Since launching Finary, we have focused on Search Engine Optimization (SEO). It is a powerful acquisition channel, but it requires time and resources, especially from a development perspective. To scale SEO, we needed to create a UX-friendly infrastructure and publish helpful content pages at scale. We are a small team, so we decided to automate things as much as possible.
We used classic blogging CMS tools, but we quickly ran into limitations in UX / UI customization and third party data usage. For example, we use real-time pricing data on the crypto pages, which we pull from third-party API. Not all CMSs offer this functionality.
We chose Strapi for four reasons:
We had great feedback from team members who had used the tool in previous roles. After seeing what could be done with it, we didn't hesitate to choose Strapi.
We used Next.js for the frontend. We built most of the SEO pages using Strapi and some of the static pages on our website. Since Strapi is open-source and customizable, we could develop custom "mother" relation for content types, in addition to using the available relations feature.
With Strapi, we’ve automated more than 80% of the page creation, leaving only the writing to our content team. We can now choose a keyword to rank on, write the content and publish it without the help of the devs.
Classic, you say? The big difference is that when we publish the page, the setup in place allows us to generate FAQs, add the Google schema.org markup, and even automatically retrieve real-time data such as the price of certain financial assets (cryptos, stocks, ETFs, etc.).
Since we implemented the Strapi setup, our SEO traffic has been multiplied by 100, and our conversion rate on SEO pages increased by 62%.
Here are some examples of the pages we built using the Strapi setup:
With Strapi, we could automate 80% of SEO page creation and 100x increase the organic traffic. Our content team can independently create new pages without asking devs for help.