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Scaling organic visibility for a fintech firm
A 6-month technical prune and content-silo rebuild lifted clicks 57% and impressions 29% without buying more ads.
The challenge
The site had thousands of URLs competing with each other. Index bloat diluted crawl budget, and keyword targeting was spread across thin pages that never had a chance to rank for investor-intent queries.
Leadership wanted traffic, but the real leak was structural: low-quality pages kept receiving internal links that should have gone to a handful of commercial silos.
Verified GSC data after the prune and silo work.
The approach
We audited 5,000+ URLs, then treated pruning as a ranking project — not a housekeeping ticket. Roughly 40% of low-quality content came off the index so remaining pages could consolidate equity.
- Technical prune: removed 2,000+ zombie pages and redirected where a successor existed.
- Content silos: topic clusters for personal loans and investments, with a hub-and-spoke internal-link map.
- Schema: aggregate rating and FAQ markup on the pages that already converted.
Measurement lived in Search Console, not vanity dashboards. See how this sits inside technical SEO consulting and ongoing advisory.
Scope
- Technical SEO
- Content strategy
- Schema
- GSC measurement
What we shipped
A cleaner index, fewer competing URLs, and silos that match how people actually search for finance products. Clicks rose 57%, impressions 29%, CTR 21%, and average position improved 18% across the 6-month window.
This is an SEO programme, not a redesign. The pages that stayed got the links, the schema, and the briefs. The rest stopped wasting crawl.