Helping a Financing Platform Kickstart Their SEO

Uncapped is a revenue-based financing platform that gives online businesses fast and flexible funding.

In 2022, they wanted to start growing through organic search and turn SEO into a scalable way to acquire customers. To do that, they partnered with us to build the first set of SEO content that would help them capture relevant search traffic.

The content we created helped lay the foundation for their SEO strategy and sparked their early organic growth. At its peak, the site was bringing in around 10,000 search clicks, showing that SEO could become a strong acquisition channel for the business.

What We’ll Cover

In this case study, we’ll walk through how we helped a financing platform lay the foundations for SEO growth.

You’ll see:

• Why Uncapped decided to invest in search as an acquisition channel
• How we helped them build their foundational SEO content
• The early traction that validated SEO as a scalable growth channel
  

The Challenge — Starting SEO From Scratch

When the team at Uncapped reached out, they already knew that SEO could be a big growth channel.

Their product was flexible funding for online businesses and clearly had demand. Founders were already searching online for ways to raise capital and grow their companies, but their website wasn’t built with search in mind yet.

So while the opportunity was there, the SEO foundation was missing.

They needed a partner who could help them:

• Start building their SEO content engine
• Capture searches from founders looking for startup and financing solutions
• Set up the foundation for long-term organic growth
  
  

At the time, the site had very little content to rank on Google. That meant they were missing out on many searches founders were already making.

What We Did

Since Uncapped was just starting with SEO, we focused on getting the basics right first. We researched what people were already searching for and where the best opportunities were. 

This helped us create content with a real chance of ranking and bringing in traffic.

1. Established the SEO baseline

Before creating new content, we first needed to understand where the site stood and what opportunities existed.

This meant taking a close look at a few key things:

• We checked how the site was performing on Google.
• We reviewed its authority and backlinks.
• We found important topics the site was missing.
• We identified technical and on-page issues.

This initial work gave us a clear picture of the starting point and helped define the areas with the highest growth potential.

2. Competitor and Search Landscape Analysis

Uncapped was entering a competitive space, so we first looked at what was already working. We analyzed competitors in the financing and startup space to see where the opportunities were.

We identified:

• The kind of content already ranking in the space
• Keywords people were actively searching for
• Content gaps Uncapped could target early on

This will give you more insights on how we approached the next steps.

3. Foundational Content Strategy

After we did the research, we created a content plan focused on searches founders make when looking for funding.

That Included:

• We prioritized keywords related to startup funding.
• We mapped topics across the founder journey.
• We identified opportunities around revenue-based financing.
• We built a plan for long-term organic growth.
  

4. First Wave of Foundational Content

With the strategy in place, we created the first set of SEO content for the site.

This content helped to:

• Introduce Uncapped’s funding model to people searching online
• Capture searches around startup and ecommerce funding
• Build authority in the financing space
• Help the site start ranking on Google

This first batch of content helped kickstart Uncapped’s SEO growth and set the foundation for future content.

Results

Traffic growth

Numbers do not lie. Here’s what the early SEO foundation helped achieve:

• The site grew to 700+ ranking keywords.
• Organic traffic reached about 5.7K monthly visitors.

• The domain earned 973 referring domains and 3K+ backlinks.

Most importantly, this work helped make SEO a reliable source of traffic. As more content was added later, the early foundation continued helping the site grow in rankings and visibility.

Key Takeaways

• Start with a strong base

Before publishing lots of content, it helps to first understand how the site is performing and where the gaps are. Once that foundation is clear, it becomes much easier to plan the right topics and grow traffic over time.

• Think about how people actually search

Most founders don’t search for a specific financing platform right away. They usually start by looking for information about funding options or how different financing models work. Creating content around these searches helps bring them to the site earlier.

• Helpful content builds trust

Sharing clear and useful information about startup funding helps people understand their options. It also introduces them to the platform in a natural way while they’re researching.

• SEO growth takes time

Search traffic doesn’t happen overnight. But once the right foundation is in place, rankings can improve slowly as more content and links are added.

• Early work makes things easier later

The early strategy and content created a strong starting point. This made it easier for future content to build on what was already there and keep growing the site’s visibility.

Ready to build your SEO foundation?

We help B2B, SaaS and fintech brands turn search into a reliable growth channel. You don’t need a massive site or a big budget to start. 

You just need the right foundation and that's what we do.

Book a call with Embarque to see how we can build a strategy tailored to your product and growth goals.