Scaling Non-Brand Organic Growth Through SEO-Led Content Transformation
ClearScore helps users take control of their financial health by giving them free access to their credit score and report, alongside tailored insights into credit products they’re most likely to be eligible for.
Operating in a highly regulated and competitive sector, ClearScore required an SEO strategy that balanced trust, scale and performance.
Challenge
ClearScore operates in one of the most competitive and regulated search landscapes in finance. Growth depended on capturing non-brand demand across high intent credit score, credit report and loans topics while maintaining trust, compliance and content quality at scale.
Key challenges included fragmented content performance across priority finance topics, gaps in topical coverage versus competitors, inconsistent content quality following multiple iterations, limited visibility across high-intent non-brand searches, and a site refresh that introduced organic risk.
Strategy
We positioned SEO as the governance layer for content and site growth, not a post launch fix. The strategy focused on establishing a performance baseline, mapping demand by intent across priority finance topics, building a scalable content roadmap aligned to regulatory constraints, and embedding SEO governance into editorial and site refresh workflows.
This ensured growth was built on structure, quality and intent alignment rather than volume alone.
Implementation
SEO Auditing & Technical Foundations
Full technical SEO audits and crawl analysis identified structural, indexation and performance issues. GSC diagnostics prioritised fixes that directly impacted discoverability and rankings.
Keyword Research & Demand Mapping
Comprehensive research mapped demand across credit scores, credit reports and loans by intent stage to inform category architecture and content prioritisation.
Content Gap Analysis
Competitor benchmarking revealed high impact content gaps to expand topical authority across priority clusters.
SEO-Led Content Roadmap & Refresh
A prioritised roadmap aligned search demand with commercial relevance. Large volumes of content were refreshed using SEO-led briefs to improve intent alignment, topical coverage, internal linking and trust signals.
Website Refresh Governance
SEO governance protected priority content during site refresh activity, aligning structure with crawl efficiency and market-level search demand.
Results
Growth was achieved without over-reliance on branded demand, strengthening first page coverage across commercial and educational queries:
- +10–12% growth in non-brand organic clicks
+15% increase in Top 3 non-brand keyword visibility
+18–20% increase in Top 10 non-brand keyword rankings
+20% growth in visibility across the “credit score” topic cluster
+25%+ growth in impressions to educational content within the Learn hub
Explore More Case Studies
-
Wealthify
SEO, Digital PR
Driving high authority, relevant links to a new Instant Savers product
VIEW CASE STUDY
Ready to grow your business?
Tell us about your brand and we'll show you exactly where the biggest search opportunities are — and how we'd go after them.
Get in touch
Latest Blogs & Articles
-
Organic click share is rising. But search value is becoming harder to measure
For most of 2026, the dominant story in search has been that AI is taking over and traditional search is losing relevance. I have never...Read Article → -
ChatGPT Is Building Its Own Version of Google Search Console. Here's What Brands Should Do Now
OpenAI is reportedly building a dashboard that would let brands claim their business in ChatGPT and see how often it mentions them. It isn't live...Read Article → -
Ads in Google's AI Mode Are Coming to the UK. Here's How to Get Ready
Google is expanding ads in AI Mode to ten more countries, with the UK planned before the end of 2026. Your existing Search, Shopping and...Read Article → -
AI Overviews Now Appear on 88% of Commercial Keywords. Here's What That Means for Ecommerce Brands
New Semrush research shows Google's AI Overviews now appear on 88% of tracked commercial keywords, and 85% in ecommerce. These are the searches where people...Read Article → -
Consumers Are Using AI More, But Trusting It Less. What Does That Mean for Marketing?
AI adoption is accelerating, but consumer confidence is moving in the opposite direction. For brands investing heavily in AI, the challenge is no longer simply...Read Article → -
B2B SEO in 2026: Why Thought Leadership and Search Now Go Together
SEO is still one of the highest-returning channels available to B2B marketers, but the way it earns that return has changed. Industry benchmarking from First...Read Article →
