyers.

InvestIn found there was an awareness barrier due to the lack of visibility surrounding their opportunities. They wanted a strategy that would drive traffic to their site so they could show their audience their USPs such as university lectures, immersive career simulations, network building and more.

Our team devised one solution to solve both of these challenges…

Solution

…The solution? Informational content, in the form of a highly detailed blog.

The introduction of a blog on the InvestIn website meant two things: High-intent users are driven to the site, and the benefits and USPs of InvestIn’s programmes are highlighted to these users.

Firstly, the team’s in-depth keyword research revealed large opportunities to target informational content, thus leading to a blog-focus. Their research also helped to identify new keywords to target such as ‘work experience’ and ‘programmes’. This was how they could drive audiences with the right search intent to the InvestIn website.

Secondly, the team combined the aforementioned key words with blog titles such as ‘How to become a doctor’. These career-specific blogs then went into huge detail about grades, expectations and the competitive nature of said industry.

This was a prime opportunity to highlight to the user the benefits of InvestIn’s programmes, explaining how it can boost connections in the industry, hands on practical experience and get their foot in the door. The aim of the blogs were ultimately to encourage sign-ups for the programmes InvestIn ran.

Results

Overall, the blog is incredibly successful and gains a lot of high-intent traffic, just as InvestIn hoped for. This in turn has increased the awareness of their programmes.

InvestIn has seen an average increase of 9,810 users per month, led by the increase of 138 top 3 keywords and 248 top 10 keywords.

The team at The SEO Works has set very solid foundations for InvestIn. Going forward, they have since created a year-long blog strategy, encouraging the results for months to come.