Santander’s Content Strategy
I was tasked with developing the content strategy for Santander to increase their visibility for core keywords across the mortgage space. I created a strategy based on competitor and keyword insight, highlighting how, in order to improve rank position and remain competitive within the SERPs, Santander needed to create new editorial content.
As part of Santander’s content strategy, I conducted a full content audit and a content gap analysis, pinpointing opportunities to create new, high-performing content.
Through this analysis, I discovered that competitors were out-ranking Santander with content that they could easily own themselves. I also identified several quick wins that could be implemented immediately to boost performance.
Based on these insights, I recommended creating an initial batch of 20 targeted articles to strengthen Santander’s content hub, with additional content rolled out strategically as part of the broader editorial calendar. This approach not only improved visibility but set the foundation for a sustainable, long-term SEO content strategy.