I Helped a Prop Trading Firm Increase Organic Traffic by 192%

1. Complete SEO Audit & Search Opportunity Analysis

I started by analysing the website from both a technical and commercial SEO perspective.

The audit focused on:

• Google indexation
• Existing rankings
• Organic landing pages
• Titles and meta descriptions
• Heading structure
• Internal links
• URL structure
• Canonicals
• XML sitemap
• Robots directives
• Page relevance
• Search intent
• Content gaps
• Competitor visibility
• Backlink profile

The objective was to identify what was preventing URFX from developing broader organic visibility before aggressively expanding content.

2. Keyword Research & Search Intent Mapping

Instead of targeting random trading-related keywords, I created keyword groups based on the trader's search journey.

The keyword strategy included several layers.

Commercial Keywords

These represented users closer to opening an account.

Examples included themes surrounding:

• Instant funding
• Instant funded accounts
• Prop trading firms
• Funded forex accounts
• Trading account pricing
• Funded account rules

Commercial Investigation Keywords

These searches represented traders comparing their options.

Topics included:

• Prop firm payouts
• Profit-sharing structures
• Trading restrictions
• Account requirements
• Leverage
• Swing trading compatibility
• Different funding models

Informational Keywords

These were used to establish topical authority and attract traders earlier in the buying journey.

Relevant topics included:

• Forex market concepts
• Margin and leverage
• Trading strategies
• Market reports
• Currency movements
• Trading terminology

Each keyword cluster was assigned to the page type most capable of satisfying the user's intent.

3. Keyword-to-Page Mapping

Keyword cannibalization can become a major issue when a website creates multiple pages discussing closely related prop trading topics.

I therefore mapped primary and secondary keywords to individual URLs.

The principle was:

One primary search intent → One primary landing page

This gave each important page a clear organic purpose.

For example:

Instant Funding Searches → Core Commercial Page

Trading Rules Searches → Rules Page

Pricing Searches → Pricing Page

Educational Queries → Supporting Blog Content

The mapping also made future content production much easier because we could identify whether a keyword required:

• A new page
• An existing-page update
• A supporting article
• Or simply an internal link

4. Core Commercial Page Optimization

The pages closest to revenue were given priority.

Optimization included:

• SEO titles
• Meta descriptions
• H1 headings
• H2/H3 structure
• Primary keywords
• Semantic terms
• Entity coverage
• Commercial copy
• Internal linking
• Calls to action
• Page relevance

Rather than stuffing pages with exact-match keywords, the goal was to comprehensively answer what a potential trader wanted to know before considering an account.

This helped important pages begin generating organic visibility.

Search Console later showed traffic being generated by pages including:

• Instant Funding Prop Firm
• URFX Trading Rules
• URFX Pricing
• URFX Terms & Conditions

5. Topical Authority Content Strategy

Commercial pages alone were not enough to establish URFX as an authority within proprietary trading.

I created a broader content strategy around the questions traders ask before choosing a prop firm.

The topical structure included subjects surrounding:

Prop Firm Education

• How prop firms work
• Funded trading accounts
• Profit-sharing structures
• Prop firm payouts
• Trading rules

Trading Conditions

• Leverage
• Margin
• Risk management
• Swing trading
• Account restrictions

Market Education

• Forex market movements
• GBP/USD
• EUR-related market trends
• Economic reports
• Non-Farm Payrolls
• Trading events

This created multiple contextual connections back toward URFX's commercial offerings.

6. TOFU → MOFU → BOFU Content Funnel

The content strategy followed the customer's decision-making process.

TOFU — Awareness

Content targeting broader educational searches brought traders into the website.

Examples:

• Trading education
• Forex concepts
• Market events
• Margin and leverage

MOFU — Consideration

Content moved users closer toward evaluating funded accounts.

Topics included:

• Prop firm payout structures
• Trading conditions
• Swing trading with prop firms
• Profit-sharing models

BOFU — Commercial Intent

Users with stronger purchase intent were directed toward:

• Instant funding
• Pricing
• Trading rules
• Account options

This created a natural SEO funnel:

Educational Search → Supporting Article → Commercial Page → Account Consideration

7. Internal Linking & Topical Relationships

Internal linking played an important role in transferring contextual relevance toward commercial pages.

I connected supporting content to the most commercially valuable URLs using natural anchor text.

The internal linking structure included relationships such as:

Educational Blog → Relevant Trading Guide

Trading Guide → Instant Funding Page

Rules Content → Trading Rules Page

Account-Related Article → Pricing Page

Supporting Blogs → Core Commercial Pages

This helped both users and search engines understand which URLs were most important.

8. Technical SEO Foundation

Technical SEO was addressed alongside content expansion.

Important areas included:

• Indexability
• Crawlability
• XML sitemap
• Robots.txt
• Canonical tags
• Redirects
• Broken pages
• Metadata
• Heading hierarchy
• Internal linking
• Duplicate content
• Page structure
• Schema opportunities
• Search Console monitoring

The objective was to make sure every new piece of authority being built was supporting technically sound pages.

9. Backlink & Authority Building

Because the prop trading niche is highly competitive, off-page authority was also necessary.

The campaign developed a combination of:

• Foundational backlinks
• Relevant citations
• Web properties
• Contextual links
• Guest-post opportunities
• Authority links

This helped broaden URFX's referring-domain profile while supporting commercially important pages.

The current SEMrush snapshot shows:

81 Referring Domains

and

545 Backlinks

The site's Authority Score reached 16, providing a stronger foundation for future ranking growth.

10. Continuous Search Console Optimization

Google Search Console was used to identify pages and queries beginning to gain visibility.

Rather than waiting for rankings to fully mature, I looked for:

• Increasing impressions
• Keywords sitting outside page one
• Queries appearing for the wrong page
• Pages gaining momentum
• Low-CTR opportunities
• New long-tail searches
• Internal-link opportunities

Pages showing early traction were then strengthened instead of constantly publishing new URLs.

This created an iterative cycle:

Publish → Index → Measure → Optimize → Internally Link → Build Authority → Re-measure

11. AI Search & Entity Visibility

The campaign also began generating visibility outside traditional Google results.

The current SEMrush AI Search report shows:

AI Visibility: 98

ChatGPT Mentions: 62

Cited Pages: 66

URFX had therefore begun receiving measurable visibility inside ChatGPT search results, in addition to its traditional organic rankings.

This is particularly important as users increasingly use AI platforms to research companies, compare services, and evaluate purchasing decisions.