CASE STUDY · SEO GROWTH
960 Organic Leads in Two Months for an MSME Lender
A tech-led NBFC lending to small businesses in India generated 960 organic leads in two months. Organic impressions rose 326%, traffic to its loan-against-property page grew 505% and Domain Authority went from 39 to 41, driven by on-page fixes, financial-product schema and product-page content.
- Client
- A tech-led NBFC lending to small businesses in India
- Industry
- BFSI (NBFC / MSME lending)
- Market
- India
- Project
- SEO growth
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
960
Organic leads generated in two months.
+326%
Organic impressions.
+505%
Organic traffic to the loan-against-property page, through content optimisation.
+1,320% / +1,513%
Organic users and organic sessions respectively.
39 → 41
Domain Authority, helped by PR blog topics.
#2
Ranking for two niche MSME financing terms.
DATA
The numbers
Organic search; comparison period not stated in the source
Third-party authority score
BACKGROUND
The challenge
I led this engagement in a previous agency leadership role. The lender's overall search rankings were weak, and it needed more organic traffic and, above all, more loan leads from search.
For a lender, rankings only matter if they bring in applications — so the work concentrated on the homepage and the product pages where searchers become leads.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
On-page and financial schema
Optimised critical on-page elements such as heading tags and implemented financial-product schema.
Competitor benchmarking
Researched competitors' backlinks and content to benchmark the site and find growth gaps.
Sentiment analysis
Analysed audience sentiment to align content with how people saw the brand and to improve its positioning in search results.
Keywords for money pages
Recommended high-search-volume keywords for the homepage and key product pages.
Technical and Search Console fixes
Fixed technical and Search Console issues to improve crawlability.
Product-page content
Provided content recommendations for four product pages to improve relevance and engagement.
PR-led authority
Suggested PR blog topics to build the domain's authority.
STRATEGIC LESSON
The takeaway
In lending, SEO is measured in applications: putting high-intent keywords, clear product content and schema on the pages that convert is what turns visibility into leads.
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