Personal loans are big business. The market is saturated. The top ten banks in the UK largely dominate market share. The search landscape is not much different. Google returns a vast number of personal loan options in search. At Yard, our expertise is in empowering brands to stand out in a busy space. And so, Sainsbury’s Bank issued this brief to heighten their profile in the loans market.
- Increase brand awareness by improving keyword rankings and search visibility.
- Generate a substantial increase in organic traffic to the loans section of the website.
- Position Sainsbury’s Bank as an authoritative source for loan-related information.
INTERROGATING DATA, IT’S WHAT WE DO
By conducting keyword research we gained an in-depth understanding of the user intent of home improvements. It centered on two attributes, cost, and profit. To answer queries surrounding these topics, we gathered a thorough collection of authoritative industry data. Assembling the various sources, we created a complex web of knowledge.
This knowledge was utilised to build an interactive, visual calculator that could determine which renovations would add the greatest value to a user’s home. The asset represented a two-story house, complete with a garden and driveway. Users could interact by clicking on different areas to see how much renovations may cost, taking into account the home value and renovation budget.
CREATING HYPE THROUGH DIGI PR
Having created this practical and personalised tool, we generated a network of high authority inbound links from relevant publications and sites to promote it. Additionally, we supported with static visual assets for our outreach partners, which highlighted some of the best ROI home renovations.
+£16 million in extra revenue
Need we say any more? These results speak for themselves.
That’s an incredible £32 for every £1 spent.
+40% increase in organic traffic
We generated a staggering 40% YOY increase in organic traffic for non-brand terms to the Loans section. Additionally, our Home Renovation Calculator increased YOY organic traffic for brand terms to the Loans section by 57%.
+462 keywords on page one
How did we drive such an increase in organic traffic? Well, the campaign ensured Sainsbury’s Bank gained an additional 73 keywords displayed in position one of the SERPs, and a further 462 keywords displayed on page one.
+193 high-quality links
It wasn’t just traffic and visibility we increased. We built upon Sainsbury’s authoritative voice within the loan space generating 193 high authority links. Premium links came from The London Economic, Topps Tiles, Check-a-trade, and Tower Insurance to name a few.
Want to know more?
Lyle Hastie, Business Development – Search