Majbank
Pensions, savings and investments in one of Denmark’s most competitive search landscapes: how we built a content architecture that builds visibility over time.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
Value built over time
Majbank is an investment bank offering advice and products in pensions, savings and investment — a market with highly competitive keywords and large, established players. Over a 1.5-year partnership, acend has built a structured content architecture around four main areas: Pensions, Savings, Investment and Stocks, and tracked progress closely month by month.
Majbank has gone from 15 to over 100 keywords on Google's page 1. Among the 14 priority keywords tracked closely month by month, there have been significant gains across the portfolio. “Instalment pension” has moved from position 49 to position 10, “retirement savings” from unranked to position 11, “value stocks” to 1st place, “lump-sum pension payout” from position 97 to position 10, and “green stocks” to position 4.
These aren't isolated strokes of luck: they are the result of a consistent structure built over time.
Keywords on page 1
15→0+
1.5-year partnership
Value stocks
— →1
Instalment pension
49 →10
Retirement savings
— →11
Kapitalpension udbetaling
97 →10
Green stocks
— →4
Position 11 for „retirement savings“ is just outside page 1 — up from no ranking at the start.
The problem
Many opportunities — no clear allocation
A broad, competitive market
The investment and pension industry is dominated by large, established players with enormous domain authority, and broad financial keywords are dominated by traditional banks with far greater brand awareness. Generic keywords such as “bank” and “banks” were therefore never realistic targets — the opportunity lay in more specific, transactional searches within pensions, savings and investment, where Majbank genuinely has something to offer.
Stort, spredt indholdsbehov uden struktur
Majbank needed to cover everything from retirement savings and instalment pensions to investment advice and green stocks. Without a clear architecture, the many pages would risk competing with one another instead of building collective authority around the right topics.
Low visibility on business-critical topics
Areas such as wealth advisory, investment advice and green stocks — some of Majbank's most business-critical topics — weren't ranking at all when the partnership began.
Bank
High competition
Banks
High competition
The solution
Four areas — one structure
Keyword research and content architecture
We mapped the entire relevant search landscape and turned it into a pillar-and-cluster structure across four main areas: Pensions, Savings, Investment and Stocks. Each primary keyword, long-tail keyword and question was mapped to a specific page, so the content supports itself internally rather than competing.
Optimisation and new content in strategic focus areas
Existing pages on topics such as instalment pensions, lump-sum pensions and deposit interest rates were optimised, while we built new pages around the areas identified as strategically most important — including wealth advisory, investment advice, investment profiles and “invest your pension”.
Technical SEO and user experience
We have implemented schema markup, built an FAQ section with dropdowns, optimised CTR through ongoing adjustments to meta text, and developed a pension calculator as a standalone tool on the site. Hero banners and CTA buttons have been rolled out across the most important pages on an ongoing basis to support conversion, not just visibility.
One unified content architecture
- Instalment pension
- Retirement savings
- Lump-sum pension
- Invest your pension
- Deposit interest rate
- Savings
- Investment advice
- Wealth advisory
- Investeringsprofil
- Value stocks
- Green stocks
Technical foundation
The partnership
Month by month
Majbank and acend have worked together for 1.5 years, with several parallel workstreams: content and keyword work on one side, technical work and design on the other. Progress is tracked closely month by month using a fixed set of priority keywords, so it's always clear what's working — and where efforts need to be sharpened next.
Content & keywords
Teknik & design
Team acend
The team behind this case study
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
Steffen Andersen
COO & Partner
steffen@acend.dk
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