The document details the business strategies and growth metrics of Credello, a fintech platform designed to help consumers make informed financial decisions through AI-powered guidance. Key topics include understanding consumer demand, competitive analysis, content scaling, and SEO tactics that have contributed to significant traffic growth and market positioning. The focus is on leveraging data-driven insights to optimize content strategy and improve user engagement across various financial services.

1. 1 This document and the information in it are provided in confidence, and may not be disclosed to any third party.

2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Wayne Cichanski, VP Search & Site Experience
28-year career in digital marketing, with 10 years at the brand level & 18 years at the
agency level. Last 9 years in financial services & insurance.
• Digital solutions executive
• SEO before Google was Google
• UX, Development, Search, Data
• Former CIO/CMO
wayne.c@iquanti.com

3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Anwesha Mazumdar, Head, Credello
Founding member of Credello- a fledging fintech platform. Credello enables consumers to
make smarter money decisions, with the help of its personalized AI-powered guidance.
• Formulates & manages Credello’s growth strategy
• Product Management, Marketing, Partnerships
• 15 years of experience in driving business results
for global brands through performance marketing.
anwesha.m@credello.com

4. 4 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1 2
3 4
Capturing Consumer Demand
• Understand the landscape
• Capture the consumer demand
Assessing the Competition
• Market share position
• Maturity of their program
Scaling a Content Program
• Understand the gap
• Augment resourcing
How to Prioritize Tactics & Efforts
• Which tactics are more important
• Developing concurrent work tracks
Today’s Discussion Agenda

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5
Understanding what the consumers and your audience are looking for
Capturing Consumer
Demand

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Define Your Customer Personas
Understand the difference of each persona group within your audience
Persona 1
Persona 2
Persona 3

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Identifying Consumer Demand Across the Journey
Discovering what and how your audience is searching for your products
Consideration Purchase
User Journey
Awareness
New Traffic
Point of
Entry
Loss of
Traffic Point
of Entry
Move up funnel
Broken journey
Move down funnel
Broken journey
Point of Entry

8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Compiling Keyword Data
How to mine and capture keyword data and search demand
Competitors
Themes
Journey
Data

9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Compiling Keyword Data
How to mine and capture keyword data and search demand
Your
Footprint
Competitors
Expanded
Research
Themes
Sub-
Themes
Keyword
Research
i.e. 2,100 Keywords. 4.6Mn in Volume
10-15 Keywords = Single Intent
Journey
Data

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Group Keyword Data by Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to
match that intent
credit cards 368,000
apply for credit cards 49,500
credit card offers 27,100
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
new credit cards 2,900
secured credit card 135,000
credit card to build credit 33,100

11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Group Data Landscape by Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to
match that intent
credit cards 368,000
apply for credit cards 49,500
credit card offers 27,100
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
new credit cards 2,900
secured credit card 135,000
credit card to build credit 33,100
apply for credit cards 49,500
credit card application 12,100
apply for credit card online 5,400
sign up for credit card 2,900
credit cards 368,000
new credit cards 2,900
compare credit cards 9,900
secured credit card 135,000
credit card to build credit 33,100
credit card offers 27,100
One page does NOT
match all of these
intents
= 1 Page
= 1 Page
= 1 Page
= 1 Page

12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Credello’s Primary Themes and Audience
Important to understand and level set expectations of your content assets
Debt Consolidation
Personal Loans
Credit Cards
Home Equity Loans
Paying Off Debt
Solutions our users
are looking for:

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Decision funnel
Types
Pain points
Debt
Consolidation
(DC) Pillar
Page
Alternatives
Credello’s Approach in Capturing Demand
Breaking down Debt Consolidation demand into tightly packed, exhaustive
topic clusters

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What is debt
consolidation
Decision
funnel
Types
Pain points
How to
consolidate
debt
Pros & Cons
of
consolidation
Debt
consolidation
requirements
Debt
consolidation
loan calculator
Is debt
consolidation
a good idea?
Credit card
consolidation
Tax debt
consolidation
Medical debt
consolidation
Auto loan
consolidation
Debt
consolidation
for veterans
Alternatives
Student loan
consolidation
Debt
Consolidation
(DC) Pillar
Page
Credello’s Approach in Capturing Demand
Breaking down Debt Consolidation demand into tightly packed, exhaustive
topic clusters

15. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What is debt
consolidation
Decision
funnel
Types
Pain Points
How to
consolidate
debt
Pros & Cons
of
consolidation
Debt
consolidation
requirements
Debt
consolidation
loan calculator
Is debt
consolidation
a good idea?
Credit card
consolidation
Tax debt
consolidation
Medical debt
consolidation
Auto loan
consolidation
Debt
consolidation
for veterans
Alternatives
Student loan
consolidation
Medical school
loan
consolidation
Law school
loan
consolidation
Federal direct
consolidation loan
Private school
loan
consolidation
Debt
Consolidation
(DC) Pillar
Page
Credello’s Approach in Capturing Demand
Breaking down Debt Consolidation demand into tightly packed, exhaustive
topic clusters

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16
Key metrics to identify the health of your competitors
Assessing the
Competition

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Comparing Market Share Strength
Category
Federal Sites
42.93%
Aggregators
15.77%
Loan Lenders
22.01%
Others
14.38%
Content Sites
4.91%
Domain
Sba.gov
Govloans.gov
Grants.gov
Lender 2
Lender 3
Nerdwallet.com
Thebalance.com
Lender 1
Lender 4
Forbes.com
Lender 5
Share of voice
39.84%
1.90%
0.85%
3.87%
3.33%
8.42%
0.22%
5.18%
1.64%
2.82%
1.32%
Assets in Market Assets Missing
Assets in Market
~3.2% of the 16% is
contributing to traffic
Market Landscape
56.1M
Annual Search
Demand
Based on 2.5K core non-
branded keywords
16%
in Market
84%
Missing

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Identifying the Strength of a Competitors SEO Program
Know where and what your competitors are doing
MARKET
1
Total Volume & Key Terms
Assets in Market
Assets Missing
COVERAGE
3

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Identifying the Strength of a Competitors SEO Program
MARKET SOV
1 2
Total Volume & Key Terms
Assets in Market
Assets Missing
COVERAGE POSITION
3
2.8%. vs. 1.1%
Know where and what your competitors are doing

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Identifying the Strength of a Competitors SEO Program
MARKET SOV
CONTENT
1 2
Total Volume & Key Terms
Assets in Market
Assets Missing
COVERAGE POSITION
GAP
3
2.8%. vs. 1.1%
225 Total Themes
50 Primary Themes / 20
175 Sub Themes. / 67
Know where and what your competitors are doing

21. 21 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Identifying the Strength of a Competitors SEO Program
MARKET SOV
CONTENT AUTHORITY
1 2
Total Volume & Key Terms
Assets in Market
Assets Missing
COVERAGE POSITION
GAP STRENGTH
4
3
2.8%. vs. 1.1%
225 Total Themes
50 Primary Themes / 20
175 Sub Themes. / 67
Domain Rank (directional only)
Total Referring Domains
Quality of Referring Domains
Know where and what your competitors are doing

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Credello’s Competitive Market Landscape
How Credello evaluated the new landscape they entered into
Domain
Topical
Authority
Score
# Pages
# Pages
with
UR <20
#Pages
with
UR 20-40
# Pages
with
UR >40
KWs on
Page 1
KWs on
Page 2
KWs beyond
Page 2
nerdwallet.com 71 109 31 59 19 262 22 20
bankrate.com 69 130 52 68 10 256 29 23
thebalance.com 68 101 21 79 1 53 74 137
experian.com 68 130 65 61 4 174 51 59
creditkarma.com 64 89 51 37 1 169 44 71
wallethub.com 63 138 112 24 1 91 54 119
lendingtree.com 62 113 88 24 1 151 87 63
valuepenguin.com 60 56 35 19 2 5 19 131
Market assessment for Debt Consolidation

23. 23 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Credello’s Approach to the Landscape
Laser focused on one topic cluster at a time in building content relevancy,
depth, and topical authority
Comprehensive
pillar page covering
the umbrella topic
1
Array of cluster pages
covering each sub-
topic in detail
3
2
Content coverage
deeper than any top
10 ranking page, with
a simple experience
4
Strategic interlinking
to pillar to establish
the intended semantic
relationship
5
Earning trust &
authority for assets in
the clusters targeted

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24
Efforts required to close significant content gaps.
Scaling a Content
Program

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How to Calculate the Content Gap
Know exactly what you are trying to achieve with your content
• Map existing URL
to the matching
sub-theme by
intent
• All missing sub-
themes – mark as
net new
EXISTING/NEW
• Identify the intent
of the published
URL
• Confirm if the
hero term ranking
is a match for the
URL
• Know the intent
of the URL
INTENT MATCH
• Take inventory of
all URLs published
• Pull ranks of each
URL
• Identify the hero
keyword term for
each URL
URL’s PUBLISHED
• Group categories
by intent
• Categorize by a
primary and
secondary theme
• Create a master
view to map
LANDSCAPE

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How Credello Scaled Significant Content Gaps
Content cadence & milestones accomplished by a young start-up
150 to 175
Content pieces
created every month
on an average
30+
Topic clusters built
out fully in past 12
months
10+
UX enablers:
calculators & interactive
widgets engineered

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Credello’s Content Execution Plan
How we achieved a robust content execution cadence
Quality A strong in-house editorial team
Quantified measurement of content quality

28. 28 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Credello’s Content Execution Plan
How we achieved a robust content execution cadence
Quality A strong in-house editorial team
Quantified measurement of content quality
Inhouse writers + wide freelancer network
Flexibility to mix & match writer strengths to content requirements
Agility

29. 29 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Credello’s Content Execution Plan
How we achieved a robust content execution cadence
Quality
Velocity
A strong in-house editorial team
Quantified measurement of content quality
Inhouse writers + wide freelancer network
Flexibility to mix & match writer strengths to content requirements
Repeatable processes, frameworks for SEO analysis & outputs
Dedicated engineer & designer for SEO
Agility

30. 30 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Credello’s Impact of Content Development
The plan paying dividends as the program matures
Domain
Topical Authority
Score
# Pages
# Pages with
UR <20
#Pages with
UR 20-40
# Pages with
UR >40
KWs on Page
1
KWs on Page 2
KWs beyond
Page 2
nerdwallet.com 71 109 31 59 19 262 22 20
bankrate.com 69 130 52 68 10 256 29 23
thebalance.com 68 101 21 79 1 53 74 137
experian.com 68 130 65 61 4 174 51 59
creditkarma.com 64 89 51 37 1 169 44 71
wallethub.com 63 138 112 24 1 91 54 119
lendingtree.com 62 113 88 24 1 151 87 63
valuepenguin.com 60 56 35 19 2 5 19 131
credello.com 56 70 43 13 0 53 76 146
For example, the Debt Consolidation theme’s topical authority progressed in ~18 mos.

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31
Know what to do and when!
How to Prioritize
Efforts

32. 32 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Where to Start
Group tactics by effort and teams for concurrent workstreams
Low Effort/High Impact
Longer Cycles
Sprint Cycles
• CMS page updates
• Changes to content
• Updates to primary SEO attributes
• Disavowal of negative authority

33. 33 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Where to Start
Group tactics by effort and teams for concurrent workstreams
Low Effort/High Impact
Longer Cycles
Sprint Cycles
• CMS page updates
• Changes to content
• Updates to primary SEO attributes
• Disavowal of negative authority
• Net new content pages
• Infographics / 10x content
• Template changes

34. 34 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Where to Start
Group tactics by effort and teams for concurrent workstreams
Low Effort/High Impact
Longer Cycles
Sprint Cycles
• CMS page updates
• Changes to content
• Updates to primary SEO attributes
• Disavowal of negative authority
• Net new content pages
• Infographics / 10x content
• Template changes
• Page speed
• Core web vitals
• Template changes
• Global navigation

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Piggyback on Sprint Cycles
Make progressions on each sprint cycle
Sprint 1.0
Sprint
1.1
Sprint
1.2
Sprint
2.0
Sprint
2.1
Sprint
2.2
Template Level Page Level
• Core web vitals
• Page speed
• Code loading sequence
• Widgets
• Page attributes
• Content
• Images
• Schema
• CMS Updates

36. 36 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How Credello Operationalized The Program
Cross-team synergies to scale an ambitious SEO program
Sync with
Release
Cycles
Cross-team
Goal
Alignment
SEO-first
Practices
Leveraging
Technology
• Quarterly product
roadmaps incl. SEO
enablers
• SEO embedded in Scrum
ceremonies & biweekly
engg. sprints.

37. 37 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How Credello Operationalized The Program
Cross-team synergies to scale an ambitious SEO program
Sync with
Release
Cycles
Cross-team
Goal
Alignment
SEO-first
Practices
Leveraging
Technology
• SEO tech pre-requisites
standardized for ALL
production pushes
• Dedicated engineer &
designer

38. 38 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How Credello Operationalized The Program
Cross-team synergies to scale an ambitious SEO program
Sync with
Release
Cycles
Cross-team
Goal
Alignment
SEO-first
Practices
Leveraging
Technology
• Common OKRs for SEO &
Engineering on core web vitals
gap closures.
• CRO & SEO co-own goals on
driving conversions
• Issue & Project tracking
• Workflow automation tool

39. 39 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Credello’s Impact of SEO Program
Great results for a young SEO program
0
200
400
600
800
1000
1200
Dec 21 Jan 22 Feb 22 Mar 22 Apr 22 May 22 June 22
# Keywords Ranking
Page 5 Page 4 Page 3 Page 2 Page 1
0
50
100
150
200
250
Dec 21 Jan 22 Feb 22 Mar 22 Apr 22 May 22 June
22
Jul 22
Axis
Title
Thousands
Cumulative SV on Page 1
• Average 3.4x QoQ traffic growth in the
past 12 months
• 204k cumulative search volume
ranking on page 1 today

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A QUICK POLL:
What is the biggest challenge you face today in scaling your SEO program?
a. Scaling the content program
b. Building authority
c. Improving technical SEO
d. Not sure (Mark this if you need help in assessing your SEO initiatives)

41. 41 This document and the information in it are provided in confidence, and may not be disclosed to any third party.

42. 42 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Thank You!