Conversion growth
with a digital marketing strategy for
Molo Finance, a mortgage lender in
a highly regulated market
Increase in organic conversion.
Organic traffic growth year-over-year
Increase in Domain Authority (MozDA)
THE BRIEF
Molo Finance, a pioneering digital mortgage lender, wanted to increase brand visibility and web authority while creating innovative viral tools for direct customers and brokers. The goal was to establish Molo as an authoritative, trustworthy digital mortgage application in the mortgage lending industry.
THE PLAN
As a digital-first mortgage lender, we sought a partner to develop valuable, quality content for consumers while generating volumes at zero cost per acquisition. SEO was a critical aspect of the FRP. Our partner needed experience working on digital marketing for SEO in a regulated market. Key areas included strategic approach, product-led, campaign development, and marketing measurement.
THE SEO STRATEGY
Our strategic approach was underpinned by clear goals, planning, roadmaps, and a robust set of metrics. This systematic planning and execution instilled confidence in the effectiveness of our SEO strategy.
Product-led
One key initiative was developing an interactive map targeting the property investment and mortgage industry audience. This innovative product allows potential borrowers to search properties by location and calculate a property value’s gross and net rental yield, providing valuable insights and enhancing their shopping user experience.
Backlink strategy
Acquiring high-quality backlinks from authoritative domains by targeting credible publications and sources within the UK finance and property industries. The aim was to enhance Molo’s domain authority and improve its website search engine ranking.
CRO techniques
Planning, executing, and implementing conversion rate optimization techniques across search pages, resulting in better customer experience, performance, and conversion.
Technical SEO
Ensuring Molo’s content accessibility to search engine crawlers, optimized key pages for search ranking visibility, and worked with the Design and Tech teams to ensure performance and conversion from the interactive rental yield map to the digital mortgage application.
Content creation
Ideation, execution, and launch of engaging key topics relevant to target audiences in the property investment and mortgage industry. We tailored content by location, an approach that resonated deeply with our target audience.
The SEM strategy
Our SEM Strategy integrates best practices into digital marketing channels relevant to Molo’s customers. Overseeing content creation and the distribution roadmap across digital marketing channels.
Digital PR
100+ media coverage across Tier 1-3 publications in the UK, targeting borrowers across direct customers and brokers’ profiles. Designing several insightful digital marketing campaigns targeting Tier 1-3 publications in the UK market.
Social Media
129% social media engagement QoQ across LinkedIn and Instagram. Overseeing content creation and the distribution roadmap across digital marketing channels, increasing engagement across Molo’s LinkedIn and Instagram.
Email Marketing
55% open rate on b2c and 65% b2b emails on average. Overseeing and signing off content creation and the distribution roadmap for email marketing campaigns to increase awareness and engagement from b2b and b2c existing and prospective customers.
THE RESULTS
Organic Traffic
195% increase in weekly organic sessions, a testament to the effectiveness of our holistic approach. The combination of interactive tools, high-quality content, and a robust link-building strategy drove high-intent organic traffic to Molo’s site, impressing us with the tangible results of our SEO strategy.
Volumes growth
33% organic conversion growth year-over-year. This success can be attributed to our implementation of CRO techniques and our efforts to increase brand visibility by location in the property investment and mortgage industry. These strategies have notably enhanced conversions from the website to the product application funnel.
Web Authority
6+ Domain Authority boost (MozDA). Enhanced Molo’s brand and non-branded search visibility, establishing trust in the market and significantly increasing high-intent traffic to Molo’s website.
Let me help you
Book your SEO assessment today
SEO Strategy
I can work with your SEO or Marketing team to enhance SEO processes and frameworks. SEO strategies focusing on high-intent traffic and conversion.
SEO assessment
Review SEO objectives
- Are SEO objectives aligned with OKRs?
- Is the website technically accessible?
- Can search engines access your content efficiently?
- Does the content deploy efficiently?
- Are backlinks relevant to your target audience?
- How is the market landscape?
- Are SEO tasks automated?
Holistic SEO Strategy
Focus organic revenue growth
- Does intent segment keywords?
- Is your content optimized for visitors?
- Is the content relevant to your audiences?
- Have CTAs been tested against your target audience?
- Are backlinks relevant to your audience?
- Is the website technically accessible?
- Is your content accessible to all users?
- Are your web pages designed mobile-first?
On-going SEO
Focus on scalability
- Is CRO aligned with product objectives?
- Have you established SEO processes?
- Have you built a content methodology?
- Have you upgraded your SEO strategy?
- Is the SEO integrated into the wider business?
- Does SEO align with your marketing initiatives?
- Have SEO initiatives been upgraded for Google updates?