Summary

Introduction

We started the campaign in 2024, initially focusing on Digital PR. This resulted in 13 high-authority Digital PR links from 9 unique domains with DR90+. As LLMs evolved and AI Overviews were introduced, we shifted the strategy towards guest posts and SEO-driven rankings to strengthen AI visibility.

Challenges and Project Goals

Since the client operates in loans, many publishers were sceptical about publishing content or adding relevant links, despite the company’s strong brand recognition and reputation. The project was further complicated by the Your Money Your Life (YMYL) category, which Google treats with increased caution. Many money-making keywords still do not trigger AI Overviews.

Another major challenge was the high CPC environment, with some keywords exceeding $30 per click. Competition frequently came from banks, which benefit from significantly higher domain authority and trust signals.

The primary goal was to improve average rankings for key commercial phrases such as “bridging loan”, “bridging loans broker”, “secured loans”, and “secured loan calculator”. A secondary objective was to increase visibility across LLMs and AI-powered search platforms.

Strategy

The strategy focused on three complementary approaches. Fueled by early success, we continuously pitched the client through platforms such as Featured and SOS throughout the project. The second pillar involved securing link insertions from reputable, industry-relevant sources with strong keywords and organic traffic. Finally, we published over 30 guest posts, ranging from industry listings and comparison articles to reviews and educational content.

Step by step process

Challenge Identifed

Generating more leads from organic search and AI search

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Strategy Development

Budget split into Digital PR, link insertions and ai-optimized sponsored content

Strategy implementation

9 Digital PR DR80+ links delivered, 15 000 000 average traffic on these links

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AI Visibility Building

30 Articles published within 5 clusters, along with Tier 2 & internal links and Reddit marketing

Results Achieved

24% avg. traffic growth on important landing pages, 69% growth on branded search, 30% share of voice on money-making phrases

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Each article included brand mentions and was written in an informative, educational style tailored to users researching bridging loans online.

Results

The campaign significantly increased organic traffic, generated more high-intent leads for the brokerage, and strengthened the client’s brand awareness and online reputation through a strong presence in AI-powered search.

Additional Benefits

On top of the results for this campaign, the client has experienced many additional benefits, such as:

Summary and Next Steps

While many companies reported traffic declines and lower CTR following the introduction of AI Overviews, our client not only achieved organic traffic growth but also saw a significant increase in traffic from AI Search and LLMs. We have been working together for over 1.5 years and look forward to a continued, successful collaboration in 2026.

Future efforts will focus on on-page optimisation and strengthening trust signals through platforms such as Reddit, Wikipedia, and YouTube.

People responsible for the campaign

John Kawecki

Marketing is my passion, and I’m making the best out of it during outreach and link building activities at Chilli Fruit. I’m a huge fan of sports, especially Italian football and Formula 1. In my free time, I write for Polish sports radio and cook Italian food.

Daniel Ząbczyk

Behind every backlink is a process, and behind every process, an engineer who loves making things work better. That’s me. I turn link-building chaos into structure for SaaS brands, fueled by logic, empathy, and the occasional Rubik’s Cube break, or a long ride on my gravel bike.

Mateusz Klus

I'm a passionate NBA and marketing enthusiast, dedicated to creating top-quality content for NBA BLAST. My love for sports extends to football, skiing, running, and gym workouts. Every day, I blend my love for sports with my flair for content creation, aiming to engage and inform fellow basketball fans.