twentysix has worked and grown with Hitachi Capital Invoice Finance for over nine years, but in 2019 the brand was faced with even tougher competition for page one rankings and high cost-per-click keywords.
Hitachi Capital Invoice Finance were looking for new strategies to improve rankings for their core services. Our challenge was to not only improve organic rankings and increase traffic to-site, but to improve conversation rates and engagement to ensure a steady flow of high-quality leads for the business.
With Hitachi Capital Invoice Finance increasingly relying on costly PPC, we instigated a strategic shift to focus on content-driven SEO to drive sector specific leads which would be defined by four key product areas.
First up, we optimised content that was already on-site to improve existing rankings. We did this by analysing current search demand and re-optimising header tags, body copy and implementing relevant schema. Next, we produced new content pieces to support the four product pillars, including highly reactive content relating to big news stories in the fintech industry.
When a Google algorithm update (EAT) hit in June 2019, we needed to further ensure our content was expert-led, authoritative and trustworthy if we were going to continue to improve keyword rankings. This led to the launch of a number of PR campaigns to gain coverage and high-quality links and associations to strengthen Hitachi Capital’s domain authority.
A great example of this, was Hitachi’s Business Owner Mistakes campaign; an advice-led campaign centred around the biggest mistakes that business owners made when starting their businesses. First party research and data were used to create news releases that generated 30+ items of coverage with an average domain authority of 38.
This content-driven SEO strategy had a huge impact on Hitachi Capital Invoice Finance's search rankings which ultimately resulted in a 10% increase in organic website sessions and a 14% uplift in leads YoY. Hitachi Capital Invoice Finance reported its highest ever search visibility score – a staggering 58% growth in visibility YoY.
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- uplift in leads YoY
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The team at twentysix generate ideas and deliver on them. Many other agencies give recommendations but don’t see them through from start to finish. They always respond quickly to emails, work to deadlines and they’re straight talking. But most importantly, they generate results. Our SEO campaign has improved significantly, and we are seeing more and more leads come through this channel month-on-month. By increasing our investment in SEO, we are now running a much more efficient campaign in terms of the CPL, which is exactly what was requested.”Laura Needham, Digital Marketing Manager
Hitachi | Nine years of growth
twentysix delivered a content-driven SEO strategy that enabled Hitachi Capital Invoice Finance to reach its highest ever search visibility score (up 58% on the previous year) and a 212% increase in conversion rate.