AJ Bell

Knowing the importance of content was key for this project and delivering the results required. ROAST achieved this by highlighting the opportunity for new informational and resource content on the site through thorough content gap analyses. As a result, we were able to achieve drastic improvements in overall traffic to AJ Bell’s site, with some of these new suggested pages becoming the main traffic driving pages to the site.

ROAST recognised the opportunity for new content, not only for increasing AJ Bell’s overall traffic levels but also as a great way to build on AJ Bell’s E.E.A.T – particularly authority signals. By improving AJ Bell’s authority signals through new and relevant content, this allowed us to highlight to Google and users that AJ Bell is the destination for investing searches.

Investing may not be a fun topic; however, it does need to be informative and for the ‘DIY Investor’, they are keen to stay in the know.

Therefore, our making it happen came through our 2-step content process.

Step 1: Optimisation

• We kicked off by fine-tuning AJ Bell’s existing content to boost its visibility on the search engine results pages (SERP). By refining the page copy to better align with search intent and enhancing keyword targeting, we transformed these web pages into powerful magnets for search traffic.

Step 2: Creation

• ROAST sprang into action by crafting fresh content pages tailored to the keyword categories pinpointed in the content gap analysis. This strategic move quickly boosted AJ Bell’s visibility and traffic, offering the fastest route to success. Leveraging insights from competitor research and untapped keyword opportunities, as shown in the results.

The new web pages created by ROAST have resulted in over 39,200 clicks to AJ Bell’s site (March 2023 – March 2024). As a result of AJ Bell continuing to hold strong ranking positions for these new pages, we can continuously drive significant traffic to the website.

As an example of this, ROAST created one new page, designed to target high search volume term “ISA vs SIPP” / “ISA v SIPP” (1,300 av. Monthly searches) which led to AJ Bell ranking position 2 in the SERP (current position) and driving over 7,740 additional clicks over the last 16 months.