Money 101 SEO Strategy
Money.com had a collection of topics that were grouped together because of their SEO friendly titles. The initial task of the project was a simple reskin of the hub where they all resided, however, once I took a look at the engagement metrics and the organization of the content I saw that there was more potential to boost SEO through a different strategy.
Goal
The original ask was to design a hub home page to house a collection of links written to boost SEO of the Money.com site. The original page was a list of links with very little CSS. Leadership requested that we give the page a facelift to encourage clicks to other articles using article images and more click-friendly CTAs.
Analysis & Solution
After digging deeper into the metrics of user engagement I saw an opportunity to refine this strategy. Individuals did not visit the hub home page all that often. Traffic was coming in from keyword searches for more specific needs and arriving on article pages. By surfacing similar articles that were more catered to their needs and their initial search keywords clicks could increase and thus, boost SEO results. Using Google Analytics and collaborating with the editorial and SEO team, we addressed the Information Architecture and organized the articles into topics and then groups to create a drilldown level of navigation while also grouping similar topics together. Additionally, we marketed the articles as an educational hub to gamify their experience and create achievements to track their progress and promote continued clicks.
