FairFigure is a business credit monitoring service, business financing company, and business credit builder platform. We more than 20x-ed their unbranded search traffic in 12 months and ranked them on page 1 for important buyer keywords!

FairFigure is a young startup just getting on its feet. The cofounders had hired many marketing agencies before, but were accustomed to mediocre results and poor service. 

They wanted to promote their business credit monitoring software and business capital card. Garit put his in-depth knowledge of the business credit industry to use by putting together a tailor-made SEO strategy. 

This enabled FairFigure to get traffic and new customers in a competitive SEO niche, despite having smaller marketing budgets than its more established competitors.

Start with Technical SEO

Like many new SaaS companies, FairFigure created a website with a cutting-edge design. Unfortunately, their heavy use of JavaScript was slowing down the Googlebot’s ability to crawl and index its webpages. This is common in tech industry websites. So we rolled out an affordable prerendering service to help with crawlability.

Though the website was small, many customer-facing pages weren’t indexed in Google and were orphaned. We added new internal links from pages with traffic to get those pages indexed.

Another crawlability issue was that Google was crawling tracking URL strings that weren’t separate pages. This is a common issue on websites of all sizes. We implemented new robots.txt rules to guide the Googlebot to not waste its time on these URLs.

There were other technical issues, such as missing self-referencing rel=canonical links, pages with unoptimized header structure, and pages with missing title tags and meta descriptions. We fixed all of these issues within the first month.

Content Rewrites and New Content

Then we proceed to content creation. The lowest-hanging fruit is always to improve the content that is already on the website. Typically, Google boosts existing pages that get rewritten much faster than it ranks new pages. 

Many blog articles were short-form. This is a common mistake in 2025 content marketing: articles with less than 500 words rarely get traffic in today’s SEO algorithms. So we either added length to or completely rewrote a handful of articles. 

We proceeded to write new content on highly related topics. Figuring out the SEO strategy was tricky here because FairFigure.com had a low domain rating. How could we outrank competitors with higher domain ratings? 

My keyword research surfaced a number of low competition keywords that competitors had overlooked. We started there.

We also optimized the buyer pages that were already on the website for low volume, uncompetitive buyer keywords.

Within weeks, FairFigure was ranking on page 1 of Google for the keyword “business credit builder card” – a low volume, but high-converting keyword for them!

As we built the websites’ domain rating and topical authority over time, we tested the waters with harder and harder keywords. We stayed disciplined by only choosing highly relevant keywords that conformed to strict topic clusters.

Our writers are all trained with business credit expertise, and had written on the subject quite a bit before. So our content expertise was high. 

Our focus and consistency paid off! Google started rewarding us with more traffic for both top-of-funnel and bottom-of-funnel keywords. As the site’s SEO strength increased, we published more buyer keyword solution pages.

Backlink Acquisition

Despite working with a limited budget, backlink acquisition was a priority. We focused on quality over quantity.

We performed outreach to highly relevant finance sites. These are sites ranking for related keywords. We reached out to request links directly from those pages to our relevant pages.

Garit also leveraged his business credit industry connections to get backlinks from other business credit industry websites. Some of these companies became some of FairFigure’s top affiliate partners – sending referral traffic that converted in significant numbers! 

So our outreach doubled to not only get effective SEO backlinks, but also create useful industry partnerships.

Even better, some of the partners listed FairFigure on “best” lists that were already ranking in Google for their industry keywords. This resulted in Google’s AI Overviews and ChatGPT picking up FairFigure’s brand – and showing them in LLM results too! 

Looking to the Future

After growing customers and revenues considerably in the first year, FairFigure was able to increase their SEO investment and take the relationship with GB Digital to the next level. FairFigure is already well-positioned for their next venture capital raise. 

Because SEO is so profitable and not a paid marketing channel, they were able to state in their investor pitch that FairFigure has grown organically – and investors love it! We look forward to a continued partnership as FairFigure grows and takes on the incumbents in their space!