TD Securities’ Precious Metals ecommerce site had limited online visibility and lacked a formal SEO strategy. As a result, Canadian investors often landed on competitor websites and completed transactions elsewhere. TD needed to capture this search intent to direct investors to their platform and drive new customer acquisition.
Our Approach
In partnership with IBM, Deploi developed and executed a tailored Enterprise SEO strategy that began with a restructuring of the product listing pages (PLPs).
- Defining the New Information Architecture: We analyzed how customers search for bullion products and combined these insights with a logical hierarchy based on metal type, form, and weight. This led to the expanded PLP structure, which targets precise investor search intent.
- Implementing Optimizations: With the new IA, we optimized each PLP with strategic metadata, pricing content, and internal links to enhance search performance and user experience.
- Creating Seamless User Journeys: We integrated deep links from gold and silver charting pages, encouraging investors to explore dynamic pricing insights and engage further with the site.
This strategy ensured investors could find the right products directly from Google, increasing engagement on TD’s site while reducing competitor leakage.
Results
Our SEO framework delivered measurable growth:
- 284% surge in total non-branded organic visits.
- TD is now the enterprise SEO bullion and precious metals leader in Canada.
- TD now captures direct transactions that previously went to rivals.
- TD leads SEO share of voice for key bullion segments
Impact
The PLP expansion project redefined how Canadian investors engage with TD’s precious metals offerings by aligning product pages with precise search intent.
Investors can now find the exact bullion products they need directly from Google, reducing competitor leakage and increasing on-site transactions. With optimized pages targeting bars, coins, and low-funnel buy queries, TD has become the go-to source for bullion investors.