At the top of Google’s toughest segment in three years
Lånekoll wanted to reach the top of Google’s organic search results in the finance segment, one of the most expensive and competitive segments in Swedish search. When Topdog stepped in, Lånekoll didn’t even appear on Google for loand and credit related searches. We built a focused, long-term strategy that covered every part of SEO, and took responsibility for delivering it. The result: Lånekoll went from nothing to organic traffic that would cost over SEK 20 million a year to buy through Google Ads.
The Challenge
Lånekoll wanted to drive valuable traffic to its commercial landing pages for loans and credit. It’s one of the most fiercely competitive segments in Swedish search, and the ad prices prove it. In the finance segment, a single click on Google Ads can cost SEK 200 to 400. That says a lot about how much each visitor is worth, and how many companies are fighting for the same space.
Lånekoll was already starting from behind. The site was nowhere to be found on Google, and it didn’t rank for its own brand name.
Goal
The goal was to take Lånekoll’s commercial landing pages to the top of Google for loans and credit, and to drive valuable traffic to the site without paying for every click. The focus was on traffic with real business value: searches that lead to customers and conversions. That meant targeting keywords with both high search volume and high purchase intent, such as “låna pengar” (borrow money), “låna pengar med låg ränta” (borrow money at a low interest rate) and “bolån” (mortgage).
Strategy and Approach
When Topdog took on the project, Lånekoll was invisible on Google. It also lacked the brand awareness that many competitors already had. In one of the toughest segments in Swedish search, taking the site from invisible to dominant meant building a focused, long-term SEO programme. We had to work across every area that drives successful SEO: technical SEO, content, user experience and links.
In a segment this competitive, focusing on just one area isn’t enough. Every SEO detail has to be right, and nothing can fall through the cracks. To make the project a success and get everything in place, we built a working delivery process together with Lånekoll. It made sure every action got done and every resource was used effectively.
From keyword research to site structure
We started with a keyword strategy that formed the foundation for a new site structure and new landing pages, each with its own URL. The analysis gave us direction and priorities, and tied technical SEO, content, user experience and links together into a single, coherent whole.
Pages built to rank and convert
The landing pages were built to do two things: rank, and turn visitors into customers. We worked on content and user experience so that traffic actually turned into business.
An ongoing link-building process
The finance segment demands strong links, and plenty of them. We set up a process for building links continuously, strengthening the pages’ authority over time.
Delivery according to plan
Topdog took responsibility for building a shared process that made sure the strategy actually got delivered. That delivery process let us prioritise actions, build and improve landing pages, produce links, and measure and follow up on results.
This shared way of working made the day-to-day work, the improvements and the measurement easier to manage. It also let us get every part of the project working together with Lånekoll. In the end, it was the process that got us over the line.
The Result: organic traffic worth over 20 MSEK per year
In three years, Topdog took Lånekoll from nowhere to the top of Google for loans and credit:
- The site ranks for major commercial keywords such as “låna pengar” (borrow money), “bolån” (mortgage) and “låneförmedlare” (loan broker), all with high search volume and high purchase intent.
- That traffic would cost over SEK 20 million a year if purchased via Google Ads.
- Lånekoll gets that traffic organically, without paying per visitor.
In a segment where a single click can cost several hundred kronor, that’s a significant business impact, year after year.
If you are also looking for a good SEO agency in Stockholm, you are welcome to contact Topdog.
