In-depth research helped us to better understand user intent / demand, identify and prioritize gaps in both visibility and content, and lay the foundation for a scalable content roadmap. We targeted 5 keyword themes:
- Active Investing
- Automated Investing
- Fractional Shares
- Retirement Accounts
These had roughly 570,000 supporting keyword derivatives and search demand estimates of over 5,500,000/month tied to them. We identified this as the opportunity and the way to meet SoFi’s goals.
We dedicated ourselves to developing content clusters that supported our 5 keyword themes using in-depth articles, guides, tools and calculators, how to’s, what is and answers to frequently asked questions. Our content strategy also focused on search query chains, specifically the user journey and ensuring that SoFi Invest was present throughout Google’s “People Also Ask” & “Related Searches” features. This strategy strengthened SoFi’s semantic authority for our target areas.
As a relatively new player in the investing space, SoFi needed a robust digital PR strategy to get their product story out, promote the newly created content and boost page brand and link equity. We leveraged existing relationships with publishers and influencers in both the financial and investment space.
Lastly, to ensure maximum SERP shelf-space, we aligned to technical SEO best practices for page speed, schema markup, internal linking, and information architecture. These best practices helped us to take advantage of featured snippet opportunities, along with increased voice search activity.