Overview
The client name has been withheld due to ongoing NDAs.
In FX, trust is currency. So, when a major FX brokerage came to Ketchup with growing traffic but limited commercial return, we knew the issue wasn’t visibility, it was relevance. What followed was a strategic SEO reset that replaced confusion with clarity, and clicks with high-quality conversions.
Undoing the impact of irrelevant visibility.
A London-based FX business approached us after a period of rapid online growth. Rankings were up, and traffic looked impressive, but the business was anything but booming. A previous agency had worked with the brokerage, but focused on vanity metrics. It had driven rankings for a wide range of irrelevant keywords, and published hundreds of overlapping blogs.
As a result, Google was unclear about what the website actually offered, internal teams were dealing with poor-quality leads, and revenue was not keeping pace with traffic growth. Here was a business that didn’t need more visitors to its website. It simply needed the right ones.
Our experts knew exactly how to remedy these issues. We began with a full SEO audit covering everything from technical performance and content quality, to keyword relevance and competitor activity.
We carefully reviewed every page, deciding whether to keep, rework, redirect or remove content entirely. This process was handled with extreme care to ensure redirects did not damage performance. The goal was to protect authority while restoring clarity.
Once the content cleanup was complete, we focused on improving the technical health of the site. All content was aligned closely with the company’s real FX and payments offering, helping both users and search engines understand the business instantly.
Rather than chasing volume, we reshaped the entire keyword profile around commercial value. Every ranking keyword was reviewed and assessed for genuine business impact. Competitor research helped identify the terms that actually drive FX conversions.
Low value rankings were intentionally reduced, while focus shifted to high intent foreign exchange and money transfer queries. Ongoing reporting supported continuous refinement, with performance always measured against leads and revenue rather than traffic alone.
The strategy delivered exactly what it was designed to achieve. Overall traffic reduced, by design, but lead quality and revenue increased significantly.
This work created a stable, scalable SEO foundation built on relevance, clarity and trust. Broad, unqualified interest was replaced with focused demand from users actively ready to convert. For this global currency and payments company, SEO became a genuine growth channel rather than a reporting exercise. And for Ketchup, it reinforced what we know to be true: In FX, trust is currency.
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improvement in average Google ranking for high-value keywords.
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increase in relevant money transfer keywords.
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