SEO & SXO Landing Page Optimisation for Aqua
| + | keywords ranking in Top 10 |
| + | position increase for high-value keywords |
| % | increase in organic traffic |
As a player in the highly competitive “Your Money Your Life” (YMYL) sector, Aqua needed to ensure their online presence adhered to Google’s rigorous E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines to build trust with users and search engines alike. Our focus was on improving the visibility and traffic of Aqua’s key landing page for the term “credit cards for bad credit” – a space dominated by credit card providers and comparison sites like Compare the Market.
The Brief:
- Boost search rankings for the term “credit cards for bad credit” and related transactional keywords.
- Drive YoY improvements in impressions and clicks for main landing page
- Strengthen Aqua’s authority in the marketplace.
The Plan:
Landing Page Optimisation: We updated metadata, H1 tags, and restructured content to better align with user search intent. Enhancements like colour-block backgrounds and expandable FAQ modules were implemented to improve readability and user engagement.
E-E-A-T and Credibility Focus: We emphasised trustworthiness by integrating Trustpilot ratings above the fold, expanding customer testimonials, and using unique product imagery instead of generic icons to bolster Aqua’s credibility as a YMYL provider.
Collaboration with Aqua’s Development Team: A close working relationship with Aqua’s developers was established through regular calls and presentations, ensuring smooth integration of SEO recommendations and prioritisation of technical improvements.
Building Topical Authority and Digital PR activity: To position Aqua as a trusted resource for “bad credit,” we created supportive informational articles and launched digital PR campaigns, generating high-value follow links to enhance Aqua’s authority and brand visibility.
Maximising SERP Features and Technical Audits: A thorough review of schema and SERP feature eligibility was conducted, alongside a technical audit of the landing page, addressing quick-win issues and expanding Aqua’s search visibility to drive more impressions and clicks.
THE RESULTS
Our combined SEO, SXO, and digital PR strategy allowed Aqua to cut through a saturated market and achieve impressive growth in visibility and organic traffic. By aligning our efforts with E-E-A-T standards and maintaining close collaboration with Aqua’s development team, we were able to make meaningful improvements that will continue to drive results for Aqua in the long term:
- +27 keywords moved into the Top 10 of search rankings.
- A 9-position jump for the high-value keyword “credit cards for bad credit” (33.3K search volume), moving from #20 to #11.
- Aqua’s homepage maintained a #1 ranking throughout.
- +173% increase in organic traffic to the landing page, equating to an additional 1,000 visitors.