SEO Success Story: Clients Comprehensive Overhaul

Published 26 December 2025 • Category: Case Study

In this competitive industry, standing out online is no small feat. The client, a adverse credit mortgage company offering specialist advice for adverse credit mortgages, approached Code‑Flux to help them increase visability and leads through organic search. Their existing website was outdated, lacked search engine optimisation which is the most cost effective marketing channel and regular maintenance. This had led to a decrease in traffic and rankings and enquiries were sporadic.

Background & Goals

When I first met with the owner, he described a familiar challenge: their website had not been regularly maintained and was poorly positioned to handle the change in criteria after a Google update that happened in September. They wanted to reach a broader audience but also a more high‑intent audience, but they weren’t appearing in search results for key terms like “bad credit mortgage” or “adverse credit mortgages”. My goal was to build an SEO foundation, fix any technical issues holding back ranking potential and create content that showcased their service and USP.

My Approach

I began by performing a technical SEO audit to identify obstacles: slow page loads, missing meta tags and no schema markup. I then conducted keyword research to discover what potential customers were searching for. Based on this research I reorganised the site’s navigation around customer journeys and rewrote page titles and descriptions to align with high‑value keywords.

Next, I produced a series of long‑form blog posts about mortgage advice and what to do after a mortgage decline guide. Each article answered common questions and incorporated relevant keywords naturally. I also improved local SEO by building citations and acquiring high‑quality backlinks from blogs and regional news sites. Finally, I set up analytics and conversion tracking to measure progress.

Results

The results surpassed expectations. Within three months the site’s search impressions increased, organic traffic grew and click‑through to the website jumped. I successfully ranked target keywords on the first page of Google, including competitive terms such as “bad credit mortgage broker.”

These numbers illustrate the compounding effect of a well‑executed SEO strategy: more impressions lead to more clicks, more clicks lead to more enquiries and more enquiries lead to more revenue. Because organic traffic doesn’t incur a cost per click, the return on investment continues to grow long after the initial work is done.

Lessons Learned & Takeaways

Several key principles emerged from this project:

• Focus on the customer: Organise your site around the questions and intent of your ideal visitor. Make it easy to find information and take the next step.
• Quality content matters: Long‑form, informative articles build authority and attract backlinks. Don’t just write for search engines – write for people.
• Technical foundations are critical: Site speed, schema markup and mobile responsiveness all influence how search engines crawl and rank your pages.
• Local SEO is powerful: For service businesses, optimising for local search terms and directories can drive high‑intent traffic.
• Measure and iterate: Analytics allow you to see what’s working and adjust your strategy accordingly. SEO is ongoing; small improvements compound over time.

This success shows that businesses can thrive online with the right strategy. By investing in a comprehensive SEO overhaul – technical fixes, targeted content and local visibility – they have managed to be very competitive and maitain top 5 rankings for valuable search terms.

Ready to Write Your Own Success Story?

If your business is hidden on page two of Google, you’re missing out on customers who are actively searching for what you offer. I can help you climb the rankings, capture qualified traffic and convert visitors into loyal customers. My tailored SEO strategies align with your goals and resources, delivering measurable growth without guesswork.