FOREX SEO & CRO Case Study

Client: Forex Client
Project Duration: April – October
Scope: Technical SEO, On-page SEO, Content, Off-page SEO, CRO support

Initial Situation & Challenges

At the start of the collaboration, this forex client had strong brand potential and competitive offerings, but its organic performance was limited by foundational SEO issues.

The initial audit revealed several key challenges. On the content and on-page side, the website lacked clear keyword targeting, structured internal linking, and sufficient semantic coverage for non-branded search demand. Meta-tags were under-optimized, and there was limited educational content to support users at different stages of the decision-making funnel.

From a technical perspective, crawlability and performance were affected by pagination issues, mobile and desktop speed limitations, and missing EEAT elements such as author information and trust signals. In addition, a number of lost or orphaned pages negatively impacted indexation and overall site structure.

Off-page analysis showed an imbalanced backlink profile, with a strong focus on branded anchors and limited diversification toward non-branded commercial keywords. While the issues were significant, they were also fundamental and could be addressed efficiently, allowing for relatively fast progress once implementation began.

Strategy & Execution

The project was structured around three parallel workstreams: Technical SEO, On-page & Content, and Off-page SEO, all coordinated through centralized Notion boards to ensure transparency and efficient collaboration.

From April onward, close communication with developers and designers enabled continuous implementation of technical and on-site improvements. Technical SEO efforts focused on resolving crawl and pagination issues, improving site performance, strengthening EEAT signals, and stabilizing indexation.

In parallel, keyword research was conducted for key commercial pages, followed by systematic on-page optimization. New content formats were introduced to expand topical authority and capture non-branded demand, including Definitions, Guides, Blog, and News sections. These pages improved semantic coverage while supporting internal linking toward conversion-focused pages.

Off-page efforts concentrated on steady, high-quality backlink growth. Anchor texts were diversified with an emphasis on non-branded commercial keywords, while placements were secured on niche-relevant and authoritative websites. A significant portion of the links came from news-related sources, including Google News–approved publishers, strengthening both authority and visibility.

CRO & User Experience Improvements

Alongside SEO implementation, the project naturally incorporated conversion rate optimization principles. As page structures improved and content became more closely aligned with search intent, users began landing on pages that better matched their needs and expectations.

Clearer content hierarchy, improved internal navigation, and stronger trust signals reduced friction in the user journey. Educational content supported users earlier in the funnel, while optimized commercial pages guided them more effectively toward key actions.

As a result, traffic quality improved alongside traffic volume, leading to stronger engagement and higher conversion efficiency across organic and brand-driven sessions.

Results & Performance Growth

Between April and October, the client achieved consistent and measurable growth across key performance metrics.

Organic Search (GA):

• Organic sessions increased by 26.4%

• Engaged sessions grew by 41%

• Engagement rate improved by 11.6%

• Average engagement time increased by 20.8%

• Total event count rose by 43.5%

• Key events (conversions) increased by 277%

• Session key event rate improved by 45%

These results indicate that SEO improvements translated directly into higher-quality traffic and significantly better conversion performance, rather than traffic growth alone.

Brand & Direct Traffic Impact:

Direct traffic sessions increased by 133.9%, while key events from direct traffic grew by 643%. This reflects an inertial SEO effect, where increased organic visibility strengthened brand awareness and trust, driving more returning and brand-motivated users.

Keyword Rankings & Visibility

According to Ahrefs, the client experienced steady growth in non-branded keyword rankings across multiple locations. New keywords entered the TOP-5 and TOP-3 positions, even while the website was undergoing maintenance, cannibalization fixes, and spam-link cleanup.

Notable examples include:

• “Indices trading platform” reaching TOP-3 position in Canada and the UK

• “Cryptocurrency trading online / CFD trading cryptocurrency” reaching the TOP-5 position in South Africa and the US

These gains were achieved while competing with highly authoritative industry players such as Forex.com, Oanda, and IG.

Conclusion

From April to October, the client evolved from a technically constrained and semantically limited website into a structured, content-driven, and conversion-oriented organic asset.

By addressing technical foundations, expanding content depth, strengthening the backlink profile, and improving the user journey, the project delivered not only traffic growth but a substantial increase in conversions and engagement quality.

The results observed by October represent not a final peak, but an inertial outcome of sustainable SEO and CRO improvements, positioning the forex client for continued organic growth beyond the project timeline.