Driving5x ROI on SEO Initiatives:Investing App Case Study

Context

A leading consumer investing app approached us to help scale their user acquisition through SEO. Despite publishing quality content, they were struggling to capture non-branded organic traffic and reach potential users at various stages of the investment journey. Operating in a highly competitive and complex financial market and with growth targets looming, the app needed a strategy to drive substantial growth quickly.

Problems:

• Limited to Branded SEO Traffic: The app’s SEO efforts were primarily generating branded traffic, which meant they were only reaching people who already knew of the brand. This limited reach and left a large potential user base untapped.

• Urgency for Growth: To meet aggressive growth targets, the app needed to scale its user acquisition rapidly. Standard organic growth methods alone weren’t moving the needle fast enough.

• Content with Low Impact: Although the app was producing high-quality, informative content, it wasn’t translating into organic traffic or user sign-ups. This highlighted a gap between content production and strategic targeting.

• Crowded Market with Complex Topics: Investment and finance are notoriously competitive fields online, with well-established sites and dense content. To stand out, the app needed a specialised SEO approach to address this complexity and position themselves as a credible, trusted source.

Solutions:

• In-Depth User and Product Research: We began by conducting thorough user research to understand the app’s target audience, including their search behaviours, financial knowledge levels, and journey from awareness to conversion. Additionally, we analysed competing products to identify content gaps and opportunities for differentiation.

• Development of a Strategic Topical Map: Leveraging our research, we built a topical map that aligned content with user intent at different stages of the funnel—from beginner education (awareness) to advanced investing techniques (consideration) and app-specific benefits (conversion). This map served as a foundation for all content and SEO initiatives, ensuring that each piece addressed a specific audience need or query.

• Content Calendar and Detailed Briefs: To efficiently scale high-quality content, we developed a content calendar with detailed briefs for freelance writers. Each brief outlined the specific SEO guidelines, heading structure, target keywords, and critical information to help writers effectively address topics with high revenue potential. Priority was given to topics that aligned with high-intent search terms, ensuring maximum impact on user acquisition.

• Programmatic Content Strategy with Stock Pricing Database: In collaboration with the product team, we implemented a programmatic approach to scale traffic. We created an extensive, dynamically updated database of stock prices and financial metrics, making it easier for users to find and interact with data directly on the app’s site. These programmatic pages helped capture high-volume search queries related to individual stocks and financial metrics, bringing in users who might not yet be familiar with the app.

The Impact