The new and improved Mercer Super experience
Mercer Super is one of Australia's leading corporate superannuation funds. Mercer Super uses its global expertise and local presence with over 1,300 investment managers to deliver solid and sustainable returns that its members can count on.
The challenge
Ray Pastoors, previously from Mercer Super, knew the value of driving sustainable organic traffic.
"As a corporate superannuation fund, many would not expect Mercer to consider organic search a key driver of growth. However, in future planning of our work in a post-stapling world, we knew that the likelihood of Mercer Super needing to become more consumer-driven would increase. So our strategy was geared to be found online by our members first and to improve our visibility in an already competitive market with relevant content based on user search trends and queries".
Our strategy
Shaun Polidano joined as a consultant to the Mercer Super digital team in October 2021 and put the following plan into action:
Phase one: Completing a consumer demand strategy to unlock how Australians search online for superannuation, TPD insurance and retirement information.
Phase two: Merge consumer strategy insights with Mercer Super member data to prioritise content topics, types and experiences required for the new website launch.
Phase three: Empower the Mercer Super content team with SEO knowledge to produce service pages and content that meet members needs.
Phase four: Collaborating with the Mercer Super digital team to migrate the old website to the new one. Complete fundamental SEO tasks such as 301 redirects, on-page optimisations and performance tracking.
The results
As we preach here at Shaun Polidano Consulting, knowing your audience's wants, needs, demands, and intent is the key to creating exceptional digital experiences that deliver business results.
In the last eight months, we have achieved:
- A 15% increase in SEO traffic to the website.
- A 50% reduction in SEO health errors (In comparison to the old site)
- Domain authority growth by 30%.
- SERP 10 for the keyword 'Salary sacrifice' (Previously outside the top 50 search results)
- A stronger content team that can call themselves SEO on-page experts.
This is an evolving case study, with more work still to be done to achieve even greater results. So come back and see what we achieved in 12 months - You won't be disappointed.
