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Service Page Rankings Through Systematic SEO Optimisation: An Audit-to-Implementation Case Study for a BFSI platform

TLDR: Comprehensive SEO audit uncovered poor internal linking, thin on-page optimisation, and technical issues (Core Web Vitals, meta data cannibalization).
Recommended & implemented fixes across 8-10 service pages over 4-6 months.
Technical improvements immediate; organic rankings on target keywords improved. Audit led to ongoing engagement.

The Challenge

A B2B financial planning platform serving 40%+ of UK investment advice firms needed to improve their organic visibility. Their website had structural SEO issues: minimal internal linking (some pointing to dead links), thin on-page optimisation, and technical problems affecting Core Web Vitals. Service pages (which are critical for lead generation) were underperforming.

The Strategy

The SEO team conducted a comprehensive SEO audit. I led on the tech and on-page sections, and identified four priority areas:

  • Technical Issues: Unoptimised images were dragging Core Web Vitals scores. 
  • Meta data inconsistencies were causing content cannibalisation across related pages.
  • On-Page Optimisation: 8-10 key service pages lacked keyword targeting, proper heading structure, and meta optimisation.
  • Poor internal linking: Minimal linking between related pages, with several links pointing to 404s. Service pages especially needed better link distribution.

These recommendations then served as a part of our SEO roadmap and were implemented on a quarterly basis. Key implementations included optimising the images and improving the site speed, adding canonicals to prevent cannibalisation and paginating the metadata, and conducting on-page optimisation for service pages alongside an internal linking review. 

The Results

✓ Core Web Vitals scores improved post-technical fixes (quick win!)

✓ Metadata optimisation eliminated cannibalisation and focused ranking power

✓ Service page rankings improved on target keywords

✓ 8-10 pages now properly optimised with consistent on-page signals and proper internal linking

✓ Audit-to-implementation approach proved value, leading to ongoing engagement

Key Insights

For a B2B SaaS selling to financial advice firms, organic visibility on service pages drives qualified lead generation. 

The ongoing engagement that followed shows the audit identified real, addressable problems. Audit recommendations that don't lead to implementation rarely matter; this one did.