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CASE · FINANCE & FINTECH
ING
Large scale keyword analysis and CTR optimisation for the ING content team.
Keyword mapping
delivered at page level
CTR curves
as a prioritisation framework per query
Cannibalisation
detected and addressed
01
The situation
ING's in house content team needed a clear keyword strategy: which page should rank for which term, and where pages were overlapping or cannibalising each other's search intent.
02
Our approach
01
Keyword analysis & mapping
We ran extensive keyword analysis and mapped keywords at page level, so the ING team knew exactly which page should target which search term.
02
CTR curves & cannibalisation fixes
Using CTR curves per position and query, we prioritised the highest impact optimisations, and traced cannibalisation and overlap between pages to resolve it.
03
Results
- Full keyword mapping delivered at page level
- CTR curves as a prioritisation framework for the content team
- Cannibalisation and overlap between pages detected and addressed
- Self sufficient content team, equipped to keep optimising for the right search terms
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