How We Transformed the SEO Strategy of a Leading Belgian Fintech Company

Client Background

Our client is a cutting-edge fintech company specialising in portfolio management and investment consulting services. With a strong focus on innovation, the company relies on digital channels, particularly its website, as a primary source of prospect acquisition. Their business growth is heavily dependent on online visibility and engagement, making search engine optimisation (SEO) a critical component of their overall digital strategy.

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Objective

The primary objective of our engagement was to significantly increase the website’s organic traffic, while simultaneously boosting the conversion rate of online visitors. The client aimed to enhance its online presence and attract more qualified leads through improved SEO performance, ultimately contributing to sustained business growth.

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Challenges

One of the biggest challenges we faced was the fintech company's limited internal resources, particularly within its technical team. With time constraints and a small workforce, it was crucial to maximise the impact of our efforts by prioritising key recommendations and focusing on the most effective SEO initiatives. This required careful strategic planning to deliver tangible results with minimal resource allocation on the client's end. We developed a Sailpeak Proprietary SEO Framework, which served as an effective tool for prioritising SEO efforts given the limited time and workforce resources.

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Sailpeak's Approach

Our approach to transforming the client’s SEO strategy was methodical and data-driven, executed in several key phases:

Phase 1: Competitive Landscape Analysis

We conducted an in-depth study of the competitive landscape, comparing the client’s existing organic traffic and SEO performance against key competitors in the fintech space. We benchmarked key SEO indicators such as:

• Domain Rating
• Estimated traffic
• Website health score
• Performance Core Web Vitals
• Number of ranking keywords
• Number of top-ranking keywords

This benchmarking allowed us to identify gaps and opportunities that could be leveraged to elevate the client’s SEO rankings.

Phase 2: Top Content Identification

To optimise resource allocation, we performed a detailed analysis of the client’s website to identify the top 10 best-performing web pages. It was important to identify different page patterns—such as the homepage, article pages, and product pages—to ensure a targeted approach. This allowed us to pinpoint which content was already generating substantial traffic and which pages had the highest potential for further growth. Resources and optimisation efforts were then focused on these high-value pages to maximise returns.

Phase 3: Sailpeak Technical SEO Checklist

Our Sailpeak Proprietary SEO Framework audit enables us to track and monitor key performance indicators of the client's website performance.

The checklist tracks the performance of the website over 5 categories:

• Core Web Vitals
• Speed metrics
• On-page elements
• Backlinks quality
• Accessibility

Each category is tracked and measured over time, ensuring that optimisations lead to tangible improvements in SEO metrics.

Given the client’s limited technical resources, our focus was on optimising Core Web Vitals—the area that could yield the greatest impact in the shortest time. By prioritising these high-value improvements, we maximise the return on effort and deliver significant gains in both website performance and search engine visibility.

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Results

Following the implementation of our SEO recommendations, the client saw significant improvements across key metrics. There was a 30-point increase in the Core Web Vitals score, accompanied by a 19% rise in monthly traffic. Key pages achieved better rankings for targeted keywords, leading to enhanced visibility and more qualified leads. Sailpeak’s data-driven approach, focused on high-impact areas like Core Web Vitals, helped the client overcome resource constraints and set a strong foundation for continued digital success. Our expertise not only boosted their current SEO performance but also positioned them for sustained growth in a competitive market.

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