1. From 4,300 to 22,000 Monthly Visits in One Year
Investment app and platform Sarwa is the UAE’s highest-valued fintech startup, and one of Mint Position’s longest-running clients. They came to us with a common problem: a long-standing blog with no growth.
Between May 2020 and May 2021, we helped Sarwa’s organic traffic grow from approximately 4,300 to 22,000 monthly visits — a 5x increase driven entirely by SEO content strategy, with articles ranking #1 for numerous high-value keywords across the UAE. This case study is how we did it.
2. Stealing Competitor Traffic — and Turning It Into Leads
Client brief
For H2 2020, we proposed a strategy to steal traffic from Sarwa’s top competitors by outranking articles that had already won many high traffic-generating keywords.
Strategy
We built a content agenda targeting the exact pain point keywords driving the competitor’s traffic — supported by backlink building and guest posting to compete for difficult terms like “how to invest money in UAE.”
Results
By the end of 2020, Sarwa had overtaken its top domestic competitor for over a dozen high-value keywords. The keywords captured in this campaign became the second-largest source of traffic for Sarwa’s site — behind only their homepage.
One article alone ranked for 40+ keywords, with 10 in the #1 position including several featured snippet positions — extra SERP real estate that cannot be bought. Read it here.
By Q2 2021, those rankings had translated directly into results: Sarwa generated 3,604 fully funded accounts from their blog — a conversion (not just a lead, but a completed sign-up with funded account) in one of the most competitive fintech markets in the world.
Update: January 2024
Over 120 blog articles published to date. Sarwa now ranks #1 in the UAE for dozens of difficult, high buyer-intent keywords — including terms that were out of reach when we started. The keyword base built in the early campaign continues to compound, with newer articles building internal links back to the original high-performers.
The keyword base built in the early campaign continues to compound, with newer articles building internal links back to the original high-performers.
3. Building Category Authority Through Expert Interviews
Client brief
By Q2 2020, Sarwa wanted to build credibility beyond rankings — associating their brand with recognized voices in global finance to deepen trust with UAE investors.
Strategy
We identified and approached high-credibility interview targets — including the Head of ETFs at Vanguard and leading personal finance voices — to produce an exclusive content series that no competitor could replicate.
Results
Over one year, we published 8+ exclusive interviews with figures including the Head of Sukuk at Franklin Templeton and the pioneer of the FIRE movement.
The result was measurable: top interview articles averaged 5–6.5 minutes on-page — many times the fintech industry average — and now serve as a permanent internal linking asset, passing authority from high-engagement expert pieces to newer content across the site.
Update: May 2024
Sarwa has been a Mint Position client since May 2020 — our longest-running engagement. In 2024, they achieved their first-ever quarterly profit. The SEO and content system built over four years of work together was a core part of how they got there.
