Technical SEO & Content SEO Singapore: Endowus Case Study

Endowus (https://endowus.com/) is a fintech brand in a highly competitive search category, where users research carefully before taking action. People don’t just search for a brand they search for investment concepts, comparisons, and practical guidance. That makes Technical SEO and Content SEO a strong combination: technical work ensures Google can crawl and rank the right pages properly, while content work ensures those pages match what users are actually looking for.

Benefits Of Technical SEO & Content SEO

For this project, the services provided were Technical and Content SEO. The goal was to strengthen organic discoverability, improve site performance and indexation, and build content that supports commercial intent without sounding salesy. As a digital marketing agency singapore, we approached this with a simple system: fix structural friction first, then scale content in a way that supports rankings and trust.

The challenge: competitive finance searches and high expectations

Fintech SEO is tough for two reasons:

1. Search results are crowded with banks, brokerages, publishers, and comparison sites.

2. Users are cautious if content feels unclear or untrustworthy, they leave.

Common challenges we addressed in this type of project include:

• Important pages not being crawled or prioritised efficiently

• Overlapping topics that compete internally (multiple pages targeting similar intent)

• Content that educates but doesn’t guide users toward the next step

• Technical issues that hurt speed, mobile experience, or indexation signals

• Difficulty ranking for mid-to-bottom funnel searches due to authority and structure gaps

That’s why the plan needed both strong technical foundations and content that’s built around real search intent.

Technical SEO work: improve crawl, speed, and clarity

Before scaling content, we focused on making sure the site structure supports ranking growth. As a seo agency, we’ve found that content performs much better when technical foundations are clean.

Our seo consultant singapore approach focused on practical improvements such as:

1) Crawl and indexation efficiency

We worked to ensure Google can discover and prioritise the right pages, especially those that support product understanding and conversion paths. This includes reducing “noise” from lower-value pages and improving signals so key sections get attention.

2) Performance and mobile usability

In finance, users often research on mobile. If pages load slowly, they bounce quickly especially when they’re comparing multiple providers. Technical SEO improvements that support speed and usability help reduce friction after the click and support stronger engagement signals.

3) Site architecture and internal structure

We refined the way important topics connect across the website so it’s clearer how pages relate. This supports more consistent ranking behaviour and also makes navigation easier for users. Technical SEO isn’t just for Google it makes the whole site feel more streamlined.

This technical foundation sits within our broader seo services singapore framework, where we prioritise scalable fixes that improve performance across many pages at once.

Content SEO work: build trust and match real search intent

Once the technical base was stronger, we focused on content SEO making sure the site answers the questions people search for, and does it in a clear, client-friendly way.

As a seo agency singapore, our content SEO process prioritises three things:

1) Content mapped to intent (not just keywords)

For Endowus, content needs to support multiple user stages:

• People learning concepts for the first time

• People comparing approaches or platforms

• People looking for practical next steps before signing up

We structured content so each page has a clear purpose and doesn’t overlap heavily with other pages. That helps avoid cannibalisation and gives Google clearer relevance signals.

2) Stronger on-page structure for readability and rankings

Content was improved to be easier to scan simple headings, short sections, and answers placed early. This supports both user experience and SEO performance, especially for search snippets.

3) Internal linking that supports user journeys

Content becomes far more valuable when it guides readers naturally toward related resources or relevant product information. We improved internal pathways so readers can move from educational topics into next-step pages without feeling “pushed.”

This approach also supports a wider digital marketing strategy, because stronger SEO content improves brand credibility and reduces reliance on paid traffic long-term.

What improved: stronger SEO foundation + more consistent content performance

With Technical and Content SEO combined, results typically show up in practical improvements such as:

• More stable indexation and stronger crawl focus for priority pages

• Better engagement signals due to faster pages and clearer content

• Improved topic coverage without internal competition across pages

• More qualified organic traffic entering via high-relevance educational pages

• Clearer pathways that move readers from research to action

For fintech brands, this type of SEO system supports growth and trust two things that matter heavily in financial decisions.

Why Technical and Content SEO works well for fintech

Technical SEO ensures the site can rank efficiently, while content SEO builds topical relevance and answers the questions users care about most. Together, they create compounding growth: as content ranks and earns visibility, the site strengthens its authority, making future content easier to rank.

That’s why many businesses partner with a seo company singapore that can handle both technical execution and content planning under one strategy.

If you want to improve your SEO foundation and build content that attracts high-intent users consistently, we can review your site structure and recommend a practical roadmap. A quick discussion about our seo services is often enough to identify quick wins, and if you plan to expand into paid later, we can also support a broader marketing campaign strategy that keeps everything aligned.