Private Equity Firm

We’re including this as a case study because its results are very typical of our content-focused SEO campaigns. We began working with a private equity firm with aggressive investor acquisition goals in March 2021.

The company had seen steady increases in organic traffic after hiring an in-house SEO, but encountered some challenges once he tendered his resignation in January 2021.

Plan Content That Targets Savvy Investors—Not College Students

Upon delivering our website quality audit, we found that much of the organic traffic was going to articles that didn’t align with the savvy investor the company wished to target through content. For example, the blog contained articles illustrating how to calculate financial measurements such as NPV and IRR, measurements that are taught in college Finance 101 courses.

We redirected the company’s content strategy to only focus on the types of searches a savvy investor would perform. This largely consisted of esoteric financial measurements that only an accredited investor would research.

Consolidate and Redirect Pages Getting No Traffic

Additionally, the blog had many instances of articles targeting the same keyword intent, resulting in roughly 1/3 of the articles getting no traffic at all. Often, these articles would cover unique subtopics that, when consolidated into a better performing post, could help those other articles to rank better.

We took the crawl we performed and identified any articles getting no visitors that had been published at least 6 months before. We took all of these articles and pasted any unique sections that could add value to a related article, then redirected them.