How we increased traffic by 224% during a period of industry downtime.
The wow factor
Increase in website traffic
Increase in organic keywords
Case study
overview
Key Solutions Mortgages are mortgage brokers specialising in helping clients navigate the mortgage market. But what happens when the world goes into lockdown, interest rates skyrocket and the housing market pretty much shuts down?
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We’d been working with Key Solutions for a while, supporting their content strategy and digital marketing to increase their online reach and website traffic. But with a mass of global economic factors affecting the mortgage industry, we knew that the current strategy needed to pivot, and quickly.
So what did we do?
Increasing traffic in a time of turmoil? It’s about quality over quantity.
When it came to shifting our content strategy, we knew that what we were posting was so much more important than how often we were posting it. We explored what kinds of questions people were asking about mortgages, and quickly developed content that answered these questions, packed with all the relevant keywords, search terms and on-page SEO to help them perform at their best. Articles like…
- Can You Get A Mortgage With No Deposit?
- Should I Switch My Mortgage Rate Now?
- What Happens If I Can’t Pay My Mortgage?
- Are There Disadvantages Of Paying Off A Mortgage Early In The UK?
But that wasn’t all; with news on interest rates changing every day (sometimes by the hour), we had to be reactive to what was going on. We monitored UK and global news to quickly go live with articles like…
- House Prices Fall For The First Time Since 2020
- House Prices Continue To Fall At The Fastest Rate Since 2020
- Mortgage Rates Explained: How the new interest rate increase will affect your mortgage
We even set up a webpage which was regularly updated with the latest news in a mini snap-shot format. This meant we could get short-form content live on the site quickly, and in a way that was ready to be shared across all social channels.
So how do blog updates translate to more traffic?
Across 2022/2023, during a time when mortgage applications dropped dramatically, we were able to not only maintain momentum but improve it:
Clicks through Google from a blog page
Impressions from Google from a blog page
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We’re still working with Key Solutions to smash their marketing. In between keeping a strong social media presence, writing compelling website content and publishing insightful blogs, we’re still able to find time to exceed expectations every step of the way!
