THE PROBLEM
OnDeck's mission: To create and promote informative, educational, and inspirational content for the purposes of acquisition, brand awareness, and customer retention. Created to support and empower small businesses, OnDeck is 100% committed to serving its customers with the smartest financing solutions and world-class service. The company offers small business loans, issuing over $10 billion dollars in financing, providing business loans, lines of credit, and equipment financing. Its thought leadership content was available within the Small Business Blog Resource Center; however, it was not performing as expected. OnDeck had bypassed the first pillar of SEO success -- establishing the technical foundation for OnDeck.com.
THE SOLUTION
OnDeck used ContentIQ to audit the site and identify areas that needed attention. The audit found the following opportunities:
- Resolve technical issues, like hreflang
- Improve page load speed
- Resolve 404s and other redirect errors
- Make sure technical SEO will support content efforts
- Improve on-page elements
- Optimize their landing pages to increase engagement
- Implement measurement capability for RC pages (current Google Analytics efforts)
- Once completed, continue to scale
The team confirmed what they saw in ContentIQ with a separate tool and subsequently created an action plan to resolve those issues.
THE RESULTS
Improvements from January to July 2018:
- 970% decrease in minor errors
- 82% decrease in moderate errors
- 79% decrease in severe errors
- 231% increase in Quick Answers (13 in Jan vs. 43 in July)