Discover how Control Hire doubled their leads through an SEO strategy based on strategic content & in-depth audience insights.
Facing a turbulent housing market and rising living costs, Unloan transformed first-home buying with a scalable, SEO-powered content strategy. This initiative boosted organic traffic by 38% and increased page 1 keyword rankings by 288%, empowering buyers with clear, actionable insights.
The Challenge
Building Trust
Unloan is a digital-first home loan provider designed to simplify and streamline the home ownership journey. Backed by CommBank, Unloan offers competitive rates, simple applications, and smart refinancing tools – all through an intuitive digital platform. It’s a fresh alternative to traditional banks, built with transparency and tech at its core.
With home ownership becoming more complex for young Australians, Unloan recognised the need for more than just great products – they needed to deliver trusted financial education to help people make confident decisions.
Despite offering a forward-thinking product, Unloan faced a market where trust, education, and search visibility were essential. Rising interest rates, increased competition, and widespread financial anxiety meant first-home buyers were hesitant – and often confused – about their options.
Unloan needed to establish itself not just as a lender, but as a trusted source of financial knowledge.
The question: how could we build that trust, improve organic visibility, and help young people take the first step toward home ownership?
The Approach
To build trust and visibility in a competitive market, Unloan’s content strategy centred on “Relentless Relevance” – delivering purposeful, SEO-optimised content that answered real user questions and aligned with their journey.
Translating strategy into execution required coordinated efforts across content, SEO, technical optimisation, and performance review:
We built a content strategy focused on YMYL (Your Money, Your Life) topics, addressing key financial concerns like deposits, equity, refinancing, and interest rates. A content audit revealed gaps, allowing us to create over 250 expert guides and how-to articles targeting high-intent keywords like “refinance home loan” and “home loan eligibility.” This scalable content engine boosted traffic and established Unloan as a trusted authority in the space.
We implemented technical SEO improvements, such as internal linking, schema tagging, and refining metadata and URL structures. These optimisations improved site crawlability and user experience. Additionally, we addressed site speed and indexing issues to help search engines rank the site more effectively.
We regularly reviewed performance to refine content for maximum reach and engagement, ensuring Unloan remained relevant and authoritative in the home loan market.
Focused on acquiring quality backlinks, we aimed to increase Unloan’s domain rating from 29 to 37, boosting its authority and ranking potential. High-authority backlinks signalled to search engines that Unloan’s content was valuable and authoritative, which improved search rankings.
We applied a comprehensive E-E-A-T framework, ensuring that content met Google’s standards for expertise, authority, and trustworthiness. This approach boosted Unloan’s visibility on search engines and aligned with Google’s ranking criteria.
Platform Capabilities
The Results
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Discover how Control Hire doubled their leads through an SEO strategy based on strategic content & in-depth audience insights.
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