Multiple pages claimed one intent
A blog article, educational guide, product page and subdomain could all compete for terms such as brokerage registration or investment funds.
Daily organic traffic<500 → 100K+
Product queriesTop 1—3
Intent ownershipClarified
Organic market shareExpanded
00 Executive summary
Farabi offered powerful financial products, but its information architecture did not reflect how people searched—or which products mattered most commercially.
Blog posts, education, product pages and transactional journeys overlapped, while key services lived across subdomains. Authority and internal links were dispersed instead of strengthening strategic pages. From 2021 to 2024, we redesigned URL architecture, established product and content clusters, rebuilt internal linking, implemented breadcrumbs and schema, and controlled overlap through canonicalization. Daily organic traffic grew from below 500 visits to more than 100,000, with positions one to three across major investment-product queries.
01 The problem
Strong products.
Fragmented search journeys.
Farabi covered brokerage registration, online trading, investment funds, commodity exchange, futures, options, trading credit and investor education. Yet neither users nor Google received a single, coherent map connecting those services.
Authority flowed into separate islands
Operational separation fragmented domain focus and prevented content, products and transactional tools from reinforcing one another.
Every change required coordination
Financial messaging and product journeys needed multi-layer approval, making execution speed as important as architectural quality.
THE CORE ISSUENO CLEAR OWNER FOR EACH INTENT
Google received competing signals, users faced longer paths to action, and accumulated authority failed to reach the products with the highest commercial value.
02 The solution
Rearchitect the system around intent, products and authority flow.
Rather than optimizing pages in isolation, we redesigned the site’s information core: what every page owned, how it related to the rest of the ecosystem and where its authority should move next.
Give every page a defined role
Product, category, education, blog and supporting pages were separated around their place in the search and customer journey.
Organize authority by product
Central hubs owned commercial intent while guides and articles answered informational needs and linked users toward action.
Stop pages competing internally
Canonicalization, content differentiation and internal-link correction reinforced one intended ranking URL per query cluster.
Strategic clusters
SEJAM & brokerage code
Online trading
Investment funds
Commodity exchange
Futures & options
Trading credit
Investor education
Internal authority
Internal links were rebuilt around commercial priority. Educational content stopped acting as a traffic dead end; relevant anchors, shorter crawl paths, breadcrumbs and schema guided both users and Google toward the correct product hubs.
03 Enterprise delivery
SEO became a cross-functional change programme.
Implementation required continuous coordination across engineering, content, infrastructure, marketing, senior leadership and stakeholders responsible for capital-market regulation.
Map risk and commercial priority
PrioritizeSequence changes by product value, technical dependency, regulatory approval and operational capacity.
Establish intent ownership
ClarifyAssign every strategic query and cluster to a single product, category or educational destination.
Migrate architecture progressively
ExecuteDeploy URLs, redirects, canonical rules, navigation and structured data in controlled phases.
Measure and reinforce
CompoundMonitor ranking URL selection, crawl paths and product visibility, then strengthen emerging hubs.
04 Results
The right pages began ranking for the right products.
The chart is a conceptual reconstruction based on the supplied project figures, not a historical analytics screenshot.
Daily organic traffic200×+
Traffic increased from fewer than 500 daily visits to more than 100,000 as strategic pages captured surging market demand.
| Metric | Before | After the strategy |
|---|---|---|
| Daily organic traffic | Below 500 | More than 100,000 |
| Page ownership | Blog, education and product overlap | Separated by intent |
| Service architecture | Fragmented across subdomains | Focused toward strategic pages |
| Product rankings | Limited or unstable | Positions 1—3 |
| Internal authority | Dispersed | Directed to hubs and products |
| Organic market share | Limited | Meaningful expansion during peak demand |
05 Business impact
Market demand reached the products built to convert it.
A period of exceptional public interest in investing created a major search opportunity. The new architecture enabled Farabi to capture that demand through product hubs instead of dispersing it across low-priority or competing pages.
Organic demand100K+
DAILY
DAILY
Search became a scaled acquisition channel across investment and brokerage products.
Product visibilityTOP
1—3
1—3
Strategic terms including brokerage, registration, funds, trading and education reached leading positions.
Customer journeySEARCH →
PRODUCT
PRODUCT
Educational discovery connected to clear commercial paths and shorter journeys to action.
06 The takeaway
Large multi-product sites do not always need more content. They need better answers to three questions.
Which page owns each intent?
Every valuable query needs one unambiguous destination supported—not challenged—by surrounding content.
Where does internal authority flow?
Links should reflect business priority and direct accumulated equity toward strategic products.
Is the path from search to product clear?
Architecture must shorten the journey from learning to selecting and using the right financial service.
Can the organization execute it safely?
Technical quality only creates value when sequencing accounts for regulation, dependencies and operational reality.
We turned Farabi’s scattered pages into a meaningful ecosystem of product hubs, supporting clusters and intentional authority flow—creating durable visibility in one of search’s most competitive financial markets.
Make every page know its job