About the Customer
FinEdge WealthTech is a U.S.-based SaaS company catering to family offices, high-net-worth individuals (HNWIs), and investment advisors. Their platform offers a unified dashboard that integrates multi-asset investment tracking, performance analytics, and wealth reporting—all tailored to the sophisticated needs of financial professionals.
With a growing international presence across North America, Europe, and the Middle East, FinEdge is trusted by CFOs, wealth advisors, and family office managers who demand precision, security, and real-time access to both private and public assets. Despite their strong product and client base, FinEdge realized their digital visibility wasn’t keeping pace with their market authority.
In 2024, the company decided to overhaul its SEO strategy to attract qualified leads, improve rankings for finance-specific queries, and align its online presence with its real-world expertise.
Project Overview
FinEdge partnered with our team to lead a full-scale SEO transformation while undergoing a complete website redesign. The project was not just about increasing traffic—it was about increasing the right traffic.
Our goal was to optimize FinEdge’s website structure, content, and off-page authority so they could rank competitively in a space dominated by legacy financial providers and fast-moving fintech startups. From pre-launch audits to post-launch tracking, we delivered a complete SEO ecosystem designed for long-term growth.
Purpose
The core purpose was to position FinEdge on Google’s first page for high-value, industry-specific keywords like:
“Wealth management software”
“Family office accounting tools”
“Investment portfolio management SaaS”
Since FinEdge serves a discerning audience of financial professionals, the content had to reflect depth, accuracy, and authority. At the same time, the technical foundation needed to support seamless crawling, speed optimization, and schema implementation.
Another critical priority was SEO continuity during their website migration. We were responsible for preserving existing authority, redirecting historical URLs properly, and making sure no traffic or ranking losses occurred during the CMS overhaul.
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Key Challenge
Real-Time SEO in a Moving Redesign:
Working alongside an ongoing website revamp meant timing was critical. Missteps could’ve caused indexing issues or traffic loss.
Complex Content Requirements:
Writing for wealth professionals required deep subject understanding. Generic SEO writing wouldn’t meet E-E-A-T standards or resonate with FinEdge’s audience.
Low Blog Discoverability:
Despite high-quality thought leadership, many articles had poor internal linking, missing metadata, and lacked SEO alignment.
Technical SEO Debt:
The legacy site had issues like orphan pages, inconsistent URL structures, redirect chains, and crawl errors—all needing resolution during CMS migration.
Our Solution
We started by conducting a deep technical and content audit, benchmarking every URL, keyword position, and page authority. This audit informed a complete SEO migration roadmap, including 301 redirects, keyword-to-page mapping, and internal linking strategies.
Content Strategy Highlights:
Rewrote service pages with SEO-rich structure and human readability
Structured content for awareness, consideration, and decision-making stages
Integrated schema markup, proper headers, and CTAs on each page
Enhanced internal link structure to support blog discoverability and SEO equity flow
Technical Fixes Delivered:
Resolved crawling and indexing errors
Removed redirect chains and orphan pages
Optimized slugs, metadata, and Core Web Vitals performance
Added structured schema for products, articles, and reviews
Aligned URL hierarchy with topic clusters
Off-Page Strategy:
Built backlinks from high-authority financial publications
Launched guest posting campaigns in wealth management spaces
Syndicated select blog content on trusted financial platforms
Tracking Setup:
Integrated GA4 and Google Search Console
Set up keyword tracking dashboards
Monitored conversion events, goal flows, and ranking changes post-launch
Project Name
FinEdge WealthTech
Category
Digital Marketing
Technology Stack
- WordPress Development
- Google Analytics 4
- Google Search Console
- Yoast SEO Premium
- SEMrush
- Google Keyword Planner
Industry
WealthTech | FinTech | Financial Services
