Scaling organic visibility for a fintech firm

Scaling organic visibility for a fintech firm
Client

Client

Fintech firm

Industry

Industry

Finance

Scope

Scope

Technical SEO & content silos

Duration

Duration

6 months

Overview

Overview

A finance brand was publishing aggressively but organic clicks stayed flat. Search Console showed climbing impressions on low-intent URLs while investor- and product-intent pages stayed buried.

Fundaking ran a six-month technical SEO programme: cut index bloat, rebuild topic clusters around high-intent queries, and install a measurement cadence leadership could trust — without increasing paid spend.

Challenges

Index bloat. Thousands of thin, overlapping, or legacy URLs competed for crawl budget. Google saw the site; users did not click.

Silo drift. Content shipped without cluster discipline or internal linking rules, so authority leaked and money pages never consolidated.

Reporting vs. revenue. Dashboards tracked rankings and impressions, not which URLs could support investor education, product sign-up, or trust queries.

We finally saw clicks move with the same ad spend — organic became a channel we could forecast.
Marketing lead

Marketing lead

Fintech

Solution

Technical prune, schema, silo rebuild, and a GSC-led operating rhythm — dev-ready specs included.

  • URL audit, prune, and indexation governance (noindex, consolidate, redirect where needed)
  • Topic clusters mapped to investor and product intent — pillar + supporting pages
  • Internal linking templates and on-page CTR work on URLs that already had impressions
  • Structured data where it clarified entities and page purpose
  • Monthly Search Console reviews tied to a short, prioritised fix list for dev and content
Solution

Results

After six months of execution, Search Console showed +57% total clicks and +29% impressions, with meaningful gains in CTR and average position on the URLs we targeted.

Organic became a measurable channel — not a side report — because crawl, architecture, and content moved together.

+57%

Total clicks (GSC)

+29%

Impressions

+21%

CTR

+18%

Avg. position

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