MarketingSherpa recently released a case study detailing the SEO efforts of Landmark Bank, which serves business and personal accounts. The bank significantly improved organic and paid search traffic by analyzing its website and launching a keyword-focused content marketing strategy.
The bank started by doing in-depth site analysis and conducting keyword research. It moved on to optimizing and developing site content around core keywords. Developing original website content and engaging sharing it to engage prospects and current clients with social media marketing helped Landmark make its website an industry resource and an engine for leads.
According to the report, Landmark also used different organic link building strategies to drive traffic and improve its overall presence on the web. Moreover, its PPC campaigns were altered based on the trends discovered in its keyword research, and it found that its SEO efforts boosted paid search performance.
“One of the benefits of doing both SEO and paid search is that we are able to do as much overlap as possible with our keyword selection, and that we could support the paid search campaign with the content that was on the site,” said Landmark’s marketing manager, Andy Craig.
As a result of its all-encompassing SEO campaign, Landmark experienced a 30 percent increase in organic search traffic and a 360 percent jump in website visits generated by PPC campaigns.
The success of Landmark demonstrates why PPC needs SEO and content, as well as the banking sector’s increased interest in improving website quality. Brafton reported at the end of 2011 that the industry as a whole was struggling to effectively engage prospects on the web with just 19 percent reporting satisfaction with their existing new media marketing use.
