How G4S increased share of search by 312% for Cash Solutions

Services

CHALLENGE

G4S wanted to transform the underperforming organic presence of its Cash Solutions business while preparing to launch G4S Pay into the competitive card payments market.

Existing content was not effectively communicating the breadth of the proposition or capturing relevant search demand. At the same time, the legacy Cash Collections microsite needed to be retired and integrated into a more efficient global structure.

Brave Bison needed a connected SEO and content strategy that could support a product launch, restructure existing content and protect valuable organic equity.

SOLUTION

Brave Bison developed a three-part Organic Performance strategy focused on strengthening Cash Solutions content, creating new pages for G4S Pay and consolidating the legacy Cash Collections site.

Market and keyword research informed the new content architecture, while SEO, content and creative teams collaborated on optimised templates, custom assets and new product information.

Legacy content was carefully integrated into the wider site so valuable search equity could be preserved while the user experience became clearer and more consistent. The work increased Cash Solutions share of search from 6% to 26%, a 312% improvement, while 31 new keywords reached page one within the first month.