eexpand · 2022 · SEO Manager Intern
SEO strategy for white-label banking platforms
Building SEO from scratch, first on a priority client's platform, with a method that could be repeated.
Context and problem
eexpand, then called Export Entreprises, delivers white-label international trade platforms to banks. No one owned SEO, and one client bank was concerned about low traffic to its platform, which ran on two domains for several countries. The task was to build an SEO strategy from scratch: first on that platform, then in a way that could be repeated on other clients’ sites.
My role
SEO Manager Intern in the Trade Portal product team. I ran the analysis, built the action plan, presented it to the Product Director and management, and followed its delivery with the IT team.
What I did
- Audited the priority platform and turned the findings into an action plan ranked by effort and expected benefit.
- Brought client sites up to technical SEO standards: fixed and standardised sitemaps, reviewed robots.txt files, added hreflang tags for language and country targeting, and canonical tags against duplicate URLs.
- Spotted that the country-selection map was invisible to search engines and had it replaced with a menu that both crawlers and users can follow.
- Worked with the IT team on page speed, measured before and after the optimisations.
- Rewrote the title and description tags of the country pages as dynamic templates, and built a keyword strategy for the company website.
- Defined SEO KPIs with quarterly tracking, set up rank tracking on keyword lists, and prepared the migration of all sites to Google Analytics 4.
Result
- Over the six months of the internship, the priority platform received more than eight times as many clicks from Google as in the previous six months (Google Search Console).
- Page speed improved significantly after the optimisations went live, with PageSpeed scores moving out of the low range.