Investment Quorum
Investment Quorum (IQ) is a London-based boutique, independent wealth management firm. Dedicated to delivering a first class, concierge-style client experience, the business was keen to increase its website traffic and grow its online enquiries. Step in Team Figment with a highly targeted plan to boost leads that matched IQ’s specific audience persona.
- SEO
- Content Marketing
Investing in Visibility: An SEO Strategy for Growth.
Boutique wealth management firm Investment Quorum (IQ) combines deep expertise with a personal touch and bespoke approach to achieving their clients’ financial aspirations. With their strong client partnership values, it was no wonder they wanted to gain the same fromtheir relationship with their SEO team.
IQ had very specific aims: to improve their organic rankings and online traffic, and to attract a flow of enquiries from prospects who would be the right fit for their service offering.
In response to the brief, Team Figment got to work developing a series of targeted SEO strategies, including a variety of hands-on fixes and practical tactics that would help accelerate the campaign for better results, faster.
Compound Interest: Strengthening Online Presence.
Financial services and wealth management are highly competitive sectors. Securing top positions in the search results is vital for firms that want to cast their lead nets wider and attract more clients.
To make sure this happened for IQ, we pooled resources across a variety of our in-house SEO skillsets, combining a selection of tactics and following our proven six-step SEO roadmapwhich we carefully mapped to their defined audience requirements.
Our tactics included:
Technical SEO
to boost site performance, we ran a fine tooth comb across the client’s website, cleaning up error pages and broken links and attending to other issues, ensuring we set a strong foundation for our SEO work.
On-page Optimisation
Refining meta tags, headings and other on-page factors which would directly impact search engine rankings.
Location-specific Content
A series of pages optimised for IQ’s core target locations.
External Link-building
Acquiring ethical third party links to power up domain authority, helping boost rankings within the finance sector’s highly competitive search results.
The outcome?
Impressions surged by 232%, jumping to 537K in just 5 months, representing a substantialvisibility boost.
With their newly increased online visibility, IQ was now more likely to appear in searches for their niche service offering. But appearing in searches is only the start. Converting these initial successes into traffic – and ultimately clicks to the website – is what really mattered.
The good news was that our efforts brought success in these areas too, driving:
- 74% more organic traffic
- 58% more clicks
Climbing the SEO Rich List: Ranking Where it Matters.
Increased traffic and clicks showed a healthy improvement for IQ. But making sure those clicks actually equated to meaningful leads formed a big part of our mission.
Content marketing and optimisation played an important role in achieving this goal. By making sure IQ’s website was packed with material that closely aligned with the specific needs of their ideal audience, we were able to attract the right type of leads – the ones more likely to become clients.
Our strategy included:
Pruning Existing Client-created Content
We removed content that was unrelated or only loosely related to the core service offering – and then carefully redirected non-functional links.
Building a Strategic Web of Content
We carefully structured internal links between IQ’s key service and landing pages and supporting blog content. This helped search engines understand topic relevance, while guiding visitors to high-value pages, increasing engagement and conversions.
Creating New Articles
We developed content that would appeal directly to the client’s specific audience personas, and that would help their website rank for keywords associated with their clients’ particular interests.
The results?
Having gained more than 300 Google Page 1 rankings in just 5 months, visibility and authority soared. IQ began to enjoy an increased stream of enquiries, to the point where they extended their contract with us due to the success of the campaign.
Investment Quorum is now better positioned for healthy business growth, enjoying a steady stream of organic leads from their ideal clients.
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