The Challenge
This finance business offers deposit services, corporate lending, project lending, consumer lending, and cash loans for cars and houses.
Its website was hacked twice in less than a year. Recovery was complex for Primal because the client’s products sit in the Your Money or Your Life (YMYL) category. Besides the security concerns, the site needed strict optimisation for experience, expertise, authoritativeness and trustworthiness (E-E-A-T) to keep the trust of its users and its credibility with search engines.
Our Approach
Primal put continuous monitoring in place to protect the website against further cybersecurity threats.
For E-E-A-T, we reviewed the site in detail and set out how to improve it. The search engine optimisation (SEO) strategy focused on the key terms for the client’s services, such as loans secured on houses, cars and motorcycles, and condominium mortgages. It was designed to improve both the security of the website and its performance in search engines.
Outcomes Achieved
Once the cybersecurity threat was resolved, Primal carried out the E-E-A-T strategy with a focus on high-impact keywords. Every one of those target keywords reached positions 1 to 3 in search results, which improved the website’s online visibility and brought in more leads.
Strong cybersecurity and SEO, working together, gave the client a secure online presence and an advantage over competing brands.
- 43%Increase in Online Visibility
- 64%Of Keywords Ranked in Positions 1 to 3
- 24xIncrease in Conversions
Key Insights
- For a finance website in the YMYL category, recovering from 2 hacks meant fixing security and meeting strict E-E-A-T standards at the same time.
- Continuous monitoring protected the site first, and the E-E-A-T strategy then focused on the key terms for each loan service.
- Conversions grew 24x in 3 months, and 64% of keywords ranked in positions 1 to 3.
