Vanco SEO Case Study

Background

Vanco is a trusted provider of specialized payment solutions, focusing on the unique needs of faith-based organizations, nonprofits, and educational institutions. Serving over 45,000 organizations nationwide, Vanco is committed to providing the needs of its clients and strives to provide reliable, efficient, and secure payment technology to help them succeed.

The Challenges

Our partnership with Vanco began by addressing three primary challenges that hindered their online performance:

1. Multiple Domains: Hosting some of Vanco’s products on different domains caused fragmentation in their online presence, complicating user navigation and diluting their digital impact.
2. Keyword Targeting: Vanco’s product pages were not targeting the correct keywords with the right intent, leading to suboptimal search engine performance and reduced visibility for potential users.
3. Non-Branded Traffic: Vanco had not effectively leveraged non-branded traffic to drive more visitors to their website, missing out on a significant source of potential engagement.

Solutions

To tackle these issues, GrowthTurn implemented a series of strategic solutions designed to optimize Vanco’s online presence:

1. Seamless Domain Consolidation: We meticulously planned and executed the migration of Vanco’s products and company assets to a unified domain using a detailed Gantt chart with schedules and checklists. This careful coordination ensured a smooth transition, minimizing disruptions and streamlining their online presence.We offer a detailed migration checklist to assist you with a seamless transition when consolidating domains. Alternatively, you can reach out to us for personalized assistance.
2. Keyword Mapping: By conducting comprehensive keyword mapping for Vanco’s product pages, we aligned each page with the appropriate keywords to better match the search intent of their audience. This alignment helped improve their search engine visibility and attract the right users to their site.
3. Content Sprint: We created a content calendar for Vanco, focusing on their products and giving 80% of our effort to the top 20% of pages per product category. This approach ensured that the most critical pages received the attention they needed. We followed a structured plan but remained flexible to adapt to new ideas or opportunities that surfaced during the sprint.
4. On-Page Optimization and Content Strategy: We implemented on-page optimization techniques and integrated product-led content on their top blog pages. This strategy was aimed at attracting and engaging non-branded traffic effectively, enhancing the relevance and appeal of their content to a broader audience.

Results

The implementation of these solutions yielded remarkable results for Vanco:

1. Increased Traffic: Within just four months, Vanco observed a 70% increase in monthly traffic, indicating that our optimizations were successfully attracting more visitors to their site.
2. Enhanced Organic Engagement: Year-over-year, Vanco’s total organic engagement skyrocketed by 156%, rising from 4.6 million in 2022 to 12 million in 2023. This surge demonstrated a marked improvement in their content’s ability to engage users organically.
3. Improved Keyword Rankings: The percentage of organic keywords ranking on the first page of Google increased from 5,671 to 8,733, a 53% improvement. This achievement highlighted the effectiveness of our keyword mapping and on-page optimization efforts.

“I feel that GrowthTurn has a strong process that provides good service, especially for SEO.”

Jordan M.