Future-Proofing a Financial Giant: Sustaining Performance from SEO to AI Overview

The Challenge

How do you stay discoverable when the search landscape never stops moving?

When ROAST began working with Experian in late 2016, the brand was losing ground in its core Credit Monitoring rankings. While the immediate priority was recovery, it was never the real ambition. The goal was to build a resilient organic growth engine that could defend core rankings, expand into new verticals and stay visible as search evolved – across SEO, AI and content.

The Insight

Great SEO isn’t one strategy. Over eight years, ROAST helped Experian maintain discoverability through every shift in search.

That meant knowing when to defend, when to expand and when to rebuild – and having the partnership depth to act on each call fast. No algorithm update, competitor move or platform change would derail an account built on compounding authority.

The Solution

A long-term organic growth partnership – combining tactical wins with structural innovation across three distinct phases.

ROAST started by resolving internal cannibalisation, improving schema markup and growing Featured Snippet ownership. The Credit Score Map – an evergreen campaign built on proprietary Experian data – rebuilt topical authority and earned natural links at scale. Organic sessions grew 58% year-on-year.

As the category stabilised, ROAST expanded Experian’s organic footprint into loans, credit cards and mortgages – 47 new pages targeting high-intent queries competitors hadn’t yet owned. When AI Overviews arrived, Experian was already structured to capture them. Content had been optimised for long tail and conversational queries, and GenAI discoverability enhancements had been applied across platform migrations.

The Results

From Google AI Overviews to App Stores – ROAST delivered unified discoverability across the multi-platform search journey, moving Experian from reactive recovery to proactive dominance.