For payment processing companies, getting found online is harder than it looks. Business owners compare merchant service providers before they ever make contact, and most of that research starts with a search. A website can have solid content and still stay out of sight if search engines can’t find, read, or index its pages.
A merchant services and payment processing provider faced this problem. The company offers credit card processing to business clients, including a dedicated line of payment solutions for hotels and the hospitality industry.
Searches for its own name brought in most of its traffic, while many of its service pages were not indexed or ranked well beyond the first page of results. To build visibility past the homepage, the company partnered with Infinity Web Solutions and put a dedicated SEO team on the account.
The team focused on the technical and content groundwork that search visibility depends on. The work included reviewing why pages weren’t being indexed, finding keywords close to page one, and improving pages that were already showing up in search but not earning clicks.
The collaboration brought wider search visibility, more pages appearing in search results, and a stronger indexing foundation for the site to keep building on.
Organic Traffic and Search Visibility Growth
The SEO team focused on improving the technical health of the site, increasing its search visibility and getting more pages in front of the customer. The SEO service result was an improvement in impressions, organic clicks, indexed pages, and keyword visibility.
Client Overview
The client is a merchant acquirer and payments technology provider that sells credit card processing and ACH payment services to retail stores, ecommerce merchants, and hospitality businesses. It is U.S.-based and focuses on helping merchants get more out of their processing costs, which is how it competes in a crowded market.
Hospitality is a particular strength. The company offers payment capabilities suited to hotels, including support for guest folios, incremental authorizations, and recurring billing. Alongside its general merchant services, it also runs pages built for business-to-business (B2B) customers, so each type of client can find a solution that fits how it operates.
The Challenge
The company’s website covered merchant services, B2B, and hospitality payments, but search engines were showing very little of it. Many pages weren’t indexed at all, so they had no chance of appearing when business owners searched for payment processing providers.
The pages that did appear in search mostly ranked well beyond the first page, where few people click. Most of the traffic came from people who already knew the company and searched for it by name, and almost all of it landed on the homepage. Service pages, including those for hospitality and B2B customers, rarely earned visits of their own.
This left them with a visibility problem. Prospects who didn’t know the brand were unlikely to find it. Effectively, that led to missed opportunities.
The company needed a team that could find out why pages weren’t being indexed, fix the technical blockers, and improve the pages with the most potential to rank.
Our Approach
Infinity Web Solutions started by getting a clear picture of where the client’s website stood in search and what the client wanted from SEO. The team set out to make sure every recommendation and task tied back to those goals so that the work would support the client’s business.
Before any changes were made, the team went through the following steps.
Understanding the Client’s Goals
The team learned about the client’s business, the services it wanted to promote, and the customers it wanted to reach. This helped establish which parts of the website mattered most and what a good result would look like.
Analyzing the Website
The team carried out an analysis of the client’s website to see how it was performing in search and what might be holding it back. This gave the team a clear starting point and a factual basis for deciding what to work on.
Planning the Next Steps
Based on the analysis, the team created a list of next steps and prioritized them by impact. This gave the client a clear plan for the engagement and gave the team a direction to follow from the first month.
Keeping the Client Informed
The team kept the client on top of things throughout the project. The team shared daily updates on the work completed and the progress made, and the client could review the work and share feedback along the way. This kept the work aligned with the client’s expectations as the engagement moved forward.
Services Provided by Infinity Web Solutions
For this client, a dedicated SEO team at Infinity Web Solutions worked on four areas: keyword research, page-level fixes, technical cleanup, and outreach to other sites for backlinks.
Keyword Research and Metadata
The team started by researching the keywords the client’s services should show up for. Each keyword went into a metadata sheet next to the title and description for its page. Once the sheet was ready, the team applied the new titles and descriptions across the website.
On-Page and Site Health
The team worked through a set of improvements to the site itself:
- Added alt attributes to all images, and to new images as they were uploaded
- Removed duplicate H1 tags
- Reduced total page file size
- Improved site load speed
- Linked the client’s social media accounts on the website
- Fixed the footer link and homepage schema
Technical SEO and Indexing
The team went through the list of URLs Google hadn’t indexed and checked each one to see whether it belonged in search. Pages that did were fixed so they could be indexed. Before any URL slugs were changed, 301 redirects were put in place, and outdated or duplicate pages were removed from the site. A ranked list of technical fixes then set the order for the rest of the cleanup.
Keyword and Internal Link Optimization
The team optimized pages targeting keywords that were close to page one and improved internal linking across the site.
Blog Content
The team added a blog page to the website, researched keywords for blog posts, and planned topics around them. Posts were written with the target keywords included, then proofread and optimized. The team also optimized the client’s existing blog content for SEO.
Off-Page SEO
The team put together an off-page SEO strategy and prospect list, then carried out outreach based on it. A competitor SEO and backlink analysis supported this work.
Results and Business Impact
The client’s website showed up in more searches during this period, and a larger share of its pages could appear in results. The figures below come from Google Search Console and compare two consecutive 28-day periods.
Key results
- Impressions: 1,547 to 3,120, roughly double (about 102% higher)
- Clicks: 24 to 34, about 42% higher
- Keywords generating impressions: 315, of which 17 ranked in the top 10
Impact
Based on two consecutive 28-day Google Search Console reporting periods.
Cleaning up the indexing gave the site room to grow. Fifteen more pages made it into Google’s index, so there were more URLs that searchers could land on. The count of pages showing up in results went up too, and impressions about doubled in the same stretch. In practical terms, the client’s site was in front of a much larger audience.
Clicks rose more modestly, which is expected at this stage. Many of the pages gaining visibility are still ranked beyond the first page, where clicks are harder to earn. The pages and keywords already close to page one give the site clear next targets, and the growing set of indexed pages gives it a stronger base for the blog and outreach work to build on.
Key Takeaways & Strategic Value
- Indexing comes first. Many of the client’s pages were unavailable to searchers because of redirects, noindex tags, and duplicates. Reviewing these and fixing them put 15 more pages into the index and gave the rest of the SEO work something to build on.
- Existing visibility is a good place to start. Pages that already appeared in search and keywords close to page one were the quickest places to make gains, so the team focused on them early.
- A website analysis keeps the work focused. Basing the next steps on an analysis of the site meant the team spent its time on the issues with the most impact.
- Consistent work compounds. A dedicated team working through technical fixes, on- page improvements, blog content, and outreach let each round of changes build on the one before it.
Strategic Value
The engagement gave the client a stronger base for search. More pages are indexed, more pages are appearing in results, and impressions have grown. Each of these makes future SEO work more effective.
The client also now has a clear set of next opportunities. Keywords near page one can be pushed further, pages with high impressions and few clicks can be improved, and the new blog gives the site a steady way to target more search terms. Traffic still concentrates on the homepage, so the next stage of work can focus on helping service and industry pages earn visits of their own.
With a dedicated SEO team in place, the client can keep building on these gains while attention stays on running the business.
Build Stronger Search Visibility With Infinity Web Solutions’ Dedicated SEO Teams
For payment processing companies, visibility in the search results can be the difference between getting found and not getting found by business owners who are actively looking for a provider. But when important service pages aren’t indexed or rank well, the company is invisible to potential customers. This SEO team case study showed how consistent SEO work can help resolve these issues and give a website a far greater chance of appearing in the right searches.
Infinity Web Solutions assigned a dedicated SEO team to review the client’s website, identify technical issues, improve existing pages, and work on keyword and backlink opportunities. The team also supported the client’s content efforts through blog development and optimization. As a result, the client gained steady SEO support and better website visibility.
If your website isn’t getting the search visibility it needs, Infinity Web Solutions can help. Get in touch to find out how our dedicated SEO teams can help your website perform in search and get more potential customers finding you.
