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International SEO services for Payt

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

  • Different needs per country | Many marketers and entrepreneurs don’t realize that business administration is done differently in every country and that users search in different ways. As a result, the information needs of Payt’s target group differ per country. In the United Kingdom, “cash allocation” is a commonly used term, while it is hardly used in the Netherlands.
  • Migration to another domain and CMS | Payt was founded in Groningen and originally focused mainly on the Dutch market. Due to the expansion abroad in 2020, the payt.nl website had to change and move to paytsoftware.com. At the same time, a different CMS was chosen to realize the international ambitions. A combination of CMS change and migration to a new domain is always exciting.
  • Multilingual SEO in a complex market | Setting up a successful SEO strategy in the financial market is challenging, partly because of Google E-A-T and YMYL and local regulations per country. For example, digital invoicing will be mandatory for every company in Spain from 2022, while fax is still often used in Germany.

762%

growth in SEO market position

223

search terms in the top 10

1.061%

growth in organic traffic

5x

ROI on SEO investments
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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.

  • 762% growth in SEO market share
  • 223 search terms in the top 10
  • 1,061% growth in organic visitors
  • 5x ROI on the SEO investment
Profielfoto van Commercieel Directeur van de Loyals Groep Tibor Uittenbogaard

Want to know more?

Contact our specialist Tibor for more information