The Challenge
Koyo Loans is a personal finance company offering personal loans and financial education resources, operating in one of the most competitive sectors online. Its organic visibility depended too heavily on brand-specific searches — users who did not already know the name would never find it. Breaking through on non-branded terms meant competing for keywords like “Loans”, which carries a difficulty score of 95%, against established banks and comparison sites.
Our Approach
Terrier Agency built the campaign on four interconnected pillars, each supporting the others — because on terms with difficulty scores approaching 100%, no single tactic in isolation moves rankings.
- A comprehensive SEO strategy: full audit and optimisation of on-page signals, site architecture and technical foundations
- An extensive financial education content hub answering the questions real loan-seekers type into search engines, establishing topical authority
- Strategic link building from relevant financial publishers to strengthen domain authority and trust
- Platform expansion beyond the core site to capture additional search real estate and referral traffic
The Results
Koyo Loans achieved a top 3 ranking for “Loans” — a benchmark result for a keyword with 95% difficulty in a sector dominated by banks and comparison sites, and a reflection of all four pillars compounding over time.
Most tellingly, organic loans traffic ultimately exceeded brand-specific traffic: more users were finding Koyo through product searches than through branded queries — the defining indicator of a successful non-branded SEO campaign.
