Doo Finance is a financial services business operating across multiple international markets. Their US proposition had no digital presence and needed a site structure, content strategy and analytics framework built from the ground up. A parallel engagement addressed their live Netherlands site, where technical issues and a thin content strategy were holding back their organic performance.

OBJECTIVES

POLARIS was engaged to build the US digital proposition from scratch, establish a full analytics and tracking suite, and deliver the structural and technical framework for a rollout across eight international markets. At the same time, POLARIS ran a dedicated campaign for the Netherlands to fix live technical issues and grow organic performance.

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Increase Search Entrances (US)
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Increase Lead Gen Events (US)
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Increase Search Visibility (US)

This was not a conventional SEO retainer. It spanned site structure, content strategy, technical SEO, analytics and international search across two active markets simultaneously, with the US build also serving as the structural foundation for eight further country rollouts.

The Challenge

The US proposition had no search presence, no site structure, and no data infrastructure. Doo Finance were entering a competitive financial services market where established players had years of search equity behind them, and the US site needed to function as both a live commercial proposition and a replicable framework for eight international markets. For the Netherlands, the site was live but held back by broken navigation pathways, incorrectly configured language targeting and an underdeveloped content strategy that gave search engines little to surface.

Members of POLARIS working on financial seo strategy

 

The Approach

US Site Architecture and Content Strategy

POLARIS designed and wireframed a complete site structure for the US business unit, building and optimise nine individualised service pages, each mapped to a specific service offering or user need. A dedicated content strategy was developed covering key awareness topics and problem led queries to capture demand across the full user journey.

Analytics, Tracking and Technical SEO

POLARIS established a full analytics and tracking suite covering platform configuration, lead generation event tracking and user behaviour monitoring. Technical guidance on the US build covered internal linking, URL structure and crawl efficiency . On the Netherlands site, POLARIS fixed the broken navigation pathways and corrected the language targeting configuration that had been suppressing performance in the Dutch Index.

International Rollout: Eight Markets

The US site structure served as the foundation for a rollout across eight country targeted sites. POLARIS provided hreflang implementation, language targeting recommendations and structural guidance to prevent cannibalisation between market variants.

Netherlands: Dedicated Campaign

POLARIS ran a focused campaign across the Dutch index covering service page optimisation, a unique content strategy for the Dutch business unit and resolution of the technical issues identified during the audit.

Results & Next Phase

Measured in September 2025 against September 2024, the US proposition delivered a 430% increase in search entrances, a 1,270% increase in search visibility, a 100% increase in tracked sessions and a 900% increase in tracked lead generation events. The lead generation figure confirms the work POLARIS delivered translated directly into commercial activity, not just traffic volume.

The Netherlands delivered a 360% increase in search entrances, an 88% increase in search visibility, and a 181% increase in tracked sessions, all within three months of engagement. With strong organic performance established across both markets, the engagement continues as Doo Finance build their presence across their full portfolio of international sites.

US performance measured September 2025 vs September 2024. Netherlands performance measured within the first three months of engagement

  • 360% Increase in Search Entrances (NL)
  • 88% Increase in Search Visibility (NL)
  • 181% Increase in Tracked Sessions (NL)
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