Octopus Investments SEO Case Study

Services

Search Engine Optimisation

Sectors

B2B Services
Financial Services

The challenge.

Octopus Investments, part of the Octopus Group, is an investment company dedicated to investing in the people, ideas, and industries that will change the world. They manage £10.5 billion* on behalf of retail and institutional investors, with more than 85% of their funds invested in line with one or more of their three core investment themes: empowering people, revitalising healthcare and building a sustainable planet.

Octopus Investments approached us to help grow relevant organic traffic to support their key retail products and increase their page 1 rankings and visibility.

Our response.

Using a hub and spoke approach, our strategy involved a combination of new content creation, schema markup, technical SEO fixes and optimising existing content around their key retail products, with a focus on achieving featured snippet answers within Google’s SERPs.

For each hub, we keyword mapped the target keywords from our keyword research to the main product and resource landing pages. This process helped us to identify any instances of keyword cannibalisation, content duplication and pages that were not adding value.

From this, we consolidated existing pages with a similar focus, created new content based on our competitor content gap research and optimised the existing guide content based on search intent.

Owned featured snippets trend graph (June 2023 – Jan 2024)

The impact.

22.6%

increase in organic clicks to the main target hub YoY, despite a 17.7% decrease in search volume
47

new featured snippets achieved in Google’s SERPs
50

new target keywords ranking in the top three positions of Google

Collaborating with Passion Digital has given us valuable insights through their expertise. Their competitor research and keyword mapping have been instrumental in increasing our organic presence. Their approach helped us identify new content opportunities, enhancing our digital presence and improving our online visibility.

Aitana Bretón Castells

Digital Marketing Lead

*As of September 2024.
Funds Under Management data includes undrawn commitments, funds under advisory mandates and funds monitored, and is based upon the latest information available at the time of the calculation. The figure includes Octopus Investments, Octopus AIF Management and Octopus Investments Australia.