payfast

payfast by network approached iMod Digital with the need to increase their digital footprint. They were receiving undesirable service from an SEO agency and needed a team to come in and deliver high quality work. Furthermore, payfast by network needed assistance with their Google Ads campaigns as well as some opinions on strategy.

Success Drivers

Website Audit – We conducted a massive audit that resulted in 30 pages of insights into the website, what was working, what wasn’t and what was doing alright but could do better. This looked at everything from technicals to content to current authority, and from this, we devised a plan of action. The audit we performed was one of the most in-depth audits we’ve ever conducted due to the level of competition within this industry.

Technical Fixes – In general, the basics were in place, but a number of more advanced matters hadn’t been addressed. This included, but was not limited to, canonicalisation, incorrect internal link structuring, content depth and proper keyword research. We found that the most obvious keywords weren’t in fact the only keywords worth competing for. 

Keyword Research – We used a suite of tools as well as GEO research to come up with a list of supporting keywords and ensured that these keywords were worked into the current content on the website.

Content Build Out –  The website consisted of a number of pages, however, most of these pages focused on only one matter (commercial/informational). We needed more breadth to the website and, therefore, provided a content strategy that the team could use to roll out content that would balance the commercial/informational intent. Furthermore, with a new product launch, we were requested to work on the research behind keyword and keyword placement to ensure that the landing page would index and rank quickly.

Tracking – The website had great tracking in place and good reporting through Google Data Studio. However, there were still areas that fell short so we cleaned those up and enhanced the tracking, especially when it comes to the Google Ads account and ensuring that primary goals (key events) were correctly associated.

Outcomes

We can’t expose the exact keywords that we targeted, unfortunately, but we achieved some excellent results within this highly competitive industry.

What we can share is a graph that shows the average ranking of a basket of keywords that were being tracked as we rolled out updates on the website:

Further to this, we optimised all the Google Ads campaigns as well as rolled out a Performance Max campaign, which went on to be the top-performing campaign with the lowest cost per acquisition.