At the top of Google’s toughest segment, without an advertising budget
Lånekoll wanted to appear at the top of Google’s organic search results within loans and credits, one of the most expensive and competitive segments in Swedish search – the finance segment. There, traffic in Google Ads costs enormous sums and reaching the top organically requires expert knowledge. Topdog developed a targeted, long-term strategy covering all aspects of SEO, and took responsibility for the implementation. The result was that Lånekoll’s site went from nowhere to an organic traffic that would cost over 20 MSEK per year to purchase via Google Ads.
The Challenge
Lånekoll wanted to attract valuable traffic to their commercial landing pages within loans and credits. The problem is that this particular segment is one of the most fiercely competitive in Swedish Google.
How fierce the competition is can be clearly seen in advertising prices. Within finance, a single click in Google Ads can cost as much as 300 kronor. That says something about how much each visitor is worth and how many players are fighting for the same space.
The top positions in organic search are therefore very valuable for a loan broker like Lånekoll. Those who appear there get to benefit from the extensive “free traffic” that search can provide. However, it means that Lånekoll needs to be better than everyone else in one of Google’s toughest segments. That was the challenge.
Goal
The goal was to take Lånekoll’s commercial landing pages to the top of Google within loans and credits, thereby driving valuable traffic to the site without having to pay for each click.
The focus was on traffic with actual business value, meaning searches that lead to customers, not just visibility in itself.
Strategy and Approach
Dominating one of the toughest segments in Swedish Google requires expert knowledge. It also requires an SEO initiative that is both targeted and long-term. Our strategy was therefore to cover all the components that make up successful SEO: technology, content, user experience, and links. In such a competitive segment, being strong in just one of them is simply not enough.
1. Strategy and project plan
We developed a clear strategy and project plan based on our proven SEO process. It provided direction, prioritization, and a plan that tied together technology, content, user experience, and links into a cohesive whole rather than scattered efforts.
2. Implementation according to plan
Topdog then took responsibility for ensuring the strategy was implemented according to plan. This is often where SEO initiatives stall: the plan exists, but the work does not get done. In a segment like this, where changes take time to materialize, long-term and consistent implementation is what makes the difference.
The Result: organic traffic worth over 20 MSEK per year
Topdog took Lånekoll’s site from nowhere to an organic traffic that would cost over 20 MSEK per year if purchased via Google Ads.
That says something about both the volume and the value of the traffic. In a segment where each click can cost up to 300 kronor, 20 MSEK in equivalent advertising value is a significant business impact, year after year. Lånekoll receives that traffic organically, without paying per visitor.
That is how we prefer to work: SEO that gets done and that drives real business.
If you are also looking for a good SEO agency in Stockholm, you are welcome to contact Topdog.