Positive Highlights
Organic Search Improvements:
- Organic sessions grew by 11.4%, with leads rising by 42.6% and visibility increasing by 7.53%.
- Page 1 keyword rankings surged by 39%, largely due to successful on-page optimisations and internal linking efforts.
- The site’s health score improved from 81% to 90%, with over 44,000 technical issues resolved.
- High-performing pages such as DBA, Retail Deposits, and eBenchmarkers contributed notably to lead generation.
Paid Search Achievements:
- Despite a nearly 50% decrease in impressions, lead volume increased by 44.95% and clicks by 32.06%.
- Average cost-per-click (CPC) dropped by 37.06%, and overall spend was reduced by 16.88%, indicating increased campaign efficiency.
Problem/Challenges
At the start of 2024, Curinos faced challenges including:
- Suboptimal website health impacting search visibility and crawlability.
- Limited organic traction due to underperforming content and weak internal linking.
- Inefficiencies in Google Ads spend caused by broad targeting, leading to high impressions but low engagement and lead quality.
These challenges hindered the digital channels from reaching their full potential in terms of performance and return on investment.
Solution
To tackle these issues, Robot-TXT deployed a multi-layered strategy:
- Technical SEO and On-Page Optimisations: Focused on resolving technical issues, updating metadata, and improving content structure across key landing pages.
- Internal Linking Campaigns: Targeted “According to the data” and “Perspective” articles were linked back to product pages to enhance keyword relevance and user journeys.
- Paid Search Refinement: Aggressive use of negative keywords, domain exclusions, and updated ad copy refined the traffic funnel and lowered costs.
- Content Strategy Overhaul: Rewriting and enriching content, such as the Bank Pricing Strategy page, led to improved rankings for strategic keywords.
Approach
Execution of the solution involved several coordinated phases:
- SEO Technical Work: Fixed over 44,000 issues and increased site crawlability, resulting in more pages being indexed and ranking.
- Content Enrichment: Rich media (videos, updated headings, meta updates) was added to high-value pages. These now rank in top positions for multiple competitive keywords.
- Google Ads Optimisation: Revisions to ad copy, exclusions, and targeted placements refined campaign delivery, significantly reducing CPC.
- Cross-Platform Content Distribution: Curinos began distributing its content on LinkedIn, leading to enhanced reach and visibility during the latter part of the year.
One of the standout examples of success was the Bank Pricing Strategy article. After structured optimisation, it achieved top 10 search rankings for several high-priority keywords, directly contributing to increased leads.
Conclusion
The 2024 digital marketing efforts for Curinos demonstrated the power of a strategic, data-led partnership. Key improvements were evident across both organic and paid channels, setting strong foundations for 2025. With AI and search engine changes on the horizon, Curinos is already adapting its content and campaign strategies to stay ahead.
The year concludes not just with improved metrics, but with a more agile, optimised digital presence that is well-positioned to capitalise on evolving opportunities in the year ahead.