Case study: comdirect bank AG
Applying SEO expertise and specialist financial knowledge to achieve high Google rankings
There are hundreds of blogs in Germany dedicated to finance, savings and brokerage. Users can find everything they could ever want to know on the topic, from investment tips for beginners to detailed market analyses. This makes achieving relevant visibility and high rankings in organic search results a very challenging proposition. These blogs include high-quality expert articles precisely tailored to the target audience’s search intents and the information they need. This is exactly the type of user-focused content we have produced for comdirect bank AG since 2018. In this case study, we’ll explain how we approach it.
Services provided by Kolibri for the comdirect online magazine
- Topic research and content audit
- Keyword research and analysis
- Producing briefings with appropriate SEO requirements
- Content editing for SEO-compliant advice pieces
- Image research
- Creating a graphic concept & producing graphics
- SEO review of existing content
- Project management
- Quality management
The company: comdirect
comdirect was founded in 1994 as a subsidiary of Commerzbank AG, and the brand has been retained since its merger with the parent company in November 2020. comdirect offers innovative and intelligent products and services that enable its customers to manage their financial affairs easily and conveniently, anywhere and at any time. As an online broker, comdirect offers smart services for saving, investing and trading securities. With solutions like cominvest (comdirect’s robo-advisor), themed investing, a wide range of securities (saving plan) services and consistently attractive offerings, comdirect targets customers new to securities as well as experienced traders.
Alongside successful podcasts and live formats, the comdirect Academy learning platform, financial education services offered in partnership with Stiftung Rechnen and the finanz-heldinnen initiative specifically aimed at women, comdirect also has an online magazine that regularly publishes articles on financial and brokerage-related topics. Editorial articles provide people new to the world of finance as well as subject experts with details of the latest stock market developments, information on digital banking and informative advice pieces. In addition, comdirect presents the comdirect finanzblog award every year.
The challenge: Combining SEO and financial expertise
In addition, comdirect wanted to integrate internal links to reinforce product and topic-specific pages on the main part of its website. Its overall aim was for keywords and content to complement one another rather than causing keyword cannibalisation.
In terms of the internal approval processes, it was important to raise awareness of SEO considerations among employees in specialist and legal departments and other agency members in order to ensure that key SEO parameters were considered and implemented in review phases.
Challenges in a nutshell
- Achieving high visibility in organic searches using hotly contested keywords in the fields of banking, investment and securities trading
- Building an internal link structure to reinforce product and topic pages without causing cannibalisation
- Producing technically sound SEO content aimed at users
- Training internal specialist departments and employees at partner agencies on the topic of content SEO
- Convince upper management of the performance and importance of high-quality SEO content
“Gaining a holistic view of the website and ensuring targeted structuring and linking of informative and product-oriented copy was a considerable challenge.”
comdirect bank AG
The solution: Expert financial articles geared to the target audience
SEO-compliant financial advice pieces
This makes it possible to produce specialist blog content that responds to users’ questions, answering them in a comprehensive and solution-focused manner. Supplemented with practical overviews, infographics, checklists and links, the highly informative advice pieces we produce convey knowledge of the financial world and help readers to make decisions about securities trading, wealth building and saving for later in life. The topics range from practical issues – such as “What do I need to bear in mind when refinancing?” and “How can I save money as a student?” – to more general articles on topics like mobile payment methods, impact investing and instant payments.
Kolibri is also involved in efforts to optimise the bank’s product and topic pages, including development of an internal link structure spanning the magazine, other content hubs and the comdirect website.
Image SEO and infographics
We also take care of image editing for the magazine articles. This is another area in which it is important to stand out from the myriad other finance blogs online – using images that contrast with the kind used in typical banking blogs, and which therefore create a fresh, innovative impression. At the same time, however, these images obviously have to meet comdirect imagery guidelines and fit in with article topics.
Defined processes thanks to SEO-trained project managers
SEO workshop for internal knowledge development
- how search engines actually work;
- the objectives of search engine optimisation;
- the guidelines and standards to bear in mind in relation to content SEO, and
- how we conduct keyword and subject research.
We also translated the workshop outcomes into a briefing template that was reviewed and approved by comdirect’s SEO and specialist departments before copywriting work began.
The result: Many #1 rankings and appearances in featured snippets
After engaging intensively with comdirect’s corporate culture and product portfolio, Kolibri can also easily support the bank in other business segments. As a result, in addition to advice pieces, we also regularly produce content for comdirect Versicherungsmakler AG, for specialist magazine articles aimed at newcomers to the world of finance and for the comdirect Akademie learning platform, as well as reviewing product and topic pages.
“Our close collaboration ensured a smooth and target-driven process. Combining search engine optimisation and classic copywriting made it possible to satisfy the demands of various departments (SEO, marketing, legal & specialist departments).”
comdirect bank AG