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When It Comes to Keywords, It's Quality Over Quantity


Regional Finance



The Situation

We partnered with Regional Finance to design and develop their new website for In addition to a modern look, two big goals for the website were to improve the customer experience and to improve the user journey to prequalify for a new loan.

The Solution

Our SEO team implemented a well-researched SEO strategy that would bring more new customers to Regional Finance’s website by increasing their search engine traffic and visibility.

Infinity’s approach to SEO is to strategically focus on high-performing keywords with a higher click probability. With the rise of “zero-click” search results, it is imperative to make sure adequate keyword research is performed when optimizing a website for organic search engines.

Regional Finance SEO results


The Results

The new website was designed, developed, and the content was built in line with the new SEO strategy. As a result of targeting higher-performing keywords, the total amount of ranking keywords decreased while the amount of organic traffic increased.

The previous Regional Finance website was ranking for over 24,000 keywords that were producing altogether around 55,000 clicks per month. This means that each ranking keyword was averaging 2.3 clicks each.

Shortly after the new website launch, Regional Finance’s website was ranking for only 8,000 keywords. However, those keywords were producing 86,000 clicks per month. This means that on average each keyword was now producing over 10 clicks per month. That’s an increase of 335% in keyword effectiveness.

This is the direct result of our strategic approach to SEO, which targets specific search terms with a higher probability to gain clicks rather than a strategy seeking to rank for as many search terms as possible. After all, what good is a keyword ranking if it doesn’t get a web user to your website?

“It has been a pleasure working with Infinity Marketing. Their team went above and beyond to design and launch our new, responsive website to help achieve our customer service and business growth goals. Since launching, we have increased our online loan applications, customer logins, and overall engagement across our website. We are extremely happy with our partnership and look forward to continuing to work with Infinity in providing an excellent website user experience and executing a variety of digital marketing tactics to drive loan growth.” –  Regional Finance Team

Here’s a look at organic growth comparing May 2019 to May 2020. While the results are strong, SEO is ongoing and Infinity continues to work with Regional Finance to identify keywords that will drive traffic and create new customers.

Regional Finance SEO May 2019

Regional Finance SEO May 2020

Key takeaway – it’s not about the number of keywords your site ranks for, it’s about the right keywords for your customers.

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