International SEO Campaign for Payt

The most comprehensive software for accounts receivable management

Payt is one of the fastest-growing fintech companies in the Netherlands, founded in 2013 based on the belief that accounts receivable management can be made much more efficient. In 2017, Payt became known to the general public as the main sponsor of FC Groningen, and since 2020, Payt has also been active in Belgium, the United Kingdom, and Ireland. Germany was added to that list in 2021, enabling Payt to continue its rapid growth and help thousands of companies automate their accounts receivable management.

SEO Project for Payt

Since January 2020, SmartRanking has been Payt’s regular SEO partner, with a focus on improving search visibility in all countries where Payt operates. In January 2020, we began optimization efforts in the Netherlands, but due to Payt’s expansion abroad, we now support Payt in all countries where they operate.

Payt’s objective

Payt has requested that we ensure more leads are generated through organic search. This way, Payt will not be dependent on a single marketing channel to acquire new customers. In addition, we must achieve top rankings for 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 isn’t just about applying a few tricks. SEO is about improving websites with the goal of providing better answers to the questions your target audience has. The website user is at the center of this process.

To achieve this for Payt as well, we kicked off the project with a technical audit (focusing on page load speed, among other things), an international keyword research study, and content planning. The keyword research identified the ways in which the target audience conducts searches. Next, based on data—such as Payt’s market share—we identified the priorities for on-page optimizations on Payt’s website.

When it comes to on-page optimizations, we continuously monitor market share across different groups of search terms, which helps us determine monthly priorities for optimizations and content creation. Conveying trustworthiness is central to this effort, due to Google’s E-E-A-T and YMYL guidelines. To build and convey this to the target audience, various optimizations have been implemented in each language. For example, the Payt team has added author biographies, created a comprehensive “About Us” page, and highlighted who works at Payt.

Although the main focus is on improving the website itself, some time is also spent on link building. We do not want to acquire low-quality backlinks (such as directories), but rather relevant placements from websites that matter. This has resulted in articles on sites such as marketbusinessnews.com (427,000 organic visitors per month), digitalconnectmag.com (1.7 million organic visitors per month), and consultancy.nl (68,000 organic visitors per month).

Through monthly optimizations in the areas of technology, UX, content, and authority, we work with the Payt team to ensure that the website’s search visibility continues to grow.

The result achieved

By focusing on the user, we’re able to achieve great results together with the Payt team. The updates that Google regularly rolls out usually have a positive impact on search visibility, allowing us to continue making good progress. The Payt team is enthusiastic and committed, which makes for a pleasant collaboration and forms the foundation of our long-term partnership.