Payt, one of the fastest growing fintech companies in the Netherlands, was founded in 2013 with the conviction that debtor management can be more efficient. In 2017, Payt became known as the main sponsor of FC Groningen and since 2020 the company has also been active in Belgium, the United Kingdom and Ireland. Germany and Spain were added later, so that Payt continues to grow and helps thousands of companies automate their credit management.
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SmartRanking and the Payt team are working together to improve visibility and lead generation in the Netherlands, Germany, Belgium, Spain and the United Kingdom.
The most complete debtor management software
Payt, one of the fastest growing fintech companies in the Netherlands, was founded in 2013 with the conviction that debtor management can be more efficient. In 2017, Payt became known as the main sponsor of FC Groningen and since 2020 the company has also been active in Belgium, the United Kingdom and Ireland. Germany and Spain were added later, so that Payt continues to grow and helps thousands of companies automate their credit management.
Challenges in this case
SEO trajectory for Payt
Since January 2020, SmartRanking has been Payt’s regular SEO partner, with the aim of increasing visibility in all active countries. We started optimizations in the Netherlands in January 2020, but we now support Payt in all countries where they operate due to their international expansion.
The objective from Payt
Payt has asked to provide more leads from Organic Search. This way, Payt is not dependent on one marketing channel for acquiring new customers. In addition, top positions must be achieved on relevant search terms and the investment in organic search must yield a positive ROI.
The approach for this project
At SmartRanking, we believe that search engine optimization is more than a few tricks. SEO is all about improving websites to give better answers to the questions that the target group has, with the user of the website at the center. That is why we work with a large and always up-to-date set of SEO tools and resources.
To realize this for Payt, we started the project with a technical audit (focused on loading speed, among other things), international keyword research and content planning. With the keyword research we have mapped out how the target group searches. We then determined priorities for on-page optimizations on the website based on data, such as Payt’s market share.
With on-page optimizations, we constantly look at the market share of different groups of search terms, determining monthly priorities for optimizations and content creation. Reliability is central to this because of Google E-E-A-T and YMYL. To build this up and radiate it to the target group, various optimizations have been made in each language. For example, Payt has added author biographies, set up a good “about us” page and made visible who all work at Payt.
While the main focus is on improving the website itself, some time is also spent on link building. We don’t want to get low quality backlinks (such as directories), but relevant placements on websites that matter. This has resulted in articles on, among others, marketbusinessnews.com (427,000 organic visitors p.m.), digitalconnectmag.com (1.7 million organic visitors per month) and consultancy.nl (68,000 organic visitors p.m.).
Thanks to monthly optimizations in the field of technology, UX, content and authority, we ensure further growth of the findability of the website together with the Payt team.
Achieved results
By focusing on the user, we achieve great results together with Payt. Google’s regular updates usually have a positive impact on findability, so we always take good steps. The enthusiastic and committed team of Payt ensures a pleasant cooperation and forms the basis of our long-term cooperation.
