Learn How We Grew Lend.com.au Traffic By 100% Month on Month

Enterprise SEO campaign case study

SEO campaign goals

Decrease cost per lead
Increase organic traffic
Improve search visibility
Increase lead volume

1: Decrease cost per lead

2: Increase organic traffic volume

3: Improve search engine visibility for high converting phrases

4: Increase the number of leads for all major capital cities

Industry Insights: Business Finance in Australia

The business finance industry in Australia is a cornerstone of the national economy, providing critical funding to small and medium enterprises (SMEs) — which account for over 97% of all businesses in the country. As traditional lending becomes increasingly difficult for smaller operators to access, non-bank lenders and fintech platforms like Lend.com.au are playing an essential role in filling the gap.

Industry Revenue

As of 2024, the Australian business lending market is estimated to exceed $423 billion in total commercial loan volume, with small business lending representing over $140 billion of that total. Non-bank lenders are steadily capturing market share, offering faster approvals, streamlined applications, and more flexible products than traditional banks.

Number of Competing Businesses

There are more than 1,300 active business finance providers in Australia, including major banks, credit unions, fintech lenders, and broker platforms. While the Big Four banks still dominate the space, smaller and tech-enabled platforms are increasingly gaining ground, particularly among SMEs seeking fast, digital-first lending experiences.

Employment Figures

The broader financial and insurance services sector employs around 470,000 people nationwide, with thousands working specifically in the SME lending segment. This includes loan officers, underwriters, fintech developers, credit analysts, and sales and support teams across both bank and non-bank lenders.

Key Industry Trends

Digital Disruption: Fintech lenders and aggregators like Lend.com.au are reshaping the lending process with automated assessments, instant approvals, and paperless onboarding.
Regulatory Focus: Increased scrutiny from ASIC and the ACCC is driving greater transparency and compliance, raising the barrier to entry for newer providers.
Demand for Speed & Flexibility: SMEs increasingly prioritise fast access to working capital, often choosing lenders who can deliver same-day funding over traditional banks with slower processes.
Rise of Comparison Platforms: Business owners now expect to compare rates and loan products in real-time — making SEO visibility and content authority key drivers of acquisition.

Opportunities in SEO

Given the high intent behind search terms like “business loan calculator” or “small business funding Australia,” organic search represents one of the most powerful and cost-effective acquisition channels in the industry. Unlike paid ads, which require large budgets and constant bidding, SEO provides long-term visibility — allowing platforms like Lend to compete with established institutions by building authority, trust, and scalable inbound traffic.

Campaign overview

Who was the client?

Lend.com.au launched in 2015 after the founders sold their car finance and novated leasing business. Their goal was to disrupt Australia’s competitive business finance market by making it easier for small businesses to compare non-bank lenders in one place. With a fast, paperless loan process and a clear side-by-side comparison model, Lend set out to modernise how business owners access finance — offering speed, transparency, and simplicity through a fully digital platform.

What was their problem?

Entering a market dominated by big banks, Lend faced an uphill battle. With no brand recognition, zero organic traffic, and a limited budget, competing in paid digital channels wasn’t viable. They needed a cost-effective strategy to gain early traction — one that could drive sustainable traffic, build authority, and serve as a foundation for future growth across paid channels. SEO was the clear path to win early, grow fast, and scale smart.

Our solution

To compete with major banks dominating organic search, we launched a content strategy focused on answering trending industry questions and covering relevant economic issues with authority. This high-value content earned placements on sites like GQ and Canstar, boosting Lend’s credibility and driving qualified traffic to their platform.

Why this solution?

This strategy delivered maximum return in both traffic and domain authority. Securing #1 rankings for competitive industry terms positioned Lend alongside top-tier financial institutions — fast-tracking their credibility in a saturated market.

Publishing value-driven content on high-authority sites like GQ and Canstar further amplified their brand through association and trust, both in the eyes of Google and their audience. The result? A 100% month-on-month increase in organic traffic throughout our partnership — sustainable, compounding growth without the escalating costs of paid advertising.

Solution compounding effect

Each content win boosted Lend’s authority, helping other pages rank higher. As traffic grew, so did backlinks and visibility — creating a feedback loop that accelerated SEO performance. The result was a self-sustaining growth engine that delivered consistent, high-quality leads without relying on paid ads.

Featured digital PR & content marketing

Content marketing and digital PR together create a powerful force that builds brand authority, earns trust, drives organic growth, and amplifies visibility across both search engines and influential media platforms.

CSO - Digital PR GQ Magazine - Digital PR Canstar - Content Marketing