Sydney fintech — non-brand SEO from zero

A Sydney-based, ASX-listed fintech engaged Earned Media in early 2021 to build their non-brand organic search engine from the ground up. The brief: stop relying on branded queries, win the high-intent commercial keywords that drive new customer acquisition in a regulated category — and do it without compromising compliance.

ClientASX-listed fintech (undisclosed)

IndustryFinancial services · Fintech

RegionAustralia · Sydney

EngagementSEO + Content + On/Off-site optimisation

PeriodJan 2021 – ongoing

Top 3

Rankings on high-intent non-brand queries Across the commercial keyword set defined in discovery — the ones the fintech's growth team had explicitly prioritised for new-customer acquisition.

5.0★

Verified Clutch rating Across quality, schedule, cost and willingness to refer — the maximum possible score on each.

The challenge

The fintech's growth team had built a strong brand engine but were over-indexed on branded search. The mandate:

Implement an SEO programme designed for non-brand growth — winning the queries customers ask before they know your brand exists.
Hit top-3 positions for the highest-intent commercial keywords in a regulated, compliance-heavy vertical.
Move fast without breaking anything: regulated copy, multiple stakeholder reviews, and a brand-safety bar that ruled out aggressive tactics.

The approach

The engagement opened with a research and discovery phase — deep-diving the competitive landscape, mapping the SERP for every priority query, and aligning the team on what "winning" looked like by query, not just by topic.

Content production — built around the commercial queries, not the topics the team wanted to write about.
On-site optimisation — technical and on-page work delivered straight into the dev team's sprints.
Off-site optimisation — selective, brand-safe authority building.
Monthly reporting — flexible, working with the fintech's existing comms and PM tooling rather than imposing new ones.

The results

Considerable organic traffic growth, with top-3 rankings on key high-intent non-brand terms the growth team had prioritised in the original brief. The relationship is now in its fifth year — the engagement converted from a quarterly project into a permanent retainer.

Verified Clutch rating: 5.0 / 5.0 across quality, schedule, cost and willingness to refer.

Want results like these?

Free Truth Gap audit. We probe the AI models with your buyers' deal-breaker questions and show you exactly what's missing.

Request a free audit →