Targeted SEO and persona-driven content marketing for a financial management platform tailored to SMBs
Project
Overview
Our client specializes in providing comprehensive accounting and financial management solutions for small and medium-sized businesses. Their platform provides personalized financial reports, automated transaction categorization, and tax filing support by combining human expertise with AI-driven technology.
Product Marketing
SEO
Large companies dominate the market, and the client was struggling to rank for both high-purchase intent keywords and general keywords in their category.
Although the product had extensive documentation, the website failed to effectively communicate the benefits of the technology to prospects across multiple industries.
With a limited understanding of the needs of each buyer persona, the marketing and sales teams were unable to deliver valuable content that would convert leads into customers.
Metriqal conducted extensive competitive analysis to identify the top target keywords for which the client could quickly rank. We focused on optimizing the highest-traffic pages by refining existing website content, including meta titles, meta descriptions, and H1 tags, for these keywords. In addition, the team worked closely with the client's development team to apply technical optimizations to the site.
Metriqal developed a content calendar outlining the new website content to be created by the client, including meta tags and keyword strategies for each page. The new content clearly defined the industries, companies, and business functions that the technology could serve, making it easier for prospects to make purchasing decisions.
Through in-depth customer interviews and meetings with the client's internal team, we created detailed buyer personas that outlined the background, pain points, and goals of each target audience. These personas guided content creation and acquisition strategies.
Results
+166%
Increase in organic impressions
+140%
Increase in organic clicks
+72%
Increase in organic traffic
+6.4
Increase in average ranking for target keywords
Next project
You'll want to see this
Subscribe to our newsletter
