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This case study highlights my work on SEO performance monitoring, analytics validation, and organic traffic stabilization for a fintech mutual fund platform while working in an agency environment.

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Context

• Industry: FinTech (Mutual Funds)
• Role: SEO & Organic Performance (Agency-side)
• Reporting Frequency: Weekly & Monthly
• Tools Used: Google Search Console, Google Analytics, Ahrefs, Excel-based SEO reports

My Role & Ownership

• Owned organic performance tracking and reporting
• Reviewed weekly and monthly SEO trends
• Performed GA vs GSC validation
• Identified attribution inconsistencies
• Coordinated with paid marketing team
• Documented findings using drop analysis sheets

Problem Statement

During routine SEO monitoring, a fluctuation was observed in organic traffic where GA showed a spike that was not supported by Google Search Console data. This raised concerns around incorrect traffic attribution and the reliability of organic performance reporting.

Investigation & Analysis