How a Personal Finance SEO Strategy Drove 15% Organic Traffic Growth

A leading financial news platform sought to expand its presence in personal finance, a new initiative for the brand. While it had strong domain authority, it struggled to rank consistently in search. The editorial team was producing evergreen content, but there was no clear rubric for ranking high-intent terms like "best credit cards." While there was a lack of structured SEO guidance, some editors were also resistant to SEO support, believing their previous experience gave them a solid understanding of how to rank. This led to inconsistent optimization and missed opportunities for search visibility.

There was also hesitation around publishing high-value content, not because the team lacked expertise, but because they had no legitimate way to declare a "#1 pick." Without direct financial partnerships, recommendations often relied on a widget that functioned more like an advertisement than an editorial endorsement, making it difficult to compete with trusted review sites that had established credibility.

Additionally, the fast-paced publishing schedule meant that some high-potential content was too thin to perform well. Later, we found that explainers and long-form content had greater sticky power, giving users a reason to stay engaged and helping stabilize rankings over time.

The site was structured to favor fresh, news-driven content over evergreen pages, making it difficult for long-term, high-value content to maintain rankings. While the editorial team was producing personal finance content, several obstacles prevented it from ranking consistently in search.

‍1️⃣ News-Driven Site Structure Overpowered Evergreen Content
‍The site’s algorithm prioritized fresh content, meaning that each time a new editorial piece was published, it would gain temporary visibility but then drop in rankings as newer content took priority. This lack of lasting internal signals prevented evergreen personal finance pages from establishing long-term authority in search.

‍2️⃣ No Clear SEO Framework for Editors
‍Editors were producing evergreen content, but they lacked a structured SEO rubric for ranking high-intent keywords like "best credit cards." Without clear guidelines on content structure, keyword intent, and internal linking, content performance was inconsistent.

‍3️⃣ Editorial Resistance to SEO
‍Many editors came from journalism and content marketing backgrounds and believed they already understood SEO, leading to hesitation in adopting structured SEO best practices. This resulted in missed optimization opportunities and inconsistent ranking performance.

‍4️⃣ Hesitation Around High-Value Content
‍There was uncertainty about ranking for competitive topics like "best credit cards" because the site lacked direct financial partnerships. Without established relationships, product recommendations relied on ad-driven widgets, making it difficult to compete with trusted financial review sites.

‍5️⃣ Thin Content Due to a Fast-Paced Publishing Schedule
‍The demanding editorial calendar meant that some high-potential personal finance content was rushed and lacked depth. Later, we found that explainers and long-form content had greater sticky power, improving engagement and ranking stability.

Since the news-driven model and editorial workflow were valuable to the brand, we needed a solution that balanced timely content with a structured SEO approach, allowing evergreen content to maintain visibility without disrupting the site's core focus.

To stabilize rankings and establish authority, we implemented a structured SEO and content strategy that aligned with editorial workflows while addressing key challenges.

📑 Developed Business Plans for Key Verticals – Created strategic roadmaps for Mortgage, Credit Cards, and Banking, which the SEO team used to guide content prioritization and optimization.

🔍 Conducted a Content Audit to Improve Editorial Performance – Audited existing content to:
1️⃣ Consolidate overlapping content for stronger ranking potential.
2️⃣ Redirect outdated pages to improve internal link equity.
3️⃣ Identify update opportunities and provide detailed editorial recommendations.
4️⃣ Escalate technical issues to the SEO team for further action.

📊 Leveraged Daily Rate Pages – Optimized rate-driven content (e.g., mortgage, savings, and credit card rates) to capture recurring search demand, reinforcing authority and providing stable traffic.

📝 Focused on Long-Form Content – Shifted to explainers and in-depth articles, which improved engagement and ranking stability, offering a stronger foundation for sustained visibility.

⚖️ Worked Within Site Limitations – Adapted SEO efforts to maximize rankings despite the site’s preference for fresh content and lack of direct partnerships.

This holistic approach combined data-driven auditing, strategic content planning, and SEO adaptation, helping to improve rankings, engagement, and editorial efficiency in personal finance.

Key Takeaway

✔ SEO & Editorial Collaboration is Critical – Providing structured content strategies and audits helped integrate SEO best practices without disrupting workflow.

✔ Content Strategy Must Match Site Strengths – Leaning into daily rate pages and explainers provided sustainable, recurring traffic while reinforcing site authority.

Results

✅ 15% increase in organic traffic YoY for personal finance content.

✅ Improved ranking stability, reducing volatility from the site's news-driven structure.

✅ Higher editorial adoption of SEO best practices, leading to better-optimized content.

Key Takeaway

✔ SEO & Editorial Collaboration is Critical – Providing structured content strategies and audits helped integrate SEO best practices without disrupting workflow.

✔ Content Strategy Must Match Site Strengths – Leaning into daily rate pages and explainers provided sustainable, recurring traffic while reinforcing site authority.

✔ Content Audits Drive Impact – Redirects, updates, and consolidations improved rankings and streamlined editorial efforts.