Case Study: Qonto doubles traffic and lifts leads 55% with a bottom-of-funnel content strategy
Key results
The challenge
Qonto, a fintech launched in 2016 with first-mover advantage in the German market, faced an influx of better-funded rivals by 2021. Its broad content strategy of ranking for as many keywords as possible targeted the top of the funnel and no longer brought relevant leads, so the team needed a more targeted approach to convey the company's unique selling proposition and improve conversion.
The solution
From the start of 2021, Qonto rebuilt its SEO around bottom-of-funnel, niche content. The team ran weekly Site Audit health checks and used Backlink Audit to disavow toxic links, combined the Keyword Gap tool and Keyword Magic Tool to build a pillar-cluster content strategy, and ran final copy through the SEO Writing Assistant.
“We went from a broad marketing strategy to a more targeted one and the results didn't wait to arrive—we saw an increase in both traffic and conversions, which is why we still manage to thrive in an increasingly competitive niche.”
OSOliver StaubSEO & Content lead at Qonto
The results, in context
The targeted strategy doubled Qonto's traffic and increased lead generation from ready-to-buy traffic by 55%, alongside an 11% improvement in bounce rate. Since 2021 the process helped the team publish around 250 content pieces.