Positive Highlights
Organic Search
- Organic sessions surged by +131,743%.
- Website health improved by 17%, rising from 74% to 94%.
- AI content cluster visibility significantly contributed to ranking improvements, with +2,150% more Page 1 keywords.
- Strong improvements across SEO content clusters, particularly in cloud accounting and digital transformation themes.
Google Ads
- Successful restructuring of campaigns post-Performance Max phase led to better segmentation and targeting.
- Implemented negative keyword strategies and keyword match type refinement, resulting in lower CPL and improved quality leads.
- Integrated GA4 audience lists to improve targeting accuracy.
LinkedIn Paid Media
- Document and single-image ads emerged as top performers, contributing to 60% of LinkedIn leads.
- Expanded audience reach reduced saturation and improved CPLs.
- Notable increase in ICP leads through strategic ad testing and campaign iterations.
Problem/Challenges
Silverfin faced several common yet critical digital marketing challenges:
- Organic Visibility Plateau: Before implementing structured content strategies, content clusters lacked cohesion, causing diluted visibility.
- PPC Inefficiency: The initial Performance Max campaigns lacked sufficient segmentation, resulting in overly broad targeting and inefficient CPLs.
- Ad Fatigue on LinkedIn: Rapid audience saturation and ineffective ad formats early in the year limited campaign longevity and reach.
Solution
The solution was a comprehensive, multi-channel optimisation strategy:
- SEO: Implemented structured content clusters (notably AI and digital transformation), improved site health, core web vitals, and internal linking.
- PPC: Rebuilt campaigns from the ground up, incorporating phrase match types, negative keywords, and granular segmentation to improve quality and cost-efficiency.
- LinkedIn: Refocused campaign creative on document ads with integrated lead forms, prioritised audience expansion, and excluded irrelevant segments to refine targeting.
These solutions were chosen for their ability to directly address the root challenges — visibility, precision in targeting, and campaign longevity — and were implemented through collaboration between Silverfin and Robot-TXT.
Approach
SEO Approach
- Introduced a Hub and Spoke content strategy, suggesting the development of dedicated pages such as /ai-accounting-software/ and /cloud-based-accounting/ to boost topical relevance.
- Used schema markup and AI-enhanced content to improve SERP features and AI search inclusion.
- Regular audits, technical fixes, and backlink monitoring ensured ongoing site health and authority improvements.
PPC Approach
- Split previously broad campaigns into targeted segments with unique themes and budgets.
- Regularly optimised ad copy and tested performance variables through A/B testing.
- Integrated GA4 audience lists to enhance targeting and conversion potential.
LinkedIn Approach
- Tested various ad formats and identified document ads as the most effective.
- Used audience expansion and exclusions strategically to increase campaign lifespan and lead quality.
- Prepared for future remarketing campaigns by building and segmenting audiences.
Conclusion
2024 was a transformational year for Silverfin UK. Through strategic collaboration and tactical refinement across channels, the brand experienced unmatched growth in visibility, engagement, and lead generation.
Key takeaways:
- Integrated strategies drive stronger performance than isolated channel efforts.
- Continuous optimisation, testing, and content relevance are essential to sustainable digital success.
- The groundwork laid in 2024 positions Silverfin to achieve even greater authority and reach in 2025.
With a strong roadmap in place for 2025 — including further content cluster development, remarketing strategies, and brand awareness campaigns — Silverfin is well-poised to capitalise on its digital momentum.