In this case study, we’re pulling back the curtain on how SnappyPay, a fast-growing Nigerian FinTech platform for bill payments and digital services, dramatically boosted its online visibility and user engagement. The company went from being under-the-radar to a known digital brand in less than 6 months.

Despite operating in a competitive space with well-established players like Cardtonic, Prestmit, Use Nosh, and more, SnappyPay carved out a strong presence through a strategic, data-driven SEO and content approach led by the Growvastly team.

Let’s walk you through how we did it, and how you can apply the same approach to your business.

The Challenge: Competing in a Saturated Market Without Online Visibility

SnappyPay had a compelling product: a platform enabling Nigerians to buy airtime and data, pay electricity bills, fund sporting bet wallets, buy gift cards, access virtual dollar cards, and manage digital finances more easily.

But while the product was solid, the company didn’t have any digital presence to reflect the platform’s value yet. SnappyPay’s competitors were all over the internet, ranking for the keywords they wanted to target. This challenge is precisely the reason SnappyPay reached out to Growvastly.

When we first connected with SnappyPay, it was a new platform with zero performance online. Transforming this was a herculean task, which only a reliable SEO company in Nigeria like Growvastly can handle.

Summarily, SnappyPay was in a state with:

• Low Domain Authority (DA): With a negligible DA, ranking for competitive FinTech keywords was near impossible.
• Zero Organic Traffic: The site had minimal visibility on search engines, as the product was being developed, and they had hardly implemented any SEO efforts.
• No SEO Structure: No keyword strategy, internal linking system, or structured content targeting.

SnappyPay needed organic discoverability and a digital strategy that could compound over time.

The Outcome: 100x Organic Traffic Growth and Top 10 Rankings Across Multiple Keywords

Here’s what we achieved within 6 months of working together:

SnappyPay’s brand is now recognized across Nigeria’s digital space with multiple blog posts ranking in the AI Overview and featured snippets of Google search results.

The 3-Part SEO Process That Fueled This Growth

We followed a simple, data-driven, repeatable system focused on user intent and long-term growth. Here’s what that looked like:

1. Strategy and Research

We started with a foundation:

• SEO Strategy: First, we discussed extensively with the SnappyPay team to understand their business goals and systems. Next, we performed thorough research about their products, market, industry, and competitors. With these details, we created an SEO roadmap shared with the SnappyPay team.
• Keyword Clustering: During the research phase, we identified keyword opportunities and clustered them based on search intent using premium SEO tools like Semrush and Ahrefs.
• SERP Analysis: We audited top competitors like Cardtonic, Prestmit, and Nosh to understand content gaps and win opportunities.
• Content Mapping: Built a topical map that aligned with SnappyPay’s product offerings and user questions.

2. Website Optimization and Technical Fixes

Next, we fixed the basics to ensure content could perform:

• On-Page Optimization: Optimized title tags, meta descriptions, headers, and keyword placement across all content.
• Internal Linking: Created a smart internal linking system to connect related articles and guide users through the funnel.
• Technical SEO: Improved site speed, mobile responsiveness, indexability, and structured data using tools like Yoast SEO, Screaming Frog, Semrush’s Site Audit, and more.

3. High-Quality Content and Conversion Paths

Then we created and distributed engaging, search-optimized content:

• Blog Posts: Published 60+ articles optimized for both search and conversions.
• Publications: Wrote 10+ content to be published on reputable platforms like Punch, The Guardian, Tech Cabal, etc.

4. Data-Driven and Industry-Focused Backlinking

We found ethical and white-hat backlinking opportunities to build SnappyPay’s authority. As of now, we have 100s of do-follow backlinks from authoritative and relevant platforms pointing to SnappyPay’s homepage and other vital pages.

The Result: From Obscurity to Authority

Today, SnappyPay ranks on Google’s first page for hundreds of FinTech-related terms and drives over 48,000 monthly traffic, according to a Semrush report as of the time of writing this case study. Their blog is now a valuable educational hub for digital-savvy Nigerians. (See the image below)

But the most exciting part? This growth continues to compound monthly with every new article indexed and linked strategically.

Want to see some of the keywords SnappyPay ranks for in the top 10? There are lots of them to feed your eyes.

Key Takeaways You Can Apply

• Strategy Trumps Tactics: Instead of rushing to execute, we took time to prepare for a win.
• Partnership that Blossoms: Every step of the way, we related with the SnappyPay team to discuss progress and areas for improvement.
• Data-Driven but Adaptable: Whilst data is the foundation of our work, we were flexible to adapt to changing systems and often had to shift grounds to guarantee a win.
• Topical Authority Wins: Instead of one-off blog posts, we created interconnected content clusters that positioned SnappyPay as a go-to source.
• Technical SEO Matters: Without solid performance and crawlability, even great content won’t rank.
• Consistent Publishing = Compounding Results: Growth didn’t happen overnight, but it was steady, structured, and aligned with clear business goals.

Ready to Build a Growth Engine Like SnappyPay?

If you found this story insightful, imagine what we could do together for your business. Don’t wait to read another of our case studies. Let us make you another powerful case study!