Challenge

Curi Capital produces a steady stream of written content, but there was an opportunity to better understand how audiences were discovering that content through search.

Using the site’s Google Search Console data, the challenge was to identify where meaningful opportunities existed to capture search demand and maximize the impact of Curi’s written thought leadership online.

Strategy

We used search demand to guide Curi’s thought leadership strategy, identifying high interest financial topics and opportunities to better structure content to capture that demand.

To do this, I conducted a search opportunity audit using Google Search Console and SEMrush to analyze keywords, competitor trends, and content performance.

The resulting framework prioritized evergreen financial topics, improved page hierarchy (H1, H2, H3), optimized titles and meta descriptions, and identified opportunities for their written content.

Insight

Search data revealed that content related to financial topics was generating strong impressions, signaling clear audience demand. However, those impressions were not translating into clicks at the same rate.

This suggested that while Curi was appearing in relevant financial searches, there was an opportunity to improve how content was framed and structured to capture engagement and strengthen the firm’s thought leadership.

Key Results

• Search opportunity audit surfaced high demand financial topics for Curi’s thought leadership strategy

• Content optimization framework established for structuring written content across the site

• SEO and GEO best practices implemented, including page hierarchy and metadata standards

• Framework adopted to guide ongoing content development and optimization