Securing search visibility for Worldpay’s payments expertise
The challenge
High-stakes payments, high barriers to visibility
Worldpay is a leading payment solution provider, processing over 50 billion transactions across the globe each year.
While their brand was instantly recognisable to thousands of businesses and their customers, gaining search visibility for complex payment topics could not be achieved through brand recognition alone.
Worldpay needed a content-led communications strategy to showcase their authority clearly and credibly through content, particularly across SME payments, integrations and online commerce.
The strategy
Demonstrating authority through content
exceptional™ worked closely with Worldpay to develop and execute a content-led communications strategy capable of earning visibility in the fickle world of finance-sector search.
Search-optimised content planning
We analysed how SMEs, partners and payment decision-makers searched for complex payment topics. This insight shaped our strategy, indicating which topics demanded authoritative coverage to credibly compete online.
Authority-led content creation
We developed long-form content grounded in Worldpay’s real expertise across payments, integrations and eCommerce. This ensured complex subjects were explained clearly, accurately and consistently.
Performance and credibility benchmarking
We monitored how Worldpay’s content performed against other payments providers competing for the same search space. This allowed us to refine focus, prioritise areas where authority could be most effectively demonstrated, and build a robust content foundation.
The results
A powerful foundation for sustained search visibility
exceptional™ delivered a volume and depth of content capable of meeting finance-sector search standards. Over 40 long-form pieces were produced in eight weeks, giving Worldpay the authoritative coverage required to compete credibly across complex payment topics.
Worldpay was positioned with the expertise, consistency and credibility required for search engines and partners to recognise its authority in SME payments, integrations and online commerce, supporting long-term growth in a high-stakes category.
“Their expertise in the digital space is invaluable in shaping our strategy and winning over key stakeholders within the wider business. Their dedication to measurement and analytics has been crucial in our project. I have no doubt that they have helped set us up for future success and growth.”
– B. Waite, Marketing at Worldpay UK
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