--- title: "Darwin Strengthened Amplify Credit Union's Website Foundation to Improve Local Search Readiness" url: https://www.darwinapps.com/work/amplify-case/ type: case-study --- ![The image features an advertisement with a blue background and gold elements on it. The main focus of the ad is a laptop computer placed on top of a square platform. Surrounding the laptop are various icons representing different aspects of technology and finance, such as a dollar sign, a stock symbol, and a cloud icon. These icons create a visually appealing and informative layout for the advertisement.](https://cdn.sanity.io/images/qd0fa73p/production/27bc1614ab98de2dab0c086cf0022e2e1bd232a2-2280x1010.png?w=1140&q=85&auto=format) # Darwin Strengthened Amplify Credit Union's Website Foundation to Improve Local Search Readiness ## Executive Summary [Amplify Credit Union](https://www.goamplify.com/) needed to strengthen the website foundation that supports local search visibility and user experience. Technical SEO issues, slower page performance, and gaps in search readiness limited the site's ability to perform effectively in search. Darwin focused on strengthening the technical elements that support search visibility, including metadata, structured data, crawlability, indexing, and website performance. Mobile page speed improved from 70 to 90+, load times dropped from more than eight seconds to under three, non-branded keyword rankings moved from 10th to 2nd, and organic search became the top acquisition channel. ## **The Approach** 01 **Surface** Technical SEO, metadata, structured data, indexing, crawlability, and website performance improvements that supported search visibility and user experience. 02 **Connections** Search and performance signals were evaluated together to provide a complete view of the factors affecting search visibility. 03 **Clarity** Issues were prioritized by their impact on search visibility, giving the team a clear starting point for remediation. 04 **Momentum** Ongoing monitoring helped measure the impact of changes, identify new issues, and support continued improvement over time. ## **About the Client** Mission Based in Austin, TX, **Amplify Credit Union** offers financial products to members who value accessibility and a direct banking relationship. Austin’s growth has brought well-funded digital financial brands into the same local search space where Amplify competes, making search visibility a practical business concern. **Problem Overview** ## **The Challenge** **Local Search Visibility** Amplify was not appearing in results for the financial terms Austin-area prospects use when evaluating credit unions and financial providers. Other institutions held those positions, making it harder for Amplify to reach potential members during an important stage of the decision-making process. Search visibility remained an important opportunity for growth in both the Austin market and the broader Texas region. **Technical Website Performance** A mobile page speed score of 70 and load times above eight seconds placed Amplify below the performance level expected for modern websites. Slow mobile performance affected both user experience and search visibility. Amplify's eight-second mobile load time put it at a measurable disadvantage against faster competitors. **Long-Term Growth Strategy** SEO improvements were made over time, but there was no consistent framework for maintaining progress. Technical issues accumulated between updates, search visibility fluctuated, and performance gains were difficult to preserve over the long term. ## The Solution #### Darwin focused on **s**trengthening the website foundation for search visibility and building a repeatable process for ongoing improvement. **Recovering Local Search Visibility** The SEO work centered on recovering Amplify's visibility in local search results. **1. Search Analysis** Research identified the local financial searches where Amplify was losing visibility and where improvements could have the greatest impact. The audit helped prioritize the updates needed to strengthen search performance. **2. Content Optimization** Existing pages were rewritten with location-based language structured around the terms Austin-area members search with. Content updates focused on improving visibility for relevant local searches. **Website Performance Foundation** Darwin resolved the performance issues that were holding Amplify’s pages back in search results. **1. Page Speed Improvements** Performance issues identified through Google PageSpeed Insights were addressed through image compression, JavaScript optimization, and caching improvements. **2. Mobile-First Focus** Mobile optimization was a priority throughout the project. Page speed increased from 70 to 90+, and load times dropped from more than eight seconds to under three seconds. **3. Ongoing Quality Control** Technical updates were reviewed throughout implementation to ensure website functionality and performance remained stable. **Repeatable Search Improvement Process** Darwin built the process and introduced the practices needed to maintain search visibility after the initial optimization work. **1. Scalable Content** A content roadmap gave the team a defined path for extending ranking gains through resources tied to what Amplify’s audience searches for. **2. Monitoring and Adjustments** Ongoing SEO reviews in Ahrefs and SEMrush tracked keyword positions, identified technical issues, and highlighted opportunities for additional optimization. ## Darwin Flux gave Amplify Credit Union a search presence it could rely on: faster pages, stronger local rankings, and organic search that became the top acquisition channel. Want the same for your site? ## Key Outcomes 01 **Higher Rankings for Non-Branded Local Keywords** Amplify moved from 10th or lower to 2nd place for key non-branded financial services keywords in Austin, placing the credit union where prospects are searching when choosing a financial institution. 02 **Page Speed Reached 90+ on Mobile and Desktop** 03 **Stronger Organic Position Against Local Competitors** 04 **Organic** **Traffic** **Growth** Organic search became Amplify’s highest-performing acquisition channel. The gains hold without increasing paid media spend. ## 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 For Amplify, **Darwin made local search a manageable part of the marketing operation** because the website foundation no longer worked against the rankings. Each technical fix connected to a measurable improvement in speed, visibility, and search position. When the site performs at the level search engines expect, **Amplify's marketing team can rely on organic search as a stable acquisition channel**. As the competitive landscape shifts, the monitoring process continues to track performance and keep the gains in place. ## Is your business ready to achieve its SEO and performance goals? ### [Back to Prev case](https://www.darwinapps.com/work/alert-web-security/) ### [Next to Next case](https://www.darwinapps.com/work/wizehire-case/) ## Explore your next project with us [hello@darwinapps.com](mailto:hello@darwinapps.com) [703-574-0035](tel:703-574-0035)