SEO and GEO Case Study
SEO and GEO Case Study
An established investment firm wanted to attract more accredited investors online, a challenge in the competitive, trust-sensitive world of alternative investing.
Because their content directly influences financial decisions, the site falls into what Google calls a “Your Money or Your Life” category — meaning it’s held to a higher standard of credibility, accuracy, and transparency. To rank well, every piece of content had to demonstrate true expertise and trustworthiness while educating investors and guiding them toward confident decisions.
They needed a way to build credibility, educate investors, and generate qualified leads without relying solely on paid channels or outbound efforts.
Over several years, we led the firm’s SEO and content strategy — first as consultants, and later in a supporting role. Our goal was to build a durable organic engine that would keep working long after engagement.
We focused on five core areas:
Topical authority: Built a deep, interconnected library of educational content around private credit, macroeconomics, and portfolio diversification.
EEAT optimization: Strengthened credibility with clear author expertise, transparent data, and signals of real-world experience — essential for trust in finance.
Content architecture: Designed clear topic clusters and optimized internal linking to reinforce relevance and discoverability.
Conversion optimization: Improved user journeys from educational content to lead forms, boosting conversion rates from organic visitors.
Authority amplification: Collaborated with their PR and media initiatives — including expert interviews, podcasts, and long-form thought leadership — to extend reach and reinforce visibility.
$17.5M+ in new investor capital attributed to organic visibility from 2019 – 2025
$1.8M in new investor capital from ChatGPT referrals in 2025 — a direct reflection of brand authority built through years of quality content
Ongoing growth in both branded and unbranded search visibility, with organic still serving as the firm’s highest-converting inbound channel
While traffic increased 2.5x, conversions rose more than 8x through careful targeting to bring in the right visitors and the addition of many prominent and easy points of conversion. Additionally, we ran many A/B tests to improve how often visitors converted, overall improving our organic conversion rate from 1.15% to 4.00%.
The systems and strategy we built years ago continue to deliver today. By emphasizing expertise, trust, and education from the start, we helped create an SEO foundation designed to compound — one that continues to attract new investors long after the initial engagement.
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