Equifax: The Knowledege Centre
In a rapidly changing, competitive market, we needed to find a way to use organic search to increase subscriptions of Equifax’s credit report product by increasing Equifax’s organic search visibility and traffic, while also improving brand awareness and saliency of the Equifax brand and their credit report product.We wanted to reach consumers who were seeking information about topics that were highly relevant to credit reports.
We created a data-driven content strategy using our in-house tool Insight Compass, which helped make our efforts highly-targeted and more likely to drive traffic. We populated the Knowledge Centre, a content hub on the Equifax website, with helpful articles and downloadable guides on a variety of financial topics that would genuinely offer value to people in sometimes tricky financial situations. Bringing these people to the website helped us raise awareness of both the Equifax brand and their product.
Significant increase in conversions from visitors to the hub
Six-fold increase in traffic significantly growing search visibility and ranking keywords