The challenge
The platform had valuable financial technology content but search engines were not consistently associating the site with its priority commercial topics.
Technical issues, overlapping pages and an inconsistent internal-linking structure were limiting the effectiveness of existing content.
The objective
Improve technical SEO foundations, strengthen topical relevance and increase qualified organic conversions.
Our strategy
We prioritised technical issues that could affect crawling and indexing before expanding content.
The strategy combined:
- Technical SEO
- Commercial keyword mapping
- Content consolidation
- Internal linking
- Product/service page optimisation
- Conversion improvements
Services involved
- Technical SEO
- SEO
- Content marketing
- Keyword research
- Internal linking
- CRO
Implementation
We:
- Audited indexation.
- Reviewed crawl paths.
- Identified duplicate and overlapping content.
- Created keyword-to-URL mapping.
- Improved priority product pages.
- Consolidated competing content.
- Built topic clusters.
- Improved internal linking.
- Updated metadata.
- Added commercial CTAs.
- Reviewed conversion tracking.
Optimisation
Technical fixes were prioritised according to their likely impact on important commercial pages.
Content performance was monitored after optimisation, with additional improvements made to pages receiving strong organic visibility but weaker conversion performance.
Results
Over the nine-month period:
64% increase in organic conversion rate.
49% increase in qualified organic leads.
76% increase in organic visibility for priority commercial terms.
Key learnings
- Technical SEO and content strategy need to support the same commercial objectives.
- High impressions do not automatically translate into leads without a strong conversion path.
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