IG

IG is a renowned trading brand – but achieving new levels of international growth requires the highly ambitious and flexible approach to content-driven SEO that ICS-digital can provide.

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259%
Year-on-year traffic growth
16
Markets
1.2 Million
Million monthly users

Client:

IG

Sector:

Finance, Trading, B2C

Service:

SEO, Content, Digital PR

The Campaign

The ICS-digital team is ultra-focused on opportunities to increase customer acquisition at global scale.

Our strategy was anchored in two areas:

  • Digital PR + International Link-Earning via Content - targeting powerful media sites, earning coverage and top links globally through content. Core focus on topically relevant publications.
  • Authoritative, Multilingual Content - at scale, to earn rankings worldwide - including development of a new content hub of expert insights. Guided by YMYL considerations and robust technical SEO.



The Approach

The always-on PR strategy was based upon ICS’s connections with journalists, as well as targeted press releases, responses to media requests and telephone outreach to distribute IG’s expert opinion in the content formats journalists need. In addition to UK/US, our DACH, Scandinavian, LATAM and ASEAN teams have achieved a targeted off-site content strategy that is genuinely international.

ICS created the ultimate hub of finance content - IG’s News & Trade Ideas category, covering stocks, currencies and indices. This successfully built on Google News publisher status to outpace aggressive competitors including CMC Markets, Hargreaves Lansdown and The Motley Fool.

The ICS-digital team collaborated closely with the excellent IG in-house team(s) to deliver effective on-site and off-site SEO impact to:

  • Increase keyword rankings for highly competitive forex and trading keywords across 16 markets to drive sign-ups
  • Earn links through digital PR in the mainstream and finance media, painting IG as an authority through content

The Results

ICS delivered 100+ pieces of coverage in 2 months for the IG Coronavirus market volatility page, leading to a 26% increase in top 3 ranking keywords.

Looking more broadly, our international content campaigns contributed to 1.2 million monthly global visitors, with our rigorous approach delivering double-digit increases in visibility, and hundreds of thousands of new visitors to IG's news hub.

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