34% increase in CTR traffic
goHenry is a FinTech start-up based in the UK. Their service offers a prepaid debit card app to parents and their children, allowing parents to provide pocket money in a quick and convenient manner that they can control through an app.
The SEO difficulty goHenry had was that their product was new. Although it was innovative, because it was not meeting a clear demand, there were no pre-existing searches for the majority of relevant keywords, making it difficult to optimise their copy effectively. They needed a strategy for organically targeting a developing market on search engines.
This challenge was compounded by a limited set of in-house resources for development – meaning they needed an outside agency to provide support and offer expert advice.
Because there were no pre-existing search terms to use for SEO, Kaizen set about researching the industry and topics relevant to the audience, in order to determine the types of keywords goHenry should utilise to be visible to the right sort of person and inspire interest in the product indirectly.
For instance, while “debit card for children” offered poor search volume, there were better results for searches relating to pocket money advice, chores, and parenting.
Because goHenry’s core value is to help children gain confidence in their finances and spending habits, Kaizen worked on identifying opportunities that could lead content which would advise parents on best practices for educating their children.
Appropriate keyword research and technical analysis supported these suggestions. Kaizen analysed goHenry’s website against over 200 ranking factors using innovative SEO strategies and technology, to see how the site could be optimised in line with the most recent SEO trends.
goHenry were also not using structured data, and therefore were missing out on an opportunity to bolster their site’s performance and their SERP real estate. Kaizen highlighted the most appropriate data types for the schema markup: organisation, app, and article, and assisted with setting this in place.
Because of the limited resources available at goHenry, Kaizen created the markup in JSON and implemented it directly via Google Tag Manager as a custom HTML tag, saving on goHenry’s in-house input. It was validated using the Google Structured Data Testing Tool.
As a result of the strategy suggested by Kaizen, and the structured data implementation, Google has indexed 15% more of the pages on the site.
goHenry have additionally seen an 84% increase in organic traffic year on year, as well as a 103% increase in goal completions over the same time period, indicating successful growth, and propelling their content into wider usage and visibility.