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Funding Circle is a B2B lender specializing in underwriting business loans, with international divisions operating independently across multiple markets. AUQ partnered with their USA office to produce time-sensitive financial content during the Covid-19 pandemic.
Page 1 PPP Keywords
Organic Visits
Loan Appplications Influenced
Funding Circle needed to educate small business owners on PPP (Paycheck Protection Program) loans — a government relief program with a strict, limited window. Content that didn’t rank quickly was effectively useless. The dual challenge: produce accurate, EEAT-compliant financial content fast enough to capture traffic before the program closed, while also ensuring that traffic converted into real loan applications. Friction Points
Multiple PPP articles ranked on page one before the program closed, driving tens of thousands of visits and hundreds of loan applications. The content’s impact extended well beyond the engagement window — Funding Circle now ranks for 1,800+ PPP-related keywords on page one.
Before writing a single word, we worked with Funding Circle to understand their team structure, their small business client base, and the specific goals they needed to hit. From there, we coordinated with their analytics team to configure proper conversion tracking.
Traffic alone isn’t the metric — loan applications are. Setting up the right reporting framework from day one ensured every decision was tied back to business outcomes, not just rankings.
With goals defined, we analyzed PPP-related search patterns to identify the highest-opportunity keywords within the available timeline. From there, we organized keyword-article pairs into topical content clusters — grouping related terms to build concentrated authority quickly rather than spreading thin across unrelated topics.
Each cluster was sequenced by urgency: which terms had the highest volume, the fastest ranking potential, and the most direct path to application intent.
To deliver financial content that met Funding Circle’s quality standards, we partnered with experienced authors who had direct expertise in the financial space. This kept internal review time low and ensured accuracy without sacrificing publication speed.
We also optimized Funding Circle’s blog article templates, introducing:
Web Development for an Investment Management Firm
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