Darwill Boosts Financial Client’s Organic Traffic and Conversions

Challenge:

A national financial service provider’s website lacked search engine visibility and content that resonated with user intent. The client tasked Darwill to drive more organic web traffic and conversions. Darwill’s digital marketing team created a plan to improve organic discoverability, drive relevant traffic, and boost conversions.

Solution:

• Content overhaul focusing on implementing SEO best practices with relevant, high-intent keywords.
• Conducting detailed SEO topic research, which enabled Darwill to select keywords that were most commonly used in search queries and matched user intent.
• Strategizing around browser algorithm updates, which can influence search rankings over time.
• Performing content optimizations to improve readability and promote higher engagement. This would positively impact the user’s time spent on the client’s site.

SEO Topic Research Strategy:

Darwill performed an onsite SEO audit of the client’s website to identify underperforming pages that needed content optimization. Our team performed SEO keyword research and rewrote content on these pages to incorporate high-value keywords, like “bad credit loans,” that were actively being searched by prospective customers. 

In August 2024, Google rolled out a core update that prioritized helpful and relevant content that is useful to people rather than content created solely to rank high on the search engine results pages (SERPs). With this update in mind, we tailored our edits to meet Google’s evolving quality standards. 

The optimized content was published on the client’s website in November 2024. By aligning optimizations with the core update, this approach safeguarded the client from potential ranking drops that many others experienced post-update and positioned their website for sustained growth.

SEO Case Study Results:

Despite many websites seeing their rankings decline in the SERPs following the August 2024 core update, Darwill adhered to the latest guidelines to ensure positive results. Over a five-month period after our November 2024 updates went live, we saw positive results and a significant improvement to the website and user engagement. Using SEO best practices, a customized approach, and leveraging the time it takes for SEO optimizations to take effect, we helped the client's performance improve across key SEO and user engagement metrics.

SEO is a long-term investment, and it typically takes several months to see results. However, with Darwill’s strategic planning and optimization, we helped the client achieve strong results in just four months—avoiding the SERP ranking declines that many other websites experienced.

From November 2024 to March 2025, the client consistently experienced significant improvements in SEO performance and user engagement metrics. March 2025 marked a turning point—proof that our long-term SEO strategy is working, with strong results to show for it:

Darwill’s data-driven SEO approach not only elevated the client’s search visibility but also turned content into a conversion engine, strengthening their organic web traffic and presence in a competitive financial landscape.