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Challenge

Pioneer Military Loans provided personal loans to military service members for 30+ years. In July of 2019, however, Pioneer Military Loans became Pioneer Military Credit. Under new ownership and a new name, Pioneer Military Credit provides loans to active duty and career retired military members. So, when launching a new site for Pioneer Military Credit in July of 2020, the main goal was to regain the rankings previously held by the Pioneer Military Loans site.

Solution

Before the new site launch, keyword research provided insight into search behavior around military loan topics and influenced SEO-driven content for the site, including main topic pages, blogs, and more. The top priority of this project was to clearly and accurately communicate that Pioneer Military Loans had become Pioneer Military Credit and next, to generate an online presence for the new site.

Once the site was live, we conducted extensive page-to-page redirects from the previous domain to indicate to Google that Pioneer Military Loans had become Pioneer Military Credit. The top-level topic pages were chosen for navigability and to silo information into popular search topics like military loans, FAQs, and blogs including financial assistance for military members.

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Results

*Voltage won silver in the Organic Search Engine Marketing category at the 2021 AMBIT Awards.

After just three months of being live, the Pioneer Military Credit site gained 4,680% more clicks by recovering all branded rankings and moving into the top seven results for “military loans” (searched almost 4,000 times per month). The new site also received 38% more organic site sessions in 2020 vs. other loan industry benchmarks. By year-end, these Voltage efforts enabled the site to regain the organic traffic the previous site had received.

+4,680%

increase in clicks

+40%

more organic sessions than the industry benchmark in 2020

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