Boosting Local SEO
for Amplify Credit Union
to Enhance Visibility
About the client
Amplify Credit Union, an Austin-based financial institution, faced challenges in standing out in the competitive fintech landscape, particularly with local SEO and technical website optimization.
Partnering with Darwin, Amplify implemented a strategic SEO plan focused on improving local visibility, boosting keyword rankings, and optimizing website performance. The results were remarkable, with a 90+ page speed score on both desktop and mobile, higher organic rankings, and stronger competitive positioning without additional budget increases.
Introduction
Mission
Located in Austin, TX, Amplify Credit Union serves its members by offering innovative financial services and building lasting customer relationships. Known for its commitment to supporting its local community, Amplify has always prioritized providing seamless, user-friendly digital experiences to members.
Problem Overview
Operating in the fintech space is no small feat. Amplify faced challenges unique to modern businesses, including increasing local competition and ensuring its digital presence met the expectations of users and search engines alike. Maintaining visibility for non-branded keywords and enhancing site performance were essential for continuing to attract and serve its audience effectively.
The Problem
Key issues
Local Search and Keyword Visibility
Amplify faced significant challenges in ranking for local search terms. Some of the critical issues included low visibility for high-priority non-branded keywords, which limited their organic reach within Austin and across Texas. Competing credit unions and financial institutions were outpacing Amplify in search engine rankings, leaving potential customers unaware of the credit union's services.
Technical Website Performance
Website performance metrics, such as loading time and core web vitals, needed attention. Desktop and mobile page speed scores fell short of optimal, affecting both user experience and search engine rankings. Potential customers visiting the website were often met with slower load times, which risked losing high-intent traffic to competitors.
Long-Term Growth Strategy
Amplify’s existing SEO and optimization efforts were largely reactive rather than forward-thinking. Without a solid strategy to address technical and local SEO issues, Amplify risked lagging behind competitors in a rapidly evolving fintech industry.
The Solution
Darwin stepped in with a multi-faceted approach, targeting Amplify’s challenges with a focus on both immediate improvements and long-term sustainability.
Local SEO Optimization
Darwin developed an advanced local SEO strategy tailored to Amplify’s specific needs and goals.
1. Keyword Research and Competitive Analysis
Analyst-driven research identified opportunities to improve rankings for critical non-branded keywords, ensuring Amplify outperformed nearby competitors.
2.Content Optimization
Existing website pages were updated with location-based language and SEO-optimized content to strengthen Amplify’s local search presence.
Technical Website Optimization
Darwin implemented a series of technical upgrades to address Core Web Vitals and overall site performance.
1. Page Speed Improvements
The team optimized website loading times by reducing JavaScript, compressing images, and leveraging caching strategies.
2. Mobile-First Focus
With mobile users as a priority, the team ensured Amplify achieved an impressive 90+ mobile page speed score, enhancing usability and search rankings.
3. Comprehensive Testing
Rigorous A/B testing ensured that the technical changes not only improved performance but also maintained design fidelity and user experience.
Sustainable SEO Strategy
Beyond immediate fixes, Darwin created a long-term roadmap for Amplify’s digital growth.
1. Scalable Content
Recommendations included adding value-driven blog posts and resources that aligned with Amplify’s audience needs.
2. Monitoring and Adjustments
Continuous SEO audits and insights ensured Amplify remained adaptable to search engine algorithm updates and trends.
The combined efforts of Darwin and Amplify led to incredible results that positioned the credit union as a leader in the digital local fintech space.
Key Outcomes
01
Keyword Ranking Boost
Amplify rose from fifth to second place for key non-branded keywords in local fintech searches, significantly improving visibility.
02
Enhanced Core Web Vitals and Page Speed
Achieved a 90+ page speed score on both desktop and mobile, reducing mobile load times to just a few seconds.
03
Competitive Advantage
Amplify surpassed competitors locally and across Texas in organic rankings, all without increasing their budget.
04
Organic Traffic Growth
Organic search became Amplify’s highest-performing channel, showcasing long-term success and increased customer acquisition.
Before-and-After
Comparison
Metric
- Page Speed Score (Mobile)
- Non-Branded Keyword Rank
- Mobile Load Time
Before
- 70
- 10th+
- 8+ seconds
After
- 90+
- 2nd
- Under 3 seconds
Darwin helped us identify growth points in our SEO strategy and focus on essentials before we start doubling our budget.
Matt Monagle,
Director of Brand & Communications, Amplify
By partnering with Darwin, Amplify Credit Union successfully tackled their challenges in local SEO, website optimization, and long-term growth planning. By aligning technical performance with strategic SEO efforts, Amplify not only achieved immediate wins but also built a strong foundation for sustained success in the competitive fintech space.