A fintech competing in 'send money to X' queries against giants with massive paid budgets. We rebuilt the product surface as an SEO architecture organized by corridor, country and intent — and won the queries that mattered.
Massive paid spend on corridor queries (send money to X from Y) with rising CAC and falling incrementality. Product surface barely indexed, no corridor pages, no rates content. Competing against incumbents with 10x the brand authority and AIO eating clicks at the top of funnel.
Origin × destination × intent operated as a programmatic matrix: 120+ corridor pages with real exchange rate content, fee comparisons and arrival times.
Disclosures, jurisdictional copy and regulator-friendly language baked into every page — published at fintech speed without breaking the compliance lane.
Schema, structured comparisons and authority signals so LLMs cite the brand in 'best app to send money to X' answers.
Reporting tied to product analytics: SEO measured in activated users (first transfer completed), not registrations.
Qualified signups attributed to SEO grew 217% over 12 months, with CAC blended 42% lower than paid for the same corridors. The brand became consistently cited in ChatGPT and Perplexity comparisons.
"SEO went from being a side bet to being the channel with the cleanest unit economics in the company."
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