IG

The ICS-digital team is ultra-focused on opportunities to increase customer acquisition at global scale.

Our strategy was anchored in two areas:

• Digital PR + International Link-Earning via Content - targeting powerful media sites, earning coverage and top links globally through content. Core focus on topically relevant publications.
• Authoritative, Multilingual Content - at scale, to earn rankings worldwide - including development of a new content hub of expert insights. Guided by YMYL considerations and robust technical SEO.

The always-on PR strategy was based upon ICS’s connections with journalists, as well as targeted press releases, responses to media requests and telephone outreach to distribute IG’s expert opinion in the content formats journalists need. In addition to UK/US, our DACH, Scandinavian, LATAM and ASEAN teams have achieved a targeted off-site content strategy that is genuinely international.

ICS created the ultimate hub of finance content - IG’s News & Trade Ideas category, covering stocks, currencies and indices. This successfully built on Google News publisher status to outpace aggressive competitors including CMC Markets, Hargreaves Lansdown and The Motley Fool.

The ICS-digital team collaborated closely with the excellent IG in-house team(s) to deliver effective on-site and off-site SEO impact to:

• Increase keyword rankings for highly competitive forex and trading keywords across 16 markets to drive sign-ups
• Earn links through digital PR in the mainstream and finance media, painting IG as an authority through content