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    Financial Times

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    The Brief

    Craig trained the London based team of journalists at the FT.com building to create optimised website content for various investor opportunities that needed more exposure online. Training journalists that had a knack for writing quality content was an absolute pleasure. The methodology is basic but its following the initial key word selection that provides a solid foundation for optimised content.

    • financial times hq
    • invetsment
    • rane one
    • Work done included:
    • identifying the high traffic driving key phrases
    • research relative terms, faqs or topics prompted by Google
    • allocating terms to the investment opportunity web pages
    • optimising title tags allowing for top key phrase variations
    • implemented an internal linking strategy with content and navigation
    • regular training sessions with various writers and journalists
    • ongoing support to answer journalist queries
    • advice on allowing Google to read the content better on targeted investor pages

    After the first few training sessions the editors grasped the concept and a natural flow of optimised content was being produced effortlessly. When the various investor opportunity web pages we had optimised on the investorschronicle.co.uk website were cached, the site started to rank page one on Google almost immediately. The competition were not as focused on the optimisation of the investor search queries at the time which helped us break through the organic search quickly. The organic traffic was directly responsible for a massive increase in conversions from targeted investment pages. We were proud to conquer the investors sector online for FT.com and are very proud to have worked with such a strong ally. The investorschronicle.co.uk site continues to dominate online.



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