SoFi’s mission is to help people realize their financial ambitions. SoFi aims to become a one-stop shop for personal finances and their products are designed to work better together. SoFi constantly innovates and builds new ways to give members what they need to make that happen.
In-depth research helped us to better understand user intent / demand, identify and prioritize gaps in both visibility and content, and lay the foundation for a scalable content roadmap. We targeted 5 keyword themes:
These had roughly 570,000 supporting keyword derivatives and search demand estimates of over 5,500,000/month tied to them. We identified this as the opportunity and the way to meet SoFi’s goals.
We dedicated ourselves to developing content clusters that supported our 5 keyword themes using in-depth articles, guides, tools and calculators, how to’s, what is and answers to frequently asked questions. Our content strategy also focused on search query chains, specifically the user journey and ensuring that SoFi Invest was present throughout Google’s “People Also Ask” & “Related Searches” features. This strategy strengthened SoFi’s semantic authority for our target areas.
As a relatively new player in the investing space, SoFi needed a robust digital PR strategy to get their product story out, promote the newly created content and boost page brand and link equity. We leveraged existing relationships with publishers and influencers in both the financial and investment space.
Lastly, to ensure maximum SERP shelf-space, we aligned to technical SEO best practices for page speed, schema markup, internal linking, and information architecture. These best practices helped us to take advantage of featured snippet opportunities, along with increased voice search activity.
Organic search for the win, becoming the number one traffic driving channel and the largest contributor to traffic in under 12 months.
INCREASE IN ORGANIC SEARCH SESSIONS
ACCOUNTS FUNDED BY ORGANIC SEARCH
NEW POSITION 1-3 KEYWORD RANKINGS
“Partnering with NP Digital was an instrumental component for SoFi to elevate and build authority within the investment sector, a critical area of expansion for us in 2021. The strategy and partnership we have built provided a success framework that we can use in other areas of the business for continued growth.”
Adobe
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