The challenge
This fintech platform needed to grow non-brand organic traffic and lead volume in a category where compliance and trust requirements make content work slower and more careful than most industries. AI-powered search was already sending them real leads by the time the engagement started — not something to plan for down the line, but a channel already producing pipeline that needed to be measured and grown deliberately.
What we did
We combined technical and content SEO with a structured digital PR and outreach campaign, and tracked all of it through Search Console rather than vanity traffic metrics that don't map cleanly to pipeline in a lead-driven business.
- Rewrote and repositioned existing blog content around clearer commercial intent, rather than leaving it purely informational
- Sharpened how the brand compares against competitors directly in-content, for the research-stage readers most likely to convert
- Ran a structured digital PR and outreach campaign alongside the content work to build the authority a fintech brand needs to be trusted by both readers and AI systems
- Tracked AI-search-driven leads separately from traditional organic leads, so the AI search investment had its own visible return rather than being folded into a single traffic number