A portfolio strategy demonstrating how competitor intelligence and content systems can support organic acquisition for an African fintech brand.
The challenge
The case identified visibility, authority, acquisition and structural gaps, including weak rankings for high-intent searches, limited content coverage and fragmented internal linking.
The strategy
Use competitor intelligence and keyword gaps to build an intent-led content engine connected to product and conversion pages.
My contribution and execution
- Conducted competitor and keyword-gap analysis.
- Defined visibility, intent and conversion as the north-star measurement areas.
- Designed technical and on-page improvements covering headings, metadata, URLs, sitemaps, site speed, alt text and internal linking.
- Created a 90-day roadmap covering foundation work, content production, schema and authority building.
Tools and methods
Ubersuggest, competitor analysis, keyword research, technical SEO, content clusters and internal linking
Outcome, evidence and limitations
The project produced a scalable organic-growth roadmap and identified high-value search opportunities. It is a strategic portfolio case study and does not claim access to M-KOPA’s internal implementation or performance data.
Why this project matters
This project demonstrates how I translate a practical problem into a structured strategy, prototype or analytical workflow. It also records the limits of the current work and the next validation needed before broader use.
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