Nepo Savers: How we (quickly) earnt high authority backlinks for Wealthify
Wealthify is a wealth platform offering a range of products designed to support people at every stage of life, helping individuals make more of their savings, investments and pensions.
Founded in 2016, Wealthify provides a suite of savings and investment products including Stocks and Shares ISAs, Self-Invested Personal Pensions (SIPPs) and General Investment Accounts.
Wealthify is authorised and regulated by the Financial Conduct Authority (FCA) and operates in one of the most competitive and highly regulated areas of financial services, where specialist finance PR and digital visibility play a crucial role in building trust and brand authority.
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62
BACKLINKS TO SITE
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31
PIECES OF PRESS COVERAGE
Challenge
We partnered with Wealthify to create compelling content to generate high authority links, boost keyword rankings & uplift traffic to their new Instant Access Savings product.
Our Objectives:
- Build links to campaign page & Instant Access Savings page.
- Earn Top tier, niche &/or regional coverage for the research
- Improve page authority on product & campaign blog pages
- Help Wealthify hold a consistent rank for the ‘savings account’ keyword on the /savings-account page.
- Increase organic Clicks & Impressions to the product page
- Create engaging campaign blog that outperforms existing blog posts (traffic & bounce rate)
Strategy
After analysing keywords and identifying key opportunities to place Wealthify’s new product in a more competitive position, our idea was formed around disparities between adult children who receive savings from the ‘Bank of Mum & Dad’ vs those who don’t. Our aim was to understand how this affected people’s finances.
We found while the media were talking about adult children receiving money from their parents, they weren’t talking about the disadvantages for those who don’t (81% of the nation).
Conducting a survey of 2,000 UK adults allowed us to draw direct comparisons on these two groups, & produce multiple angles on our topic to appeal to many publications.
With national, regional & niche angles, our Digital PR activation consisted of a 4-pronged outreach strategy, maximising coverage, delivering the best ROI.
Due to the range of the research, journalists would be inclined to include links to the research blog & product page so readers could access further data & solutions to any savings worries.
Links obtained from high-authority domains would increase Wealthify’s /savings-account page search visibility & rankings, whilst boosting blog views & reducing bounce rate.
RESULTS
We smashed each objective in just 3 months, as a result of our strategic planning and stellar execution:
- Achieved 62 backlinks contributing towards organic performance & diversifying backlink profile to top tier publications including: MSN, Daily Express, HuffPost, GoodToKnow & IFA Magazine.
- Achieved 31 pieces of relevant, niche & top tier online coverage including: Financial Times, Daily Mail, This Is Money & Money Marketing, & 4 pieces of offline, print coverage in the UK, Scottish & Irish Daily Mails, alongside the Belfast Telegraph.
- We increased page authority by 2 points through one campaign.
- Following our campaign, a clear, consistent improvement in ranking for this keyword can be seen
- Campaign activity contributed to 20.6% increase in Clicks & 22% in Impressions from Organic Google Search in 3 months
- Our blog outperformed expectations, achieving a 476% increase in views in 3 months since launch.
Emma Robinson - PR & Comms Manager, Wealthify"Honcho are great to work with. They are tenacious, monitoring for opportunities and suggesting new ideas constantly. And we have seen some great coverage as a result. The team are a pleasure to work with, and their knowledge and insights are invaluable."
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