Operating in a highly regulated and trust-driven industry, this leading US-based financial services company needed to improve its organic presence to match consumer expectations and keep pace with competitors in the wealth management, insurance, and retirement planning spaces.
About the Client
The client operates in the financial services and insurance sector, part of a multi-trillion-dollar industry in the U.S. that includes investment planning, life insurance, and advisory solutions. Despite its strong offline presence and customer loyalty, the brand had limited organic visibility compared to fintech disruptors, content-rich publishers, and aggregator platforms ranking for high-intent keywords.
The Challenge
The client was underperforming in organic search due to:
Limited presence in top 3 rankings for high-converting financial queries
A fragmented keyword strategy not aligned with search intent
Missed opportunities across insurance, retirement, and investment-related verticals
Under-leveraged content assets not built for SEO scalability
The Strategy
1. SERP Opportunity Mapping
Conducted deep competitor benchmarking to identify content and ranking gaps across key service lines like life insurance, retirement planning, and financial advice.
2. Topical Content Expansion
Launched new content clusters targeting underserved keyword sets related to policy types, financial goals, and demographic-specific retirement needs.
3. On-Page Refinements
Updated existing high-potential pages with optimised headings, schema markup, and entity-rich content to boost visibility and featured snippet inclusion.
4. Internal Link Strategy
Built a stronger internal link web between cornerstone content (e.g. financial planning guides) and deeper product pages to guide authority flow.
The Results
- 70K+ new keywords added in just 12 months
- Top 3 rankings increased by 91% year-over-year
- Keywords in positions 4-10 more than doubled
- Monthly organic traffic grew by 23%
- Traffic value increased by $100K in 1 year
- Improved visibility across full user journey
