Organic growth and technical SEO for HANetf
Organic growth and technical SEO for HANetf, a white-label ETF platform. The work and client relationship secured more work for leading the search side of 15 new product launches.
Client: HANetf in 2018 - 2020
Site: https://www.hanetf.com/
HANetf is a white-label ETF platform. Asset managers use it to launch and run their own branded UCITS ETFs and ETCs without building the regulatory and operational infrastructure from scratch. The products are thematic, tracking megatrends and niche sectors, so most of the audience is not searching for them by name yet. HANetf came on as a new client while I was at D2 Interactive, the agency behind the brand and the website. I managed the organic growth and SEO side of things.
The hard part with a platform like this is discoverability for products that have no established search demand. A new thematic ETF launches into a category the market may not have named yet. The people who matter, asset managers weighing a launch partner and investors researching a theme, search around the subject long before they search a fund. Technical health carried weight too. A site that keeps adding product pages needs clean indexing and structured data as it grows, or new launches never get a fair read from search.
The answer was organic growth built on technical SEO and steady SEO advising. Rather than chase fund names, the work built topical authority around the megatrends the products track, so HANetf surfaced while investors were still forming a view. Technical SEO kept the growing site legible to search engines as products were added. The advisory side shaped how each fund launched, so search was part of the plan rather than a fix applied once a product was already live.
The value to HANetf was a search foundation each new fund could launch on, not a clean-up after the fact. Organic visibility improved across the thematic topics the platform competes in, and new product pages went live in better search shape rather than being fixed later. The SEO input became part of how launches were planned, feeding the campaign side instead of trailing it. The relationship grew on the back of that work.
The brand and website were D2 Interactive's work, as HANetf's creative and digital partner. I excuted the organic growth and SEO that ran on top of them, from technical health to launch advisory.
Helped secure the search and campaign work for HANetf’s next 15 ETF product launches.
