Esme Loans, part of the NatWest group, was set up in 2017 with the mission of becoming a key player in the B2B loans market.

They tasked us to deliver an overhaul of their SEO strategy, which was seeing few non-branded visits to the site and a distinct lack of first-page visibility.

As a quick-growing disruptor brand, Esme needed a content strategy that connected and engaged with business owners and targeted queries they’d be interested in.


During the COVID-19 pandemic, a key goal was to connect Esme with their business owner customer-base and provide them with a range of practical, actionable insights that could help them weather the storm.

We’ve supported this goal by building out specialist content that’s tailored toward business owners’ needs; covering a range of topics from marketing guides to employee wellbeing tips.

With a tactful approach that was sensitive to current issues, we delivered a range of useful and reassuring coronavirus content which sought to keep business owners in the loop throughout the pandemic.


The KPIs of our strategy were:

  • Increase volume of onsite content
  • Identify topical keywords with strong search volume
  • Drive relevant traffic from new SERP visibility for blog posts
  • Ensure Google quality concepts like EAT are adhered to, helping the site rank for a wider pool of high volume keywords

This resulted in

  • 850% increase in non brand clicks
  • Over 35,000 blog visits in year one

Our work was nominated for Best Use of Search – B2B (SEO) in the 2021 European Search Awards.

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