Free consultation
Investing in bonds: Google traffic from almost zero to 643 visits a month

Investing in bonds: Google traffic from almost zero to 643 visits a month

26 → 643
monthly Google visits (Ahrefs estimate)
+385
keywords since the start (505 in total, Ahrefs estimate)
#1
position for three selected investing queries
≈ 40
topics: informational articles that lead to bonds, plus commercial pages

Client – a Czech finance company that offers its bonds to investors.

Customers: people who search Google for where to put their money and may gradually become interested in a bond.

“We want to sell bonds and win new investors. Other channels haven’t worked so far; SEO should be our first source of a steady flow of qualified prospects.”
The client’s brief at the start of our work together

A narrow niche and a site with no visibility created a double problem.

  • Almost no visibility: the site barely showed up in Google.
  • A narrow niche: relatively few people search for bonds directly, and many are only starting to think about where to put their money.

Queries on the way to bonds

We picked queries that lead to bonds, from general investing to specific bonds. The table shows the position and estimated visits for each. The queries are Czech; translations are below the table.

Query
Searches / mo.
Position
Est. visits
Journey stage
do čeho investovat
Searches: 250
1
Visits: 314
awareness
jak vydělat peníze bez investic
Searches: 80
1
Visits: 39
awareness
do čeho investovat 100 000
Searches: 30
1
Visits: 10
awareness
jak investovat malé částky
Searches: 100
3
Visits: 10
consideration
do čeho investovat 2023
Searches: 200
5
Visits: 14
consideration
nejlepší dluhopisy
Searches: 90
5
Visits: 11
close to buying
jak fungují dluhopisy
Searches: 200
6
Visits: 14
close to buying
jak funguje dluhopis
Searches: 150
6
Visits: 9
close to buying
A selection of queries. Google position: 1 = first result. Ahrefs calculates the estimated visits. The “Journey stage” column is our own classification of the queries. Translations: “do čeho investovat” (what to invest in), “jak vydělat peníze bez investic” (how to make money without investing), “do čeho investovat 100 000” (what to invest 100,000 CZK in), “jak investovat malé částky” (how to invest small amounts), “do čeho investovat 2023” (what to invest in 2023), “nejlepší dluhopisy” (best bonds), “jak fungují dluhopisy” and “jak funguje dluhopis” (how bonds work / how a bond works). Source: Ahrefs, Sep 5, 2023.

What we did

First we prepared the website technically so that content could work in Google. The table shows the tasks and our fixes.

Task
What we did
Sitemap for Google
→
↓
Sitemap created and submitted to Google Search Console
Standing out in search results
→
↓
Star ratings in Google results and 5 questions with answers, enabled by structured data
Outbound links passed link value to other sites
→
↓
Outbound links to other sites set to nofollow
Measuring the value of visits
→
↓
Conversion tracking set up correctly
Internal linking and page meta tags
→
↓
Internal links to key pages and meta tags on every page
Main pages of the site
→
↓
Updated and reworked

We chose the steps with the biggest impact. We organized the work into sprints. The texts came out of content sprints and link to each other internally.

  • About 40 topics: first analyzed, then written and published.
  • 50 links: PR articles that support the texts.

We widened the scope to informational content about investing and saving. The foundation was keyword research.

Topics ordered by how close they are to a purchase

We ordered the topics by how close the reader is to buying. This is how content marketing works: the reader moves from a general question to bonds.

Content funnel: from general investing to bonds

Main page = the goal of every text
Bond offer for investors
Informational content is linked with internal links so that it leads right here.

Commercial pagesI want to buy

1Commercial pages about bonds
BondsCorporate bonds

Informational contentI want to know

2Information close to purchase
How bonds workBest bondsTypes of bondsTaxation of bonds
3Broader investing topics
What to invest inHow to invest small amountsReal estate investmentGold investmentInvesting in bitcoin
4Saving and basics
How to start savingWhat is inflationWhat is interest
Each text offers a next step: the article “do čeho investovat” (what to invest in) → “jak fungují dluhopisy” (how bonds work) → “nejlepší dluhopisy” (best bonds) → bond page → inquiry.
commercial pagesinformational content, numbers = priority order
The categories in the strategy were Investing, Saving, Guides and Terms.

External links

In link sprints we added links gradually, to the pages we were pushing at the time.

Data from Ahrefs

Investing in bonds: Google traffic from almost zero to 643 visits a month obrázek 1
Ahrefs overview as of Sep 5, 2023: 505 keywords (+385) and estimated Google traffic of 643 visits a month (+617). Green numbers show the change since the start of work. The 50 links mentioned are PR articles.
Investing in bonds: Google traffic from almost zero to 643 visits a month obrázek 3
Ahrefs, September 2022 – September 2023. Top chart: number of keywords ranking in Google, split by position (darker color = better position). Bottom chart: number of pages that appear in Google. Strong growth starts at the turn of January and February 2023. The first texts were published in December 2022.
Investing in bonds: Google traffic from almost zero to 643 visits a month obrázek 5
Ahrefs, Sep 5, 2023: search volume (“Volume”), estimated visits (“Traffic”) and Google position (“Position”) for investing queries.

Money spent on content is an investment in your own website.

More case studies
SEO Praha

Chcete zvýšit počet zákazníků vaší místní firmy?

Zajímá vás, jak získat více klientů přes vyhledávače?

Získejte zdarma návod na 8 kroků, které vám pomohou dosáhnout tohoto cíle!

Klikněte a získejte svůj exkluzivní průvodce!

Získat nyní